The Grandera bath by Grohe.

Grohe aims to further its successes in the region by investing in programmes and people

Grohe, a leading manufacturer of sanitary fittings, including kitchen and bathroom faucets, taps and shower systems, says it has seen double-digit growth during the first half of this year.

“Our aim is clearly to further grow the business and to maintain our position as one of the leading brands in the market,” Simon Shaya, general manager and president of Grohe in the east Mediterranean, Middle East and Africa, tells Gulf Construction.

“Furthermore and more specifically, we continue to foster and support our presence in parts of North and West Africa,” he adds.

The company has been operating in the region for many decades and attributes its success to innovation and to the quality of its products.

Grohe has carved a niche for itself as a technological leader, which has seen it launch a range of innovative products. Earlier this year at ISH, a trade fair for bathroom design, energy-efficient heating and air-conditioning technology and renewable energies, held in Frankfurt, Germany, Grohe showcased many new concepts and innovative designs.

A Eurostyle bath. A Eurostyle bath.

A Eurostyle bath. A Eurostyle bath.

“Our innovative designs such as the new Eurosmart, new Essence, Grandera Warm Sunset (Rose Gold), and Grohetherm 1000 to name a few, were focal points this year,” says Shaya.

The company also introduced innovations like new Eurosmart electronics as part of Grohe Professional in the area of special fittings for more effective support to its specialist partners.

“As masters of technology since 1873, Grohe’s passion for water goes hand in hand with uncompromising German quality as well as innovative drive, technical expertise, precision engineering and dedication to timeless design. This is what sets us apart,” he says.

“At Grohe, quality is defined by the highest levels of craftsmanship, durability, functionality, design and convenience of use. A key to Grohe’s success is German precision engineering and we have always valued the importance of having our characteristic product design.

“Every successful brand has its identity and we work with a team of in-house designers, headed by Paul Flowers. This gives the team a basis for creativity and innovation. Our international colleagues of design bring incalculable value to the Grohe brand with their unique contribution and cultural distinction and integrate their background and influences into their work on a daily basis for worldwide markets. This is something very special,” he says.


Eurodisk Joy.

Eurodisk Joy.


The company has been successful in the Middle East’s project sector since the early 1970s. This is reflected in Grohe’s current evolution into a supplier of complete bathrooms, according to Shaya.

“For many decades, Grohe has been the brand of choice amongst prominent architects and clients, both regionally and around the world. Grohe fittings harmonise objectivity and emotion combining sensual minimalism and supple curves with simplicity to ensure the perfect flow of water and utmost comfort.”

Its landmark projects in the region include Hilton Hotel, Versace Towers, Bristol Hotel and Galleria Hotel in Saudi Arabia; Abu Dhabi National Oil Company (Adnoc) headquarters tower, Meydan Millennium Heights and Damac Heights in the UAE; the ISF and Kempinski The Pearl in Qatar; Movenpick Pyramids Hotel and Four Seasons Nile Plaza Hotel in Egypt; Salalah Rotana Resort in Oman; and Bristol Hotel, and Versace Towers in Beirut, Lebanon.

“These projects are but a few and represent the brand’s commitment to providing uncompromised quality standards and sustainability considerations with cutting-edge design,” he says.


Latest innovations... the Eurocube bath collection.

Latest innovations... the Eurocube bath collection.

Growth strategy

As a global player, Grohe is always looking to invest in markets that have growth potential. “The entire region has witnessed what Grohe stands for: and that is, a technology leader focused on bringing to market products that are innovative,” he says.

“We are now underscoring this longstanding technology leadership with a new brand identity as ‘Masters of Technology’, that can be traced back all the way to 1873 – with a focus on the people behind the technologies and the tangible product benefits, highlighting its long tradition as a technical innovator while emphasising the importance of ongoing innovation and development at all levels,” Shaya adds.

The company is committed to its loyal business partners, employees and customers. Under its professional brand, it continues to add to its portfolio with solutions for concealed installation and to support the success of its business partners with comprehensive service, additional points of contacts, training and numerous online offerings, according to Shaya.




Future plans

Commenting on the company’s future plans, he says: “We will continue to invest in the region in programmes and people. We are quite a decentralised company with 18 regional and country offices across the Middle East and Africa (MEA). Our headquarters for the region is located in Cyprus.

“In addition, we will continue to support our customers and partners by revolutionising the industry as an innovative company offering full bathroom solutions. This adds value for specifiers and end-users.

“Finally, we will continue to lead in digital technologies. Grohe F Digital Deluxe is a perfect example to highlight our competence on the digital side,” he adds.

Grohe also perceives itself as a company that operates sustainably, and takes sustainability very seriously. In addition to environmental responsibility, its social corporate responsibility extends beyond its staff.

“Grohe is generally committed to the public where it encourages and promotes water sustainability practices. We are on a global mission to help reduce average water consumption rates year on year. Throughout the years, we have launched many sustainable initiatives in the Middle East and Africa (MEA) as part of our global WaterCare programme such as Grohe Green Mosque in Saudi Arabia, the UAE, Syria and Water for Life in Jordan,” he points out.

During Ramadan, it launched the ‘Turn Water Into Food’ programme in Saudi Arabia, following the success of the Green Mosque project where it partnered with H A Sharbatly Foundation and converted 3,460 litres of water saved at the Sharabtly mosque into 346 boxes of food which were distributed to needy families – literally ‘turning water into food’.

“Grohe supports local communities wherever possible, and as part of the Grohe WaterCare campaign – the more you save, the more you enjoy – Grohe is aiming to increase awareness of water consumption and conservation possibilities across the region,” he concludes.