Faucet and shower manufacturer Hansgrohe Group says the continued expansion of the luxury hotel and property development sector across the GCC, coupled with an increasing appetite by consumers to own premium luxury products in their homes, has contributed to its strong growth in the region.
Renowned for its innovative approach in crafting sustainable, design-focused kitchen and bathroom fixtures and fittings, the Germany-headquartered firm – which is marking its 120th anniversary – states that it can count expansion in the Middle East a significant contributor to its 12-decade success story.
Hansgrohe Group, which includes premium brands hansgrohe and Axor, has increased its footprint across the region over the past several years, and now has a presence in 13 Middle Eastern countries. These include the UAE – where it has a representative office in Dubai – Saudi Arabia, Kuwait and Qatar, with Iraq being the latest addition to a growing list.
Wolf ... there is a requirement for premium products.
Some of the most iconic and impressive regional landmarks in the UAE feature hansgrohe or Axor products, including Masdar City in Abu Dhabi; Burj Khalifa, the Bulgari Hotel and Skyview Towers in Dubai. King Abdullah Financial District (KAFD) in Riyadh, Saudi Arabia, and the Marina Towers in Beirut, Lebanon, also boast Hansgrohe products.
Andreas Wolf, Managing Director of Hangrohe, SE MEA, says: “There will be almost 70,000 luxury category hotels operating in the GCC region by 2022, and combined with luxury real estate growth, there is a requirement for premium products that give the best possible experience to consumers – that includes the washroom and showering experience, where Hansgrohe has continued to pioneer and innovate products that combine original aesthetics with ultimate functionality, always with sustainability a key driver.”
The company is responsible for a wealth of industry “firsts” as well as the pursuit of climate-friendly solutions through a specially developed water-saving calculator which calculates the water and budget savings that can be achieved by switching to Hansgrohe products with EcoSmart and Cool Start technology.
For the Axor brand, partnering with a series of globally renowned designers has contributed to its continued appeal amongst the architect and interior design sectors. Collaborations have included those with French industrial architect Phillip Starke; Italian architect and furniture designer Antonio Citterio, and British industrial design duo, Barber Osgerby.
The manufacturer’s 120th anniversary motto is “Setting the Beat of water since 1901” with its premium brand, hansgrohe, creating the #hansfactor campaign, illustrating the characteristics, skills and qualifications that shape the company’s success.
Marc Andre Palm, Head of Global Brand Marketing for the hansgrohe brand, comments: “Never losing curiosity and always questioning the status quo, while acting responsibly and putting people first, that’s what #hansfactor stands for.”
An additional boost to the anniversary celebrations, and typical of the group’s pervasive originality is “WaterTunes” – an album of catchy electro-pop melodies available to download on Spotify. Composed by Hamburg-based musicians, Florian Kruse and Andreas Paulsen, it is based on original water disturbance sounds from the Hansgrohe spray and sound lab. The source of their creation was the sounds that are filtered out as noise when water passes through shower and faucet prototypes.
The 120-year history of the company is marked by innovations such as the first hand-held shower with multiple spray types, the first pull-out kitchen faucet, and the first wall bar to hold a hand-held shower. The company holds more than 15,000 active property rights.
The Hansgrohe Group, its brands and products have won numerous awards, including more than 600 design prizes since 1974. Its productare found worldwide: on renowned cruise ships, in luxurious five-star and boutique hotels, in metropolitan cities, in spas, exclusive bathrooms of lodges and luxury villas, public facilities, as well as in countless private homes.