Leading sanitary fittings and systems’ manufacturer Grohe Water Technology, which has been growing from strength to strength in recent years, will put on display its recently introduced F1 line at this year’s Big 5 show.

“Virtually a piece of art designed by FA Porsche Design Studio, the F1 line is a high-design line that incorporates a number of new technologies and materials,” says Franz Droege, general manager of the Germany-headquartered firm
As the top product in Grohe’s range of premium products, the F1 line is a unique development in the world of sanitary fittings as it incorporates high design concepts with technological advances and has already won the prestigious iF Design Award, he says.
Apart from the F1 line, the company is planning to show a wide range of that include bathroom fittings such as washbasin and bath mixers; electronic fittings, as well as thermostats; showers and shower systems; kitchen fittings; and sanitary systems for the WC at its stand.
“The fittings are clustered in a way to appeal to end-users from across the spectrum of incomes, including those fittings that lay emphasis on high-design lines to those that stress functionality,” says Droege.
“Although these products have been known for a while in the markets of Middle East and Africa – since its launch at the International Sanitary and Heating Exhibition (ISH 2005) in Frankfurt in March – this will be the first time that the new products are being showcased on this scale in the region,” he says.
Elaborating on the regional market, he says: “All in all, our assessment of the region is strongly positive. We have taken into account the strong performance of local economies, and the perception that countries of the GCC are more ready than ever for business. “Furthermore, there is also the steady positive trend in the oil price. Consequently, there is every expectation that the key markets of the Gulf will flourish for the foreseeable future.”
Grohe has a 30 per cent share of the Middle East where it has its largest network of agents and distributors.  The Middle East and Africa account for $90 million in revenue for Grohe. Grohe Middle East co-ordinates the company’s activities for all Middle East and African states. In the Gulf, Grohe has offices in Riyadh and Dubai.
Grohe has been keen on making its presence felt at the Big 5 shows through participating every alternative year.
“As the leading sanitary fittings exporter in the world, we ensure that our stand is by far the largest and most impressive at the Big 5,” he comments. “Naturally, our stand is the major attraction in the sanitary fittings sector and among all German manufacturers present at the show.
“The Big 5 show – a premier exhibition of its kind in the industry for the Middle East and Africa – is well known throughout the region, and indeed much of the world. As such, it gives us a region-wide exposure as well as enables us to introduce new products for visitors from across the region,” says Droege.
Grohe Water Technology is the leading manufacturer of sanitary fittings and systems worldwide and is considered the world’s first single source supplier of a complete range of sanitary products and systems that cover all aspects of domestic water installation and the economical and ecological utilisation of water. The company’s product range covers the broad spectrum from washbasin mixers to flushing systems, and from high design lines to electronic fittings for public utilities.
“At Grohe, we have always believed that the bathroom is more than just a place for daily sanitary needs. From the start, Grohe has viewed the bathroom as an area where individuals and families spend a considerable amount of time – and as such has designed bathroom fittings for a range of lifestyle and budgetary requirements,” says Droege.
“After nearly a century of experience in this field, today few can match the wide range and sophisticated technologies offered by Grohe for the bathroom space. Careful product design, sophisticated manufacturing processes and stringent testing has ensured that Grohe fittings retain their value even after years of use.
The company’s popular Euro series of fittings – Eurosmart, Eurofresh, Eurostyle, Europlus, Eurosolid, Eurodisc and the recently introduced Essence range – reflects these qualities.
Designed with the modern bathroom in mind – be it in private residences, commercial properties or public utilities – Grohe’s electronic fittings, with infrared or radar control allow touch-free functionality and are ideal for use in public and commercial facilities or even in households. Grohe electronic or self-closing faucets, urinals and flushing systems include the self-closing Eurodisc SE, and the touch-free Europlus E and the Tectron Urinal, explains Droege.
Grohe claims to be one of the few sanitary fittings manufacturers who can provide a range of kitchen fittings that can suit any design concept or environment. The company’s stainless steel pullout kitchen fittings offer all the features that can be expected of a professional grade faucet, he adds. Besides this, the company also boasts a wide range of showers and shower-systems.
“Today’s sophisticated consumers want to articulate their sense of style not only through the design of their living rooms and kitchens but also through individual and harmonious bathroom design,” says Droege. “This requires holistic design concepts and products that lend themselves to coordinated interior design schemes.”
Grohe ‘s response to this trend is “Articulation”, a range of high design products reflecting the sophisticated individuality of the end-user. This new concept was launched in 2003 and has been rapidly gaining in popularity throughout the world, he adds. The F1 is part of this range.
Elaborating on the company’s strategy, he says: “As always, our focus is on the highest technology, quality and design, combined with a tough reliability. What Grohe has also shown over the years is that it is truly a global company that knows how to think local. This also means that Grohe lays strong emphasis on customer service and training in local markets. In line with this, there are several unique relationship programmes.
“For instance, the Blue Globe Club of Grohe provides information to its members, who are mainly professionals, about the best and latest water technologies in the Middle East, with emphasis on technological and efficiency advantages generated by Grohe.
“Additionally, there is the newly-launched Grohe Certified Plumber (GCP) programme, which is designed to spread expert knowledge about Grohe products to plumbers in the region. This is being done through the Grohe Academy, which has been operational for more than six years in the region, giving seminars and technical advise on all issues related to Grohe products and services,” Droege concludes.
Grohe stand number at the Big 5 is 7A 341.