German sanitary fittings manufacturer Grohe intends to continue building on the momentum that it is currently witnessing in the region by implementing a new commercial strategy.  In line with this, it has just launched what it claims to be an industry-first digital platform – digital experience hub Grohe X  – where brand insights and product news can be experienced first-hand.

“This informative customer-centric program will provide inspirational content tailored to the needs of Grohe’s customers, such as installers, wholesalers, architects and designers, as well as consumers. Visitors will be able to engage online with Grohe brand experts to receive dedicated support,” Renu Misra, Leader, Mena, Lixil Emena, tells Gulf Construction.

Grohe is part of the Lixil Group Corporation, a publicly listed company on the Tokyo Stock Exchange.

Misra ... the platform will provide inspirational content to customers.

Despite the current Covid-19 pandemic, “the past year was great for Grohe”,  she remarks.

“Among our main successes were the completion of many projects and that there were no interruptions in the service to our customers, which was key for us. The rise in new hygiene standards put our touchless range at the forefront of our offering and strategy for the year. Also, home renovations and the reinvention of living spaces due to the home confinement allowed us to push more bathroom and kitchen products that cater to the customers’ new needs in both form and function,”  Misra explains.

Given the new demands in hygiene standards, she says Grohe has a pipeline of almost 600 new developments in the hospitality sector across the Middle East and North Africa (Mena) region with many of them in the Gulf.

According to Misra, the change in consumer behaviour has resulted in hotels having to adapt to new hygiene requirements to create a safe space for clients during the pandemic.  Grohe has a strong presence in the hospitality industry over a number of years and has worked on iconic projects such as the Address Fountain Views, the Address Downtown, Hyatt Regency Dubai Creek Heights, Double Tree by Hilton in Sharjah, as well as the Fairmont Abu Dhabi in the last years. The main Grohe products that were fitted for these projects are the Grandera, Rapid SL, Allure Brilliant and Essence, she adds.

Product range

Grohe has an intelligent portfolio of products that meets advanced hygiene demands in bathrooms and kitchens everywhere.

Elaborating on this range, she says: “With our wide range of touchless and hands-free products, we have the right response to the increased need of hygiene. To minimise the risk of spreading germs or cross-contamination in the bathroom, we developed infra-red lines like the Grohe Essence series of faucets. We have also introduced a self-cleaning toilet seat, the Grohe Sensia Arena with a rimless toilet design and an effective flushing power of the shower toilet that deters  dirt particles from sticking. Thanks to a motion sensor, the toilet lid opens and closes automatically without the need to touch it.

“In the kitchen, we focus on EasyTouch technology with our SmartControl faucet. We re-invented the kitchen faucet by integrating an intelligent button at the top of the faucet, which provides a completely new user interaction. The shape leaves no room for distraction or confusion – puristic design in its purest form. Instead of using a lever, the SmartControl faucet offers intuitive push-and-turn operation. To start the water flow, the consumer pushes the button; when your hands are dirty, you can easily operate the faucet with your elbow.”

Misra points out that consumers are also seeking integrated bathroom concepts matching their personal needs and individual style and want to play a more active role in terms of bathroom design. “This is where Perfect Match comes into play: This curated Grohe bathroom concept offers product combinations that are a 100 per cent match in form and function. It has never been easier for consumers to create their dream bathroom. Especially if one wants to renovate or redesign the entire bathroom, the wide choice of products can be overwhelming; which is why we try to introduce ranges of products like Grohe Colors Collection and Full Bathroom Solutions that lets you create a bathroom that expresses the real you and simplify the decision-making process for you.

“Consumers can easily select their ‘perfect match’ from Grohe: Different coordinated full bathroom solutions with faucets, wash basins, bathtubs, showers, WCs, flush plates and accessories allow consumers to easily choose according to their taste and needs – and guarantee that the products are also a perfect match in design and function,” she concludes.