GROHE recently hosted the GROHE X Professional Event in Lisbon, gathering over 800 customers from Europe, the Middle East, and North Africa. The exclusive event showcased the GROHE Professional portfolio through a custom-built brand space, highlighting products like the water-recirculating shower GROHE Everstream, new offerings, POS concepts, and the GIVE program, emphasizing the brand’s commitment to professional partners and the sanitary industry. The event included visits to the GROHE Experience Center Lisbon and the Albergaria plant, providing participants with an immersive customer journey and opportunities for networking and exploring industry trends.
GROHE celebrates GROHE X Professional Event in Lisbon with more than 800 guests
- Customers from Europe, the Middle East and North Africa attended the exclusive event focused on the GROHE Professional portfolio
- Custom-built brand space featured four highlight areas dedicated to the water-recirculating shower GROHE Everstream, product novelties, POS concepts and the GIVE program
- GROHE Professional demonstrates the brand’s commitment to professional partners and the sanitary industry
Düsseldorf, June 2023 – Innovations, trends and networking: Sanitary industry professionals from around the world gathered in Lisbon, Portugal from May 30 to June 2 to experience the GROHE X Professional Event. Not only were participants able to visit the GROHE Experience Center Lisbon and the plant in Albergaria, but a dedicated brand space completed the customer journey. It presented the GROHE Professional offering in four areas, from highlight products such as the water-recirculating shower GROHE Everstream, the new color Phantom Black and the new GROHE Tempesta hand shower, to the brand’s efforts to strengthen the industry with an exclusive comprehensive product, training and service package.
“We are delighted that the GROHE X Professional event was a great success. Direct contact with our professional partners is vital to us and it is important to come together as an industry to understand how we can support each other. We firmly believe that this is the foundation for sustained growth and innovation, and we will continue to invest in these relationships”, said Jonas Brennwald, Leader LIXIL EMENA.
GROHE Professional presented in four areas
With GROHE Professional, the sanitary brand has created a unique product and service proposition tailored to the needs of sanitaryware wholesalers, installers, showrooms, project customers and kitchen studios. During the GROHE X Professional Event, partners could explore the broad offering in more detail: The dedicated GROHE Professional range encompasses over 700 products that the brand sells exclusively to the traditional wholesale channel. In Lisbon, customers could get to know new innovations in the Novelties area, such as Phantom Black, the latest addition to the GROHE Colors Collection. Thanks to a lacquer-coating technique, all GROHE Phantom Black products have been enhanced to be more durable, as well as being more resistant against corrosion, fading and scratches than black variants treated with powder coating. Other highlights were the new GROHE Tempesta hand shower, which features a simple switch function to activate different sprays at the touch of a fingertip, and the new soft-edged GROHE BauEdge ceramics, among others.
The GROHE Everstream area demonstrated how the home can actively and positively shape everyone’s personal impact on the planet and its resources. The water-recirculating shower GROHE Everstream has been designed to create the showering experience users expect but consuming as little fresh water as possible. In its recirculating mode, the water collected in the drain is pumped into a circuit which maintains the desired temperature and hygienically treats the water. This uses less energy and conserves water that would otherwise go down the drain.
How to support professionals at the point of sale? This question was the focus of the Commercial area, where the recently launched GROHE Professional B2B2C campaign was presented. This campaign celebrates the partnership between consumers and their professional partners in realizing individual bathroom concepts. The area was rounded off by GROHE+, a loyalty program that actively supports professional tradespeople with a comprehensive training offering and makes day-to-day business easier for GROHE’s B2B customers.
In the GIVE area, participants were introduced to the brand’s strategy to promote the plumbing profession and increase the pipeline of skilled workers. The GIVE Program (GROHE Installer Vocational Training and Education) supports plumbing schools in providing young installers with a solid foundation for a successful start to their careers. GROHE is already cooperating with 65 schools in the EMENA region. Another focus was the partnership with WorldSkills International, a global platform to raise the profile and recognition of skilled people. Part of this collaboration is supporting the skills competitions for Plumbing and Heating at EuroSkills 2023 in Gdansk and WorldSkills 2024 in Lyon.
The GROHE X Professional Event is the second installment of live events following the digital GROHE X Summit that took place in early March. The brand is taking a hybrid approach in order to deliver the best possible experience for its customers.
About GROHE
GROHE is a leading global brand for complete bathroom solutions and kitchen fittings. Since 2014 GROHE has been part of the strong brand portfolio of LIXIL, a manufacturer of pioneering water and housing products. In order to offer “Pure Freude an Wasser”, every product is based on the brand values of quality, technology, design and sustainability. Portfolio highlights such as the GROHE Eurosmart line or the GROHE thermostat series as well as groundbreaking innovations such as the GROHE Blue water system are the perfect embodiment of these values. Focused on customer needs, GROHE creates life-enhancing and sustainable product solutions that offer added value for consumers. To make everyday work easier for its professional partners, the brand also offers a comprehensive range of services, including the GROHE + loyalty program and GIVE – a training program for the next generation of installers.
With water at the core of its business, GROHE contributes to LIXIL’s corporate responsibility strategy with a resource-saving value chain: from CO2-neutral* production, water- and energy-saving product technologies, the removal of unnecessary plastic in the product packaging, all the way to the launch of Cradle to Cradle Certified® products. With the hybrid communication ecosystem GROHE X, the brand provides further impulses for the industry. Whether digitally on the brand experience hub, physically or hybrid in the GROHE X Brand & Communication Experience Center in Hemer, Germany or on the road with the GROHE X Motion Trucks, the brand connects people to enhance LIXIL’s purpose to “make better homes a reality for everyone, everywhere”.
*includes CO2 compensation projects, find out more here
To find out more about GROHE Professional visit our digital experience hub GROHE X and the GROHE Colors collection.
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About LIXIL
LIXIL (TSE Code 5938) makes pioneering water and housing products that solve every day, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all and responsible business growth. Our approach comes to life through industry leading brands, including INAX, GROHE, American Standard and TOSTEM. Approximately 55,000 colleagues operating in more than 150 countries are proud to make products that touch the lives of more than a billion people every day. Learn more at www.lixil.com
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