GROHE Focuses on Innovation & Collaboration with Return to ISH 2025

GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, unveils its strategic roadmap for the upcoming fiscal year. A cornerstone of GROHE’s strategy going forward is its heightened involvement in shaping and co-creating the future of the sanitary industry. Through active participation in key industry events such as ISH, the world’s leading trade fair for HVAC and water, in March 2025 and membership in influential organisations like VDMA (Mechanical Engineering Industry Association Germany), GROHE is poised to foster collaboration and drive collective progress within the sector, especially amid ongoing economic challenges.

As Bijoy Mohan, Leader, LIXIL International affirms, “Our roadmap for the upcoming fiscal year reflects our unwavering commitment to our consumers and customers, product leadership, and organisational excellence. A first highlight was our recent presence at Milan Design Week where we showcased the pinnacle of our portfolio with GROHE SPA.

Through product innovations and collaborations with key industry partners, we are confident in our ability to drive sustainable growth, delivering value to our customers and stakeholders alike, empowering them to thrive in a dynamic market environment. In the face of challenging global market conditions, our international business, especially in Europe, experienced a notable slowdown in demand throughout the year. To address these unprecedented challenges head-on, we have implemented strategic measures for the GROHE brand and the European market. We are confident that these proactive initiatives will not only mitigate the impact of adverse market conditions but also enhance our profitability throughout the fiscal year ending March 2025.”

For the last fiscal year 2024 (April 1st 2023 – March 31st, 2024), the LIXIL EMEA region has experienced a sales drop by 17% on a local currency basis. Enabling an even more tailored approach in customer engagement and sales growth for its GROHE brand, LIXIL has introduced a new regional set-up, designed to better cater to diverse market requirements and conditions.

Since April 1st 2024, the EMENA region was split in two: Europe and IMEA, comprising India & Subcontinent, the Middle East, including Turkey, and the entire African continent. This strategic realignment will enable the organisation to deploy more custom-fit strategies and tactics, ensuring enhanced support for customers across Europe, IMEA, and beyond. Additionally, the new set-up will facilitate expansion opportunities in the IMEA region for its portfolio beyond the GROHE brand, signalling LIXIL’s broader ambitions for growth and market penetration.

Relevant products addressing everyday needs

Emphasising its commitment to innovation, GROHE will launch the GROHE Rapido Shower Frame in July 2024, a testament to its behind-the-wall expertise. Designed to simplify installation of concealed shower systems and enhance productivity for professionals, the solution is a direct answer to the daily challenges faced by installers due to lack of skilled workers and full order books. Preassembled and insulated components such as mixed water pipes and concealed elements as well as a leak test performed before delivery allow installation in just three steps, saving valuable time and training expenditures for new installers.

In front of the wall, GROHE’s shower competence is highlighted by solutions tailored to current market trends. The new GROHE Tempesta hand shower, recognised with the Red Dot and iF Design Award, brings enhanced customisation by offering freedom of choice when it comes to design, from round or square options to chrome or Matte Black. The innovative SmartSwitch function allowing for intuitive switching between spray patterns, enables a further personalised experience. Additionally, variants equipped with EcoJoy technology support sustainable living by reducing water consumption without compromising comfort. Product durability is ensured by the ShockProof silicone ring, which protects against damage from falls. And all of this comes with the hallmark of quality “made in Germany” with the Tempesta originating from Lahr, Germany, the birthplace of all GROHE showers and shower systems.

Every four seconds, a hand shower leaves the new production line, which can manufacture up to 200 different product variants without needing to be reconfigured. This equates to up to 19,000 hand showers per day, all of which undergo rigorous quality checks during the production process and are 100% traceable. Strategic investments in manufacturing facilities like Lahr highlight the GROHE brand’s integral role within LIXIL portfolio of brands.