GROHE: Delivering a delightful experience
Renu Misra, President, GROHE MENA
The firm has an exciting roadmap for the year, with some groundbreaking innovations that will be launched in the region
GROHE has a comprehensive network of distributors and service points, closely working together to serve the consumer and professional market. "The consumer is at the centre of everything we do at GROHE, and our operational set up in the region reflects that. GROHE has local offices in countries across the region, such as Egypt, Saudi Arabia, Lebanon, Morocco and many more, and MENA headquarters are in Dubai and Cyprus," says Renu Misra, President, GROHE MENA, in an interview with Khaleej Times.
"We continue to strengthen our presence across the region, and the expansion of our office in Dubai and the opening of the GROHE Dubai Showroom are a testament to that," she adds.
At GROHE, quality is defined by the highest levels of craftsmanship, durability, functionality, design and convenience of use. One of the keys to GROHE's success is German precision engineering. "This is part of the company's 'Made in Germany' strategy. All innovation processes are coordinated in Germany, closely linking in-house expertise in design, development, production and quality control," she notes.
For GROHE, design is another top priority. GROHE values the empathetic, aesthetic and high-quality design of its products. Under the direction of Michael Seum, Vice- President Design at GROHE, a team of 20 international designers develop all ideas in-house. The focus on design is reflected in the many best-of-the-best awards. "In 2017 GROHE received 62 design awards, more than ever in the history of our company. With 11 awards in 2017, the new GROHE Blue Home tap water system was the most successful. And GROHE is on pace for another record year in 2018 with multiple awards won for the innovative water security system GROHE Sense and GROHE Sense Guard," says Misra.
The GROHE brand stands for quality, technology, design and sustainability. Sustainability also means responsibility - responsibility towards people and the environment. "Therefore, environmental protection and resource conservation are integral and important components of our business strategy, and compliance with environmental regulations is a clear commitment for the company," Misra says.
GROHE goes much further and strives to continually improve its products, as well as its processes and its service, especially in the areas of environmental protection and resource conservation.
"At GROHE, we offer a full range of products for your home: bathroom, shower and kitchen. We are proud to offer water efficient shower products from the Euphoria, EcoJoy hand showers and basin mixers to the Rainshower Icon, Eco and Solo hand-held shower heads," informs Misra.
In the kitchen, the GROHE Blue Home is a water system that combines a tap with a cooler and an integrated filter and carbonator to deliver perfectly chilled still, medium or sparkling water directly from the tap. Compared to premium bottled water GROHE Blue Home cuts drinking water costs by up to 60 per cent, while total carbon emissions are reduced by about 80 per cent compared to bottled water. GROHE calls it 'unbottled water'.
"We have recently introduced GROHE Ceramics that enables us to provide a complete solution for the homeowner and specifier when planning a new bathroom. Our collections have been made to match in form and function with a selection of GROHE taps, flush plates and accessories for a complete and visually coordinated beautiful bathroom," says Misra.
Another exciting new product is the GROHE Sensia Arena, a new generation of shower toilets. GROHE Sensia Arena provides gentle natural cleansing using just water and hot air drying for optimal comfort and hygiene.
"The innovative GROHE SmartControl technology was developed to provide perfect ease of shower operation, as it lets you choose your preferred spray pattern and adjust the water flow as desired. The operation is simple and easy for all the family, including children," adds Misra.
For Misra, the favourite product that comes to mind is the GROHE AquaSymphony personal spa. "It is not just a product, it's an experience - a wellness zone that lets you escape for a moment and step into another world where water exhilarates and renews you, bathing you in softly coloured light and soothing you with relaxing sounds. It is a GROHE offering that truly inspires all the senses," she recommends.
When asked about future plans, Misra says, "GROHE wants to offer the best products, solutions and experiences to the consumers, the industry professionals and our partners. We have an exciting roadmap for the year, with some groundbreaking innovations that will be launched in the region. With a focus on delivering a delightful experience to the consumer from product selection to service and maintenance, GROHE has all the right ingredients for further growth."
GROHE Blue Home Water System