At the launch of digital hub Grohe X, leader Lixil EMENA Jonas Brennwald said, during time of challenges, it is important to demonstrate leadership which will build customer trust.

Lixil leader EMENA Jonas Brennwald and leader of Lixil Fittings International Thomas Fuhr

He commented: “The industry leadership we have taken on is very important for the company, also for all our team members and customers.

“They see a clear industry leadership from the Grohe brand, that we take even in tough times. That will build lots of trust.”

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As part of its vision, the company recently introduced a new corporate strategy, which provides products, packaging, services and commercial support customised for individual sales channels.

Jonas Brennwald exclaimed: “It is the biggest thing we have done in our history.”

He said the digital hub Grohe X fits into the company’s new strategy as it has multimedia content tailored to the specific needs of trade customers, installers and consumers, and stated it was the “Netflix of the industry”.

Brennwald also pointed out Grohe X will enable the company to introduce new product to the world, from one place.

He further explained the hub had scaling opportunities, with five broadcasting studios which could be in use 24/7.

Originally created as a replacement to the trade exhibition ISH, Grohe X will continue as a hybrid version even when physical shows return.

In addition, the company will introduce Grohe X mobile and, using its four rebuilt trucks, will be able to broadcast from different places around the world.

Brennwald added: “That will be a huge gamechanger. Grohe X will become closer to society, closer to professionals and closer to consumers.”

Grohe also used the keynote presentation to introduce its revised Eurosmart collection, which included triple core technology for brassware, and the Eurosmart Hybrid mixer with lever and infra-red sensor technology.

In terms of production, Thomas Fuhr stated Grohe has doubled its capacities worldwide from 5 to 10 plants and, in the middle of the pandemic, invested in a logistics centre.

He pointed out the brand has tripled sales of sanitaryware over recent years and had opened a factory in Eastern Europe, last year, to cater for the increased demand.

Thomas Fuhr also reported Grohe achieved the German Sustainability Award across two categories and stated all 10 of its Lixil factories will be carbon neutral by the end of 2021.

Furthering its sustainability message, Fuhr stated the company would also eliminate single use plastic packaging by the end of the year.

Completing its keynote message, Grohe highlighted it would roll-out a “made for your water” campaign for its Grohe Blue fittings, and introduced its Give programme to train installers globally, and help improve plumbing infrastructure worldwide.