Bathroom brand Grohe has re-introduced its Grohe Spa sub-brand, a decade after it was originally launched.

Left to right: Leader Grohe Spa Karl Lennon and leader Lixil Jonas Brenwald

At its three-day virtual event, Grohe X, with an overall theme of Caring for Water, the company unveiled its luxury brand created exclusively for architects, designers and high-end showrooms.

Speaking at the launch, leader of Lixil Jonas Brennwald said: “We are re-introducing you to Grohe Spa, 10 years after its first launch.

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“Grohe Spa represents the most luxury products in our portfolio. It has been developed exclusively for architects, designers, planners and high-end showrooms.”

With the word Spa deriving from the latin phrase Sales Per Aquam, which means health though water in Latin, the company reported this is the sub-brand’s founding concept.

The portfolio spans taps, ceiling showers and ceramics, basins, as well as complementary products.

Leader of Grohe Spa Karl Lennon commented: “Grohe Spa products form the pinnacle of our programme, combining the highest quality that the Grohe brand stands for with even more precise craftsmanship and the latest technologies like 3D metal printing.

“This creates products that push the boundaries of what is possible and lets the user feel the passion for water in every detail.”

The sub-brand includes the company’s new Airio vessel basins which use advanced manufacturing to create edges with 5mm thickness, straight lines, and with anti-scale and antibacterial glazing.

In addition, it also boasts customisable options, such as the Grohe Atrio and Allure Brilliant Private Collection, with a choice of colours, finishes, materials and handle options, including marble-effect Caesarstone.

Its Grohe Rainshower Aqua ceiling showers can be customised to suit individual showering habits, with elements placed horizontally, vertically or at right angle, tailored according to the room’s conditions and the customer’s individual preferences.

Karl Lennon explained the sub-brand will be supported with an in-store concept for retailers, as well as dedicated website and online product training, with inspirational projects showcased on its Grohe X platform.

“We will provide new showroom environments for our partners evoking multi-sensory experiences that are soothing, memorable and distinctive”, said Lennon.

He added: “With Grohe Spa, we are now embarking on a journey that will take bathroom design to new levels.”

Grohe Spa will be showcased at Salone del Mobile.Milano, which takes place from April 18-23 in the Fiera Milano district.