GROHE celebrates GROHE X Professional Event in Lisbon

• 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, new products, POS concepts and the GIVE program 

• GROHE Professional demonstrates the brand’s commitment to professional partners and the sanitary industry
  
  

London, June 2023 – Sanitary industry professionals from around the world gathered in Lisbon, Portugal from 30th May to 2nd June to experience the GROHE X Professional Event. Not only were participants able to visit the GROHE Experience Center in Lisbon and the plant in Albergaria, but also a dedicated brand space completed the customer journey. The brand space presented the GROHE Professional portfolio in four areas, from highlighting products such as the water-recirculating shower GROHE Everstream, the new colour 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, GROHE 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 got to know new innovations in the Novelties area, such as Phantom Black, the latest addition to the GROHE Colours 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 debut of the GROHE Everstream 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 Everstream collects used water in a tank that is then 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 campaign was presented. This campaign celebrates the partnership between consumers and their professional partners in realising 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. 

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