Renu Misra (pictured below), president of Grohe Middle East, Africa and East Mediterranean tells designMENA about the brand’s strategic focus on the region.
Q: What prompted the decision for Grohe to open their first showroom in the Middle East now, despite having had a presence in the region for many years?
Dubai is a dynamic, innovative city and it is also the hub of a fast growing GCC market. We understand the importance of having a presence in the region to be closer to our customer base in a flagship single brand showroom. This will help us better understand the needs of our consumers and partners and be able to cater our offerings to ever increasing changes in lifestyles. Grohe’s Dubai showroom is the first one to open in the Middle East to showcase some of the brand’s latest and most innovative product offerings that cater to the Middle East, Africa and East Mediterranean markets.
What is the objective of this showroom?
With the increase in hospitality and retail venues for 2020, Dubai represents an exciting opportunity for the future of Grohe. As the brand awareness in this region is high, and our products have always been available in the region, we decided to open our first showroom to reinforce the relationship with our consumers and partners.
The showroom will showcase our innovations and be an interactive space for designers, architects, developers and consumers. With the new showroom, we are looking for a fully immersive experience for consumers where they can feel the essence of the brand. Most of the products are functional and allow professional to test and play around with the products.
Our next step will be the launch of our ceramics line next July in Dubai – the first time in the region. Grohe Ceramics is our latest addition for a fully coordinated bathroom. Making it easy to pair our high-quality faucets with the ideal basins, bowls and bidets and drawing on the century-old ceramics expertise of Lixil, we have created modern bathroom ceramics that incorporate innovative technologies for maximum hygiene and comfort.
What kind of experience can industry professionals expect in the showroom?
The showroom is visually set up for the design professionals to be inspired by Grohe’s vision of integrating aesthetics with performance. In fact, design is a fundamental pillar of Grohe strategy to deliver the perfect balance of superior technology, quality and sustainability. In addition to our Grohe product lines, we will offer consultancy, maintenance, after-sales services, installation, training, augmented reality experience and virtual tours to help customers and professionals alike.