German bathroom manufacturer Grohe has announced its decision to withdraw from international exhibition ISH 2021, following the COVID-19 pandemic and the organisers “unsatisfactory” hygiene concept for the brand.
The company stated three main reasons led to its decision of the global brand, which is part of Lixil.
These included “the values of respect and doing the right thing to protect employees, business partners and customers”.
It also highlighted the “fragile” COVID-19 situation in Germany and in countries throughout Europe, making large events “an almost incalculable risk.”
Grohe also reported the hygiene concept suggested by the ISH organisation “unsatisfactory” for the brand.
CEO Lixil EMENA and Co-CEO of Grohe AG Jonas Brennwald explained: “With great regret we have to cancel our participation in the trade fair ISH 2021 at the scheduled time in March 2021.
“Our customers and business partners are expecting us to create a unique brand experience with fantastic product launches and engaging with us on a personal basis during the fair.
“However, under the given circumstances and restrictions we don´t see this possible with a traditional fair concept.”
COO Fittings Lixil International and Co-CEO of Grohe Thomas Fuhr added: “We were very sorry to hear that there was no will to postpone the ISH trade fair until a later date.”
He continued: “One of our company values is doing the right thing. We are convinced that in this crisis situation, the cancellation is unfortunately the only right thing to do to ensure the safety and health of all involved.”
Following this decision, GROHE will also review participation in other trade fairs in the EMENA region.
Grohe is currently exploring an alternative concept to present its product launches for business partners and the media next year. wants to continue to create a unique brand experience for business partners and the media next year.