Lixil is set to launch Grohe X, a digital platform for its global bathroom brand for professional business partners and consumers on March 16, 2021.
Originally intended as an alternative to the biennial ISH exhbition, which Grohe withdrew from due to COVID concerns, the company reports Grohe X “is now more than a trade fair substitute”.
It will offer information and multimedia content, from global trends impacting the bathroom through to the latest products and installer how-to videos.
The platform will also allow exchange and support from the brand’s experts now that the opportunities for face-to-face meetings are limited.
It will boast dedicated event formats for Grohe’s professional business partners.
Leader lixil EMENA and Co-CEO Grohe Jonas Brennwald commented on the launch: “Grohe X is a result of our disruptive way of thinking. We embraced the new normal and understood challenges
as new opportunities.”
“For me, Grohe X is proof that, especially at times like these, you need to exchange ‘but’ for ‘imagine if’ and I’m more than proud that everyone at Grohe was so bold to thinking open-mindedly like this.
“With Grohe X, we offer our customers a central, always-available brand hub to get inspired but also to interact with us – wherever they are, whenever they need us. Also, in the future, we aim to
pave new paths with Grohe X.
“The digital platform is just the beginning of an own experience ecosystem that will drive engagement with our customers in the years to come.
“As soon as it is possible again, Grohe X will be supplemented by hybrid or truck tour events.”
Leader fittings Lixil Thomas Fuhr stated:“Although physical distance is key these days, we still want to offer our customers a unique setting to experience our innovations and to exchange with us directly.”
“Grohe X allows everyone to immerse in the diverse world of Grohe and it gives you the
building blocks to create an individual brand experience.
“You will get exclusive, behind-the-scenes insights of our plants and how our customer-centric supply chain connects them to the global markets; learn more about our latest technologies developed in our in-house R&D department located in Hemer, Germany; and we will also take you along with us on our sustainability journey, to which we will add another milestone.
“It is amazing what our teams have brought to life in such a short period of time.”
Grohe X will also reflects the company’s commercial strategy which will begin to be rolled out in the UK to align with the introduction of new product launches.
Based on feedback from Grohe’s business partners on their expectations from the brand, the company will offer a differentiated product portfolio and dedicated services to each of its target customer groups: distributors, retailers and installers, architects, designers and planners, as well as consumers.