Lixil launches Grohe X digital experience platform

Lixil EMENA is launching a new digital platform for its global sanitaryware brand Grohe, called Grohe X.

The “industry-first digital platform” will launch on March 16 and will enable visitors to experience exclusive Grohe brand insights and product news first-hand.

The new platform will provide tailored multimedia content, carefully curated for each target group and industry channel.

The new hub will also provide trade customers with details of global trends that are impacting the sanitaryware business, feature how-to videos to make installers’ working lives easier, and provide inspiration for architects or consumers seeking inspiration for their dream bathroom.

The platform was originally intended as an alternative to the biennial ISH trade show, which Grohe withdrew from because of the Covid-19 pandemic. But it says it has progressed it become far more than that.

The new resource will allow visitors to engage with the brand’s experts and receive dedicated support. It is said to serve as a “perfect environment” for collaborating and sharing ideas.

Launching on Tuesday, March 16, Grohe X will feature dedicated event formats tailored to the company’s professional business partners.

Jonas Brennwald (pictured), leader Lixil EMENA and co-CEO of Grohe AG, said: “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.”

Jonas Brennwald

He continued: “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.”

Thomas Fuhr, leader, fittings, Lixil International and co-CEO of Grohe AG, added: “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.

Fuhr added: “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.”

Lixil said that the new platform reflects Grohe’s new commercial strategy, which will start rolling out in the UK to align with new products launches. It is said to be based on comprehensive feedback from Grohe’s business partners and aims to provide a “go-to-market approach that offers a differentiated product portfolio and dedicated services to distributors, retailers and installers, architects, designers and planners, as well as consumers”.

The first events to feature on the Grohe X programme are as follows:

Tuesday, March 16
Grohe X premiere keynote. What’s next at Grohe?
Grohe X panel talk on Consumer Insights – Tomorrow’s Living Spaces and Green Buildings

Wednesday, March 17
Grohe X Deep Dive Session – Grohe’s new services for installers

Thursday, March 18
Grohe X Deep Dive Session: Grohe Spa – Health Through Water
Panel Talk – Hygiene solutions for future living concepts
Grohe X Get-Together – Celebrating our passion for water

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