German brassware giant Hansgrohe has announced its expansion into new product categories with the launch of a collection of sanitaryware, furniture and mirrors in a bid to offer its customers a holistic bathroom solution.
Exhibiting at Europe’s leading bathroom fair, ISH – under the title of ‘Celebrate Change’ – the brand marked its significant portfolio expansion with the launch of two furniture collections – Xelu and Xevolos – which are, the brand says, offered in several variations for “maximum freedom in planning”.
It also unveiled its Xuniva washbasin collection, the EluPura WCs and the Xarita mirror collection.
Speaking to kbbreview at the ISH fair in Frankfurt Christophe Gourlan (pictured left), chief sales officer Hansgrohe Group, said: “We started this category expansion journey in Asia a couple of years ago – where it has been a huge success. So, we analysed the market in Europe and observed that most of our customers would prefer to be able to buy a complete bathroom from one brand. We now have that complete offer.”
The expanded bathroom offering will be rolled out across six countries in Europe with products due to hit the UK market next year.
“We have some experience of an expanded portfolio with our Axor brand where we developed full bathroom collections with designers including Philippe Starck and Antonio Citterio,” said Jay Phillips (pictured right), MD Hansgrohe UK. “Now feels like the right time for this natural evolution and for Hansgrohe to go on that journey.
“We’ve also listened to customer feedback as our research actually showed that a lot of UK consumers actually thought we already did ceramics and furniture. So, for us, it just feels like the right time to expand our category offering.
“Ultimately, it also means that we’re easier to do business with – whether that be for a consumer, an installer, a specifier or a showroom partner – working with one brand that can offer a one-stop-shop solution makes their lives easier.”
“This is just the first step into a long journey for the brand to become a full bathroom services provider.”
Acknowledging that Hansgrohe is one of the last specialist brands to expand into offering a full bathroom product portfolio, Gourlan said: “What’s important about our proposition is that we remain a brassware specialist. We see the sanitaryware and furniture offering as a support to our core business of taps and showers.”
The launch coincides with Hansgrohe UK’s move to a new, purpose built HQ in Warwick following the Group’s £5 million investment in its UK subsidiary.