How’s business going right now for Hansgrohe Group as a whole?

Jay: I’d say it’s been a mixed bag. 2025 was a fantastic year for Axor, which is, of course, our luxury brand. Axor had double digit growth last year, which I think is supportive of how we’ve engaged with our partners, and I think the recent collections that we’ve launched – like the Axor One – have been very popular with our showroom partners and architecture designers alike. But interestingly, our fastest growing sector has been our ceramics, furniture and mirror categories. 

Why do you think that is?

Jay: Two years ago, we set off on a journey to go from being known as a tap and shower supplier to being a complete bathroom solutions provider. We’ve seen that people increasingly want to have colour coordination throughout the bathroom. I think the beauty is that we are very fortunate to have two brands. That gives us options when people are working on a tight budget – from entry level through to luxury. The key objective is for consumers to have the peace of mind on quality, longevity and performance that our products deliver being a proud German manufacturer.

So what would you say sets Hansgrohe and Axor apart in the market? 

Julie: For me, I always come back to the experience that our products give. And that’s made up of a number of pillars like the quality, the innovation and the design. It’s by bringing those three things together that actually give that user experience, but that can be challenging to articulate to a consumer. So I think that’s where the more boutique showrooms can add a lot of value, because that environment is a great way for consumers to actually feel working products. I think that’s definitely true from a Hansgrohe perspective, and from an Axor perspective, as it’s a brand that’s all about design, our collaborations give that extra point of standout, like our recent launches from Barber Osgerby and Citterio.

Given that you’ve recently made a hefty investment into your PVD plant in Germany, I’m assuming you’re expecting the recent trend for mixed metal finishes is here to stay?

Julie: We’re seeing this bi-colour trend, where you can combine finishes or you can combine materials or textures. Consumers are actually looking at using different finishes in the bathroom which I think really opens up more doors for creativity. Again, I think those trends really play very well for the boutique showroom market because I think finishes are an area where the support and guidance that designers can offer is so important to consumers. I mean, you can’t go on LinkedIn anymore without seeing lots of different bathroom designs that they’re all doing, and that really gives inspiration. And our investment into the new PVD chambers in our facility in Schiltach also means we’ll be able to reduce our lead times by half. And what that means for our Axor showroom partners or designers is that they can specify products with the confidence that they’re  going to be on site with the installer in line with their expectations and timeline. So ultimately it delivers that extra peace of mind and ensures that we’re easy to do business with as a company.

On that note, what’s your advice for retailers right now?

Julie: I’d say it would be to realise the value that they add. And that’s something I feel really passionate about. The whole consultation process that they offer – understanding what consumers want, who their families are, the lifestyle they live – and then marrying that up with different brands and styles to curate a bathroom that’s going to add value and enrich their lives. It’s not something easily replicated in other channels. 

Jay: Actually, I think our Axor showroom partners do an amazing job. Right now, it’s all about continuing to be brave, investing in the showroom, and making sure it’s a real experience centre, because that’s how you can differentiate. That’s what independents bring to the party. They’re very much service-led, and their relationships with their customers and suppliers are really outstanding.

So, what’s next for Hansgrohe? 

Jay: Well, for both Axor and Hansgrohe, 2026 is shaping up to be a very busy year! In January, we launched the Hansgrohe iFrame flush plates, so we’re still getting ever closer to that complete bathroom solution goal. And of course, this year marks Hansgrohe Group’s 125-year anniversary. 2026 also marks the 10-year anniversary of our Clerkenwell Water Studio, too. So it feels fitting with our expansion into so many other product categories, that we’ll be turning that into a bigger, better, bolder Water Studio – all I can say right now is watch this space! As a company, we’re continuing to invest in the market, and we’re not standing still. I’m not sure if it’ll be complete plain sailing, but we’re quite optimistic about 2026, and we’re still going to carry on trying to create value for our partners.