TELL Magazine

As part of its global expansion strategy, Grohe, a German international company, enters the Nigerian market with its premium sanitary fittings and water technology

With its recent rating as an emerging economic powerhouse, Nigeria has become a great attraction for foreign companies. Only last week, Grohe Group, a German international company, reputed to be Europe’s largest and one of the world’s leading manufacturers of sanitary and kitchen fittings, introduced its range of luxury products into the Nigerian market.

The company, which has offices in 130 countries, is targeting growth opportunities in Nigeria because of the huge potential of the country’s economy. “As a global brand we are always looking to invest in markets that have growth potential for Grohe and the African continent will be more and more a focus,” said Simon Shaya, president, Grohe, East Mediterranean, Middle East & Africa, recently. At the unveiling of the products in Lagos, Shaya explained that the company is committed to the Nigerian market because the West African country is among the top 10 fastest growing markets in the world. The country, he said, has been grouped among the fastest expanding global economic trading blocs, otherwise known as the MINT nations.

MINT is the acronym for the new generation of emerging economies of Mexico, Indonesia, Nigeria, and Turkey. “As a global brand for sanitary products and systems, we therefore cannot afford to overlook the economic potential in Nigeria.  We have been operating in Africa through our regional offices for the East Mediterranean, Middle East, and Africa, EMEA, since 1986 in Nicosia, Cyprus,” he explained.

For the Grohe boss, the brand’s commitment is to improve and set new records in sales, after sales and training support, a feat he said is realisable in the nearest future. His optimism is rooted on the EcoJoy and Red technologies, which are features of all Grohe fittings. While the former helps save up to 68 per cent of household water usage, the latter lowers the energy requirements for water heating. He disclosed that the company considers the economical use of water and energy not only as a challenge and a moral duty but also as a great pleasure.

Some of the fittings Shaya anticipates will shape the Nigerian sanitary market are F-digital deluxe, complete bathroom solutions, digital kitchen faucet and ondus digital, among others. According to him, the new F-digital deluxe turns the bathroom into an exclusive private home spa with an experience that touches all senses and leaves nothing to be desired.

Michael Rauterkus, chief sales officer EMEA & Americas, Grohe, explained that the new product fills the shower cabin with coloured lights or pleasant steam with a favourite music from end-users iTunes library. While the steam opens the pores of the skin to aid body detoxification, the LED lights modules change the colour and intensity of the light to suit the mood of the user.

 Shaya noted that the complete bathroom solution is the combination of digital shower, bathtub, basin and bidet. With a digital controller that can be positioned on the wall or on the ceramic, the fittings use their memory function to save the user’s preferred combination of water temperature and flow, he said. According to him, “The wireless controller and digital diverter connect remotely to a thermostatic mixing unit, for accurate temperature control and enhanced design freedom. Its pause button enables the user to apply shampoo and memorise the current settings and restart the water at the exact same temperature and flow”.

With a wireless digital technology in the digital kitchen faucet, he explained that a single touch is all it takes to start and stop the water flow from the kitchen faucet. Another important feature of this facility is that the flow of water stops automatically after an individually pre-set time and this smart function enables the user to fill a sink at the touch of the button and, for total security, prevents overflows and flooding.

With nine production plants in Germany, Portugal, Thailand, Canada and China, Grohe Group, which was formed in 1936, operates in 130 countries across the globe. All its products are designed and engineered to contribute to a perfect water experience. Shaya adds: “Our product range comprises everything from aesthetically appealing designer faucets for bathrooms and kitchens to ingeniously safe thermostats to showers and shower systems that pamper the user, from smart installation and flushing systems to attractive accessories. That is our focus and what we are committed to.”