GROHE expands its footprint in Saudi Arabia

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As part of its ambitious growth strategy in the Kingdom of Saudi Arabia, GROHE has partnered with the long-established Bayt Alebaa to showcase its latest breakthroughs, thereby reiterating its commitment to Saudi Arabia’s Vision 2030, the strategic framework for commercial growth and transformation, and contributing to its vibrant economic diversification.

GROHE, one of the global leaders and high-profile brands to reckon with in complete bathroom and kitchen fittings, has now forged a unique relationship with Bayt Alebaa, Jeddah, the Kingdom’s go-to destination for ceramics, marble, kitchens and sanitaryware—the largest ever showroom of its kind in the Kingdom. This is the firstof-its-kind showroom featuring GROHE’s exquisite designs, innovative sustainability solutions, and advanced technology.

The partnership with Bayt Alebba is characterized as another strategic move by GROHE as it consolidates both its presence and business involvement in the Kingdom. The showroom will display and highlight GROHE’s GET collection of faucets and many other of its iconic products and accessories available exclusively at Bayt Alebba.

Access to the GROHE range

In addition, consumers and businesses in the Kingdom will have access to GROHE’s comprehensive range of bestselling bath and kitchen solutions that have been specifically designed to meet sustainability and design standards, with their contemporary design and future-oriented functions.

“We are delighted to announce our partnership with Bayt Alebaa in Jeddah, which will enable our customers to experience the beauty, elegance and cuttingedge innovation that defines GROHE’s products. Saudi Arabia’s rapid economic progress is spurred by new projects in real estate, hospitality, and public infrastructure,” affirmed Fawzi Dernaika, Leader, KSA & LIXIL EMENA.

“We are proud to support this strategic growth with a strengthened product portfolio for consumers as well as the commercial and residential sector, which will be showcased in Jeddah. Our vision is centered on delivering smart and some of the most innovative solutions for our customers in the Kingdom and beyond,” he further asserted.

Also present on the well-attended occasion were Shuja El Sibai, Trading Manager, Bayt Alebba; Ali Ragheb, KSA Activation Manager-LIXIL EMENA and Gita Ghaemmaghami, Leader Communications and CR MENA, LIXIL EMENA.

Following the launch of GROHE’s partnership with Bayt Alebba, many Saudi consumers can now enjoy access, up close and personal, with GROHE products that champion sustainable and responsible water consumption, a press communique stated.

Championing sustainability and zero emissions

GROHE’s Saudi expansion is also aligned with the Kingdom’s key objectives in Saudi Vision 2030 to reach net zero emissions by 2060 through new investments in energy and water conserving technologies.

GROHE’s range of products offers contemporary designs adapted to suit modern lifestyles and sustainability demands – such as touchless faucets that can reduce water consumption by up to 70% and contribute significantly towards green accreditation. In the last ten years alone, GROHE has received over 300 design and innovation awards as well as several top rankings as one of Germany’s most sustainable large brands.

Prominent global brand

GROHE is a leading global brand for complete and durable bathroom solutions and kitchen fittings in 150 countries. Since 2014 GROHE has been an eminent part of the strong brand portfolio of LIXIL, the Japanese manufacturer of pioneering water and housing products.

Focused on customer needs, GROHE creates dependable, intelligent, lifeenhancing and sustainable product solutions that offer relevant added value and bear the ‘Made in Germany’ seal of quality, R&D and design—attributes that are firmly anchored and ingrained as an integrated process in Germany.

Bayt Alebaa is a specialized Saudi Arabian company that provides high-quality cladding and finishing solutions since the mideighties. The range of products offered by Bayt Alebaa to customers includes sanitary ware, ceramic and porcelain, Italian kitchens, decoration, parquet, wallpaper, installation materials, all under one roof, across its showrooms in the Kingdom.

Global Supply Chain conducted an exclusive, one-one-one, with the ebullient and enthusiastic Fawzi Dernaika, Leader, Kingdom of Saudi Arabia, LIXIL MENA and GROHE EMENA, in the glittering and gleaming dedicated GROHE showroom in Bayt Alebba, following the formal inauguration, addresses by officials from GROHE, LIXIL and Saudi architect and designer Khalid Hashim, founder of KH Elite

Architecture, a champion of quality local resources and a close collaborator with GROHE.

The following are transcripts of the interview.

Global Supply Chain (GSC); Characterize the relationship and partnership between the LIXIL Group and GROHE?

Fawzi Dernaika (FD): LIXIL, the Japanese water technology company and a leader in the field of plumbing fixtures acquired a major shareholding in GROHE in January 2014. GROHE is now listed as a LIXIL subsidiary and an affiliate company. GROHE is a prominent and prestigious brand within the wider LIXIL Group.

The GROHE ethos is centred around our motto to make life better for our customers and to harness technology to the advantage of our users. We enjoy an amicable relationship and reinforce strengths on account of our partnership.

GSC: How significant is the MENA region and the Kingdom of Saudi Arabia particularly for GROHE?

FD: GROHE is well entrenched in the Middle

East North Africa (MENA) region with a strong geographical footprint. The region is very significant for us and we foresee good growth potential. We continue to grow from strength to strength.

Saudi Arabia today is a remarkable story of success, vision, and ambition. As a global leader in the sanitaryware industry, GROHE brand is proud to support this transformation, and serve the Kingdom. The Kingdom has always been an integral and important part of GROHE’s strategy.

We remain dedicated to fulfilling the goals outlined in Saudi Vision 2030, by supporting its priority sectors, especially hospitality, entertainment and housing and fulfilling the Saudi population’s demands for quality, technology, design and sustainability.

As Saudi Arabia is one of the largest consumer markets for sanitary ware, faucets and general sanitary equipment in the world and the largest market in the GCC, GROHE is well positioned to take part in the kingdom’s construction. We aim to be the leading bathroom solutions and kitchen fittings provider in Saudi Arabia, with differentiated product lines to meet specific customer demands.

With our recent partnership with leading kitchens and sanitaryware destination Bayt Alebaa, we have expanded our footprint and looking forward to strengthening our connections with our customers. GSC: What do you attribute the GROHE success to?

FD: Brand GROHE is a household name and regarded as durable and reliable in the business community offering valuefor-money propositions. What defines and sets GROHE apart is technology, innovation, sophistication and our deeply embedded GROHE corporate value system, committed to creating the finest products that surpass customer expectations. .