GROHE, the globally renowned leader in sanitary fittings, inaugurated its new office and live center in New Cairo. The new live center showcases the brand’s innovative designs and technology, offering its clients’ the benefit of exploring a diversified range of upscale products. On this occasion, Nizar Abdel Kader, Leader of Egypt, Libya, and Sudan, attended the opening where we had the chance to discuss further what GROHE is bringing to the Egyptian market.
Nizar Abdel Kader, Leader of Egypt, Libya, and Sudan
How does GROHE contribute to sustainability initiatives in Egypt and what role does it play in offering green solutions?
Sustainability is one of our main values and it is at the core of everything we do, starting from our offices to our production process. Our factories are fully sustainable, mostly operating with solar energy, and our carbon footprint is neutral.
Regarding our offices, we launched GROHE Blue and we don’t use plastic bottles. Needless to say that we focus on sustainability in every product, and of course the packaging, as we are keen to reduce the use of plastic and cartoon.
Egypt is at the heart of what we do, we are committed to the community here, and accordingly, we started different sustainable initiatives here. One of which is The Green Hospital Initiative in which we replaced faucets with touchless faucets, not only to prevent contamination but also to save water, thanks to its advanced technology that helps reduce water consumption. Another initiative is the Green Mosque initiative where we changed faucets to save water and for every liter that we saved we’ve donated a box of food through a collaboration with the Food bank, so, from one side we played our role in sustainability and also gave back to the community. There are also another upcoming initiative that we will launch throughout the year and will announce on time.
How highly does Grohe depend on technology in its products?
As a brand, we are technology-oriented; it is one of our pillars. On the production side, our factories depend highly on state-of-the-art technologies so, yes, technology exists in every product in different dimensions depending on the product type.
Could you share with us GROHE’s upcoming expansion plans?
Actually, GROHE has sustained a strong position in the Egyptian market for decades now. We started investing in this market in the 70s and we’ve approached this market with a different business model. We are highly aware of the importance of the Egyptian market, and accordingly, we established our warehouses in Egypt, not just to serve the market here but also to export to other markets in MENA. Worth mentioning that we are present in more than 150 to 200 authorized GROHE points of sales. Our plans of expansion extended to our offices and it is noteworthy that this new office we launched is not our first but rather an extension to our presence, with a bigger space and a life center.
I would also like to add that our investment and expansion plans are not only limited to brand assets but rather strengthening our role and contribution to the community and we have several current and upcoming activation coming in the way.
What sets GROHE apart from other brands not only in Egypt but worldwide?
There are several differentiators actually; beginning with the quality, design, technology, and sustainability of our products; all these elements combined together make our products truly unique and innovative. It is a commitment and a promise that we deliver and keep to provide our customers with unrivaled products. The second differentiator is our presence in the market. We are present in more than 130 to 150 countries which has helped us better understand our consumers’ needs, we listen, we take feedback, and act accordingly. Lastly, all the credit goes to the family of GROHE; our team is the foundation of everything we do and is the reason behind our many successes. GROHE is listed among the best places to work and it is that healthy and positive work environment that keeps our people loyal to the brand and accordingly we keep moving forward.
And finally, we would like to know more about the unique services or offerings of GROHE
Let’s not forget to mention that it is not solely about state-of-the-art products but how we strive to shape the future of water and how we help our consumers make the best of our products. We are adaptive to the change in circumstances and environment and we thoroughly study our clients’ consuming behaviors and needs. For instance, during the pandemic as people stayed locked in their homes, we created an in-home spa area customized according to each customer’s needs. Lastly, there are our consumer-based activations, we have quick fix concepts and other concepts where consumers can easily install products themselves. We understand that one model doesn’t fit all, so we tailor our services to meet different clients’ needs and expectations.