Bangkok--4 Apr--Brandnow
GROHE Group committed to continue bringing high quality and innovative products to Thai market
World’s leading providers of sanitary fittings to maximize on new partnership with LIXIL to bring value to customers in Thailand and ASEAN
GROHE Group, the world’s leading providers of high quality sanitary fittings, has today reiterated its commitment to continued investment in Thailand along with developing high quality and innovative products to serve the Thai, ASEAN and world market.
Speaking at a media briefing today, Bijoy Mohan, President - Asia Pacific Operations, GROHE, said that Thailand remains an important production hub for the GROHE Group, particularly in light of the upcoming ASEAN Economic Community, which will transform ASEAN countries into a highly competitive economic region.
Mohan added that the new partnership between LIXIL Corporation, which recently acquired shares in GROHE group, and GROHE, is a union of strong brands that represent top quality and innovative technologies, bringing in significant growth opportunities.
In January 2014, LIXIL Corporation and the Development Bank of Japan (DBJ) acquired an 87.5% stake in the GROHE Group, the largest investment ever made in Germany by a Japanese company. It marked a significant step for LIXIL on its way to becoming the global market leader in the building materials and housing equipment industry.
“GROHE remains independent within the LIXIL Group,” Mohan pointed out, reiterating that GROHE will leverage on this new partnership to bring value to consumers in Thailand. GROHE will maximize on this positive synergy to implement its plan for long-term, sustainable and profitable growth, while strengthening its distribution network and continuing to deliver innovative and technologically advanced products.
GROHE stands for German quality, engineering, award-winning design and responsible sustainability. The GROHE Group’s brands are leaders in global growth markets, well known throughout the world and trusted by customers. Working in the spirit of mutuality, both LIXIL and GROHE will strengthen their product offerings and rely on each other’s extensive distribution network to become a leader in the global sanitary industry.
GROHE ’s manufacturing plant in Thailand, Grohe Siam, located in Klaeng, Rayong, is a joint venture between the GROHE Group and a group of Thai partners. Thailand is one of GROHE Group’s nine production plants worldwide. The plant is a fully integrated production and assembly plant, manufacturing high quality faucets serving markets worldwide. Approximately 115,000 pieces are manufactured a week, majority of which are exported mainly to ASEAN markets, India, Europe and the US.
In 2013, the GROHE Group posted sales growth in all regions and all product categories. Europe is the Group’s most important region, accounting for 50% of total Group sales. The second largest region is Asia, making up 33%.The Middle East and Africa region accounted for 10%, with 8% growth, while the Americas achieved sales growth of 19%, making up 7% of total sales.
The GROHE group closed its financial year 2013 with sales of €1.45 billion (approx. Baht 62 billion), according to preliminary results, with 85% of the sales revenue generated outside Germany.
Thailand ranks 8th in Asia with around 35% market share in Thailand’s premium sanitary fittings market, amounting to approx. Baht 900 million to 1 billion.
GROHE (Thailand)’s distribution channel is split between high-end projects (42%) and retail (58%) and these includes luxury hotels and medical facilities such as the Marriott International group of hotels, W Hotel, Bumrungrad Hospital and several projects under leading real estate property developers such as Major Development and Charn Issara Development. Grohe’s products are also available through over 50 dealers nationwide including showrooms of their main dealer, Boonthavorn.
Dorit Grueber, Vice President Marketing - Asia, GROHE, added that GROHE products are reputed to be the most affordable premium brand within the sanitary market, incorporating innovation, ergonomics, and technology to create products that offers as much functionality as they do sophistication. This year, GROHE will be launching innovative products into the market including F-Digital Deluxe (sophisticated showering for all senses - steam, light and sound with touch interface), Minta Touch (kitchen faucet with touch activation), Grandera (‘squircle’ innovative unique shape of faucet, shower and complete accessories for timeless & elegant design) and Power & Soul (one click showering with an offer of 11 different spray patterns).