"PURE FREUDE AN WASSER"

Introducting the new GROHE slogan

The brand values of quality, technology, design and responsibility constitute the driving force behind GROHE’s new slogan, “Pure Freude an Wasser”. This German-language slogan, which has international validity, underscores the company’s Germany-based core competencies and encapsulates GROHE’s high ambitions in bringing together performance and responsibility. To attain the great product experience the slogan conveys, GROHE applies the highest standards everywhere.

Quality: German standards for the world market

One of the keys to GROHE’s success is German precision engineering. This is part of the company’s “Made in Germany” strategy: All innovation processes are coordinated in Germany, closely linking in-house expertise in design, development, production and quality control. Responsibility for what the company refers to as its coordinated innovation process is kept in Germany. All German production sites are also closely linked with the three international production operations. This ensures global compliance with the same high GROHE standards and makes for continuous knowledge transfer.

Technology: Innovative and sustainable

As global market leader, GROHE time and again takes a pioneering role in the industry. After milestones such as the launch of the first thermostatic mixer and the first digital bathroom solution, GROHE is now revolutionising the sanitary industry with the development of the innovative GROHE Zero brass alloy that has 90 percent lower lead content and five times the corrosion resistance of conventional brass – for even more durable products and best water quality. Underscoring its technological prowess, the company has now launched GROHE Blue Core®. The blue colouring of key components makes the know-how in GROHE-made product cores instantly recognisable. The blue colouring extends to cartridges, which GROHE has made itself for some 70 years.

Design: More than just form and function

For the design of its high-quality products, GROHE relies on its in-house Design Studio headed by Paul Flowers. This has proven its creative excellence time and again with over 100 design awards since 2005. The internationally trained designers have crafted a brand identity shaped by recurring elements of GROHE’s design DNA. With its own contours, controls, surfaces and colours, the distinctive design idiom is a key feature of every product. Thanks to a choice of different styles from classic through contemporary to modern, GROHE delivers sanitary products for every setting and every taste.

Responsibility: For business partners, employees and the environment
“Pure Freude an Wasser” is not just about the interplay of quality, technology and design. The fourth decisive factor is responsibility and hence a clear conscience when it comes to the use of resources. All GROHE products allow reduced water and energy consumption. Technologies such as GROHE EcoJoy® and the new GROHE SilkMove® ES permit even greater economy – naturally without compromising comfort or convenience in any way. The sustainability of the company’s products is internationally certified: GROHE has a broad product portfolio that carries the European Water Efficiency Label (WELL) and achieves top scores in classification.

GROHE displays similar responsibility towards business partners, employees and customers. Under the GROHE Professional brand, GROHE continues to add to its portfolio of solutions for concealed installation and supports the market success of its business partners with comprehensive service, more points of contact, training and numerous online offerings. Internally, GROHE’s coherent positioning is captured in the new slogan, “GROHE is You”. “

Social responsibility is also at the forefront in GROHE’s commitment to the JAL Academy. This training workshop established by GROHE at the Don Bosco Learning Center in Mumbai qualifies young people from the poorest of backgrounds to become professional plumbers. In November 2012, the project won first prize in innovation awards for developing country vocational training projects presented by the German Federal Ministry for Economic Cooperation and Development (BMZ).