LOCAL UPDATES - Grohe

BULLETIN December 2012 Issue No. 74
From experts to students, GROHE announces
winners of inaugural GROHE Design Series
Paul Flowers congratulates the
winners from ALBA University
On July 25, 2012 GROHE announced
the winners of its GROHE Design Series
competition, a program targeting
university students from the region to
maximise their individual talents and
capabilities in the field of interior design
and architecture.
The program, led by Paul Flowers, Senior
Vice President of Design at Grohe AG
inspired dialogue and exchange with
ALBA University faculty and selected
students during the successful launching
event of GROHE SPA , February 2012,
in Beirut. Paul Flowers delivered a
compelling presentation and kicked off
the program with an exclusive workshop
session.
The idea behind the GROHE Design Series
is to combine seminars with workshops
that deliver compelling insights on the
fittings industry whilst cultivating the
talent of students.
The Design Series program is part of
GROHE products combine style,
technology, and comfort in the
bathrooms of the Martı Istanbul
Hotel’s 270 guest rooms, including its
31 suites, blending it seamlessly with
the hotel’s unique style.
Martı Istanbul Hotel’s 270 luxuriously
decorated and exceptionally spacious
guest rooms, including its 31 suites,
are spread over 11 floors.
Clean lines and easy-to-use features
Providing its guests with the luxury,
style, and comfort of GROHE in each
Ralf Nebham, Berna Daou and Sara
Makdessi
GROHE’s commitment to encourage,
promote, and reward the work of young
design professionals.
ALBA students were the first ever to get
the chance to design and develop projects
with the help of experts at GROHE to
generate progressive contemporary
design ideas for bathrooms and kitchens.
The Martı Istanbul Hotel, Turkey
of the bathrooms of its 270 guest
rooms, Martı Istanbul Hotel has
chosen for its guests, among other
GROHE products, the Grohtherm
2000 thermostatic mixer line, which
distinguishes itself by its clean lines
and easy-to-use features. In addition
to the convenience and comfort of
our superior GROHE TurboStat®
technology, the Grohtherm 2000 also
features EasyLogic scale rings that
make finding the ideal temperature an
intuitive process.
The winning group with their project
The competition titled ‘Cultural Relevance
of a European Brand in the Middle
East’, gave students the opportunity to
develop a home spa using the GROHE
Allure Brilliant ® range, part of GROHE
SPA collection. After several months of
interaction and discussion, the judging
panel selected three students to receive
GROHE’s expansion
continues into the Africas
a prestigious summer internship at
various locations of GROHE, all expenses
paid for as the grand prize.
CONTENTS
Product News
Next generation
GROHE has further expanded its global
reach by opening offices in East and West
Africa. After successfully developing
North Africa and South Africa, GROHE
Middle East and Africa continues to invest
by extending the accessibility of products
within the African Continent, namely Kenya Go Green
and Nigeria with full facility service points
for retail and international project business.
Seventy-two full time employees now cover
the 5 sub-regions to provide ongoing excellence
in service and support.
This expansion is evidence of GROHE’s
successful business strategy which has been
implemented resulting in dominant market
share for the global brand, despite the
economic uncertainties worldwide where
Every drop counts 3
everything from exchange rate fluctuations
to speculative financial panics have international
companies at an apprehension. Made in Germany
“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. We are always
seeking new ways to expand and widen
our reach. With East and West Africa, the
F-digital Deluxe
rewards will be spectacular,” said Simon G.
Shaya, GM and President of GROHE Middle
East and Africa.
4
LOCAL UPDATES
2

PRODUCT NEWS
When innovative design meets
state-of-the-art technology
Next generation thermostat
Grohtherm 2000 New
For the new generation of its successful
product, GROHE has improved all the key
functions and features of a good thermostat.
Boasting improved technologies for
greater safety, efficiency and showering
comfort, a new design for an ergonomic
shape and an aesthetic water flow as
well as a functional tray – Grohtherm
2000 New is a modern solution for the
bath tub and the shower both visually
and practically. Its elegant, no-frills look
will enhance any bathroom decor. Well
thought-out and intuitive, it combines
all advantages of a thermostat with a
perfect water experience.
Relaxation and sustainability
under the shower
Increased safety, additional comfort as
well as environmental responsibility and
sustainability are the main advantages
of a thermostat. The solid metal housing
of the thermostat features 100%
GROHE CoolTouch® to rule out the risk
of scalding on hot chrome surfaces. The
new GROHE Aquadimmer Eco automatically
helps save water when switching
from the bath filler to the hand shower.
Easily understandable pictograms show
the button positions for reduced shower
water consumption and for full flow.
GROHE TurboStat® is at the heart of the
new thermostat. It ensures that the desired
water temperature is reached very
quickly and kept constant throughout
the shower.
Thermostat design
reinvented
For the most practical and stylish design
ever, the GROHE designers have
combined clear, aesthetic looks with
improved ergonomics. Instead of the tra-
Natural waterfalls for
modern bathrooms
GROHE SPA : Cascade spouts for bathtubs and showers
Taking the concept of a wellness oasis to
the next level, GROHE is introducing two
modern cascade spouts for an enhanced
spa experience in residential bathrooms.
As part of the GROHE SPA range these
cascade spouts complement the relaxing
spa ambiance with inspirations drawn
from nature. Whether they are used for
filling bathtubs or for enjoying waterfall
showers, the wall-mounted fixtures offer
great flexibility in terms of installation and
creative bathroom design.
Geometric design in Allure
and Allure Brilliant style
The minimalist design of the two new
ditional round handles, innovative Aqua
Paddles ensure reliable, anti-slip operation
for maximum comfort. Thanks to
their special shape, the user can easily
see at which point the water temperature
exceeds the 38 °C limit. The operating
buttons on the handles are enclosed
by a lozenge, which is a typical element
of the GROHE design DNA. It is not least
thanks to this recurrent design feature
that the thermostat perfectly matches
other GROHE showers and faucets. This
makes it easy to create a coordinated
bathroom decor.
A private waterfall as a
design object
The XL waterfall for the bath tub is a special
eye-catcher. The extra large spout
emerges seamlessly from the bath tub
GROHE Allure Cascade spout
products is carefully
coordinated with the
Allure and Allure Brilliant faucet lines from
the GROHE SPA range. The 180 mm long
spout in the shape of a flat cuboid sits at a
right angle on a rectangular rosette which
conceals all screws and connections.
While the surface of the Allure variant
is completely even, the Allure Brilliant
mixer and delivers a large, wide water
flow. A powerful design inspired by the
idea of living in harmony with nature.
The optional GROHE EasyReach
shower tray can be placed onto the wall
rosettes to close the gap between the
thermostat and the wall. The even surface
conceals the connections, making
the thermostat a design object in its own
right, whose technical aspects are no
longer visible at first sight. This aesthetic
and convenient tray offers additional
space to store shower gel, shampoo and
other bathroom utensils in an easily accessible
location.
The right choice
for every taste
Grohtherm 2000 New is available in
numerous variants for exposed and
concealed installation. With their identical
operating buttons and their anti-slip
GROHE ProGrip surface for comfortable
operation, the concealed variants are
particularly unobtrusive and space-saving
thermostat solutions. For a perfect
showering experience, match these thermostats
with a GROHE Power&Soul
shower set or with coordinated head and
hand showers.
Combining fresh and confident design
with high-quality engineering, this is the
best Grohtherm 2000 ever made by
GROHE.
variant is faceted to match
the faucets. Benefiting from an
unobtrusive geometric style, the new
cascade spouts complement the available
choice of cube designs in the GROHE SPA
range and offer another two versatile
options when it comes to creating
personalised spaces for relaxation and
wellbeing.

Every drop counts
Situated in what the World Bank
terms the world’s most water scarce
region, states in the Middle East and
North Africa (MENA) region face major
obstacles in effectively managing their
water resources. When renewable
water resources are apportioned on
a per capita basis, residents of the
region have access to an average of
approximately 1,100 cubic meters of
water per person per year (m3/p/y),
much less than the global average of
8,900 m3.
With a promise of “every drop counts”,
water conservation and sustainability
is in the DNA of GROHE’s products. The
majority of GROHE’s products save up
to 50% of water consumption, which is
considered one of the highest watersaving
rates amongst sanitary fitting
manufacturers.
A RELIGION THAT CANNOT DISPENSE
WITH WATER
Although scholars have identified
a number of water management
techniques that are applicable
worldwide, evidence suggests that
forces of culture and religion have a
considerable effect on how societies
manage a resource like water. Given
the region’s Muslim majority population
and the extent to which Islam affects
the daily life of most of the region’s
inhabitants, Grohe introduced a unique
style of water management that tackles
the relationship between Islam and the
management of water resources.
Islam is religion that cannot dispense
with water. Without water, the daily
practice of Islam is virtually impossible
as Muslims are required to pray 5
times a day and undertake ablution
prior to each prayer. Given this unique
relationship, Islam set clear legal
frameworks to guide the management
of freshwater resources [1] ablution is to
be performed using 2/3rdof a liter and
a bath using 2.5
liters of water and
[2] wasting water
was forbidden even
when conditions
are plentiful, “do
not waste water
even if performing
ablution on the bank of a fast-flowing
(large river)”. It is these principles that
inspired Grohe’sapproach.
One study on the effectiveness of
these campaigns notes that “it has
been shown over the last 10 years that
campaigning for the conservation of the
environment within the Islamic faith is
productive, and specifically that using
the Islamic education system to address
the public on important issues such
as water conservation has beneficial
effects in raising public awareness.”55
GREEN MOSQUE IS BORN
Throughout history Mosques have
served as a place of education and
learning where people are taught to
observe moderation and avoid excess
in all things. But in direct contradiction
to this teaching the mosque is now a
place where water wastage is the worst.
Five times a day Muslims from around
the world attend mosque to perform
their prayers, but in doing so they also
GO GREEN
waste about 10 to 15 liters to perform
ablution.
Grohe’s Green Mosque® initiative,
builds on this cultural insight, by
introducing a water-conservation
program targeting mosques in the
MENA region. The initiative focuses on
the rite of ablution which forms part of
the system of purification practisedin
Islam and where the bulk of wastage
occurs. While Pilgrims rub their body
with a small amount of water, the faucet
continues to pump water directly to the
drain.
The initiative was launched to contribute
to Grohe’s global effort to reverse the
effects of irresponsible water practices.
GROHE and Hassan Abbas Sharbatly Foundation for
Community Services collaborate to reduce water consumption
GROHE installs sustainable water
solutions in the ablutions rooms at
the Sharbatly Mosque in Jeddah
On 6 October 2012 GROHE announced
the latest regional implementation of
its global water sustainability initiative,
WaterCare, in Jeddah, Saudi Arabia. In
partnership with Sharbatly Foundation
(HAS FOUND), GROHE has installed
water-conserving GROHE self-closing
mixers in Sharbatly Mosque.
Sharbatly Mosque is one of the largest
mosques in Jeddah and due to the
high footfall of visitors, experiences
high rates of water consumption. The
new GROHE fittings will enable the
mosque to make considerable water
savings to the benefit of the mosque
and the environment, whilst raising
awareness about the importance of
water conservation. Over 40 self-closing
faucets were installed in the women’s
and men’s ablution rooms.
As part of our Green
committment, future
issues of The Blue
Globe Club newsletter
will be in digital format.
Sharbatly Mosque, Jeddah KSA
“As part of GROHE’s continued
commitment to giving back to the
community and to promote the
significance of water conservation,
we are delighted to have partnered
with Sharbatly Foundation to
make the Sharbatly Mosque more
environmentally friendly. Saudi Arabia
is the world’s largest producer of
desalinated water, making up 17%
of the total world output and at 250
litres, the Kingdom’s water per capita
consumption is 91% higher than the
GROHE self-closing fittings now save up to 50% water usage
international average. The significance
of water conservation cannot be
underestimated” said Tarik Ghazale,
GROHE, Project Channel Manager,
Kingdom of Saudi Arabia.
GROHE supports local communities
wherever possible, and as part of its
WaterCare campaign – the more you
save, the more you enjoy – GROHE
is aiming to increase awareness of
water consumption and conservation
possibilities across the region.
also feature an EcoButton, which
reduces the flow rate by up to 50
percent.

For many years GROHE has strived to
make the bathroom a one-of-a-kind
experience perfectly combining design,
technology, quality and sustainability.
The company’s latest star product is
GROHE SPA F-digital Deluxe, which
provides a showering experience for all
senses including the user’s personal
music, sound and steam effects. On
November 21st and 22nd, the global
bathroom brand will exhibit its new
digital showering revolution at this year’s
“The Sleep Event” in London. Held at
London’s Business Design Centre the
event is a combination of conference,
exhibition and networking opportunity
and is considered the European platform
for contemporary and visionary hotel
design. This is where Europe’s leading
manufacturer of sanitary fittings will also
present its new Power&Soul showers in
November. Thanks to patented technology
and an exceptional combination of spray
MADE IN GERMANY
European launch of GROHE SPA F-digital
Deluxe at ‘The Sleep Event 2012’ in London
GROHE Group nine month
results: Sales already past one
billion euro mark after Q3 2012
In the first nine months of the year,
the GROHE Group (Grohe AG, Joyou
AG) reported a 24 percent increase in
sales revenues, which climbed from
EUR 836 million in the same period of
the previous year to EUR 1.036 billion.
Although the market environment in
Europe remains difficult and volatile,
GROHE achieved a four percent
increase in sales to EUR 794 million
even without Joyou.
GROHE showcases another exciting
product at Europe’s premier hotel
architecture and design event
In the first nine months, the GROHE
Group’s earnings before interest, taxes,
depreciation and amortisation (EBITDA)
totalled EUR 193 million, up 24 percent
on the previous year. Excluding Joyou,
EBITDA amounted to EUR 152 million,
up from EUR 148 million.
Asia remains the strongest growth
market besides America, Eastern
Europe and Germany.
patterns, they meet the highest showering
demands. The Allure Brillant bathroom
line from the GROHE SPA Collection will
be another eye-catcher at the GROHE
booth at this unique hotel event.
“GROHE can be found in hotel bathrooms
all over the world. It is therefore important
to get to develop contacts and decisionmakers
from the hospitality sector and to
give them a hands-on impression of our
new products,” explains Jan Peter Tewes,
Senior Vice President Global Marketing
Grohe AG. “Digital controls are becoming
David Haines, CEO of Grohe AG
increasingly important, and more and
more of these products are finding their
way into today’s modern bathrooms. Our
innovations take hotel rooms to a whole
new level of comfort.”
The Blue Globe Club
P.O.Box 27048, CY-1641 Nicosia, Cyprus
Fax: +357 22 379188
E-mail: blueglobe@grome.com
Website: www.blueglobeclub.com
Publisher:
Grome Marketing (Cyprus) Ltd
Editor:
Lina Varytimidou
For Cyprus:
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