GROHE, the leading global brand for complete bathroom solutions and kitchen fittings, has held a virtual event on the 24th of March to celebrate the opening of its North-West Africa Office in Casablanca, Morocco.
The event was held on the GROHE X platform and attended by members of the media, GROHE partners and employees from Morocco, Tunisia, Nigeria and Ghana. The inauguration was led by Jonas Brennwald, Leader LIXIL EMENA, Co-CEO GROHE AG; Renu Misra, Leader MENA, LIXIL EMENA; and Antoine Kaissar, Leader North and West Africa, LIXIL EMENA. This new milestone marks GROHE’s official entry into the African continent, and will allow the company to create positive and sustainable change in the region through existing and upcoming programmes and initiatives.
GROHE will be using its new office in Morocco as a home base to serve different markets in the region: including Algeria, Tunisia, Ghana, Nigeria, Ivory Coast and many others across North and West Africa.
“Our aim is to establish GROHE as the preferred brand in the region: the recipe will not be the same for all countries, as our customers’ needs and preferences differ from one market to another. We will have to adopt an entrepreneurial and experimental mindset for our strategy to work.
“We will be establishing our positioning based on GROHE’s core values, which include outstanding and innovative technology, German perfectionism translated into quality, a coherent design language with a clear DNA, and an unparalleled attention to sustainable solutions from production to packaging and to the product’s performance – and not only those, as we will also be introducing industry-changing programmes,” said Renu Misra, Leader MENA, LIXIL EMENA.
GROHE will be working with industry-changing programmes to build the brand in North & West Africa.
GROHE X has enabled GROHE to connect with stakeholders in all countries. When borders were closed and countries on lockdown, GROHE was able to train installers through ‘how to videos’ and launch its commercial strategy to the media and partners alike.
The GIVE Programme will not only help GROHE educate installers in fitting our products; it will also help installers increase their skill-set and earn better income.
“And with help from the student programme, GROHE will convey new impulses and different mindsets which will broaden the brand’s understanding of local markets with fresh insights and knowledge.
The new region will be led by Antoine Kaissar as Leader, North & West Africa, LIXIL EMENA.
Antione Kaissar highlighted the significance of establishing an office in the North & West Africa region as it is full of potential to create positive and sustainable change: “This is a big day for us as we celebrate our new beginning in an important region of the world. We hope to play a role in its development and flourishing through our knowledge and expertise in technology, quality, design and sustainability”.
Kaissar also discussed GROHE’s upcoming plans in the region – which include introducing new products ranges catering to different markets and customers’ needs, deploying different brand-awareness activations, and developing programmes around sustainability.