- 6 weeks ago
GROHE Podcast Ep 1 HQ V13
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00:00It is our pleasure to welcome Stéphane Schmid, leader of IMEA at Lyxel International,
00:05the company behind one of the most iconic names in design and innovation, Grohe.
00:12Stéphane, we're delighted to have you with us. Welcome to Inc. Arabia podcast.
00:17Thanks for having me.
00:19So let me start with a very generic common question. How is 2025 for you?
00:262025, the year is an excellent year throughout the region.
00:30We have to say it's, I think, also after last year, clearly one of the better years.
00:38The momentum is still very strong across the region, be it in India, Saudi as well,
00:43UAE is still very strong. So we're really looking forward to finishing a strong 2025.
00:50Let's jump into our first episode about design philosophy.
00:55What does it mean for you?
00:57For me, let's say for Grohe, I think in terms of if you look at the bathroom design
01:03or also what we deliver with our faucets, with our showers, our solution,
01:07there's a functional part, which is somehow a qualifier, how a faucet looks like,
01:11how it fits, you know, from a technical perspective.
01:14But then there's a differentiation part. And I think they are often unseen.
01:18So what we often see only is the design, the outer design.
01:22What people often forget is the inner design. How does the cartridge move?
01:28How is really the touch and feel from the surfaces, from how should I say,
01:33how you use it in your daily life?
01:35So I think that has a big part to do with how we design and how we, let's say, create our products at Grohe.
01:44Renovation is such a big driver of design decisions in the region today.
01:49How does Grohe support homeowners and designers during the renovation journey?
01:54I think everybody who lives in Dubai now in one of the older communities can see there's a lot of renovation going on.
02:01We can also see that in our figures here in Dubai and in the UAE.
02:06And to your question, I said, certain people say I do a quick renovation, soft renovation,
02:11maybe change a faucet, maybe change a shower head.
02:13But then it's also when you go really into full renovation, we really rip out shell and core.
02:17We see that not just at the private, let's say, users like you,
02:22we see that also at investors, you know, a lot of people coming in.
02:25So what we really provide is easy installation.
02:30And I think one of the latest products we really introduce for that is the shower frame,
02:37where we bring together our installation knowledge with the design knowledge.
02:43Because basically when you want to renovate your shower, you have to open the wall,
02:47you have to rip out everything.
02:48So ours, you can basically nicely fix in front of the wall.
02:51And it's all in the frame.
02:55So that is, for example, an excellent solution.
02:58Where we also help is, of course, with the influencers.
03:01There are the retail, we call them retail designers,
03:04who always regularly renovate for people like you.
03:08You normally use a designer because it's very hard to do the plan,
03:11maybe use a plumber or a contractor, but you still need a designer.
03:15And these designers, we closely work with them,
03:18so they're used to our products.
03:19So they know about the quality, they know about the design options they have.
03:23They also are sure that what they install, or what the plumber installs,
03:28is actually there to stay.
03:29And you don't have suddenly issues two years later.
03:32So they become more like ambassadors for you.
03:34They clearly become ambassadors.
03:36We call them from our side, they're influencers.
03:39And of course, we have the big one for the big new build.
03:42We call them the project specifiers, the really big ones.
03:44But there are hundreds of smaller designers who are extremely talented,
03:52who we also like to serve as a bigger brand.
03:56So there we use, of course, at the point of sales with our distribution partners,
04:00with our showroom partners.
04:02So it's at the point of sales where people like you and I walk in and say,
04:06okay, fine, what new products do you have?
04:09It's also there, it's our branding is important,
04:11and it's important there that the end user understands what he gets with Grohe.
04:17So this means it's opening up to tenants and owners.
04:22So if I am going to be renting an apartment,
04:25I can have the means to actually do the renovation with Grohe products.
04:30I can say we're basically the market leader in the Middle East.
04:33And when you're market leader, obviously, the designs must be attractive
04:40or the, let's say, yeah, the design options that we deliver
04:43must be attractive for a wide range of people.
04:46So there are, of course, very niche products,
04:49but our products are, as you said, affordable for a, let's say,
04:54wide range of customer segments.
04:58But of course, we also have the luxury part, for example, Grohe Spa now,
05:01where we really have the high-end luxury part.
05:03So there is, if you're an investor, you want to have a quick renovation,
05:08we have the right solution that also shortens your renovation span.
05:12Usage, the joy that it gives, that it works, that it's nice, easy to clean,
05:17like wall-hung toilets, for example, concealed cisterns.
05:20You know, you don't have this in front of the wall toilets.
05:23It's wall-hung.
05:24So there are many smaller, let's say, ideas that the influencer, designer knows
05:34that maybe the end user doesn't know.
05:36Because how many times you renovate in your lifetime,
05:38hopefully once or twice, but then you're done.
05:41And you're right, like you only renovate maybe once every four or five years,
05:45but you're spending considerable time in the kitchen and in the bathroom,
05:49and that's quality time.
05:50So it needs to fit your lifestyle and so forth.
05:54This leads me to, you know, how does Grohe translate design philosophy
05:58across the AIMIA region?
06:03So as I said, as market leader, you have to maintain a certain, let's say,
06:09design aspect that appeals to broad range or broad mass of people.
06:16So, but of course, we have to say that the AIMIA region especially
06:19is one of the most luxury driven.
06:21And also here in the Middle East, if we see Saudi,
06:25also if we see in Dubai, certain corners of Dubai,
06:28the amount of luxury buildings you hardly see anywhere else.
06:34So for us, it's then important to say,
06:37how do we also leverage this demand of luxury?
06:40So that's where we are basically strong in having mass,
06:47let's say for the economic, the affordable one, but also the luxury.
06:51So we have a broad and a very wide design selection for our client.
06:57How do we adjust here to the Middle East?
07:00I think it's not just the product.
07:02It's also the relationship we have, as you said before, rightly,
07:05with the designers, that they know they can use our product
07:09to basically design the space that are required for this clientele here,
07:15which is clearly different.
07:17You can also see in the showrooms we have,
07:19the luxury showrooms from Grohe in Europe have a different touch and feel.
07:24They're sleek and more minimalistic, you know, beige and the big grayish.
07:28Whereas if you look, for example, how luxury is perceived here is not minimalistic at all.
07:35I think it's a cultural thing, but it's also due to space, I would imagine, bigger space.
07:41From your perspective, which product best captures grow his design efforts?
07:46I think, as mentioned before, I think the shower element is one of those
07:51who really brings together the concealed technology aspect that we have
07:58with the design aspect in front of the wall.
08:01I think now what also really brings out very well,
08:04we just launched it in India last week, our new Groetium Aqua Tiles,
08:08which is very sleek, easy to use.
08:13Haptics are excellent.
08:14The different colors we have, the design elements there as well
08:18are simple, easy lines, but still it looks very luxurious.
08:25So that is this nice, let's say, journey we try to take in how we design our product.
08:33It should appeal to European taste as well, as you mentioned,
08:37it has to appeal to the Middle East, which is one of our biggest luxury markets.
08:41How does design impact emotions?
08:45I think it's the easiest experience you have with the shower,
08:50when you come into the room and you put on the light and it comes and it fits nicely.
08:55And it's not just the, let's say, our product, it's how the designer blends it
09:01into the overall appearance of the bathroom with the tiles, with the mirrors, with the lights.
09:07I think that is very important.
09:08And then as I said, the haptics of our products, really the touch and feel when you work with our thermostats
09:18or when you work with our different spray heads, you really have a different experience.
09:23And I think that is where the design, as I mentioned, design part and the functionality part nicely blends in.
09:29And do you think, you know, in the coming decades or a few years down the road, how will this change or will it change?
09:39I think for the bathrooms, there are certain, let's say, functionalities that will remain because you cannot change.
09:49Because there are certain requirements, also certain, let's say, requirements you have to fulfill from a governmental part,
09:57what they also want in terms of water saving, safety, installation techniques.
10:02So that will be all the same.
10:04But I think there will be, of course, differences in colors.
10:07I think also the way we design the experience of sustainable water consumption with the experience of the shower.
10:18So there will be also, I think, trends that we'll see.
10:21But for me, it's very hard to see how it works.
10:24For now, what we see is there is a big demand, also in affordable housing.
10:31I think the Gen Zs of today will in 10 years become millennials and so forth.
10:35They will weigh in with their own, you know, requirements.
10:39It's a good point.
10:40I see what we also see is, for example, the shower toilet.
10:44This is something so Asia now, Japan, everybody's where basically exists.
10:49You want to tell us more about this?
10:50Because I think it's a new concept for the region.
10:54Yes.
10:54No, actually, cleaning with water is broadly accepted in the region.
10:59The question is now, how do you bring the cleaning of water into the toilet bowl, so to say, if we can speak about that?
11:07And I think there is this technology that is the shower toilet that is really used heavily in Japan.
11:15And we see now a lot of young people that travel to Japan, experience it there.
11:18They come back and say, where can I get it?
11:20Because it is this experience, as said, once you have it, you basically want to have it also in your home.
11:28What would be one key insight you would want our listeners to know?
11:34The GROE brand is known across the region.
11:38And I think important is to understand that it's not only the design, it's the unseen, let's say, feeling and unseen technology that is in the faucet or in our products.
11:48I think this is something that we have to understand.
11:51It's not just a shiny object.
11:53It is really what's inside.
11:54And I think there is really where GROE brings a big difference to the marketplace.
12:00Fantastic.
12:01Stefan, I want to leave you with one last question.
12:06Tell us something we don't know about your good self.
12:10About my good self?
12:13I had once a Pilatus trainer license.
12:17So basically, I was once a licensed Pilatus trainer yesterday.
12:21Nice.
12:21And do you use it today?
12:22I still use it.
12:24I still can do a math class, if you feel like.
12:26You're currently invited.
12:28Stefan, thank you very much.
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