The scheme aims to supports tradespeople with tangible solutions across all areas of the industry, from product, skill development, communication, and customer service. It consists of a dedicated product portfolio that includes reliable bestsellers or easy-to-install concealed solutions, in combination with a comprehensive service and training concept, at the heart of which are the Grohe GIVE programme and the brand-new Grohe+ loyalty scheme.

Jonas Brennwald, Leader, LIXIL EMENA and Co-CEO Grohe AG, explained: “With Grohe Professional, we underline our commitment to our professional partners. Based on our experience and expertise, we have put together a comprehensive product and service package that offers the sanitary industry solutions for the challenges of today and tomorrow. Installers are the backbone of our industry, so for us as a reliable partner, it is a matter of course to assist them in their busy everyday lives as best as we can.”

The portfolio of products is built on four brand values: reliable quality, timeless design, innovative technology with easy-yet-quick installation, and sustainability throughout production and usage. The Perfect Match design approach, which offers a coordinated finish, aims not only to simplify the consultation process with customers, but also create up-selling opportunities.

In addition to product innovation, with the launch of its Professional collection Grohe is investing further in the future. A significant shortage of budding talent within the installation profession is taking its toll on flourishing businesses. To mitigate this development and provide consumers with access to skilled employees, Grohe has established two dedicated programmes for the next generation of new professionals, as well as seasoned installers looking to undertake continued professional development.

With its GIVE programme (Grohe Installer Vocational Training and Education), Grohe supports plumbing schools across Europe, the Middle East and Asia with the training and education of aspiring young installers. Grohe enhances school facilities by setting up fully functioning installer-training spaces with modern equipments and training materials. After graduation, Grohe supports the students in gaining work experience or placements at Grohe partners.

In the UK, a successful training facility of this kind has been running for several years at the Colchester Institute, with this blueprint being used internationally to provide skilled installers on a global scale.

Further enhancing its training touchpoints, Grohe's digital experience-hub for partners and consumers, Grohe X adds extra educational resources to the mix, with purposely created content to educate and inspire.

Finally, Grohe has developed Grohe+, a loyalty programme and app based on a comprehensive service concept to optimise the professional’s business. The goal is to create a loyalty programme that supports the everyday work of installers in the best possible way.

The result is a service package with benefits for installers and consumers, such as fast-tracked contact to Grohe’s customer service team and technical experts, as well as easy access to portfolio information.

In addition, installation techniques guidance and maintenance training will be available across all products that support continued professional development. As a quality-approved reference point for homeowners, successful Grohe+ participation will be displayed on the Grohe website. This saves time and considers the expectations of end-users, as consumers are making more informed purchases. Another two additional competitive advantages of becoming a certified Grohe installer is the opportunity to provide customers with an extended warranty and to get connected directly with new clients via the Grohe website.