The New Wave: GROHE Professional in Lisbon

Leader Commercial Development LIXIL EMENA Gerhard Sturm is delighted to be back in Lisbon, a city he appreciates and knows well. But his reasons for bringing this GROHE Professional showcase to this city by the sea go beyond the vibrant culture, great food, and wonderful climate. As the person responsible for the strategic direction of the GROHE’s dedicated portfolios, Gerhard has solid commercial reasons for gathering our business partners here. First, the location overlooking the bay reminds our guests how central water – and the pure enjoyment of it – is to the GROHE brand. Then there’s the new GROHE showroom in Lisbon, one of several such openings across Europe, which shows GROHE’s commitment to the city. And of course, there’s the nearby Albergaria plant in the Portuguese countryside, which is responsible for rolling out one of the most exciting technologies in the GROHE portfolio.

Leaving the former one-size-fits-all approach of GROHE behind, Gerhard’s vision is clearly directed to differentiated offerings, each targeting a particular type of consumer. With GROHE QuickFix, GROHE Professional and GROHE SPA, GROHE's go-to-market strategy is now based on three distinct value propositions that offer tailor-made portfolios and services, perfectly adapted to the needs of the different target groups they serve. In Lisbon, the spotlight was on GROHE Professional, which is aimed at consumers who plan a complete rebuild or new-build project. Thanks to a diverse programme in the Portuguese capital, our business partners were able to discover how we support professionals with our portfolio and services to meet the requirements of their customers.

So, what can our business partners expect from their Portuguese adventure? Join us, as we take The New Wave to Lisbon.