supplychain
expensive than spending a few pounds more on a good shower and brassware.” There is also the added benefit for those selling
homes to specify a strong branded product. Phillips says: “I wouldn’t say there is a vast amount of consumer recognition but because Hansgrohe is a global business, people do see the name in hotels and homes around the world and it does resonate with them as a strong German brand.” Phillips summarises the company by saying:
“There are five things which set us apart. Firstly, design – we are at the cutting edge of design. Secondly, innovation – Hansgrohe has a long history of firsts, including the iBox concealed shower and the Raindance handshower. The third thing is the quality and technology that comes with German engineering throughout – we have six factories in Germany so we are not a brand that sources products, we’re an out-and-out manufacturer. “Fourth is sustainable products. From a process point of view, we were one of the first companies to install solar panels in our factories and all our products have eco smart options, combining great performance with saving water. We have over 800 Water Regulations Advisory Scheme-approved products, which is twice as many as our nearest competitor. That’s a big investment but it shows our commitment to WRAS, which is particularly important to water boards. “The fifth one, which is really important from our
perspective, is service. We have our own warehouse in the UK, which means we have all our products in stock, and developers and contractors are not reliant on distributors. We also have a team of technical service engineers, which will work with developers and contractors if they need training on site.” Phillips has noticed both an increase in developers approaching Hansgrohe, and a trend towards more design-led and higher spec bathrooms in new homes. He says: “We are getting more and more
24| January 2014 showhouse
enquiries and leads from developers because I think the bathroom is the one area of the home that hasn’t really evolved in recent years. From a developer’s perspective there’s a brilliant opportunity to offer something different and set themselves apart by using quality brassware and innovative showers, the kind of products that consumers are demanding these days. It’s the one room in the house that has lock on it, so people can use it not only for cleaning and grooming, but they can retreat there and use it for relaxation. There’s a trend to make the bathroom a pleasurable space with good quality products where people can get away from the rigours of the day, relax and unwind. Recent trends include walk-in showers and two-head showers.” Phillips says that as the market picks up,
housebuilders are putting more thought and budget into their bathroom specification: “We are getting enquiries from people who initially thought our products may be beyond their budget but have realised how competitive and affordable we are. We are also seeing developers who have used us for years trade up to different, higher-spec products. There is definitely now more money being spent on the bathroom than there was a few years back.” Phillips says his housebuilder clients are generally
seeing an increase in activity and sales: “The Help to Buy initiative has been well received. Some of the developers we deal with still believe there are challenges in terms of bureaucracy and red tape; planning is a key area. There is also an issue around whether there are enough skilled trades and labour to cope with demand as we come out of recession.” And he is positive that his company is well-placed to capitalise on increased housebuilding levels over the next 12 months and beyond: “We have got a great roadmap of new product for 2014 which combines great design and innovation. Developers get a fantastic package from us and we can deliver good value for money whatever the size of the site.”
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