INTERVIEW | Grohe
Rauterkus at ISH
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We try to make buying the products hassle-free for the consumers, hassle-free for the installers to fi t it together and with a hassle-free aftercare service. It’s the whole experience
the retailer, as everything comes from one place and matches – as one company’s white is not the same as another’s. Grohe’s market research has shown that simply having the bathroom come in one box or delivery creates a sense of ease. “Consumers see a bathroom. They don’t look at individual products,” says Rauterkus.
Think global
Grohe has been experiencing steady and consistent growth in terms of revenue and development over the past few years. The trials and tribulations of the world’s economies, and especially with the Brexit situation in the UK, have not stopped Grohe from developing.
Over Rauterkus’s time as CEO, he has developed the brand and made it a global player, especially in Europe, the Middle East and North Africa. Thomas Fuhr, former executive director of operations, has taken up the role and will take over the expansion and innovation that Rauterkus started.
Grohe is a global brand, and it operates in more than 130 countries. The UK is a massive part of the whole business, but how can an independent retailer feel safe in the hands of a brand with a global focus?
It is simple. Rauterkus believes there is no difference if you are an independent retailer in Stevenage or Milan – they are still the same. “Every market says, ‘I’m different’,” he explains. “It reminds me of an old colleague that used to work for a pet food company, and their customers would say, ‘my dog in my country is different.’ After two years of research and a 500-page report, they found that a dog is a dog.”
Grohe believes that a retailer is a retailer. There will be struggles with each business’s economic and political situations, and adjustments will need to be made. For example, Grohe has invested heavily in bringing in stock to the UK just in case of Brexit- related issues. However, the brand remains the same. Grohe says that what it learns from its global presence strengthens rather than hinders it.
Rauterkus is adamant: “Grohe has a global corporate strategy with local relevance. That is why we have strong local teams, and they know their market and what works for both retailers and consumers.” The local knowledge comes from the people on the ground feeding back to the company to help cement the brand in each country.
The UK market may not be doing too well because of Brexit uncertainty, but as a global brand Grohe is not concerned. Rauterkus brushes away any concerns about the turbulent time in the UK economy. He explains: “Our potential in the UK is so big,
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Brexit is irrelevant. We have enough market share to gain. We are doing OK, but there are huge opportunities to grow. “People here [in the UK] are getting tired of the debates going on and on. We said that we would get enough inventory here and move on with our lives.”
Grohe knows how to do business around the world, so even if things are diffi cult in the UK, the brand will continue to invest here. It sees it as a vital market.
But this investment, Rauterkus jokes, is no ‘free lunch’. And just as its retail network demands innovation and new products from it, so Grohe expects its retailers to strive constantly to improve service and customer care.
Meet the new Grohe team
Thomas Fuhr (below left) has been appointed by the board as chief executive after Rauterkus stepped down, at his own request, on July 12. Speaking of his appointment, Bijoy Mohan, chief executive of Lixil International, parent company of Grohe, said: “Grohe can look back on an outstanding growth path. We are now adapting our organisational structure to ensure continuous growth in the EMENA region. I am very pleased to announce Thomas Fuhr as the new CEO of Grohe.” Mohan thanked Rauterkus for “his great commitment, which is the basis for Grohe’s innovative power and steady success. Under his leadership, Grohe has become a global market leader in this industry”. Former chief sales offi cer Jonas Brennwald (below right) has become deputy chief executive of Grohe AG and CEO of Lixil Water Technology business in EMENA. Michael Mager, executive director human resources and organisation, and Stefan Gesing, chief fi nancial offi cer, remain as members of the Grohe executive board.
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