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Round-up | NEWS


Lixil unveils Grohe X ‘industry-first’ digital platform


LIXIL EMENA is launching a digital platform for its global sanitaryware brand Grohe, called Grohe X. The “industry-first digital platform” will launch on March 16 and will enable visitors to experience exclusive Grohe brand insights and product news. The new hub will provide trade customers with details of global trends that are impacting the sanitaryware business, feature how-to videos to make installers’ working lives easier, and provide ideas for architects or consumers seeking inspiration for their dream bathroom.


The new resource will allow visitors to engage with the brand’s experts and receive dedicated support. It is said to serve as a “perfect environment” for collaborating and sharing ideas. Launching on Tuesday, March 15, Grohe X will feature dedicated event formats


tailored to the company’s


professional business partners. Jonas Brennwald, leader Lixil EMENA and co-CEO of Grohe AG, said: “Grohe X is a result of our disruptive way of thinking. We embraced the new normal and


understood challenges as new


opportunities. For me, Grohe X is proof that, especially at times like these, you need to exchange ‘but’ for ‘imagine if’ and I’m more than proud that everyone at Grohe was so bold to thinking open-mindedly like this.”


• Meanwhile, Grohe has joined the Bathroom Manufacturers Association. The BMA said that this “amplifies the association’s


influence Whitehall and navigate new post-Brexit business rules”.


colour is a


voice as it seeks to thing


Masterclass guides drive record website traffic


MASTERCLASS KITCHENS saw website traffic more than double in January thanks to a new kitchen planning guide and interactive wish list. Website traffic was up by 107% over January last year and brochure requests were up by 127% – making January a record-breaker for Masterclass Kitchens. The new kitchen planning guide and interactive wish list were introduced to “demystify the kitchen journey and create a seamless experience” for its growing online audience, driven by the coronavirus pandemic.


The company said it has “adapted to offer relevant content for each part of the kitchen journey the consumer undertakes”. Said Masterclass Kitchens digital marketing manager Tom Adams: “Purchasing a kitchen is something that could be quite a daunting process, so we wanted to make it a more approachable project and arm our customers with the knowledge and confidence to start their journey with one of our independent retailers. I am really pleased with how our digital platforms are performing.”


March 2021 · 9 7695 Franke BKU Trade Ad 300x101mm.indd 1 16/02/2021 14:35


Off ering outstanding performance at an aff ordable price, the distinctive Smart Deco is designed to suit every customers’ style, whatever their style may be. Available in stunning soft grey, green or mustard, they can simply pick their preferred Smart Deco and eff ortlessly add a playful splash of colour to their kitchen.


Make it wonderful at franke.co.uk


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