BATHS, BASINS & WC’S Sophie Weston
Geberit
BKU’s Matt Broughton spoke with Sophie Weston, Head of Marketing at Geberit UK.
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024 has been a landmark year for Geberit, highlighted by its 150th anniversary celebrations. This milestone gave the company an opportunity to reflect on its journey from a one-man business in Rapperswill, Switzerland, to an international leader in bathroom innovation. Geberit marked the occasion with various events, new product developments, and the release of an anniversary book detailing its rich history. Another key moment has been the launch of the Geberit AquaClean Alba, a new affordable shower toilet. This product represents a significant step forward in making Geberit’s renowned hygiene and comfort features accessible to a broader range of customers.
“As we move towards the end of the year, we’re continuing to focus on our sustainability initiatives and community engagement,” says Head of Marketing, Sophie Weston. “Our UK team is actively participating in the ‘150 Acts of Kindness’ campaign, with each employee pledging to complete an act of kindness within our 150th year.
Geberit AquaClean Alba
The Geberit AquaClean Alba combines Geberit’s sophisticated product design with essential functionalities for the ultimate hygiene experience. It features the patented WhirlSpray technology, the quiet TurboFlush 2.0 system, and an ergonomic, rimless ceramic design. “The reception has been extremely positive, with sales exceeding our expectations,” explains Sophie. “This success indicates a growing market awareness and appreciation for enhanced hygiene and comfort in bathroom solutions, suggesting a shift towards more technologically advanced yet affordable bathroom products.”
When it comes to changing customer demands, Sophie points to a growing trend towards personalisation in bathroom design. “In response, we’ve launched our Mix & Match concept for the Aspire bathroom collection. This allows customers to combine basins and furniture across our GeberitONE, iCon, and Acanto ranges, creating more bespoke wash spaces tailored to individual tastes and environments.”
“Looking ahead, we anticipate future product development will be driven by several key factors:
• Increased focus on water-saving technologies and integration with home water management systems
• More features promoting overall well-being as bathrooms evolve into personal sanctuaries
• Growing demand for space-saving solutions like wall-hung toilets and compact designs”
Sustainability is at the core of Geberit’s approach to product design and manufacturing. For instance, the new Geberit AquaClean Alba is produced using a single-cast ceramic process without a separate trap cast, saving materials and energy. “We’ve also optimised packaging to minimise volume and waste. These efforts reflect our commitment to reducing our environmental impact while maintaining the high quality and functionality our customers expect.” As Geberit celebrates its 150-year legacy, the company is also looking to the future. “We believe that the bathroom will increasingly be seen as a space for relaxation and self-care,” says Sophie. “Our goal is to continue innovating, creating products that not only meet practical needs but also enhance overall quality of life. Whether it’s through advanced hygiene features, water-saving technologies, or customisable designs, we’re committed to being at the forefront of bathroom innovation for the next 150 years and beyond.”
10 BKU SEPTEMBER 2024
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