Beirut, February 7, 2012 - GROHE, the world's leading premium brand of sanitary fittings, unveil today its new concept GROHE SPA™ to the Lebanese and the East Mediterranean, Middle East and African countries. The launch event was attended by GROHE regional and international representatives headed by Paul Flowers, Senior Vice President of Design at Grohe AG along with VIPs and members of the press.

In a world of hustle and bustle GROHE SPA™ transforms the bathroom into more than just a functional space.  A bathroom becomes an opportunity to create a personal haven, an environment dedicated to a little bit of indulgence.  GROHE SPA™ is about luxury tailored to individual needs and every GROHE SPA™ package can be customised to suit a range of preferences for design and experience.

Escape from the everyday.

Paul Flowers, Senior Vice President of Design at Grohe AG, says: 'GROHE SPA™ has been developed in direct response to an emerging trend; people are investing more effort and dedicating more space to creating a relaxing bathroom experience.  The concept is about evolving a traditionally rational space for cleaning and grooming into an emotional space that enhances wellbeing'.

Modern life can be exhausting and often overwhelming.  It is widely acknowledged that there is real value in maintaining good health and personal wellbeing but a busy schedule does not allow for the time to regularly escape for the full spa experience.  GROHE SPA™ taps into the increasing desire amongst consumers to create a space in their own homes where it's possible to seek refuge from a hectic lifestyle. 

At the launch Simon G. Shaya, General Manager and President, GROHE East Mediterranean and Middle East and Africa commented, "Unlike a commercial spa, your home spa can be tailored specifically to your needs. Set your ideal water temperature and pressure and indulge your senses. With this new Spa collection we aim to help you escape to your personal sanctuary every day and Enjoy Water."

Luxury is in the detail.  GROHE understands the importance of these details and as part of the SPA range will be adding a selection of accessories to its portfolio: lotions and soaps brimming with organic ingredients, room sprays and aromatic candles; all chosen to enhance the overall GROHE SPA™ experience

The enticing Spa collection is available in three design styles- GROHE Ondus®, Allure and Atrio, bringing balance and harmony to today's cosmopolitan bathrooms through exploration of three simple geometric forms: lozenges, squares and circles.

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About GROHE
Grohe AG is the world's leading premium brand of sanitary fittings. As a global brand for sanitary products and systems, GROHE sets standards in quality, design, technology and sustainability, providing water to perfection.

With its headquarters in Hemer and Corporate Center in Düsseldorf, the company currently employs some 5,000 people worldwide, including 2,300 in Germany. In 2010, the company's kitchen and bathroom fittings and showers, automatic fittings for the commercial and contract sectors, and installation and flushing systems generated sales of EUR 980 million (unaudited figure).

GROHE has six production plants, of which three are located outside Germany, namely in Portugal, Thailand and Canada. The company currently generates 82 % of its sales outside Germany.

For further information please contact:
Carmen El Hajj/ Public Relations Director
Blanche Baz/ Senior Account manager
MEMAC Ogilvy PR - Lebanon
Tel: +961-1-486066
Fax: +961-1-486064
Email: blanche.baz@ogilvy.com

Lina Varytimidou
Regional Marketing Manager - Project Channel
Eastern Mediterranean, Middle East & Africa
Grome Marketing (Cyprus) Ltd., Nicosia, Cyprus
Tel: +357 22 899 033
Fax: +357 22 379 188
Email: varytimidou@grome.com

© Press Release 2012