Sustainability on every level
20 years ago GROHE, the sanitary fittings manufacturer based in Düsseldorf, made sustainability an integral part of its business – with lasting success. This commitment is reflected in the company’s innovative designs, numerous awards and a corporate culture with the principle of sustainability at its core.
The Pure Joy of Water’ is the slogan of the long-established company GROHE. Be it bathroom accessories, shower systems or kitchen fittings, it is essentially water, which is at the heart of all the products manufactured by GROHE, which has its headquarters in Oberkassel, Düsseldorf. As water is not only vitally necessary but is also a valuable resource, the GROHE corporate management launched the Sustainability Policy back in 2000, at a time when sustainability was hardly on people’s minds. It entailed, and still does, principles and guidelines with regards to sustainable actions – on every level of the company’s structure.
A vast number of products prove how seriously committed GROHE is to sustainability. There is for example a smart faucet lever, which prevents the unnecessary addition of hot water and thus saves energy. Taps containing a flow constrictor and infrared sensors lead to less water usage. And then there is the newest addition, GROHE Blue. This innovative kitchen tap delivers filtered and chilled still, medium or sparkling water on demand – saving a family of four carrying up to 800 bottles of water a year. And to top it all off, this system saves up to 60% of CO₂ in comparison to the amount created during the production of bottled water.
Looking at GROHE’s history it becomes apparent that innovation and pioneer spirit have always been part of its DNA. Since its inception in 1936, a number of enterprises have been acquired over the years. There was, for example, Carl Nestler Armaturenfabrik, the first manufacturer to offer a new thermostat technology for private bathrooms. Or Deutsche Armaturenfabrik Leipzig (DAL), inventor of the flush valve. Each new acquisition added specialist skills and knowledge to the company, thereby expanding its core competencies and contributing to the steady growth of the global brand’s product range and ingenuity. The new GROHE Corporate Centre was created in Düsseldorf in 2007 to house the corporation’s central functions – such as board of directors, design centre, marketing, human resources, communication and finances. GROHE has been part of the Japanese LIXIL Group Corporation since 2014. However, its brand values have not changed at all, as the Japanese parent company also values the principle of sustainability.
The GROHE Sustainability Council proves that sustainability is not an empty statement within the corporation’s culture. This dedicated body advises and supports the board of directors with regards to all strategic sustainability activities. And there are quite a few as it is not only quality, technology and design which are the brand’s core characteristics, but also sustainability. This also involves the almost 5,000 employees based across GROHE’s five production sites. They are continuously urged to question their daily work routine. There is even a yearly award, the Sustainability Trophy. The much sought after prize, which covers three different categories, is aimed at the production site, which has made the most contribution towards increased sustainability. For instance, the trophy for the Protection of the Environment went to the site in Albergaria in Portugal. Over years, staff there had steadily increased the plant’s waste recycling rate. Such lasting passion has not gone unnoticed with juries that award a number of prizes for sustainability. GROHE was the first in its industry to win the German Government’s Corporate Social Responsibility award. Fortune® Magazine featured GROHE as one of the Top 50 companies, that are ’Changing the World’. And last but not least GROHE has been voted as one of the TOP 3 of Germany’s most sustainable large brands.
GROHE has set some ambitious targets for the next years. Its manufacturing processes are already carbon neutral. Until the end of 2021 all GROHE branches worldwide will be rendered climate neutral, according to Thomas Fuhr, COO Fittings LIXIL International and CEO of Grohe AG. “Our initiative ’GROHE goes ZERO’ connects seamlessly with a large number of measures being implemented at our production plants, which support the reduction of the CO₂ footprint and positively affects the conservation of resources. We are very proud that through ’GROHE goes ZERO’ we have become the industry’s pioneers of sustainability.”
GROHE has also been setting an example with regards to plastic waste. Initiated by the ’Less Plastic Initiative’ plastic packaging has been steadily replaced by sustainable alternatives. About 10 million less plastic packaging units have been used to date – and the numbers are rising. “Our mission to go plastic free in our packaging by 2021 has been a major step towards our battle against plastic waste,” says Thomas Fuhr. And by supporting other initiatives, such as Pacific Garbage Screening (PGS) led by Marcella Hansch, GROHE steps up the fight against plastic waste. PGS involves developing a waterborne platform that will collect plastic waste before it pollutes the ocean’s ecosystems. •
“Until the end of 2021 all GROHE branches worldwide
will be rendered climate neutral.”
Words: Maria Leipold
Pictures: PR