GROHE brings refreshed focus to UK market
Leading supplier of premium bathroom solutions and kitchen fittings, GROHE, is bringing new investment and refreshed focused to the UK market following a number of successful initiatives and activations throughout 2026 and beyond.
Revived Partner Support
For the first time in recent years, the global manufacturer has updated its UK website to support partners in their discovery of products, instructions, and specification details ahead of projects. Launched in Q1, the new website features a sleek redesign that prioritises the user journey and experience.
Presenting as a more traditional e-commerce site, the website features familiar landing pages for partners including products, services and customer support with dedicated installer ‘how to’ videos, as well as inspiration for all partners from architects to end-users. The website now features a simplified product menu separated by category, housing all products in a digestible format, including GROHE’s premium sub-brand, GROHE SPA.
Expanded Product Portfolio
GROHE continues to focus on product innovation and development, with their portfolio designed to support partners on a daily basis, from installers, retailers, to architects. Sat within the premium sub-brand, GROHE SPA, the highly anticipated GROHE Aqua Tiles shower system was recently unveiled, featuring the new Grohtherm Aqua Tiles thermostat and the Rainshower Aqua Tiles ceiling showers.
The concealed Grohtherm Aqua Tile thermostat sets a new benchmark in merging design with functionalities. Its minimalist horizontal design features recessed buttons that seamlessly blend with the cover plate, extending only when activated.
Users can build their ideal shower setup and even customise the thermostat’s design accordingly. Interchangeable cover plates for the buttons feature an array of symbols and facilitate the effortless integration of shower functions. Combined with the modular GROHE Rainshower Aqua Tiles ceiling showers, personalised bathroom design is redefined.
Continuing to support water-conscious design and water conservation, GROHE has announced its new AquaBooster technology, allowing users to achieve a strong, satisfying shower spray while using less water. This new water-amplifying shower technology enables the Booster spray type, a powerful spray at a reduced flow rate.
GROHE AquaBooster intensifies the water flow by rapidly fluctuating the water in the hand shower. This enables the Booster spray through intelligent distribution into two chambers and a precisely engineered nozzle configuration. This concentrates pressure to deliver a more powerful and invigorating shower experience.
Industry Events
Alongside its bolstered product portfolio, GROHE has continued momentum with a series of industry events and partnerships throughout 2026.
Kicking off the year, GROHE hosted its most successful Milan Design Week yet, with over 6,800 visitors to the GROHE SPA Aqua Sanctuary installation.
Bringing the attention to the UK, GROHE reunited with their latest collaboration partner, Buster + Punch, for a dedicated design led panel at Clerkenwell Design Week. Paul Flowers, Chief Design Officer, LIXIL was joined by Massimo Buster Minale, Founder – Buster + Punch and Joanna Knight, Managing Director, JK Interiors, to discuss the importance of a cohesive design vision across bathroom fixtures and fittings.
Most recently, GROHE returned for the third consecutive year to InstallerSHOW 2026, hosted at the NEC, Birmingham. The 2026 exhibition welcomed record-breaking guests, with over 38,000 visitors across three days. The team displayed the latest GROHE product portfolio, including the GROHE Colours Collection and their bestselling behind-the-wall solutions.
Looking ahead to the second half of the year, GROHE is gearing up to celebrate the best in British and international hospitality and design with their sponsorship of the annual Hotel Designs Brit List Awards, which will include product displays at the award ceremony as well as signage throughout.
The focus on hospitality design will continue with GROHE’s return to HIX 2026 where visitors will be welcomed to explore the latest product innovations due to launch over the coming 12 months, across the bathroom category from showers, taps and WCs.
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