Following thorough internal discussions, GROHE has announced its decision to withdraw from participating in next year’s ISH 2021.
Three main reasons led to this difficult decision: as a global brand and part of LIXIL, the values of respect and doing the right thing remain integral to the company. In line with the efforts made during the pandemic to protect employees, business partners and customers with strict hygiene and safety measures, health and safety remain a top priority for GROHE: for employees, customers and everyone involved in the ISH fair. Secondly, the COVID-19 situation remains fragile both in Germany and many other countries throughout Europe and large events are an almost incalculable risk. Finally, GROHE found the hygiene concept suggested by the ISH organisation unsatisfactory for the brand.
Jonas Brennwald, CEO LIXIL EMENA and Co-CEO Grohe AG explains: “With great regret we have to cancel our participation in the trade fair ISH 2021 at the scheduled time in March 2021. Our customers and business partners are expecting us to create a unique brand experience with fantastic product launches and engaging with us on a personal basis during the fair. However, under the given circumstances and restrictions we don´t see this possible with a traditional fair concept.”
Nevertheless, GROHE wants to continue to create a unique brand experience for business partners and the media next year and is currently exploring an alternative concept to present its pioneering innovations, which the brand hopes to reveal in due course.
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