- Enhancing water experiences: GROHE offers “Pure Joy of Water” thanks to a commitment to quality, technology, design, and sustainability.
- First GROHE Water Insights 2025 reveals Middle East consumers lead in water-scarcity awareness and the adoption of water-saving solutions; 72% and 60% respectively.
Dubai, United Arab Emirates 18 March 2025 – GROHE, a global leader in complete bathroom and kitchen solutions, is set to redefine water experiences at ISH 2025 in Frankfurt. With a commitment to innovation, sustainability, and premium design, GROHE introduces cutting-edge solutions that align with the region’s growing demand for water conservation without compromising on luxury. From the revolutionary GROHE Rainshower Aqua Pure to the seamlessly designed Cubeo faucet range, the brand is enhancing water enjoyment while driving efficiency.
“In a region at the forefront of global water conservation, we see immense opportunity to drive meaningful change,” says Stefan Schmied, Leader, IMEA, LIXIL International. “With our latest innovations, we go beyond products to deliver intelligent, sustainable solutions that enhance daily life ensuring consumers can make eco-conscious choices effortlessly, without compromising on comfort, performance, or design,” he further added.
The Middle East Leads in Water Awareness
The GROHE Water Insights 2025 survey, covering over 20,000 consumers globally, revealed that the Middle East (UAE, KSA, and Morocco) leads in water scarcity awareness and the adoption of water-saving solutions. While 72% of consumers in the Middle East respondents acknowledge water scarcity as a pressing issue, 80% prioritize water efficiency in their households, and 60% have already implemented water-saving fittings, significantly higher than in Europe or North America. With 68% in UAE believing that water efficiency in daily life is important to them, 51% surveyed also agreed to install a water-saving device in their household in the next six months.
Despite this awareness, water conservation remains an ongoing challenge. The survey highlights that perceived high costs and lack of information are key barriers preventing more widespread adoption. With bathing and personal hygiene consuming the largest share of domestic water, solutions that optimize water usage while ensuring an indulgent experience are critical for sustainable living in the region.
Redefining Wellness: The GROHE Rainshower Aqua Pure
GROHE SPA’s newest offering, the Rainshower Aqua-Pure, aligns with the growing demand for wellness-centric bathroom solutions. Designed to transform everyday showers into a spa-like experience, this premium shower system features an advanced GROHE Aqua-Pure filter that removes chlorine and odors, delivering purified water that is gentle on skin and hair.
The system integrates sleek aesthetics with functionality, offering multiple spray patterns, Rain, ActiveRain, and a relaxing Air-infused mode. Available in an array of finishes from the GROHE Colors Collection, the Rainshower Aqua Pure is perfect for the region’s luxury hotels and high-end residences, where water quality and personal well-being are paramount.
Perfect Match for Modern Bathrooms: The GROHE Cubeo Collection
For homeowners seeking effortless harmony in bathroom design, GROHE introduces the Cubeo faucet range. Inspired by the Perfect Match principle, Cubeo ensures a seamless aesthetic when paired with the GROHE Tempesta shower system and Euro Ceramic line. The minimalist, soft-square design complements contemporary spaces, while its water-saving features cater to the region’s need for conservation.
Built for longevity, Cubeo incorporates GROHE SilkMove technology for precise control and smooth handling, even after years of use. When combined with water-efficient fittings like the Tempesta shower system, which also features EcoJoy technology to reduce water consumption by up to 50%, Cubeo represents a perfect balance of affordability, durability, and sustainability.
Smart Water Solutions for a Sustainable Future
Recognizing the Middle East’s commitment to water conservation, GROHE continues to develop innovations that blend sustainability with luxury. The GROHE Rapido Heat Recovery shower system is a prime example, of recycling warm wastewater to reduce energy costs by up to 48%.
As a leader in the bathroom and kitchen industry, GROHE recognizes its role in driving responsible water usage while maintaining the luxury and comfort consumers expect. ISH 2025 serves as the perfect platform to showcase how technology and design can merge to create meaningful, sustainable water experiences. GROHE remains committed to shaping the future of water, ensuring that every drop is cherished, enjoyed, and responsibly used in homes and beyond.
By combining quality, technology, design, and sustainability in every solution, GROHE will continue to deliver “Pure Joy of Water” long after ISH.
