Dubai, United Arab Emirates: Following thorough internal discussions,GROHE announces today 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 company values come first: respect and doing the right thing. 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. Secondly, it is still a fragile COVID-19 situation in Germany and especially abroad, and large events are an almost incalculable risk. In addition, the hygiene concept suggested by the ISH is nonsatisfying for us.
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.”
“We were very sorry to hear that there was no will to postpone the ISH trade fair until a later date”, adds Thomas Fuhr, COO Fittings LIXIL International and Co-CEO Grohe AG.“One of our company values is doing the right thing. We are convinced that in this crisis situation the cancellation is unfortunately the only right thing to do to ensure the safety and health of all involved.”
Following this decision, GROHE will also review particiapation in other trade fairs in the EMENA region. Further information will be provided regionally.
Nevertheless, GROHE wants to create a unique brand experience for business partners and the media next year and is currently working on an alternative concept. How the global brand will present itspioneering innovations will be announced in due course.