Following thorough internal discussions, GROHE has announced its decision to withdraw from participating in ISH 2021 next March.
A company statement said 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 remains a top priority for GROHE”.
GROHE added that the COVID-19 situation remains fragile both in Germany and many other countries throughout Europe.
Jonas Brennwald, CEO LIXIL EMENA and co-CEO Grohe AG, said: “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.”
GROHE said it wanted 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”.