As Egypt's real estate landscape continues to expand and evolve, consumer expectations in the premium sanitary ware market are shifting toward a demand for longevity, intelligence, and environmental stewardship. In an exclusive interview with Daily News Egypt, Mohamed Ataya, Leader, North West Africa at LIXIL IMEA, discusses how GROHE is navigating the current economic climate by fusing global expertise with local insights. From the integration of smartwater solutions to the brand's unwavering commitment to sustainability, Ataya outlines how GROHE is not only adapting to the modern Egyptian lifestyle but actively shaping its future. GROHE has a strong heritage in the Egyptian market. How do you see current economic shifts influencing consumer behaviour in the premium sanitary ware segment?
Egyptian consumers today are becoming more selective, seeking products that combine long-term value, durability, and design excellence. Even amid economic shifts, demand in the premium segment remains resilient as homeowners and developers prioritise trusted brands that offer quality and efficiency.
As part of LIXIL, how does GROHE leverage its global expertise to strengthen its position in Egypt and the widerMiddle East and Africa region?
Being part of LIXIL allows GROHE to draw on global R&D, sustainability practices, and advanced manufacturing standards while tailoring solutions for local markets. This combination of global know-how and regional focus helps us deliver innovation and reliability that meet Egypt's evolving needs.
Innovation has always been central to GROHE's brand DNA. What are the latest technologies or product developments driving your growth today?
Our growth is driven by technologies such as SmartControl, which offers precise water flow and temperature control, SilkMove® for effortless operation, and EcoJoy®, which ensures efficiency without compromising comfort. We also continue to expand contemporary design lines like Essence and Cubeo, which reflect modern Egyptian lifestyles.
Smart homes are becoming more prevalent in Egypt. How is GROHE adapting to this trend through digital or connected water solutions? We're introducing smart solutions such as GROHE Blue Home, which integrate water filtration, digital monitoring, and leak detection, bringing convenience, safety, and sustainability into connected Egyptian homes.
Sustainability is a cornerstone of GROHE's identity. How do you balance environmental responsibility with delivering high-end performance and design?
Sustainability sits at the heart of LIXIL's global strategy, built on three core pillars: Water Conservation, Global Sanitation & Hygiene, and Climate & Nature. These pillars guide every decision we make, from how we design products to how we manufacture and deliver them around the world. Within this framework, GROHE ensures that environmental responsibility never comes at the expense of performance or design. Our entire production process is carbon-neutral, and we use resource-efficient technologies such as water recycling and 3D metal printing to minimise waste. In our product portfolio, innovations like EcoJoy®, which reduces water usage by up to 50%, and SilkMove ES, which avoids unnecessary hot-water activation, allow consumers to enjoy full comfort while contributing to conservation. From a design perspective, sustainability is integrated seamlessly; our products combine timeless aesthetics with German engineering standards that ensure long-lasting performance. For markets like Egypt, where sustainability and efficiency are becoming increasingly important, this balance between responsible design and high-end experience is what truly sets GROHE apart.
With water scarcity being a major global concern, how are GROHE's products contributing to efficient water usage while maintaining user comfort? Through EcoJoy®, our products reduce water use by up to 50% without affecting flow quality. Meanwhile, SilkMove ES helps limit unnecessary hot-water use, supporting both comfort and conservation, critical in water-stressed regions like ours.
Egypt's real estate expansion continues to accelerate. What opportunities does this present for GROHE's business development and potential local partnerships? Egypt's dynamic real estate and hospitality sectors create strong opportunities for collaboration. We're working closely with developers, architects, and retailers to provide complete bathroom and kitchen solutions that align with the country's modern urban vision.
Looking ahead, what are GROHE's key priorities and growth ambitions in Egypt over the next five years? Our goal is to strengthen GROHE's leadership in the premium category by expanding local accessibility, deepening partnerships, and supporting sustainable building initiatives. Egypt remains one of our key focus markets within North West Africa, with continued investment and growth ahead.
