Grohe, a leading global brand for complete bathroom solutions and kitchen fittings, has announced the launch of its revolutionary 'future-ready bathroom' concept - Eurosmart - mainly targeted at the so-called ‘silver society’, the population above 60 years.

 

With the silver society households on the increase, Grohe pointed out that the need of the hour is the new Grohe Eurosmart which boasts a forward-thinking bathroom design. Different Eurosmart lever variants serve the needs of consumers at different stages of life, it stated.

 

The combination of modern design, a high level of comfort, easy installation and the versatile options to choose from makes the Eurosmart faucet a real hero for the future-ready bathroom, it added. 

 

Grohe, which is a unit of Lixil, a Japanese manufacturer of building materials and housing equipment, is working on contemporary and timeless design for its bathroom solutions, that matches any style – today and tomorrow.

 

Lixil makes pioneering water and housing products that solve every day, real-life challenges, making better homes a reality for everyone, everywhere. 

 

A major global player, Lixil draws on its Japanese heritage to create world-leading technology and innovate to make high quality products that transform homes. 

 

Jonas Brennwald, Leader for Europe and Mena at Lixil, said: "Undoubtedly our society is changing – not only is the population constantly growing, but we are also getting increasingly older. By now, every second EU citizen has passed the age of 40. Demographic change is challenging our entire society and forcing us to rethink – away from the previous anti-ageing mindset and toward a pro-ageing attitude to life."

 

"Growing older no longer means resting and standing still. The ‘silver society’ ages differently – they want to stay fit and actively shape their own life in the place where they feel safe and happy: at home," explained Brennwald.

 

Grohe has taken these insights into account when re-designing one of its bestseller products – the Grohe Eurosmart – to create an innovative, future-ready home. 

 

"Home is part of our identity, our safe place – being able to stay home in old ages comes along with well-being for consumers. The bathroom is essential in this respect as this is where very private moments take place. To be able to take care of personal hygiene at home is a major concern, especially for older generations," observed Brennwald.

 

"It gives the feeling of independence and freedom. One key to this is to start thinking about the right bathroom products early on, to be ready for tomorrow, today. And contrary to expectations, age-friendly products do not have to look old-fashioned," he stated. 

 

"The best example is the relaunched Grohe Eurosmart. The timeless design of the line very subtly addresses the special needs of bathroom care for the elderly or people with limited motor skills," he added.

 

According to him, Grohe ensures that the Eurosmart portfolio always grows in line with a changing society’s requirements and that it keeps adapting to modern needs. 

 

"This is shown by the different lever variants which directly relate to people’s lives. The Eurosmart Loop lever, for example, offers important support for elderly people with limited motor skills since its cut-out center makes gripping easier. A big help for everyday bathroom rituals is also provided by a new pull-out spout variant which offers full flexibility and extra comfort. Consumers enjoy more room to manoeuvre – perfect for supporting and enhancing the daily washing routine," he added.