Hansgrohe - Sustainable growth through smart internationalization

Key Insights

• Corona boom as a growth driver. Hansgrohe benefited strongly from the pandemic-driven renovation wave. Revenue rose to €1.5 billion, driven by increased interest in the home.
• ️ Market uncertainty and construction crisis. Despite rising interest rates and weak consumer spending, Hansgrohe is meeting the construction crisis with global diversification, a strong brand and strategic resilience.
• Global presence as a stabilizing factor. With activities in more than 100 countries, the company can offset market weakness locally. Germany nevertheless remains its core market.
• Sustainability as a promise for the future. By 2030, Hansgrohe is aiming for 100% Eco-Smart products. A focus on water consumption and environmental compatibility shapes the product strategy.
• Do you want to know how Hansgrohe is steering through the crisis with a strong brand, a global focus and sustainable innovations? Then listen to the new episode now! 🎧

In this episode of Kassenzone, Karo Junker de Neui talks to Christophe Gourlan, Chief Sales Officer of Hansgrohe. The long-established company from the Black Forest is one of the leading manufacturers of sanitary products and proved its strength during the pandemic. Thanks to local production, Hansgrohe was able to deliver reliably and grew to record sales of 1.5 billion euros.

Christophe, who has been with the company for almost three decades, explains how Hansgrohe has also established a broad international presence, particularly in China, which is now its second-largest market. Hansgrohe recognized the potential early on and was the first German brand manufacturer to establish a presence there.

The years 2023 and 2024 brought headwinds. Uncertainty surrounding the new heating law and a construction crisis led to a slight market decline, particularly in Germany. Many installers and end customers shifted their focus to heating projects, which put a strain on Hansgrohe's core business.

Nevertheless, Hansgrohe is sticking to the classic sales model via specialist retailers, wholesalers and installers, which remain the most important interface with customers. At the same time, brand perception is becoming increasingly relevant. As a sponsor of the Tour de France, Hansgrohe is now positioning itself alongside international brands such as Red Bull.

Sustainability has also been part of the strategy for a long time. Whether through the use of recycled materials or new ways of combining water consumption and convenience, innovation and responsibility go hand in hand at Hansgrohe.

An exciting insight into a company that stands its ground between tradition, transformation and global competition.

Our key insights about Hansgrohe

💥 Corona boom as growth driver. Hansgrohe benefited greatly from a wave of renovations due to the pandemic. Sales rose to 1.5 billion euros, driven by increased interest in the home.

⚠️ Market uncertainty & construction crisis. Despite rising interest rates and consumer restraint, Hansgrohe is responding to the construction crisis with global diversification, a strong brand and strategic resilience.

🌍 Global presence as a factor of stability. With activities in over 100 countries, the company is able to cushion market weaknesses locally. Germany nevertheless remains its core market.

💧 Sustainability as a promise for the future. By 2030, Hansgrohe is aiming for 100% Eco-Smart products. The focus on water consumption and environmental compatibility shapes the product strategy.

Do you want to know how Hansgrohe is navigating through the crisis with a strong brand, global focus and sustainable innovations? Then listen to the new episode now! 🎧