Decision Made to Sustain Global Brand Uniformity and Reinforce the Brand’s Commitment to Gender Equality and Inclusiveness
GROHE, a leading global brand for bathroom and kitchen water solutions sold in 150 countries worldwide, has announced that its Ladylux kitchen faucet collection is rebranding as GROHE Zedra. The line has long been popularly known as Zedra in much of the world outside of the U.S. and Canada, and the decision for this shift is to ensure global brand consistency in the future, as well as to better align with GROHE’s corporate values and commitment to gender equality and inclusiveness.
“GROHE is pleased to announce that our Ladylux kitchen faucet collection will rebrand as GROHE Zedra,” said Theresa Choh-Lee, Leader, GROHE Brand. “This iconic line has long been referred to as Zedra around the world, so this move provides better global consistency. The change also strengthens our commitment to gender equality and inclusiveness while aligning with our corporate values.”
The Ladylux collection was launched in the U.S. and Canada nearly four decades ago and was the first kitchen faucet to introduce an integrated pull-out spray head. The line is synonymous with innovation, design excellence and dedication to making life easy, efficient and aesthetically pleasing, and continues to be admired by consumers, retailers and professionals today. The same Ladylux attributes and state-of-the art technology will continue under the new GROHE Zedra name. Last March, Zedra was honored with the Golden Award – “Best of the Best” in the kitchen faucet and sinks category of the 2021 Kitchen Innovation Award.
“GROHE Zedra offers the same innovation and precision German design and engineering that you have come to enjoy in your Ladylux kitchen faucet, simply under the new, globally recognized GROHE Zedra name,” added Choh-Lee.
GROHE is a leading global brand for complete bathroom solutions and kitchen fittings and has a total of over 7,000 employees in 150 countries – 2,600 of them are based in Germany. Since 2014 GROHE has been part of the strong brand portfolio of the Japanese manufacturer of pioneering water and housing products LIXIL. In order to offer “Pure Freude an Wasser”, every GROHE product is based on the brand values of quality, technology, design and sustainability. Renowned highlights such as GROHE Eurosmart or the GROHE thermostat series as well as groundbreaking innovations such as the GROHE Blue water system underline the brand’s profound expertise. Focused on customer needs, GROHE thus creates intelligent, life-enhancing and sustainable product solutions that offer relevant added value – and bear the “Made in Germany” seal of quality: R&D and design are firmly anchored as an integrated process in Germany. GROHE takes its corporate responsibility very seriously and focuses on a resource-saving value chain. Since April 2020, the sanitary brand has been producing CO2-neutral* worldwide. GROHE has also set itself the goal of using plastic-free product packaging by 2021.
In the past ten years alone, more than 490 design and innovation awards as well as several sustainability awards confirmed GROHE’s success. GROHE was the first in its industry to win the CSR Award of the German Federal Government and the German Sustainability Award 2021 in the categories “Resources” and “Design”. As part of the sustainability and climate campaign “50 Sustainability & Climate Leaders,” GROHE is also driving sustainable transformation.
*includes CO2 compensation projects, more on green.grohe.com
LIXIL (TSE Code 5938) makes pioneering water and housing products that solve everyday, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including INAX, GROHE, American Standard, and TOSTEM, [as well as specialty brands such as DXV]. Approximately 55,000 colleagues operating in more than 150 countries are proud to make products that touch the lives of more than a billion people every day.