In this episode of Kassenzone, Karo Junker de Neui talks to Christophe Gourlan, Chief Sales Officer of Hansgrohe. The traditional company from the Black Forest is one of the leading manufacturers of sanitary products and proved its strength during the Corona period: 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 itself internationally — particularly in China, which is now the second-largest market. The potential was recognized there early on and was the first German brand manufacturer to be present.
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 their core business.
Nevertheless, Hansgrohe is sticking to the classic sales model via retailers and wholesalers as well as installers — these 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, Hans Grohe is responding to the construction crisis with global diversification, high brand strength 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 — but Germany remains a core market.
💧 Sustainability as a promise for the future: By 2030, Hansgrohe will focus on 100% Eco-Smart products — the focus on water consumption and environmental compatibility will shape 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! 🎧
