Hansgrohe Singapore’s Managing Director KC Lee knows that it won’t be easy for the company to establish itself in Thailand. The well-known bathroom fitting manufacturer has won more than 500 design awards worldwide and was recently ranked 10th in the if design ranking for the highest design competence. And while it is established in other ASEAN countries, becoming a leader in the Land of Smiles will require hard work as well as a thorough understanding of the market.
“As with any other businesses, there will always be challenges in the operations of a company in any country. For instance, there are high import duties imposed on our products as we are a foreign MNC compared to local companies operating here or foreign companies who may manufacture locally,” Lee said. “While Hansgrohe products are offered at a more premium price in contrast to these brands, our discerning customers are fully assured that they are paying for a top quality product synonymous with technology, innovation and great design.”
Axor Massaud bathroom collection inspired by nature.
The German company is known for its tradition and commitment to product quality. The brand focuses on producing bespoke fittings that will likely be popular in Thailand where the country’s residential sector continues to see massive demand in the luxury and superluxury segments.
Axor Citterio E collection.
“We are positive that the property market in Thailand is resilient with a positive long-term outlook and we are looking forward to the great potential for further growth of our business here,” Lee explained. “While the general property market in Thailand has slowed down, there is a bullish outlook for the luxury residential market, which has been good for our business.”
However, simply creating luxury products is not enough. Lee has noticed customers in Thailand, as well as the rest of the world, want one-of-a-kind fittings that match their tastes and style as opposed to one-size-fits-all, mass produced bathrooms.
Hansgrohe ShowerTablet Select 700
In Thailand, there is a growing trend by consumers for bespoke bathroom fitting products to further express their individuality,” Lee noted. Our in-house customisation service has been very well-received, with customers increasingly opting for special red gold finishes for their fittings.”
Hansgrohe Talis Select Rainmaker Select
This is a growing trend in other markets as well. Bathrooms are no longer an afterthought, but something homeowners actually care about it. Hansgrohe has witnessed this trend first hand and has tried to adapt its offerings to what consumers now want from their bathrooms.
“We do observe the increasing trend where savvy consumers are now paying a lot more attention to the bathroom, which has become an increasingly important space for rejuvenation and me-time, and not merely a functional space of the yesteryears,” Lee explained. “More and more consumers are increasing the square feet allocated to this private space for them to recharge, due to the stressful lifestyles and longer working hours they experience. They are placing a higher emphasis on high quality and aesthetically-pleasing bathroom products, from the construction right down to the materials used. They are also desiring for exclusive bathroom products to express their personality,”
Hansgrohe has worked on a number of high profile projects including the Four Seasons Hotel in Milan, the Burj Khalifa in Dubai, the W Hotels in Singapore, and in Thailand, the Edition Hotel Bangkok Mahanakhon, Sindhorn Residences and Tela Thonglor. This experience has given the company a chance to see what the future of bathrooms holds.
“The bathroom is no longer just a hygiene and functional space of yester years but it is becoming a space that fulfills emotional desires,” Lee said. “It is a living space for rejuvenation and quality me-time where they expect to have high quality and aesthetically-pleasing bathroom products that provide convenience, simplicity and comfort. In the past, the bathroom was accorded the bare minimal space required to serve its functional space but in the present, consumers are increasingly allocating more space to this private space for rejuvenation.”
Back in Thailand, the country’s aging population has forced companies, including Hansgrohe, to be innovative when it comes to product design to ensure it is appealing to all age groups.
“The ageing society is a social phenomenon, not limited to Asia, but also occurring in other parts of the world,” Lee pointed out. “In a society with changing demographics trends, it is important for homeowners who plan for the bathroom – their oases of well-being, to accommodate all generations including the elderly as it is common to have different generations staying together.”
