FRANKFURT, GERMANY — The new VDMA Sanitary Technology and Design Industry Association held its first members' meeting in Frankfurt am Main on March 1, 2024. The representatives of the founding companies welcomed two new members: GROHE, a global brand offering sanitary products, bathroom solutions and kitchen valves, represented by Marc Dobro, Managing Director of Grohe Deutschland Vertriebs GmbH, and the family-owned company TECE GmbH a provider of sanitary solutions, sanitary systems, installation walls and drainage technology, represented by Managing Partner Peter Fehlings.
At the same time, the VDMA team of the industry association is expanding. Political expert Julia Roshan Moniri is now in charge of Public Affairs & Government Relations and PR expert Dr. Laurin Paschek is taking over as Head of Public Relations & Campaign Management.
"We have been able to recruit new, top-class members and experienced employees in a very short space of time," says Thilo Pahl, Chairman of the VDMA Sanitary Technology and Design Industry Association and Managing Partner of Bette GmbH & Co. KG. "This shows us that we have chosen the right topics. We want to emphasize the relevance of technological innovations and modern design in the bathroom for sustainable and climate-neutral buildings—and at the same time maintain and promote the joy of using the bathroom."
Foreign Sale Provide Silver Lining
A look at the still difficult market situation in the sanitary technology and design sector shows just how important the commitment to the common cause is. In a recent member survey, around half of the companies were cautiously optimistic about the current year: 45% of those surveyed expect sales to increase in 2024. While stagnation is expected for the most part in Germany, both in front of the wall and behind the wall, assessments for abroad are somewhat more positive. Half of the participants forecast an increase in business in foreign markets.
In 2023, 50 percent of VDMA Sanitary Engineering and Design members still recorded declining sales overall. "After a challenging previous year, the German sanitary industry and the installation technology sector are now regaining some hope," explains Dr. Laura Dorfer, Managing Director of VDMA Sanitary Engineering and Design. "The outlook is likely to brighten considerably in the near future, particularly in international business—a silver lining on the horizon that points to a possible recovery over the course of the year. Within Germany, on the other hand, there are signs of a longer lean period in view of the continuing weakness of the German construction industry."
To date, the members of the sanitary association include 22 renowned manufacturers of taps and showers, sanitaryware such as bathtubs and shower surfaces, bathroom furniture, mirror cabinets and washbasins through to shower enclosures and installation components for the bathroom. The VDMA Sanitary Technology and Design industry association represents a branch of industry that includes almost 150 companies in Germany with around 43,000 employees and a turnover of around 9 billion euros.