Case Study – GROHE

Creating Content-Rich E-Commerce Experiences

GROHE Project At-a-Glance

Integrations: SAP Hybris (PIM), CELUM (DAM) and Solr (search)

• Powers all 60+ Grohe Intranet, Corporate and Country websites in 80 countries and languages to date

• Manages content for multiple channels, including mobile apps, social and display ads

• Centralized content for holistic view of the customer

We wanted to build a digital experience platform to suit our company’s global business needs, and FirstSpirit helped us accomplish that…

Carlos Carvalho, Global Head of Websites bei GROHE


GROHE is the world’s leading provider of sanitary fittings and a global brand dedicated to providing innovative water products. With its engineering, innovation and design activities firmly anchored in Germany, GROHE products bear the badge of quality “Made in Germany”, ultimately strengthening the customers’ confidence in the brand. All plants of the GROHE manufacturing network make use of high-precision production engineering to ensure compliance with consistently high GROHE standards. This way GROHE ensures that its products live up to the most uncompromising demands in terms of workmanship and functionality.

In 2014, GROHE became part of the LIXIL Group Corporation, a publicly listed company on the Tokyo Stock Exchange. LIXIL is a global leader in the housing and building industry which operates in more than 150 countries and employs more than 70,000 people.

The Situation

For many decades, GROHE has been dedicated to the brand values of technology, quality, design and sustainability that all illustrate the company’s commitment to creating exceptional experiences. With nearly €1.5 billion in sales and more than 6,000 employees worldwide, GROHE is the world’s leading provider of sanitary fittings and a global brand dedicated to providing innovative water products. The company wanted that commitment to extend to its e-commerce presence as well, yet its existing digital experience ecosystem wasn’t up to the task.

We realized we needed to modernize our technology stack to get a unified view of the customer so we could make product content more engaging, and e-commerce experiences more relevant.

Carlos Carvalho, Global Head of Websites bei GROHE

The Challenge

GROHE has a massive digital presence with 60+ websites in 80 countries worldwide, each in the local language. The company had long ago opted to build a digital experience (DX) platform to manage its digital presence so it could leverage best-in-class capabilities, rather than buy an all-in-one DX suite. Core systems used include SAP Hybris for product information management, CELUM for digital asset management, Solr for enterprise search, and an inhouse developed content management system.

But, its digital experience ecosystem was fragmented into data silos that didn’t communicate well with one another.

GROHE needed an enterprise-class digital experience platform with sophisticated content management capabilities that would simplify its complex, distributed environment as well as connections across people, processes and technology to enable compelling experiences across its entire digital presence.

The Solution

GROHE’s vision was to have one unified digital presence for all constituents—including customers, wholesalers, retailers, dealers, sales agencies, and so on. The company selected FirstSpirit to serve as the foundation for its improved digital experience platform largely due to FirstSpirit’s powerful integration with not only SAP Hybris, but also its high level of interoperability with other DX systems, apps and channels. It was a perfect fit for the company’s DX platform approach and was exceptionally easy to use making it an all around win win.

The e-Spirit team built a new digital experience platform that unifies disparate digital marketing systems.

The DX platform centralizes content management and enables real-time content sharing across the organization, channels and apps giving GROHE the holistic view of the customer it needed to supercharge its e-commerce experience engine.

Already underway, phase two of the project— which is being handled by e-Spirit and partner Publicis Pixelpark—is to combine GROHE’s 60+ sites into one global website with one customer interface. The final phase of the project will be to implement FirstSpirit for the company Intranet, and also to leverage FirstSpirit’s content-asa-service capabilities and Intelligent Content Engine to deliver AI-powered personalized digital experiences to customers across any channel, anytime, anywhere.

The Results

"We wanted to build a digital experience platform to suit our company’s global business needs, and FirstSpirit helped us accomplish that. The modular nature of the platform gave us the flexibility we needed to build a best-of-breed DX platform that greatly reduces development time while accelerating time to value. Content managers love it for its usability. More importantly, it helped us deliver the exceptional experiences that GROHE products are known for—now in the digital world as well."
— Carlos Carvalho, Global Head of Websites

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