Arfindi A. Batubara has a distinguished career with over 12 years at Lixil Group in Indonesia, where he served as marketing director. His experience spans marketing and business development within large international corporations.
How has the partnership between Grohe Spa and Galleria been so far? How long has the collaboration been established?
The partnership between GROHE and Galleria is more than just a commercial arrangement; it is a shared legacy of elevating Indonesian living standards. For more than 35 years, Galleria has been instrumental as a pioneer in introducing our German engineering and design excellence to the Indonesian market.
Today, this relationship is stronger than ever, especially with the expansion of our GROHE SPA sub-brand. Galleria shares our vision of ‘Wellness Through Water' (Salus Per Aquam), transforming bathrooms from mere functional spaces into private home sanctuaries. A testament to this thriving partnership is the continuous evolution of our customer touchpoints such as the dedicated GROHE SPA areas in their showroom, which allows clients to physically experience the customization and multi-sensory luxury that define our brand."
How is the market for Grohe Spa in Indonesia and, particularly, in Surabaya? Are customers in this region able to appreciate product designs? Do consumers, architects, and designers in Surabaya show strong awareness and appreciation for Grohe Spa’s design philosophy, premium positioning, and innovations?
The Indonesian market has matured significantly. Post-pandemic, we have seen a massive shift where homeowners are prioritizing wellness and me-time within their own homes. This has created a fertile ground for GROHE SPA, which offers bespoke luxury and hyper-personalization.
Surabaya, specifically, is a standout market for us. It is a city with a refined taste level where consumers and professionals alike have a sharp eye for quality and detail. The appreciation for design in Surabaya is sophisticated; they don't just want a product that works, they want a centerpiece that tells a story.
We see strong traction in Surabaya for our high-end collections like the Atrio Private Collection, which allows for custom material finishes. Architects and designers there are very receptive to our philosophy of 'customized luxury.' They understand that GROHE SPA is not just about faucets, but about curating a water experience that rejuvenates the body and mind.
This sophisticated appreciation makes this the perfect moment to tease our upcoming innovation: GROHE SPA Aqua Pure. We are preparing to launch this breakthrough solution which takes our Wellness Through Water' promise to its most literal level. Aqua Pure will feature an integrated filtration system designed to remove chlorine and impurities, delivering water that actively cares for your skin and hair. We believe this focus on water purity is the next frontier of home wellness that our discerning customers in Indonesia and especially Surabaya, are waiting for.