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Bathrooms & Washrooms

Axor Starck Organic strikes a winning chord with the UK market


Launched in September 2012, the Axor Starck Organic collection was described at ISH by Philippe Grohe, Head of the Axor brand, as ‘the most successful Axor launch in 10 years.”

The ground-breaking collection has been received enthusiastically by customers around the world and particularly here in the UK. Since the products first went into production in late 2012, 233 showroom displays have been installed by UK retailers; these are successfully stimulating sales and have helped position the UK among the top Hansgrohe markets for Axor Starck Organic.

A well-planned UK roll-out programme has also contributed towards successful sales, with a time frame of less than 3 months from the product global launch in September 2012, to supply of supporting marketing material such as brochures and price books, and then availability of the product itself.

Martin Mongan, Head of National Sales, at Hansgrohe UK comments, “The Starck name generally guarantees the successful launch of a product range and Axor Starck Organic has not disappointed. The unique nature of the product has also contributed significantly to its success in the UK with showrooms and consumers alike equally impressed with both the design and functionality of the product. We are currently introducing working basin mixer displays in to more than 100 of our key Axor showrooms to offer the consumer the chance to experience the water spray first hand in the knowledge that they will not have felt anything like it before.”

Developed by Axor, the designer brand of Hansgrohe, and Philippe Starck, Axor Starck Organic combines unique design with a responsible way to handle water. Two handles, one at the top of the mixer and one at the end of spout, separately control water temperature and flow and blend visually with the body of the mixer; no matter what position the handles are in they reflect a perfect image. The basin mixers are fitted with a 90 jet shower spray aerator which reduces flow to just 3.5 litres of water per minute. This new spray system developed by Hansgrohe consists of 90 individual outlets to produce countless gentle drops of water. This new and extremely efficient shower spray for the wash basin not only provides a new sensation; it is also more functional as it sprays a large surface area. A flow rate booster function raises the usage to 5 litres per minute if required (for example if the water pressure in the building falls below 3 bar), this is achieved by turning the tap on and then continuing to turn and the water spray changes.

Organic and sculptural in design, the collection also makes a strong visual impact. The freestanding bath and shower mixer as part of the collection will be available in the UK from October 2013.

Axor Starck Organic was short-listed for the ‘Bathroom Product Innovation of the Year’ kbbreview awards in March 2013.