Legacy German brand eyes South China market

German legacy brand Duravit, with a 200-year-plus history of building bathroom ceramics and furniture, made its second appearance at Design Shenzhen, a four-day exhibition featuring mind-blowing designs and products held at the Shenzhen Convention and Exhibition Center in Futian.

Duravit's booth at this year's Design Shenzhen. Photos courtesy of Duravit except otherwise stated

“Since the inception of the ‘Design Shenzhen’ event last year, we’ve witnessed an explosive vitality in the design industry. This year’s theme, ‘the fusion of design and technology,’ ambitiously pushes the boundaries of design by exploring the opportunities that design introduces as technology makes huge strides,” said Peter Bromberger, managing director of Duravit China. Bromberger met with guests at the brand’s booth Thursday afternoon. “The theme aligns perfectly with our brand’s focus on upgrade and renewal this year,” he added, referencing Duravit’s slogan “Upgrade Your Everyday.”

Peter Bromberger, managing director of Duravit China.

Duravit’s booth features the Vitrium series by designer Christian Werner, which offers a sense of security in small spaces. Here, materials with an interesting look and feel are molded into equally interesting shapes to create a pleasantly natural atmosphere. Elegant washbowls, cabinets reminiscent of hearths, and mirrors with perfect reflections are available in both the classical white and gray or mesmerizing Pantone-themed colors.

“Who says bathrooms should be a somber space in white that fulfills the sole functions of sanitation?” asked Eric Wang, the company’s marketing head in Asia. “The bathroom can be a place for comfort, winding down, or even meditation,” he added.

Faced with the headwinds of a slumping property market in China, the brand has reached out to younger clients with more affordable product lines.

Visitors are reflected in a mirror at Duravit's booth. Li Dan

For their popular SensoWash shower toilets, the booth showcases four different models including the one-piece ceramics series and bidet attachment series. The D-Neo series is a shower toilet for entry-level buyers – compact in shape and affordable in price. The straightforward, low-profile piece combines functionality into a pleasing shape that easily blends into any bathroom. Another piece that attracts the eye is the Trento freestanding bathtub made of cultured marble, which is elegant to look at and is affordably priced. The brand’s shower systems and faucets, manufactured in their Chongqing factory, are also priced for clients who have a limited budget.

Duravit built its ceramics factory in Chongqing in Southwest China two years after entering the Chinese market in 2003. “We invested more in China than in all other overseas markets combined,” said Bromberger, adding that the Chongqing plant is equipped with the most advanced technologies among all its factories.

The Vitrium Color series displayed at the exhibition.

Unlike mass-market German brands such as Kohler and Villeroy & Boch, Duravit has focused on high-end markets, with many of its products being designed by well-known designers like Philippe Starck. The brand has become popular in luxury hotels in top-tier Chinese cities because of this strategy.

However, in line with the trend seen in the furniture and home appliance industries, the legacy brand has placed more emphasis on the retail market in recent years and quickened the pace at which it is opening stores in China.

Duravit currently has more than 60 stores in East China, but far fewer in South China. There is only one in Shenzhen.

“The Pearl River Delta region stands as one of the most economically dynamic regions in China, boasting a demographic profile that aligns perfectly with our target clientele,” Wang said. He further added that the brand is seriously considering expanding its presence in the region by opening more stores.