GROHE has announced that its Ladylux kitchen faucet collection is rebranding as GROHE Zedra. The company states that the decision for this shift “is to ensure global brand consistency in the future, as well as to better align with GROHE’s corporate values and commitment to gender equality and inclusiveness.”
“GROHE is pleased to announce that our Ladylux kitchen faucet collection will rebrand as GROHE Zedra,” said Gina Flinton, Senior Director of Marketing for LIXIL Canada Inc., under which GROHE operates. “This iconic line has long been referred to as Zedra around the world, so this move provides better global consistency. The change also strengthens our commitment to gender equality and inclusiveness while aligning with our corporate values.”
The Ladylux collection was launched in the U.S. and Canada nearly four decades ago and was the first kitchen faucet to introduce an integrated pull-out spray head.The same Ladylux attributes and state-of-the-art technology will continue under the new GROHE Zedra name. Last March, Zedra was honoured with the Golden Award – “Best of the Best” in the kitchen faucet and sinks category of the 2021 Kitchen Innovation Awards.
“GROHE Zedra offers the same innovation and precision German design and engineering that homeowners have come to enjoy in their Ladylux kitchen faucet, simply under the new, globally recognized GROHE Zedra name,” said Flinton.