GROHE, a leading global brand for bathroom and kitchen water solutions sold in 150 countries worldwide, has announced that its Ladylux kitchen faucet collection is rebranding as GROHE Zedra. The line has long been popularly known as Zedra in much of the world outside of the U.S. and Canada, and 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 Theresa Choh-Lee, leader, GROHE brand. "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 line is synonymous with innovation, design excellence and dedication to making life easy, efficient and aesthetically pleasing, and continues to be admired by consumers, retailers and professionals today. The same Ladylux attributes and state-of-the art technology will continue under the new GROHE Zedra name. Last March, Zedra was honored with the Golden Award — "Best of the Best" in the kitchen faucet and sinks category of the 2021 Kitchen Innovation Award.
"GROHE Zedra offers the same innovation and precision German design and engineering that you have come to enjoy in your Ladylux kitchen faucet, simply under the new, globally recognized GROHE Zedra name," added Choh-Lee.