AXOR Introduces Selective Distribution System Focused on Quality in Central Europe

Launch effective January 1, 2027, in Germany, Austria, the Czech Republic, and Slovakia

Schiltach, August 2026. AXOR, the luxury brand of the Hansgrohe Group, is further aligning its market goals with clearly defined quality standards: Effective January 1, 2027, the company will introduce a quality-focused selective distribution system in Germany, Austria, the Czech Republic, and Slovakia. The objective is to consistently safeguard AXOR’s high design, quality, and brand standards across all sales channels.

AXOR is internationally recognized for iconic design in luxury bathrooms and kitchens. In collaboration with leading designers and architects, the brand develops faucets, showers, accessories, and installation solutions that combine aesthetics, precision craftsmanship, innovative functionality, and a high degree of customization. AXOR products express sophisticated bathroom and kitchen architecture, individual style, and a contemporary understanding of luxury.

A holistic approach to quality

AXOR’s brand quality goes beyond materials and functionality. It also encompasses its exclusive design and prestige appeal, architectural brand presentation, and a consistently premium customer experience. This holistic perception of luxury and brand value is an integral part of AXOR’s quality promise—and is to be consistently communicated and protected across all market touchpoints. Against this backdrop, AXOR defines clear qualitative requirements for consulting, presentation, brand staging, and the sales environment.

Distribution exclusively through authorized partners

With the introduction of the selective distribution system, AXOR products in the defined markets will be available exclusively through authorized distribution partners. These partners are distinguished by their expertise in high-end bathroom and kitchen projects—particularly in architectural understanding, design consulting, customer support, and brand-appropriate presentation.

“AXOR represents a holistic luxury and brand experience that extends far beyond the individual product. With our selective distribution system, we ensure that our high standards in design, consultation, and brand presentation are consistently delivered across the entire customer journey—together with partners who share this mindset and execute it at the highest level,” says Volker Stark, Managing Director of Hansgrohe Deutschland Vertriebs GmbH.

Going forward, wholesale distribution will remain one of the foundational pillars of our sales network: High-performing, authorized wholesale partners manage product distribution and project handling, ensuring reliable market supply through strong logistics and service capabilities. At the same time, qualified installation and trade professionals contribute to the successful realization of demanding projects through expert planning and execution.

Partnership based on shared brand values

The collaboration with authorized partners is based on a shared commitment to premium brand stewardship, sophisticated customer engagement, and the long-term preservation of AXOR’s standards of luxury, design excellence, and exclusivity. By granting AXOR Partner authorization to retail and trade professionals, AXOR confirms their ability to consistently meet and uphold these exacting standards over time.

Gradual rollout across Europe

Following its launch in the initial core markets, the quality-focused selective distribution system will be gradually expanded to additional European countries from 2027 onward.

About AXOR

AXOR creates iconic faucets, showers and accessories for luxurious bathrooms and kitchens. Developed in collaboration with world-renowned designers – Philippe Starck, Antonio Citterio, Barber Osgerby and Patricia Urquiola among them – AXOR products come in an unrivaled variety of styles. Uncompromising when it comes to lasting quality, refined aesthetics and advanced technological performance, AXOR manufactures more than 90 percent of its products in Germany’s Black Forest. This ensures excellence in every detail while delivering luxurious water experiences. AXOR inspires and enables architects, interior designers and the design-savvy public to shape water-related spaces that reflect the individual personality of the user. Part of the Hansgrohe Group, AXOR is the exclusive brand dedicated to offering distinctive, desirable, progressive products.