Sven Ullrich, Executive Vice President for Marketing, R&D and Product Management at Ideal Standard, unravels the story behind this elegant union of two design powerhouses, a partnership built on shared values, creative synergy and a vision to redefine timeless beauty in modern living
Sven Ullrich, Executive Vice President for Marketing, R&D and Product Management at Ideal Standard
Sven Ullrich, Executive Vice President for Marketing, R&D and Product Management at Ideal Standard

This is the first joint appearance of Villeroy & Boch and Ideal Standard in the Middle East. What does this milestone mean for the Group?

This joint appearance in the Middle East is, without a doubt, a monumental step for Villeroy & Boch Group. It marks the beginning of a powerful new chapter, showcasing the enhanced strength and comprehensive capabilities we now offer to the region. We now cater to an even wider spectrum of customer needs and project demands. This allows us to offer everything from refined, timeless bathrooms to highly functional, modern solutions, all under one roof.

How do you balance each brand’s distinct identity while presenting a unified vision?

Our strength lies in the clarity of each brand’s positioning and in how they complement one another while sharing the same core values of design, innovation and craftsmanship.

Villeroy & Boch inspires consumers who appreciate design, craftsmanship, and the beauty of everyday life. Positioned in the premium segment, the brand combines timeless aesthetics, innovative products, and material expertise to create bathrooms that feel like a true feeling of home. Its design footprint and collaborations with renowned designers ensure each space is unique, elegant, and enduring.

Ideal Standard builds on a rich design heritage and works with designers such as Roberto Palomba to deliver contemporary, human-centred solutions. Committed to its modern, architecturally inspired design language, the brand combines aesthetics, performance-driven technology, and expert craftsmanship to offer versatile, functional, and approachable smart premium solutions for both professionals and consumers.

The new Villeroy & Boch Group is a company with two strong brands, a clear strategy, and an integrated organiSation. Our vision guides everything we do: the art of bringing something special into every day. We transform everyday moments into special experiences, whether in the bathroom or at the table by combining timeless design, technical excellence, and an enduring sense of quality and comfort.

Which key innovations or collections are you showcasing this year?

We have an exciting array of new innovations and beloved collections that truly embody our dual strengths.

From Villeroy & Boch, we’re highlighting Antao, our new collection directly inspired by nature’s organic forms, bringing a tranquil and sophisticated feel to any bathroom. Infinity showers for a truly seamless and expansive showering experience bringing true wellness to your daily showering experience. Moreover, Tivo shower toilet, redefining personal hygiene and comfort.

From Ideal Standard: we’re showcasing i.life, known for its contemporary design and versatile solutions, alongside Alu+, our innovative range focusing on smart functionality and durable elegance with its promise to sustainability. And, for the first time within the Ideal Standard brand, the cutting-edge i.life E shower toilet delivers superior hygiene and exceptional ease of use.

How are sustainability and resource efficiency being built into your product development?

Sustainability is fundamental for our product development process, reflecting our responsibility to the planet and future generations. We approach it from multiple angles such as water efficiency, material selection, manufacturing processes as well as certifications and compliance with international environmental standards.

For our toilets, for example, Villeroy & Boch features advanced technologies like TwistFlush, which provides exceptional cleaning with significantly less water per flush.

For showering, Ideal Standard’s Alu+ range, for instance, demonstrates our commitment to sustainability, featuring products made from 84% recycled aluminum.  Designed for water-efficient performance, the range delivers an exceptional showering experience while conserving resources.

And for our faucets, they are designed with features like AquaSmart that limits water flow without compromising the user experience. Additionally, the BlueStart technology in our taps helps prevent unnecessary hot water consumption, saving both water and energy.

We prioritise using high-quality, durable materials that ensure product longevity, reducing the need for early replacement. We are continually researching and integrating more sustainable materials into our production. Our manufacturing processes are optimised to minimise waste, reduce emissions, and conserve resources, adhering to strict environmental standards.

It’s an ongoing journey, and we are committed to continuous improvement in all aspects of sustainability.

How is the fast-growing Saudi market shaping your regional strategy?

The Saudi market is pivotal to our regional strategy, representing an incredible opportunity and a clear focus for investment. Its rapid growth, driven by Vision 2030.

To effectively serve this dynamic market, we are strengthening our local presence, enhancing our distribution networks, and fostering stronger partnerships with local businesses. In essence, Saudi Arabia is not just a market; it’s a strategic partner in shaping the future of design and living in the region.

In what ways are you using technology to enhance bathroom design and user experience?

Technology is a game-changer for the bathroom, transforming it from a purely functional space into a personalised sanctuary of comfort, hygiene, and wellness. We’re leveraging technology in numerous ways from product to design:

From product perspective, our Villeroy & Boch Supreo shower toilets, for example in the smart toilets category, integrates bidet functions, heated seats, customisable spray patterns, and drying functions, all controllable via intuitive remote or even a smartphone app. This elevates personal hygiene and comfort to new levels. Moreover, the Solos showering range offers an all-in-one solution with intuitive smart controls, a sleek minimalist design, and various spray modes with integrated color-changing light in the overhead shower for a true spa-like experience.

From design perspective, Our Singular‚Ñ¢ Configurator is an intuitive online tool designed to simplify bathroom and washroom planning. Covering all sectors, it helps professionals and consumers effortlessly create complete designs from a portfolio of 19,000+ products – ensuring functional, stylish solutions with ease and confidence.

Why is connecting with designers and architects important for the Group?

Connecting with designers and architects at events is vital for the Villeroy & Boch Group; they are the true visionaries and gatekeepers of design trends and specifications.

Designers and architects are the primary decision-makers for the vast majority of commercial, hospitality, and high-end residential projects. Their choices directly impact which products are selected for future developments.

Moreover, these professionals are at the forefront of design innovation and consumer demand. Engaging with them provides invaluable insights into emerging trends, material preferences, sustainability requirements, and technological integration, which directly informs our product development strategy.

Finally, we learn immensely from their feedback on our products, their challenges in design, and their aspirations for future bathrooms. This dialogue often sparks new ideas for collaboration and new solutions.

How do you see Villeroy & Boch and Ideal Standard working together to shape the future of bathroom design?

Villeroy & Boch and Ideal Standard are joining forces to redefine bathroom culture turning the bathroom into a living space that promotes wellbeing, individuality, and sustainability.

By combining Villeroy & Boch’s timeless, emotionally resonant design language with Ideal Standard’s contemporary, functional, and architecture-driven approach, we cover the full range of market needs, from inspiring private consumers to equipping large-scale residential, hospitality, and commercial projects.

Design excellence remains at the heart of both brands. Collaborations with renowned designers such as Christian Haas, Gesa Hansen, and Roberto Palomba ensure that every collection embodies a distinct aesthetic while reflecting our shared commitment to innovation and quality.

Together, we aim to lead the evolution of bathroom design, creating spaces that are not only beautiful and intelligent but also durable and resource efficient. It’s about uniting emotion and purpose, tradition and innovation, to shape the future of modern living.