Fostering Market Leadership Through Sustainable Innovation: Tobias Willmes' Career Journey

Please share about your role and journey at LIXIL

My name is Tobias Willmes, and I am currently a leader of innovation projects within the fittings category in the GGP team, which stands for Global GROHE Product. My journey with the company began back in 2013 when I started in a dual apprenticeship program. This format was incredibly rewarding as it allowed me to study and work at the same time, grounding my theoretical knowledge in daily operational realities. Over the past twelve years, I have grown alongside the organization, and since June 2025, I have had the privilege of leading our innovation initiatives for fittings, guiding projects that combine advanced engineering with commercial viability.

What does the GGP team handle usually?

The GGP team is responsible for strategically steering the product portfolio for the GROHE brand on a global scale. We evaluate our product offerings worldwide and focus closely on diverse product categories, including bath, showers, kitchen, and the broader fixture side. What has truly enabled my personal career path to flourish—giving me opportunities to pivot roles and lead varied projects—is the versatility of our product line. At GROHE, we do not view our portfolio as just isolated components like showers or faucets; instead, we offer comprehensive, full-bathroom solutions. This holistic perspective provides an expansive playground for continuous professional growth and creative strategy.

How do you connect your daily work with our LIXIL Behaviors?

Among the three LIXIL Behaviors, "Experiment and Learn" is the one that directly guides the way I approach innovation. In this line of work, projects rarely follow a strict, linear flow from point A to point B. From the initial spark of an idea to the official product launch, a project is always fluid, moving around, and adapting to new technical insights or consumer needs. We embrace this dynamic by starting with an innovative idea and remaining open to testing and iteration. In the end, this behavior allows us to see exactly how much of that original creative vision can be robustly implemented into a high-quality product.

How does innovation drive sustainability at GROHE?

For both GROHE and LIXIL, innovation is the absolute key to standing out and fostering long-term market leadership. Today, that leadership is anchored in two pillars: sustainability and technology. We believe that true environmental responsibility shouldn't require consumers to change their personal habits or sacrifice their comfort. A perfect embodiment of this philosophy is the GROHE Everstream, our water-recycling shower technology. It is specifically designed for people who enjoy long, relaxing showers, providing a premium experience while using as little water as possible. It serves as an ideal example of how advanced technology can protect our planet's resources without compromising the user experience.

How does team diversity influence your global strategy?

Our team is highly versatile and diverse, which is absolutely critical because we are tasked with building a cohesive global portfolio rather than disconnected regional products. Because our members come from different backgrounds and regions, we place a high value on staying connected, making regular use of digital tools to collaborate seamlessly. Within the organization, the GGP team acts as a vital bridge between various departments, working hand-in-hand with the project management team to align multi-disciplinary efforts. Taking on new projects, embracing fresh responsibilities, and collaborating with new colleagues means that our workplace is always dynamic—there is never a dull moment around here.