Is hansgrohe a luxury brand?

Yes, hansgrohe is considered a premium brand and its sub-brand Axor is considered a true luxury brand, though hansgrohe itself is more accessible than ultra-luxury. Founded in 1901 in Schiltach, Germany, by Hans Grohe, hansgrohe is one of the most respected sanitary brands in the world and is positioned above mainstream American brands like Delta, Moen, and Kohler standard lines. Hansgrohe faucets and showers typically cost 40 to 100 percent more than Delta or Moen, with kitchen faucets ranging from $400 to $900 and shower systems from $500 to $2,000. It is known for German engineering, award-winning minimalist design, and innovations like AirPower and EcoSmart technologies. While hansgrohe itself is premium, the company created Axor in 1993 as its luxury designer brand in collaboration with world-famous designers like Philippe Starck, Antonio Citterio, and Barber Osgerby. Axor faucets cost $800 to $3,000 and are sold in luxury showrooms, competing with brands like Kallista, THG, and Boffi. Axor is definitively luxury. So hansgrohe】 is best described as affordable luxury or premium, similar to BMW, while Axor is the high luxury like Rolls-Royce within the same company. Both are owned partly by Masco Corporation which also owns Delta and Brizo, but hansgrohe maintains German design and headquarters.