Before GROF existed, its founders, Luis J. Hernandez, Federico Gonzalez, and Andres Gonzalez, were immersed in procurement for high-end residential and hospitality projects across the Caribbean. Their early success and deep industry relationships revealed a clear opportunity: to build a brand that combined top-quality products with outstanding service.
The first showroom and a breakthrough opportunity
In 2015, GROF opened its first showroom in Aruba. The response was overwhelmingly positive. The team quickly became a key distributor of several premium brands, including Kohler, in the region. This momentum led to a pivotal opportunity: Kohler invited GROF to become an official retail partner in the Washington, D.C. area.
U.S. expansion during unprecedented times
In March 2020, GROF opened its first U.S. showroom in Bethesda, Maryland, just as the world shut down due to the pandemic. Despite the challenges, the store exceeded expectations, thanks to a resilient team and a loyal client base. Within three years, GROF expanded into two new showrooms: Sterling, Virginia (2022) and Columbia, Maryland (2023).
Showrooms designed for inspiration and experience
Each store offers more than just luxury fixtures. The showrooms are immersive, curated spaces that reflect real home environments where clients can explore fully styled bathrooms, kitchens, and closets, gaining inspiration and confidence in their design choices.
World-class brands curated for discerning clients
Today, GROF is proud to offer a wide selection of top-tier products from global brands like Kohler, VIVES Cerámicas, Stosa Cucine, Aran Cucine, Barausse, Oikos, Robern, Kallista, Gessi, Miele, and more. From tiles to appliances, their curated collection is designed to help clients transform their spaces with beauty and function.
A service model defined by personalization
But what truly sets GROF apart is its service. The GROF team provides personalized support from start to finish — from consultation and product selection to measurement, design, and installation. Every step is guided by a belief in understanding the lifestyle and vision of each client.
Mission, vision, and values that guide growth
GROF’s mission is simple but powerful: “to help people create beautiful, functional spaces that elevate everyday life.” Their vision for the future includes strategic expansion, continued innovation, and a commitment to building meaningful relationships with homeowners, designers, and developers.
From its roots, GROF has stayed true to its values. As CEO Luis J. Hernandez says:
“We don’t just sell products; we help clients build homes they love.”
Ready to elevate your next project?
Interested in learning how GROF USA can elevate your next project? Click here for more information!