In 2007, the Roca Group defined its strategic vision for the future and embarked upon a process of internal transformation in the aim of achieving it.

The process of change, called 2020 Vision, has, since it started in 2007, embraced all the Group’s areas of activity. 2020 Vision (V2020) bases its philosophy on a range of activities aimed at visualizing, defining and creating, from our position as leader, how we wish the bathroom space of the future to be.

To achieve this goal, Roca has taken an in-depth look at a range of issues from a number of viewpoints, be they scientific, social or economic, with the goal of anticipating change and habits in our society, thereby allowing us to provide consumers with new wellness solutions that deliver a response to their needs, be they of different cultures or societies.

Additionally, V2020 places great emphasis on continuous innovation, not only from the viewpoint of improving process efficiency or technology, but also from that of the product, providing greater quality, new functions, innovative materials and advances in sustainability, thereby becoming a significant source of value creation for the company and, as a result, building a solid market-leading position.