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Hydropool's new era
Hydropool, the Canadian based hot tub specialists who pioneered self cleaning systems, has entered a new stage in its 30 year history – with new owners and a new strategy for the UK.

A management buy-out of the business, based in Mississauga near Ontario, was completed in January and since then the new plans for the UK dealership of Hydropool have been completed.

Hydropool’s sales strategy is at the top end of the market with a high profile based on television exposure through their hot tubs appearing on such programmes as Grand Designs, Natural Born Sellers and Don’t Get Done Get Dom.

Hydropool has five hot tub brands and four unique swimspas as part of its product range.

Lloyd Burden, European and UK Sales Director said the business is looking for a maximum of 15 quality dealers to lead the UK strategy which is focusing on dealers – not direct distribution. Nine are already in place including All Swim in Cardiff, Hot Tub World in Yorkshire and Pool and Spa in Kent.

“It’s a clear strategy for us. We are looking for high profile professional dealers to move the business on. Our spas are at the top end of the market and that’s where the sales are focused. We were at Spatex and picked up some great response and some good leads and that’s what we expected so we need to work out way through those.

“The self cleaning benefits of the tubs are a massive unique point and our marketing plans which include attendance at such shows as London International Boat Show and Ideal Home give us a special position.” he said.

Lloyd stressed a key part of the business was swim spas. “Hydropools in the UK and in France sell more swim spas than anyone else in Europe and that part of the market is a big focus for us,” he added.

Certainly a main selling point of the Hydropool Aquatrainer range of swim spas is their self cleaning facility which cleans 100% of the water every 15 minutes.

The new structure and strategy for the business developed after financial changes in the business at the beginning of this year.

On 18 January, David Jackson, Hydropool’s President and chief executive, and Stephane Barralis, purchased Hydropool from our financial partners. This was posted on the company’s web site dealer news the next day and communicated verbally to customers and suppliers.

In a bid to clear up any rumours, miscommunication, mis -representation in the industry or the company decided to address and expand on any concerns from this sale.

“Hydropool has been working with its senior lender, financial partners & advisors over the last few months and determined that the most efficient & effective way to transfer ownership to a new group and buy out the senior debt holder was through a quick flip receivership. As such, a receiver was appointed by the court at the owners request and the court then immediately approved the sale of the company to the new ownership group.

“The receiver never took possession of the company and operations were not suspended in any manner whatsoever. The plant shutdown before Christmas was a planned normal seasonal shutdown and had nothing to do with the ownership change. From a practical standpoint, nothing has changed other than the ownership and business is carrying on as usual. Our factory is producing and shipping hot tubs everyday.

“Hydropool has been in the business for over 30 years, and will remain one of the leaders in the Hot tub market for many years thanks to its constant innovations. We offer 5 hot tub brands as well as 4 unique swimspas.

“The Hydropool Team is more confident than ever in its future and reports a successful year for both the European and North American retail operations together with an increased number of orders during the past 6 months in the plant.

“Everyone is extremely excited by this event and as we enter 2010, Hydropool is better positioned than ever, to see business grow easier and even more focused towards customers’ needs.”

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