Main highlights in 2011 [2.9] Acquisition of Aqua Products and Aquatron
“The acquisition of the Aqua group was a great achievement for Fluidra. Not only in terms of the sound economic and financial position of the companies acquired, but also in terms of the great strategic value they bring to the Group by making us leaders in an innovative technology and by opening the US market to us.” Eloi Planes, CEO
In February 2011, Fluidra signed a purchase agreement with the American group Aqua Products and Aquatron in order to strengthen its core business. This was a strategic operation because it opened the doors to the American market, which has a high turnover and was an area in which Fluidra did not have a stake in the residential pool business.
Thus, the multinational has added a company to its structure that has state-of-the-art techno- logy and a capacity for innovation that has made it the world’s leading electronic pool cleaner manufacturer. This is a key product on a growing market, which has a park of almost 15 million pools worldwide.
“This agreement places Fluidra as a world leader in pool cleaner technology, whilst opening the doors to the American residential pool market”, says Eloi Planes, the Fluidra Group’s CEO.
With 300 employees, the Aqua Products and Aquatron group operates in 40 countries and has a turnover of 33 million euros. It specialises in the design, manufacture and distribution of electro- nic pool cleaners, and is one of the world’s leading manufacturers of these products. Amongst its most well known brands, the Aquabot Bravo and Aquabot Viva, Ultrabot, and UltraMAX lines stand out, in addition to which it also manufactures other brands for third parties. The know-how and tech- nology that Aqua Products and Aquatron brought to the company are perfectly in line with those that Fluidra already had.
After Aqua Products and Aquatron joined Fluidra in March, it managed to open new distribution chan- nels for its products and broaden the diversification of its production portfolio, as a result of which it has become one of the leading industrial groups in the water management sector.
10 ( Lean management programme
“The lean management programme will enable Fluidra to increase the efficiency of its operations in terms of costs and cash flow. In order to reach our targets, we developed two projects in 2011 that marked a turning point in our business model: Fluidra Direct and a new model for our branch offices.” Eloi Planes, CEO
THE FLUIDRA GROUP
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