POOL & SPA INDUSTRY
Thinking From Sapphire
Sales, Shows And Support! Forward
NEXT YEAR, BISHTA MEMBER, SAPPHIRE LEISURE, WILL CELEBRATE THEIR 10TH ANNIVERSARY IN THE SPA BUSINESS. THEY HAVE A BRANCH AT WYEVALE GARDEN CENTRE IN BICESTER (NEAR TO THE FAMOUS BICESTER VILLAGE OUTLET CENTRE) AND A SECOND SHOWROOM IN GLOUCESTER, WHICH OPENED IN 2006.
W
hen company directors, Andy McBride and Keith Ruggles established the company in 2004, the aim was to provide
high quality products, but more importantly to be able to supply an excellent level of customer support. This has been achieved by growing the business steadily and now with a team of eight, they are able to deliver a ‘hands on’ approach, with every customer being important to them and providing that vital after sales service; whether it is servicing, chemicals or just advice.
Sapphire Leisure originally sold only the Australian Sapphire Spas brand, which they found to be an excellent range of products, but their offer has now been widened to include Olympic Spas (as a budget range) and the superb range of Jacuzzi hot tubs for customers who are looking for the very best. This year they have also added Catalina swim spas to their collection, in order to capitalise on this growing market.
As the market has changed, the company
have found that the biggest opportunities are at the premium end and after just three years with Jacuzzi, they have become one of their leading retailers.
36 August 2013 SPN
2013 is proving to be a very busy year so far, exhibiting at the Milton Keynes Gardening Show twice, and also at the RHS Blenheim Palace Flower Show, near Oxford. National consumer shows and sponsorship continues to raise awareness of the Jacuzzi brand’s position as one of the leading hydrotherapy solutions in the UK. Jacuzzi have supported Sapphire Leisure with involvement in the shows, enabling them to develop relationships with landscape gardeners and garden enthusiasts alike. Jacuzzi Spa and Bath Ltd recently appeared at the World of Park & Leisure Home Show and is now actively seeking ways to develop business within this growing sector, alongside their already successful hotel project. All of this activity is good for growing brand awareness and credibility, so when a Jacuzzi retailer meets customers for the first time, they are often already
familiar with the brand. The discussion then focuses on which model is right for the customer, taking into account their requirements and budget.
Sapphire Leisure have embraced these new opportunities and have increased Jacuzzi sales each year, including a 30% increase so far this year and
they believe that this trend can continue. At a recent awards dinner, Sapphire were presented with the Dedication Award for their continued growth with the brand and they are enormously proud of this award.
Always looking at ways to introduce new products, this year Sapphire have joined forces with another BISHTA member, Catalina Spas, to sell their range of swim spas and swim trainers. After careful consideration, Catalina were selected for their excellent reputation and value for money. The Wiltshire based company have been making spas for over 30 years and produce a beautifully designed, hand-crafted swim spa using the very best materials and components, all incorporating the latest design features. Stephen Crabb, MD of Catalina Spas says: “We are very excited to be working with Andy and Keith at Sapphire Leisure who have installed a display Celebration series Carnival swim spa at their large show centre at Wyevale Garden Centre in Bicester. From day one, they got off to a flying start, a clear indication of their enthusiasm to provide a professional sales and customer support programme.”
Looking forward, Andy and Keith want to grow the business whilst maintaining high levels of customer service and to build on their achievements over the last nine years. They believe that the newly established supplier relationships with both Jacuzzi and Catalina are critical to its growth and on-going success. SPN
www.swimmingpoolnews.co.uk
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