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out there who don’t blink when they spend £5,000 on a new three-piece suite or £12,000 on a new kitchen and these are the consumers who are hunting down our hot tubs.


“I think below the £7,000 price it’s a volume market and I think there are products in this range which have slowed down.” Lloyd said he saw a number of changes happening at the high end of the hot tub market. “One is that when people buy at the top end they spend a lot of time looking at the spec of the hot tub and they have a high requirement for all the options available. They want the enhanced audio equipment, the upgraded lighting systems and all the bells and whistles associated with the price.


“The second change in this market is that the buyers are prepared to wait for their hot tub. We keep 100 hot tubs in stock in the UK but sometimes we don’t have exactly the product a customer has asked for, and it may be that we have to make it for them and that will take eight weeks. They are prepared to wait for eight weeks to get exactly what they want.”


Hydropool has been investing in getting their tubs in front of the right consumer at the right time. The London and Southampton Boat shows feature on their marketing plans to exhibit the product as did the Grand Designs London show earlier this year. The glamorous Goodwood Festival of Speed in early July was the latest high profile piece of promotion where Hydropool took one of a small number of prestigious exhibition places. The top end of the market including swim spas has helped Catalina Spas to achieve a 31% year on year growth.


“It is certainly at the top end where all the excitement is. Swim spas are also incredibly successful and we’ve sold more swim spas this year than we have in the past four years,” added Stephen Crabb.


He said that consumers were very aware about


HotTubs&SwimSpas AUG 2011 SPN


29 QUALITY US COMPONENTS HELP LUXURY BRAND TO GROW


The Twilight brand of luxury hot tubs offers the latest in spa design and technology from the USA. Twilight Spas are only available from a selection of exclusive dealerships who are long established and acknowledged as providers of superior products and service in their areas, Twilight Spas are not available via internet traders or start-ups. Currently Twilight Spas are sold across the south of the country with dealership opportunities in the north for suitable candidates. The Twilight range has seen steady growth in 2011 with the successful introduction of four New models and the Twilight Fit exercise and fitness spa, that has created a whole new category in the market.


what their money bought and the price comparison between some above-ground and even in-ground pools made the price comparison with a swim spa a close run thing. “I also think exercise has a lot to do with it. Consumers are very interested in and committed to exercise and a swim spa solves a lot of issues for them,” he added.


Stephen added that sales overall had grown back over the last three years ‘after a sad time for us all’ and that the top end of the market – was the one which provided dealers with the best news. “Our dealers have reported sales on the up and up and while it is difficult to really analyse the market it is clear that there are consumers out there who can afford to pay a serious amount of money for a hot tub and who will look around and once they have found quality and the right levels of support and back up service are not afraid to invest.”


Only fitted with quality components from leading American manufacturers the range has been subjected to all the recent price rises driven by US inflation but still remains the choice of quality retailers and discerning purchasers.


Jacuzzi® is a brand synonymous with the high end of the market with all its accepted quality and pedigree issues. Jacuzzi® in the UK has also been reporting record breaking sales with growth of 35% over 2009 figures and with what it calls a sensational start to 2011.


A brand new elite collection to the Jacuzzi® range, the exclusive J-LX collection offers the highest energy efficiency and lowest operating cost of any hot tubs in its class. The collection comprises the J-LX and J-LXL with lounge seating. The J-LX patented design features clean lines and modern fresh styling. The unique flat surface top deck houses all of the acrylic creating a neat square profile, perfect for installation in any garden. It has a clean, contemporary look with stainless steel which adds a crisp accent to the cabinet’s corners.


Jacuzzi® retailers have been reporting a huge demand and success for the new products and put it down as one of the reasons behind the surge in sales.


Jacuzzi® prides itself on the commitment of its retailer network and the benefits of a busy top end to the whole hot tub market have more than pleased the UK retailers this year.


Jacuzzi® also adopts a strategy of finding the top end sales through a high profile at consumer shows all over the UK. The latest in its 2011 programme this year’s RHS Hampton Court Flower Show. It followed such events as the Scottish Game Show and the Royal Norfolk Show. Marquis Spas’ position in this end of the market has benefited from a policy of upgrading its entire range of hot tubs, adding and upgrading with new interiors, sound systems, headrests and its respect massage jets.


Catalina swim spa range has been a factor in its high end purchase successes this year


This year such upgrades have included a new interior to its ‘Mirage Signature’ model for this year. In addition to the new sculptured lip


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