Hot Tub & Swim Spa Scene FRESH APPROACH


ABOVE: Pictured at the Cambridge site, The Hot Tub Barn team has been busy fitting out showrooms across the UK.


“It is exactly the same product but the labour rate is 50% of cost of American labour. Add to that the shipping from China is only four weeks and again less expensive than shipping from the USA,” he points out. “It all adds up.”


Huw insists the quality of Riptide models are equal to their American equivalents but can be made available at a beneficial price. “We are playing a different retail game,” says Huw. “Almost without exception the other operators in the UK will have very high RRPs and there will be considerable discounts offered on the day, for a quick decision. It is high-pressure and old school,” he says. “Our RRP prices are very attractive but the margin for negotiation is very low.”


SELLING STYLES


Huw is calling on the trade to wake up to a level of Chinese product that is comparable and is cheaper.


“The big brands are chasing each other to be top dog, but it is just a price game,” says Huw. “I believe they are actually stifling their own business because they will frighten off a prospective buyer, with such high RRPs, they are not even going to knock on the door,” he says.


ABOVE: One size fits all as the Riptide showrooms take shape. “At last money is flowing back from China to Europe and the UK,”


says Huw, who continues: “We don’t hide the fact that the Riptide range is Chinese. Why would we? Our phones, computers -- all our household appliances -- are made in China.” Huw continues. “There is a mentality that Chinese-made is an inferior product,” he adds. “There are definitely some lower grade manufactured spas out there but the Riptide brand can hold its head up with anyone,” says Huw.


“Consumers don’t have Chinese prejudice, they only get it if they visit dealers that are selling North American product. “That’s the only time consumers even start to think there may be a difference,” said Huw, adding: “The days of American Hot tub superiority are numbered because the market is evolving and, like it or not, the Riptide range is a worthy comparison.” ■


ABOVE: Showrooms like Southend are being set up with a similar retail footprint across all the sites. 16 Hot Tub & Swim Spa Scene FRESH APPROACH


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