Spaeuro has undertaken a strategic overhaul of its UK and European business, a move that coincides with new ownership of the British spa parts suppliers. From now on, the South Wales based distributors will be playing to its strengths, focusing on two main product specialisms; filter cartridges and replacement spa covers. The new owner of Spaeuro is Peter Hogg of New Zealand- based Magnum Filters. Peter has retained the services of Jonathan Hicks as the General Manager and has challenged him to build the company’s customer base throughout Europe. “In the past, Spaeuro has tried to supply all spa parts for all spa brands, and also include spa accessories, filters and covers in the mix, explains Jonathan. “This tied up our capital and resulted in a high ‘range’ of stock but not high quantity of each of the parts. “We were the classic ‘Jack of all trades and Master of none’, and often didn’t have enough quantity of the more regular parts available at busy times,” says Jonathan. “We realised this to be a problem for our customers and knew we weren’t giving them the service they deserved,” he adds.
THE WAY FORWARD
“Being more ‘specialised’ was the way forward- where our customers would know we were the ‘go to’ company for particular products, and those products had to be our strong point.” Jonathan, a time served manufacturing engineer, has 20 years of manufacturing experience and is ideally suited to manage and grow the business. His previous role within the company also gives continuity as the company looks to further develop its customer relations. With a state of the art factory in Henderson, New Zealand, Magnum have been producing high quality filter cartridges for more than 30 years. Magnum only use Reemay filtering media which has been the benchmark for the filter cartridge industry for 40 years. Magnum has identified the US and European markets as target areas for their business growth and have invested in Spaeuro as their European distribution arm. Spaeuro is holding at least 100 stock items and are looking to add more over the season. Peter comments: “With Magnum and Spaeuro working hand in hand, we are offering OEM’s and any customers ordering ‘reasonable’ quantities the unique service of ‘own brand’ labelling to help promote ‘end user’ loyalty. “Instead of branding the cartridge with the Spaeuro label, we are prepared to sell the cartridge with the customer’s label, part number, cleaning instructions and anything they want to have labelled. “We feel in this way, the retailer can increase customer loyalty with the aim to get the end user coming back into the store for replacement cartridges. “We have the ability to print attractive labels with the customers’ own artwork immediately,” adds Peter. On the spa cover front, Spaeuro, with the support of one of the world’s largest cover manufacturers, have been responsible for bringing top quality product to Europe.