As they set their New Year goals, repeating the 300% increase in turnover on covers, gained in 2014, may not be a realistic target for UK-based spa cover and filter manufacturer, SpaEuro. But the buoyant team is determined to continue to build both on business and its huge success throughout 2015, largely through further capital investment.
“For far too long SpaEuro overpromised yet under-achieved – this has certainly stopped,” declares straight-talking Kiwi businessman Peter Hogg, the owner of New-Zealand based Magnum Filters, who took over ownership of SpaEuro in 2013.
“We will certainly be pushing hard to gain even more market share in 2015 with both filters and covers.”
2014 was a break-point year for SpaEuro. After the restructuring in 2013, Jonathan Hicks was put in charge of the UK manufacturing and supply with the task of consolidating and regaining the confidence of the pool and spa sectors.
“It has been much easier to focus because essentially we have only had two main products to sell in spa pool covers and spa and pool filters. “The spa pool covers have been the stand out performers for SpaEuro. We have had a 300% increase in sales over the previous year and the trend is still very encouraging.”
Success has come first and foremost, Peter believes, through quality product. The vinyl now chosen for SpaEuro covers are manufactured by Core Covers in the USA. Secondly, a four to five week delivery time is now offered as standard. Sales of spa pool filter cartridges have also increased dramatically with generally 12,000-14,000 filters in stock at any one time.
Rhys Hogg, Peter’s son, who runs Magnum Filters in NZ, has been instrumental in making on-line stock inventories available which has proved crucial in reducing dispatch times. “Quite frankly we are travelling a lot better than I imagined we would,” reflects Peter.
“A lot of this is down to a team effort,” he says. We could not wish for better people in Jonathan Hicks and Linda Ashman looking after SpaEuro. “It takes hard work to re-build a company and Jon and Linda have done that in spades,” Peter enthuses.
“To increase our turnover and profit we need to invest in new machinery to manufacture the spa pool covers,” he says.
SpaEuro is investing heavily in 2015 in new machinery that will speed the cover manufacturing process up even further. “I have no problems with investing in new machinery if it is going to make us more efficient,” Peter says. “I have done this with Magnum Filters over the last three to four years and it has paid off.
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