Queensland-based lightweight-concrete manufacturer Evolve Composites Pty Ltd?has acquired?the exclusive rights to manufacture, market, sell and distribute the Magnapool range of mineral water swimming pool equipment and associated Poolrite products in Australia and some international markets, with the aim of having product ready for the coming summer.
Evolve is based in Brisbane and manufactures and distributes the Australian-made Polyslab and Evo-Crete range. The company has an extensive distribution network and well-established sales and marketing channels into the largest wholesale and retail plumbing, irrigation and home improvement stores across Australia, New Zealand and the USA.
This announcement follows the appointed a voluntary administrator to Poolrite under the authority of Astrid Kunz, a trusted friend of CEO and owner Ross Palmer.
The licensing agreement includes Australia, New Zealand and some other markets but not Europe or the USA.
The agreement does not include any intellectual property but does include the tooling which will be moved to a new purpose-built factory in Brisbane. While there have been some staff losses, a few Poolrite staff have been employed by Evolve, while Poolrite Research has also retained some staff to handle research and development and the export business into Europe and the United States.
Evolve Managing Director Ty Hermans says that because they are starting from the ground up, they?ll draw on the existing staff as much as possible. He also says that his core focus is to get product out.
?Obviously a lot of customers have been keen to know when they?re going to get product and that?s going to be our main focus. Customers are being supremely supportive saying at last there?s a light at the end of the tunnel.?
The other item of keen interest is warranties, and Hermans says that even though it is not part of the licensing agreement, as a goodwill measure he will handle as much of the warranty issues as possible.
?The outstanding warranty issues are quite small and we?re going to handle as much of the warranty as we can,? he says. ? We need a little time to build our stock back up, and we haven?t got our head around exactly what there is yet. It?s not part of the licence but as a goodwill gesture we?re going to look at the warranty and attack it as much as we can, once we?ve worked out the backlog. We?ll know more in a couple of weeks.
?First and foremost we?ve got to get the manufacturing underway. We understand what?s going on in the marketplace and we know builders have half-finished pools and have been waiting for equipment and materials. Now they can get them finished off. And it?s good timing as we?re coming into summer.?
Evolve has a strong distribution channel and Hermans says that one thing they?ve always done well as a company is to maintain extremely stable distribution models.
?We?ve heard the pricing?s been a bit here and there,? he says. ?But we?ll make sure its stable and fair thoughout the supply chain.?
Part of the existing Evolve channel includes distribution through mass plumbing and hardware chains such as Reeds, Tradelink and Bunnings. But Hermans says he?s not going to dramatically change the existing Poolrite model.
?With MaganaPool and Poolrite our model is going to be the same as Poolrite has currently has. We?re not going to change it. Current dealers and distributors will still have access to product.?
Hermans is committed to keeping the manufacturing in Australia, and more specifically Queensland.
?I?m just glad we?re able to keep things alive. People were very concerned about whether things were going to continue. One thing that we will definitely do is maintain manufacturing in Australia.?
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Although the swimming pool industry is not part of Evolve?s current core businesses, the company has a reputation for pursuing innovation.
?There are a lot of synergies from a manufacturing and distributing point of view,? he says. ?Using existing procedures we know back-to-front. We haven?t necessarily made pool equipment before, but we?re good at manufacturing, marketing and distribution nationally.?
Hermans has great confidence in the product and says that many builders had been offered different products recently, as they waited for several months for product, but held out because they too believed in the product.
?We are proud to ensure the ongoing supply of Australian-made Magnapool and Poolrite products well into the future,? Hermans says.
Hermans says that Evolve will immediately start production to ensure that all customers receive stock. ?Leading up to what looks like a nice and hot summer we want to make sure that existing Magnapool owners have all the supplies they need to ensure their pool is crystal clear for the holiday season,? he says.
?All of our plans are long-term for the ongoing success of the Magnapool range of products. Most importantly, the changes that are made now will ensure that the business is even bigger in years to come. We have plans for rapid growth both here in Australia but also internationally through our vast distribution network.?
SPLASH! will update this story in the near future.
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