Aquaria is now called Fluidra

The Spanish multinational group Aquaria changes its name to Fluidra. Within the framework of the company’s imminent stock exchange listing, this name change fulfils the objective of a better differentiation within the sector, enhancing the visibility of the corporation’s flagship brand.

Fluidra also alludes to the two business units within which it operates (POOL and WATER). “Pipeline projects are being branded with a new name yet without deviating from the company’s strategic objective which is to become a world reference in innovative solutions for sustainable water usage ”, Fluidra’s deputy adviser Eloi Planes assures. 

Flowing on relentlessly, just like water

The integration into the group of three new holdings gave rise in 2006 to the creation of the WATER division, hence complementing the existing POOL division. The new name Fluidra is intended to bring to mind the synergy between those two business units.

According to its creators at SUMMA, the name Fluidra reflects a branding concept which encompasses the terms “fluir” (which in Spanish means “to flow”) and “hidra” (water in Greek). “This is a fresh name, full of life, which alludes to one of water’s intrinsic qualities and to all things springing up with effortless grace”, Conrad Llorens, deputy adviser of the consultancy, explains.

It expresses the raison d’être of the company, in line with its key objective which is to add value to the interaction cycle of water as a whole. The name Fluidra connotates a dynamic and innovative company where ideas flow freely and easily. A company which is always on the move, constantly reinventing itself.

The three colour logo is the same as always, seeing as it was inspired by water. The logotype alludes to a liquid which expands and expresses Fluidra’s commitment to technology (blue), sustainability (green) and growth (yellow). 

An improvement in first semester results

Fluidra achieved a 390.5 million Euro turnover in the first semester of the year which represents, in comparable terms, a 20% increase compared with the same period in 2006.

Net profits registered for Fluidra between January and June 2007 grew to 33.7 million Euros, meaning an actual increase of 26.7% compared with the results obtained over the same period for the financial year 2006.  

EBITDA likewise is worth a mention, with a major growth of 19.6% compared with the figures registered for the previous financial year, achieving a turnover of 71.8 million euros. The strategy of the company which is unique in kind in its area in that it boasts an integrated business structure (manufacturing and distribution), is what has allowed it to achieve this growth.

Sales growth per division

The POOL division (swimming pool equipment) continues to stand out with a turnover of 315.5 million Euros over the period between January and June 2007 which represents an increase of 18% compared with the same period in the previous year.

The turnover of the division (water treatment, liquid conduction and irrigation) reached 109.8 million Euros, with an increase of 23 % compared with the first six months of the previous financial year.

A national and international benchmark

Fluidra is a Spanish multinational company with headquarters in Sabadell (Barcelona) and which operates in two separate business areas: the design, production and distribution of all kinds of swimming pool related components and accessories (POOL division) and the production and distribution of water treatment solutions, applied fluid conduction and irrigation (WATER division).

Fluidra has more than 3,200 employees worldwide, across 152 branches. The group is present in 30 countries with its own offices and subsidiaries and boasts 52 production plants all over the world. Fluidra’s products are distributed to over 170 countries thanks to an extensive business network.

Respect for water and its rational use are two concepts at the core of the philosophy of this group which was founded in 2002. The companies which make up Fluidra, some of these with a track record spanning almost 40 years, have grown with this vision whilst specialising in a range of water-related sectors including its conservation, usage, conduction, treatment and enjoyment.