Fluidra opens a sales subsidiary in Brazil and strengthens its position in South America
November 4, 2011The group's subsidiary in Brazil will enable it to gain a foothold in the
world's third largest market for the pool sector and a key country for water
treatment.
Fluidra was recently involved in a project to build a semi-Olympic pool in
one of Colombia's most modern business complexes, and another to build a
1,200 m 2 spa in Chile.
South America is a key continent for the group's internationalisation
plans, where it hopes to double sales over the next few years.
Fluidra, the Spanish listed multinational group devoted to developing applications for
the sustainable use of water, announced that it is to open a branch office in Brazil in
line with its internationalisation strategy and with its plans for market penetration in
Latin America. After having analysed a number of acquisition scenarios "we realised
that the current situation with very high prices called for a more restrained approach",
said Eloi Planes, Fluidra's CEO, to sum up the situation. “From now on, we will
continue to work along these lines in the country."
Located in São Paulo, the sales subsidiary is the first step in the company's plans in a
market that shows great promise for the pool sector, thanks to Brazil's excellent
climate, the growing middle class and its popularity as a tourist destination. With a
park of around 1.2 million pools, Brazil is the third largest market after the United
States and France. Over 70,000 pools are built every year. With this new branch
office, Fluidra intends to seize the opportunities that will arise in this Latin American
country, which is soon to host the football World Cup and the Olympic Games in Rio
de Janeiro. The water sector in Brazil still has a very segmented market without a
clear leader, which will work in favour of the high hopes the Sabadell-based
multinational has for the region.
The Brazil launch is one step further in the internationalisation strategy promoted by
Fluidra, which makes 77% of its sales outside of Spain. Latin America is one of the
company's core business interests. It already has subsidiaries in Chile and Mexico,
which are now joined by the one in Brazil.
Fluidra involved in emblematic projects in Colombia and Chile
Fluidra was involved in the installation of an AstralPool semi-Olympic pool during the
construction of Colombia's largest leisure and business centre, El Cubo. Owned by
Colsubsidio, Colombia's largest family welfare financial institution, it was recently
opened in Bogotá at a ceremony attended by the president of Colombia, José Manuel
Santos.
The 25-metre semi-Olympic pool made by AstralPool is on the second floor of this
large 32,000 m 2 complex at the heart of Bogota. The use of alternative energies and
efficient water consumption were prime considerations in the construction process.
In Chile, the group was recently involved in the construction of the Natura Vitale
Wellness spa. This 1,200 m 2 facility belongs to the Hotel del Valle, the first five star
hotel in the Valle de los Andes. In addition to the spa, it has restaurants, an events
venue and a casino with 1,300 slot machines and 50 gaming tables.