Splash About reaches 85% of leisure retail

The baby and children’s swimwear specialist now holds exclusive contracts with 85% of UK holiday parks, including Haven, Butlins, Centre Parcs, Park Dean and Away Resorts.

Splash About’s business model focuses on retail theatre, strategic merchandising, online ordering and stock guarantees, is all designed to optimise retail sales, especially during peak trading periods.

Providing bespoke marketing and merchandising to capitalise on space, the brand’s streamlined displays are all designed to withstand the sub-tropical temperatures of retail pool areas and product is strategically placed to maximise sales.

The unique retail solution incorporates a dedicated account person and bespoke branding to reflect customer requirements.

Lesley Beach, finance and operations director at Splash About International, commented: “When we entered the market just three years ago, there was a real opportunity to transform the retail outlets in the UK leisure parks. Our unique approach means Splash About inputs into every concept, design and product stocked, so we are confident sales will be maximised.

“It’s a testament to this strategy that last year, Centre Parcs, which previously had not focused on poolside retail, rolled out a three month trial at its Elveden Forest site to see if Splash About’s range of products would appeal to its holiday makers. The success of this initial trial was extended to all other parks, including Ireland after just six weeks.”

Bernadette Spofforth managing director of Splash About International, added: “Splash About has been at the forefront of baby swimming for the past two decades and has transformed the market, with its continuous range of innovative swimwear and learn-to-swim products.

“Swimming pools in the leisure sector often operate at a loss, we are making great strides to reverse this and transform retail in this sector. Our bespoke solutions are just the tip of the iceberg, there is more to come – watch this space.”

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