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MANAGING DIRECTOR STEVEN ALLAWAY GIVES IRELAND’S PLUMBING & HEATING MAGAZINE AN INSIDER’S GUIDE TO HOW AQUALLA ACQUIRED ADAMSEZ AND ITS AMBITIOUS PLANS FOR THE FUTURE OF BOTH BRANDS...
Traditionmeetsmodernity
N ot long after the acquisition, Aqualla’s Sales and Marketing team joined the company’s R&D department for a spot of ‘site’-seeing at Adamsez. Established just nine-years earlier,
Aqualla had completed what back then would have been
inconceivable - the takeover of an iconic bathroom brand dating back to 1880. In fact, you could forgive the need for something tangible just to make it all feel real. “We took all of their baths down from the shelving, unboxed them and looked at each one of the models,” said Steven Allaway. “We all came away really, really impressed with the product quality and excited by the opportunity. When we started our journey nine-years ago I didn’t think we’d be acquiring such an historic brand. I’ve known Adamsez since I started out in the industry 20-years ago, but never thought I’d get this opportunity.” Aqualla has undoubtedly come a long way in a short space of time. Built from scratch in 2011, the company now has 28 employees and revenue 25-times greater than year one. Although always forward- thinking, the timing of the Adamsez takeover, slap bang in the middle of a global pandemic, may still have raised a few eyebrows. For most, this was a time to hold what you have, not expand. So why did this merging of old and new happen now? “Discussions have been going on for about a year or so,” added Steven. “We expected things would get quieter in the run-up to lockdown and during previous discussions we’d identified the things we thought could enhance the brand and add some value going forward. The timing felt right for a number of reasons and we’re really privileged to have the opportunity to steer the Adamsez brand for the foreseeable future.” In
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