COMPANY NEWS
‘Superb brand meets superb brand’ was just one of many positive industry reactions to Aqualla’s acquisition of Adamsez.
reality, both brands were already pointed in the same direction. “There’s a major customer overlap. I would say 60% of the customers that we trade with between the two companies have both Aqualla and Adamsez accounts. There’s another 40% who are either Aqualla or Adamsez.” The aim now is to integrate the best of both worlds in a way that ultimately benefits the end-user. That means channelling contemporary ideas about brand development into an established company without losing sight of its brand heritage. “Some of the things our team has brought to the Aqualla brand, such as fresh eyes from a marketing perspective, we hope to employ with Adamsez. At the same time, we will be respectful and understand the value of the brand,
keeping that to the forefront. We believe that a more modern approach to sales, marketing and product thinking will hopefully move the company forward. We’re harnessing the Adamsez brand name.” All this talk of takeovers and harnessing brands bucks the current trend, with the Covid-19 crisis appearing to dictate a more conservative approach. That’s not how Steven and his management team see it. “Aqualla was born out of the last recession. If that hadn’t happened in 2008/9 I don’t think we’d be here. We’re taking the same approach now in the current circumstances, viewing it as an opportunity. I was in the industry during the last recession and the companies that thrived were the ones who innovated and
invested rather than battened down the hatches and tried to protect what they had.” With that in mind, Aqualla plans to invest £1m into its recent acquisition over the next 12-months. Utilising their marketing suite, there will be a new Adamsez brochure boasting fresh ideas, a revamped layout and contemporary lifestyle photography. A new website will be launched, offering technical and support data alongside inventory. And there will also be new products added to the Adamsez portfolio that have been in development over the past few months. Late October, early November is the timeframe. “Adamsez has a great history with a skilled and knowledgeable workforce,” said Aqualla’s Sale Director, Noel Daly. “Adamsez brings a fantastic
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