Another nationally recognized brand has
re-entered the spa market after an unsuccessful venture with Living
Just four weeks after Cal Spas ’ parent company unveiled a new
partnership with Coleman, Hydropool
Industries announced a licensing agreement with La-Z-Boy Inc. to reintroduce the
well-known name in recliners into the spa market. Both brands were
previously licensed to Living Water before the Clearwater,
Fla.-based manufacturer closed its doors in March.
However, unlike Living Water, Hydropool will distribute the
La-Z-Boy spa line through specialty retailers rather than mass
merchants such as Costco.
“The La-Z-Boy brand is not a price-focused brand, and
Hydropool [is selling] through independent retailers because they
have the expertise to deal with the service, installation and sales
process,” said Len Carter, business development specialist at
Specialty retail professionals also are better equipped to
differentiate between the 12 forthcoming models of La-Z-Boy Spas,
The company, which is based in Mississauga, Ontario, Canada, has
planned a U.S. launch of its La-Z-Boy Spa program at the Atlantic City Pool & Spa Show with a total of
eight models. Four additional models will be introduced later in
“The initial response from the few dealers Hydropool has
spoken with has been extremely positive,” said Doug Collier,
chief marketing officer at the Monroe, Mich.-based La-Z-Boy.
“Our focus is primarily in North America, though we have a
significant and growing presence in several regions around the
Hydropool anticipates expanding the La-Z-Boy brand into
Australia and New Zealand by early 2012.
While U.S. Hydropool dealers will be encouraged to switch their
stocks to La-Z-Boy Spas, Canadian dealers will continue to sell
Hydropool models as a primary brand.
“[Hydropool] is not going to do what some other
manufacturers have done, which is double up in the market with two
brands,” Carter explained.
However, stateside dealers will continue to sell swim spas under
the Hydropool name, he noted.
Hydropool began manufacturing spas in 1980 and has a network of
more than 250 dealers throughout 40 countries.