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Another nationally recognized brand has re-entered the spa market after an unsuccessful venture with Living Water Products.

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 Hydropool.

Specialty retail professionals also are better equipped to differentiate between the 12 forthcoming models of La-Z-Boy Spas, he added.

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 2010.

“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 world.”

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.