Fluidra’s value chain

Fluidra’s business model vertically integrates R&D&i, production, logistics, marketing and services. this model allows the company to diversify risks, optimise resources and create significant entry barriers to competitors.


Research, development and innovation remain one of the cornerstones of Fluidra’s future strategy. The company is focused on identifying and meeting the needs of markets and its stakeholders through profitable innovation geared towards sustainability, health, efficiency and connectivity. The aim of Fluidra is to create a culture of innovation that enables the company to become a sector leader. For this reason, it has 13 Centres of excellence (Ce) and technical centres coordinated by the central services. It promotes activities and workshops where tools that foster creativity are applied while trying to identify opportunities. It also boasts an extensive network of external collaborators which means it is able to bolster the development of new products and solutions. The innovation Committee is the body responsible for establishing the strategy, validating all projects relating to products that are carried out in the various Fluidra Centres of excellence, and defining the corporate “Guidelines” intended to serve as a guide for all Ces in the process of product development.

In 2015, Fluidra strengthened the intellectual and industrial property (ip) area with the aim of efficiently and proactively coordinating and promoting the Group’s patent portfolio,  technology monitoring actions and the creation of value-added patents.


Fluidra has its own industrial fabric. Its 23 production centres, which employ more than 1,900 people, are located in the main Group markets and work on different technologies that enable the manufacture of full ranges for the different business units and under different brands.

In addition, Fluidra’s production centres of their services to customers outside the group and manufacture products or full ranges under clients’ brands. 

Marketing & Logistic:

With production centres spread across all continents and its ample marketing capabilities, Fluidra’s closeness and capitalization mean it is ideally poised to progressively increase its market share. the company has a specialised distribution network that provides solutions via the different business units with a direct presence in 44 countries with 128 subsidiaries and branches, which employ 1,350 professionals.

In Spain –where Fluidra has a modern automated logistics operator with a surface area of 55,000 m2 and a capacity to issue 150,000 pallets annually and carry out 20,000 box pickings daily– the company’s logistics and distribution model is supported by regional offices holding stock consisting of only higher turnover items but with a quick delivery capacity for other items. This allows the transformation of regional offices into true pool product cash & carry outlets while improving service to customers. In fact, customer satisfaction is as high as 96%.

Services & management:

The last link in Fluidra’s value chain is the provision of management services and functions both in regard to Group companies and also to customers and end users services to, in this way, come full circle in the water business.

The company offers customers: after-sales technical assistance (offering solutions and answers questions on installation, maintenance or repair issues relating to any product) & Customer training (training sessions to customers which are held in different cities around the world to build trust with customers and strengthen relationship)

In order to optimise the Group’s resources and allow each unit to focus on its specific segment of the business, Fluidra offers shared services to perform, centralise and support subsidiaries in their accounting and finance duties through the Shared Service Centre, as well as providing legal and tax services, marketing, auditing and human resources from the headquarters in Sabadell (Barcelona)