Pool Supplies
Pool Supplies Ltd is a privately-held, family-run UK swimming pool retailer in Farnborough, Hampshire, selling equipment, water treatment chemicals, covers, spa and sauna products, and spare parts through both a physical shop and e-commerce storefront to residential pool owners and commercial operators across the UK.
- Company typePrivate
- Founded2011
- HeadquartersFarnborough, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pool Supplies does
Pool Supplies Ltd is a privately-held family-run swimming pool retail business headquartered at 15 Osborne Road, Farnborough, Hampshire, United Kingdom. Founded in 2011, the company operates a dual-channel model combining a fully stocked physical retail shop and trade counter with an e-commerce storefront at pool-supplies.co.uk (powered by the EKM platform). Its catalogue spans five core categories — pool equipment (pumps, filters, heaters, cleaners, lighting, control systems, UV water treatment), water treatment chemicals (chlorine, bromine, algicides, Bayrol ranges), covers and reels, spa and sauna (including Harvia heaters and Aqua Excellent aromatherapy), and spare parts for major equipment brands (Certikin, Dolphin Maytronics, Polaris, UWE, Elecro) — alongside a Waxman Ceramic Tiles distributorship. Unit prices range from roughly £1 to over £15,500, with free UK mainland delivery on orders over £75 and same-day dispatch for orders placed before 2:30pm via DHL or TNT.
The company serves two primary customer segments: residential pool owners seeking maintenance supplies, equipment, and replacement parts, and commercial pool operators (hotels, leisure centres, gyms, swimming clubs) requiring commercial-grade cleaners, dosing systems, and high-capacity UV treatment. Revenue is generated almost entirely through one-time hardware sales across both retail and online channels; the pricing model is unit-pricing with both VAT-inclusive and VAT-exclusive prices displayed. Marketing relies on the e-commerce site as the primary acquisition channel, supplemented by Facebook, Twitter, and email newsletter, with the physical store functioning as both a sales and walk-in marketing touchpoint. No institutional investors, parent companies, subsidiaries, or management team outside of unnamed family operators are disclosed.
The business is positioned as a UK specialist one-stop shop rather than a scaled national chain. Competitive positioning hinges on large stock holdings enabling same-day dispatch, deep spare-parts inventory for legacy equipment, expert phone-based advice, and the convenience of immediate in-store pickup. The website itself acknowledges that the online catalogue does not represent the full range, directing customers to phone or in-store contact for additional SKUs, indicating an offline-first operating culture paired with a transactional online presence.
Pool Supplies firmographics
Firmographics- Name
- Pool Supplies
- Legal name
- Pool Supplies Ltd
- Website
- https://pool-supplies.co.uk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pool Supplies Ltd is a privately-held, family-run UK swimming pool retailer in Farnborough, Hampshire, selling equipment, water treatment chemicals, covers, spa and sauna products, and spare parts through both a physical shop and e-commerce storefront to residential pool owners and commercial operators across the UK.
- Ownership category
- akta.pro rank
Pool Supplies industry classification
Industry- Product category
- Swimming Pool Equipment and Supplies Retail
- NAICS
- Lawn and Garden Equipment and Supplies Retailers (4442)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Pool Cleaning Robots (CRACARAC)
- akta.pro secondary industry
- Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)
Keywords
Where Pool Supplies is headquartered
LocationHeadquarters
- HQ city
- Farnborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pool Supplies business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Pool Supplies Ltd generates revenue through the sale of swimming pool equipment, water treatment chemicals, spare parts, covers, and spa/sauna products. Revenue is derived from one-time product transactions across both retail and online channels, with prices displayed inclusive and exclusive of VAT.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit pricing for individual products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Pool Supplies product offering
Product offeringCore offering
Pool Supplies Ltd is a family-run retailer that sells swimming pool equipment, water treatment chemicals, spare parts, covers and reels, and spa/sauna products through an e-commerce website and a physical shop in Farnborough. The company stocks leading industry brands and also distributes Waxman Ceramic Tiles as an authorised agent, serving both residential pool owners and commercial pool operators in the UK market.
Product overview
Pool Supplies Ltd is a family-run swimming pool retail business based in Farnborough, Hampshire, operating both a physical retail shop and trade counter as well as an e-commerce platform. The company offers a comprehensive portfolio of swimming pool and spa supplies organised into five core product categories: Pool Equipment (encompassing pumps, filters, cleaners, heating, lighting, control systems, and UV water treatment), Water Treatment Chemicals (including chlorine, bromine, algicides, and Bayrol products), Covers & Reels (summer covers, heat retention, winter debris covers, and reel systems), Spa & Sauna (accessories, chemicals, and Harvia heaters), and Spare Parts (OEM replacement parts for major equipment brands). The product portfolio features established pool industry brands including Certikin, Dolphin Maytronics, Polaris, UWE, Elecro, Blue Lagoon, Harvia, and Bayrol. The company also sells ceramic mosaic tiles through a Waxman partnership and provides specialty aromatherapy products for spas through Aqua Excellent.
Differentiator
Problem solved
Functional benefit
Products and services
- Pool Equipment
Companies that use Pool Supplies
Customer profileSegments2 records
Ideal customer profiles2 records
Pool Supplies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pool Supplies partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Waxman Ceramic TilesminorPool Supplies Ltd is an authorised agent and distributor for the full range of Waxman Ceramic Tiles. They carry sample boards for viewing at their premises and can provide quotations for bulk orders including adhesives and grout. The website displays various tile collections including Aquastyle, Ceramic Pool, Karma, Nature Collection, Niebla, Print, Ritz, Soul, and Sundance.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Pool Supplies competitors and assessment
Company assessmentDirect peers
- Swimming Pool Direct: UK online specialist retailer of swimming pool equipment, chemicals, and spares serving both residential and commercial customers — directly overlapping with Pool Supplies' product range, channels, and target market in the UK.
- Certikin International: UK-based manufacturer and direct distributor of swimming pool equipment (pumps, filters, skimmers, dosing). As one of Pool Supplies' principal suppliers, Certikin's direct sales channel overlaps directly with Pool Supplies' retail offering.
- Plastica Pools: UK pool-equipment manufacturer and retailer offering pools, covers, liners, and accessories through online and trade channels — a directly comparable specialist pool retailer/distributor competing for the same UK residential and trade customers.
- Pool Warehouse UK: UK e-commerce specialist in swimming pool equipment, chemicals, and spare parts — directly comparable in product range, customer segments, and online-first GTM to Pool Supplies.
- Lovepool: UK-based online pool supplies retailer offering chemicals, equipment, and spare parts to residential pool owners — overlapping with Pool Supplies on SKUs, delivery-led GTM, and target customer.
- Pool Pro UK: UK swimming pool specialist retailer servicing both residential and commercial pool owners with chemicals, equipment, and spares — directly competitive in product breadth and customer base.
- Pool Products UK: UK distributor of swimming pool, spa, and sauna equipment serving both retail and trade customers — overlapping with Pool Supplies on product portfolio, customer mix, and distribution approach.
- Whitewaters: UK online swimming pool equipment and chemicals retailer — comparable specialist e-commerce proposition targeting the same residential pool-owner segment as Pool Supplies.
Broad incumbents
- Amazon UK: UK generalist marketplace carrying pool chemicals, robotic cleaners, spare parts, and accessories from multiple brands — competes with Pool Supplies on commodity SKUs (chlorine, test strips, generic spares) via Prime next-day delivery and aggressive pricing.
- Screwfix: UK trade and DIY retailer carrying plumbing, heating, and water-treatment equipment — competes with Pool Supplies on pumps, pipe fittings, cover pumps, and adjacent hardware sold through the retail/trade counter channel.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Pool Supplies social profiles
Digital presencePool Supplies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pool Supplies leadership team
Management profileNumber of profiles
Pool Supplies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pool Supplies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pool Supplies
What does Pool Supplies do?
Pool Supplies Ltd is a family-run retailer that sells swimming pool equipment, water treatment chemicals, spare parts, covers and reels, and spa/sauna products through an e-commerce website and a physical shop in Farnborough. The company stocks leading industry brands and also distributes Waxman Ceramic Tiles as an authorised agent, serving both residential pool owners and commercial pool operators in the UK market.
Is Pool Supplies a public or private company?
Pool Supplies is a private company. It is classified as family owned and is currently operating.
When was Pool Supplies founded?
Pool Supplies was founded in 2011. It employs 1 to 10 people.
Where is Pool Supplies based?
Pool Supplies is headquartered in Farnborough, United Kingdom, in the Europe region.
How does Pool Supplies make money?
One revenue line is on record: product Sales.
Who are Pool Supplies's main competitors?
Direct peers on record are Swimming Pool Direct, Certikin International, Plastica Pools, Pool Warehouse UK, Lovepool, Pool Pro UK, Pool Products UK and Whitewaters. Broad incumbents are Amazon UK and Screwfix.
Does Pool Supplies have an API?
No public API is recorded for Pool Supplies.
What industry is Pool Supplies in?
Pool Supplies's product category is Swimming Pool Equipment and Supplies Retail. Its primary akta.pro industry code is CRACARAC, Pool Cleaning Robots, with a secondary code of CRAJAKAL, Pool & Spa Chemicals (Chlorination, pH Control, Algaecides). Its NAICS code is 4442 and its SIC code is 5070.