What Forez Piscines does

Forez Piscines, operating commercially as Piscines Desjoyaux, is a French manufacturer of in-ground swimming pools founded in 1966 by Jean Desjoyaux and headquartered in La Fouillouse (Loire). The company's offering rests on two foundational patents: the "coffrage permanent actif" (active permanent formwork) structural system — recycled polypropylene panels pre-assembled in factory, reinforced with steel, and filled with concrete on site — patented in 1974/1978, and the "filtration sans canalisation" (canalization-free filtration) system integrated directly into the pool wall, patented in 1983, which eliminates underground piping and the technical room required by conventional pools. The product range is split between an entry-level Pool & Play line (three standard dimensions) and the premium Exclusive line (over 5,200 combinations), supplemented by liners, coping, stairs, counter-current swimming systems, heat pumps, automatic water treatment, cleaning robots, safety equipment compliant with French NF P 90-306/307/308/309 standards, and the Indygo connected-services platform developed with SOLEM.

The business model combines one-time project revenue from pool sale-and-installation with recurring consumables, accessories, and after-sales service. Distribution is concession-led: approximately 190 independently operated but brand-licensed dealers in France and a presence in 80 countries, complemented by a direct e-commerce storefront (laboutiquedesjoyaux.fr) for equipment and consumables. Pricing is quote-based, determined by pool size, specification, and equipment, and is not publicly disclosed. The company remains family-owned under CEO Jean Louis Desjoyaux (fourth generation), with a registered share capital of €6.94M, no external institutional funding, and no public listing.

All structural and filtration components are manufactured in-house at La Fouillouse on 24 injection presses (50 to 6,000 tonne capacity), processing 5,000–6,000 tonnes of recycled polypropylene annually. The plant was modernized in 2026. Over 260,000 Desjoyaux pools have been installed worldwide across nearly 60 years of operation, and the company self-positions as the leading in-ground pool manufacturer in France with a 10-year structural warranty.

Name

Forez Piscines

Legal name

PISCINES DESJOYAUX SA

Website

https://desjoyaux.fr

Company type

Private

Founded year

1966

Operating status

Operating

Short description

Forez Piscines (Piscines Desjoyaux) is a French, family-owned manufacturer of in-ground swimming pools, distributing via ~190 concessionnaires in France and 80 countries, and serving residential homeowners with patented formwork and canalization-free filtration technologies.

Ownership category

akta.pro rank

Product category

In-Ground Swimming Pool Manufacturing

akta.pro primary industry

Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)

akta.pro secondary industries

Filter, Pump & Heater Maintenance/Repair (HSAIALAC), Water Testing & Chemical Balancing (HSAIALAB), Pool Opening & Seasonal Startup (HSAIALAD)

Keywords

• In-ground swimming pools
• Pool manufacturing
• Pool installation services
• Pool equipment retail
• Pool renovation

Headquarters

HQ city

La Fouillouse

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. In-ground pool sales and installation: Piscines Desjoyaux's primary revenue stream is the sale and installation of in-ground swimming pools through its concessionnaire network. Pools are sold in two main product lines: Pool & Play (entry-level, best price) and Exclusive (custom-made, over 5,200 combinations). Pricing is quote-based, determined by pool size, specifications, and installation complexity. The company handles manufacturing of all structural components and filtration units at its La Fouillouse facility, with installation performed by trained franchise dealers.
2. Pool equipment and accessories (e-commerce and retail): The company operates an e-commerce storefront (laboutiquedesjoyaux.fr) selling pool equipment, accessories, consumables (liners, filtration media, cleaning robots, heating, safety devices), and maintenance chemicals. Products are also sold through the physical concessionnaire network. This provides a recurring consumables and accessories revenue stream alongside the one-time pool sale.
3. Installation and after-sales services: Concessionnaires provide professional installation services, renovation, after-sales support, and maintenance services. Installation is included in turnkey 'prêtes à plonger' (ready-to-swim) pool packages sold through the network, and after-sales service generates ongoing service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Forez Piscines (Piscines Desjoyaux) designs, manufactures, and installs in-ground swimming pools built on two patented proprietary technologies: the active permanent formwork structural system (recycled polypropylene panels reinforced with steel and concrete) and the canalization-free filtration system integrated directly into the pool wall. The company sells turnkey pools through two main product lines — Pool & Play (entry-level) and Exclusive (custom with over 5,200 combinations) — via a French concessionnaire network of approximately 190 stores and an international network spanning 80 countries. It also distributes pool equipment, accessories, safety devices, heating, and maintenance products through its e-commerce boutique and dealer network.

Product overview

Forez Piscines (Piscines Desjoyaux) is a French in-ground swimming pool manufacturer founded in 1966, operating as a single-brand franchise network with approximately 190 concession stores in France and presence in 80 countries. The company's core offering consists of two proprietary patented technologies: the Coffrage Permanent Actif (active permanent formwork) structural system — recycled polypropylene panels reinforced with rebar and filled with concrete — and the Filtration Sans Canalisation (channel-less filtration) system integrated directly into the pool structure, eliminating underground piping and associated leak risks. The product portfolio spans two main sub-brands: Pool & Play (entry-level with 3 standard dimensions and dedicated equipment) and Exclusive (fully custom pools with over 5,200 possible combinations), alongside a complete range of add-on components including liners, coping, stairs, filtration units (Cavalier and Panneau Filtrant), counter-current swimming systems (JD Aqua-Jet's), connected pool services via the Indygo platform (partnered with SOLEM), heating equipment (heat pumps, electric heaters), safety equipment (barriers, alarms, covers, enclosures), automatic water treatment (salt electrolysis, pH/chlorine regulators), electric cleaning robots, and winter covers. The company also provides online pool configuration tools and renovation services. All pools and the majority of components are manufactured in France at the company's La Fouillouse plant (Loire department), with approximately 5,000–6,000 tonnes of recycled plastic processed annually.

Differentiator

Problem solved

Functional benefit

Brands

• Pool & Play: Entry-level pool range with 3 pool dimensions and dedicated equipment, positioned as the best value-for-money option.
• Exclusive

Products and services

• Piscines Extérieures (Outdoor In-Ground Pools) Outdoor in-ground swimming pools installed at client properties, built using the company's patented active permanent formwork structure filled with reinforced concrete. Sold turnkey through the concessionnaire network.
• Pool & Play — entry-level pool range Entry-level in-ground pool product line offering three standard pool dimensions with dedicated equipment packages, positioned as the best value-for-money option. Sold exclusively through the concessionnaire network with full installation.
• Exclusive — custom in-ground pool range Premium custom-designed in-ground pool product line offering over 5,200 possible combinations of dimensions, shapes, liners, and equipment for fully bespoke pools tailored to individual client specifications.
• Piscines Collectives (Collective Outdoor Pools) Collective/institutional outdoor swimming pools designed for communal use in residential complexes, hotels, and sports facilities, engineered for compliance with French sanitary and safety regulations.
• Piscines Intérieures (Indoor Pools) Indoor swimming pools designed for installation within residential or commercial buildings, using the same patented structural and filtration systems.
• Piscines en Kit (Modular Kit Pools) Modular kit swimming pools using pre-assembled recycled polypropylene panels, reinforced with rebar and filled with concrete on-site. Sold to customers who prefer a packaged self-build approach using Desjoyaux components.
• Pool Renovation Services Pool renovation services including reconfiguration, leak repair, liner replacement, and general refurbishment to extend pool lifespan and update aesthetics. Performed by concessionnaires.

Quantifiable outcome

• Zero leaks from underground piping — the canalization-free filtration system eliminates 100% of pipe-related leak risks
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• SOLEMcoreTechnology or IntegrationSOLEM is described as a technology partner of the Desjoyaux Group for connected pool products and services. In the context of the Indygo connected services platform, SOLEM provides the underlying technologies that enable automation, remote control, and monitoring of pool equipment (filtration, temperature, pH). This is a strategic technology partnership that is integral to Desjoyaux's connected pool offering.
• Monet (PR Agency)minorGTM or Marketing PartnerMonet is the public relations and press agency handling Desjoyaux's media relations. Contacts include Laura Appenzeller, Marguerite Le Ferrand, and Justine Dupuis. The agency manages press releases, media inquiries, and campaign communications for the company.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Piscines Waterair: French pool kit manufacturer offering self-build modular steel-panel pools with installation support, directly competing with Desjoyaux's Pool & Play entry-level range on price and customization for residential customers.
• Diffazur Piscines: Long-established French pool builder with proprietary monolithic concrete shell technology and a comparable dealer network, competing directly with Desjoyaux for premium in-ground installations in France and Southern Europe.
• Piscines Magiline: French in-ground pool manufacturer and direct head-to-head competitor to Desjoyaux in the French residential pool market, also using proprietary structural and filtration innovations and a dealer/installer network model.

Broad incumbents

• Hayward Holdings: US-based incumbent manufacturer of residential and commercial pool equipment (pumps, filters, heaters, automation, robotics) — a broad incumbent whose product portfolio competes in the same accessories/equipment aftermarket that Desjoyaux serves via laboutiquedesjoyaux.fr.
• Fluidra (including AstralPool, Zodiac): Spanish-listed global pool equipment giant whose AstralPool and Zodiac brands supply pumps, filters, heaters, and automation to pool builders and operators worldwide — overlapping with Desjoyaux's equipment business and Indygo connected services.
• Pentair: US-listed global water treatment and pool equipment company producing pumps, filters, heaters, and automation used by residential pool builders including Desjoyaux concessionaires and competing in the broader pool equipment value chain.

Emerging players

• Niveko: Czech manufacturer of one-piece polypropylene overflow pools targeting premium residential and hotel projects across Europe — a structural alternative to Desjoyaux's panel-based pools with growing share in the same collector/skimmer filtration category.
• Compass Pools: Manufacturer of one-piece ceramic-core composite pools with international dealer footprint, representing an alternative structural approach that increasingly competes with Desjoyaux's panel-based pools on installation speed and premium aesthetics.

Others

• SOLEM: French connected-pool and irrigation technology partner whose platform underpins Desjoyaux's Indygo connected services offering — an enabling technology partner that could also power competing connected offerings from rival pool manufacturers.

Regional players

• RivieraPool: German manufacturer of one-piece polypropylene pools sold across DACH and parts of Western Europe, providing a comparable self-contained pool structure to Desjoyaux but primarily serving Central European markets rather than France.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/i/flow/login?redirect_after_login=%2FDesjoyaux_pools
• YouTubeyoutube.com/user/desjoyauxpools
• Facebookfacebook.com/Piscines.Desjoyaux
• Instagraminstagram.com/piscinesdesjoyaux
• Pinterestfr.pinterest.com/desjoyaux

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forez Piscines