Flamingo Company Group

What Flamingo Company Group does

Flamingo Company Group (FWT GmbH Flamingo water technology) is a second-generation, family-owned German Mittelstand firm founded in October 1973 in Langula, Thuringia, by the Henß family. The group operates through three entities: FWT GmbH (core water treatment for swimming pools and drinking water), Ludwig Schulz GmbH (filter aids), and Flamingo Holding KG (property management). Its portfolio spans three product lines: swimming pool water treatment chemicals (pH adjusters, chlorine disinfectants, flocculants, algaecides, scale inhibitors, winterization), beverage filtration filter aids, and industrial filtration products based on kieselgur (diatomite), perlite, and bleaching earth (bentonite). The company leverages a 27-year exclusive German distribution partnership with Chemviron France SAS for kieselgur and perlite, holds registered trademarks including Clarcel®, Puricel®, BIOSTAR®, and The Attendant, and operates an in-house laboratory for quality control under ISO 9000/9001 certified production.

The company serves a mix of swimming pool specialist dealers, municipal and public bath operators, and industrial customers in beverage, chemical, pharmaceutical, and metal sectors. Notable enterprise references include BASF, Schaeffler, Veolia Water Technologies, KME Stolberg, and Stadt Mannheim, alongside OEMs such as Behncke and ALTENHOFEN. GTM is sales-led with a regional dealer network, supplemented by direct sales to large industrial and municipal accounts, plus seminars, training, and active participation in trade shows (Aquanale, interbad, IFAT, IAKS). Beyond its core chemicals business, the group is moving into connected pool automation through the 2023 launch of 'The Attendant' (with Poolside Tech) and an R&D partnership with pudurobotics for autonomous cleaning robots. The operating model is private, family-controlled, with no external institutional investors and no public revenue disclosure.

Name

Flamingo Company Group

Legal name

FWT GmbH Flamingo water technology

Website

https://flamingo-group.de

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

Flamingo Company Group is a second-generation, family-owned German manufacturer and distributor producing swimming pool water treatment chemicals, beverage filtration aids, and industrial kieselgur/perlite filter aids. It serves pool dealers, municipal baths, and industrial customers across beverage, chemical, pharmaceutical, and metal sectors via a regional dealer network and direct sales.

Ownership category

akta.pro rank

Product category

Water Treatment Chemicals and Industrial Filtration Media

akta.pro industry

PRIMARYCRAJAKAL

Pool & Spa Chemicals (Chlorination, pH Control, Algaecides)

Consumer Products & Retail/Household Products & Cleaning Supplies/Household Chemicals & Specialty Cleaners (Bleach, Ammonia, Solvents)

SECONDARYIMAEABAN

Water Treatment & Process Specialty Chemicals

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Specialty Chemicals

SECONDARYHSAIALAJ

Equipment Installation & Upgrades (Automation, Covers, Sanitizers)

Home & Personal Services/Landscaping, Lawn Care & Outdoor Maintenance/Pool & Spa Cleaning and Maintenance

SECONDARYHSAIALAB

Water Testing & Chemical Balancing

Home & Personal Services/Landscaping, Lawn Care & Outdoor Maintenance/Pool & Spa Cleaning and Maintenance

SECONDARYIMAEAJAA

Municipal Drinking Water Treatment Chemicals

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Water Treatment & Process Chemicals

SECONDARYIMAEAJAN

pH Control, Antiscalants & Corrosion Inhibitors

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Water Treatment & Process Chemicals

SECONDARYIMAEAJAM

Coagulants, Flocculants & Dewatering Aids

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Water Treatment & Process Chemicals

Keywords

• Water treatment chemicals
• Swimming pool products
• Industrial filtration media
• Diatomaceous earth filters
• Perlite filter aids

Headquarters

HQ city

Langula

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Water Treatment Products: Production and distribution of water treatment chemicals and cleaning products for swimming pools, including pH adjusters, chlorine-based disinfectants, flocculants, and algaecides.
2. Filter Aids: Production and distribution of industrial filtration materials including kieselgur, perlite, and bleaching earth for beverage, chemical, pharmaceutical, and metal industries.
3. Seminars & Training: Educational services including seminars and training sessions for swimming pool operators and industry professionals, held at various locations across Germany.
4. Equipment Rental: Rental services for water treatment equipment, providing temporary solutions for customers who need quick access to specialized tools.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Flamingo Company Group manufactures and distributes water treatment chemicals for swimming pools and drinking water (including pH regulators, chlorine-based disinfectants, flocculants, algaecides, and winterization products), as well as industrial filter aids based on kieselgur (diatomite), perlite, and bleaching earth for the beverage, chemical, pharmaceutical, and metal industries. The company also provides equipment rental, seminars and training, and the cloud-based pool automation system "The Attendant."

Product overview

Flamingo Company Group is a family-owned business (2nd generation, since 1973) specializing in water treatment and filtration products. The portfolio consists of three core product lines: (1) Wasseraufbereitung - swimming pool and drinking water treatment chemicals including Solid-Chlor®, Algesan®, and flocculation products; (2) Getränkefiltration - filter aids for beverage industry; (3) Industriefiltration - filter aids including Kieselgur (Clarcel®/Puricel®), Perlite, and Bleicherde (Tonsil®). Additionally, The Attendant (pool automation system powered by Poolside Tech) represents their move into smart/connected pool products. The company operates as a producer and wholesaler, with distribution partnerships including Chemviron France SAS since 1997 for Kieselgur and Perlite products.

Differentiator

Problem solved

Functional benefit

Brands

• Flamingo®: Primary brand for water treatment products, beverage filtration, and industrial filtration.
• BIOSTAR®
• Clarcel®
• Puricel®
• The Attendant

Products and services

• Wasseraufbereitung (Water Treatment Chemicals) Pool and drinking water treatment chemicals including chlorine-based disinfectants, pH regulators, flocculation agents, algaecides, scale inhibitors, filter cleaners, and winterization products for private and public swimming pools.
• Getränkefiltration (Beverage Filtration) Filter aids for the beverage industry that preserve the authentic taste of drinks, working alongside industrial filtration products to ensure pure drinking enjoyment.
• Industriefiltration (Industrial Filtration) Comprehensive range of filter aids for industrial applications including kieselgur (diatomaceous earth), perlite, and bleaching earth (bleaching clay), serving industries such as metal, chemical, and pharmaceutical sectors.
• Clarcel® / Puricel® Kieselgur-based filter aids for industrial process filtration, produced by Chemviron France SAS and distributed by Flamingo in Germany since 1997.
• Kieselgur (Diatomaceous Earth) Filter medium derived from fossilized diatom shells, available in fine (1µm retention), medium (3µm retention), and coarse (7µm retention) grades, manufactured in ISO 9000 certified facilities.
• Perlite Natural volcanic rock (obsidian) expanded at temperatures over 1,000°C, producing a lightweight porous structure with bulk density of 90-100 kg/m³ and pH 6.5-7.5, manufactured in ISO 9001 certified facilities.
• Flamingo® Bleicherde / Tonsil® Standard 310 FF Bleaching clay filter aid for industrial applications, derived from natural bentonite clay mineral containing montmorillonite, with highly porous internal structure featuring numerous acid sites, used for clarification and effective cleaning in industrial processes.
• The Attendant Cloud-based pool automation system powered by Poolside Tech that automatically controls pool operations and optimizes energy consumption, controllable via smartphone app.
• Seminare und Schulungen (Seminars and Training) Educational seminars and training sessions for swimming pool operators and industry professionals, held at various locations across Germany.
• Vermietung (Water Treatment Equipment Rental) Rental services for water treatment equipment, providing temporary solutions for customers who need quick access to specialized tools.

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Poolside TechcoreStrategic or Co-development Partner · 24 October 2023Strategic partnership for 'The Attendant' - a cloud-based pool automation system. Flamingo serves as distribution partner for the German market. Product nominated for interbad Innovation Award 2024.
• Chemviron France SAScoreChannel Partner/ Reseller/ Distributor · 1 January 1997Exclusive German distribution partner for Chemviron France SAS products including kieselgur and perlite filter aids since 1997. This partnership enables Flamingo to offer a comprehensive range of filtration materials to the German industrial and swimming pool markets.
• pudurobotics_officialminorStrategic or Co-development PartnerR&D partnership for developing autonomous cleaning robots for public swimming pools. Currently conducting research at Hallenbad Kleinfeldchen in Wiesbaden to study cleaning operations and chemical compatibility with alkaline and acidic cleaners.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/1112110903528831
• LinkedInlinkedin.com/company/flamingo-company-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Flamingo Company Group