Portrait Pools & Enclosures Limited

What Portrait Pools & Enclosures Limited does

Portrait Pools & Enclosures Limited is a UK-based bespoke luxury swimming pool design, construction, and aftercare firm headquartered in Bollington, Macclesfield, Cheshire. The company has operated for over 30 years serving ultra-high-net-worth homeowners, hospitality operators, architects, and property developers across the United Kingdom. Its portfolio is anchored by three named case studies spanning a private residence, a hospitality venue, and a residential development, reflecting an emphasis on custom architectural integration rather than volume installation.

The firm designs and builds custom concrete, stainless steel, and pre-engineered one-piece pool systems (including Starline pools), supplemented by luxury thermal and wellness offerings sourced through its partnership with Austrian manufacturer Sommerhuber and bespoke ceramics from Craig Bragdy Design. Pool systems are integrated with Dryden Aqua filtration and proprietary enclosure structures, with optional Moving Floors / Rolling Floors technology enabling variable-depth functionality. Project ticket sizes range from approximately £60,000 to over £250,000, with an average indoor pool project priced at roughly £115,000, reflecting the custom engineering, premium materials, and labor intensity of each build.

The business operates a direct, consultative, showroom-based go-to-market model with no reseller channel, leveraging UK-wide field sales coverage to engage prospects through specification-driven engagement. Revenue is project-based, augmented by recurring aftercare and maintenance contracts tied to installed assets. The company has accumulated over 100 industry awards, including four National Pool Contractor of the Year titles and the European Domestic Indoor Pool of the Year (2015). No external funding, acquisitions, or international expansion have been disclosed; the firm remains privately held.

Name

Portrait Pools & Enclosures Limited

Legal name

Portrait Pools & Enclosures Limited

Website

https://www.portraitpools.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Portrait Pools & Enclosures Limited is a UK bespoke luxury pool design, build, and aftercare firm serving ultra-high-net-worth homeowners, hospitality operators, architects, and developers, with projects ranging from £60K to £250K+ across custom concrete, stainless steel, and wellness pool systems.

Ownership category

akta.pro rank

Product category

Luxury Swimming Pool Design and Construction

akta.pro primary industry

Pool Decking & Surrounds (HSAPALAK)

akta.pro secondary industries

Sunrooms, Screen Rooms & Enclosures (HSAPALAF), Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)

Keywords

• Luxury swimming pools
• Bespoke pool design
• Pool construction services
• Wellness installations
• Pool refurbishment maintenance

Headquarters

HQ city

Macclesfield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Bespoke Pool Design & Construction: Full-service design and construction of bespoke luxury indoor and outdoor swimming pools for residential and commercial clients. Revenue is generated through large one-time project fees reflecting the level of craftsmanship, engineering, and bespoke finishes involved. Projects range from £60,000 to £250,000+ depending on specification.
2. Commercial Pool Installation: Design and build of high-end commercial swimming pools for hotels, leisure centres, health clubs, residential developments, and schools. Projects are managed as turnkey solutions from concrete base through to environmental control and finishing touches.
3. Spa, Sauna & Wellness Installation: Design and installation of complementary wellness facilities including saunas, steam rooms, hydrotherapy pools, spa pools, chilled plunge pools, and integrated thermal suites. Often bundled with pool projects or sold as standalone wellness installations.
4. Pool Refurbishment & Renovation: Renovation and modernisation of existing pool installations, including re-tiling, plant room upgrades, environmental control improvements, energy-efficiency enhancements, and aesthetic redesigns.
5. Pool Maintenance & Aftercare Services: Ongoing servicing, water testing, cleaning, equipment checks, seasonal preparation, and technical support. Tailored maintenance programmes include scheduled inspections, precision water balancing, equipment optimisation, and remote system monitoring where applicable.
6. Custom Features & Accessories: Sale and installation of optional features including moving floors, rolling floors, automatic covers, water features, bespoke ceramics, and smart control systems as add-ons to core pool installations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Portrait Pools designs, engineers, builds and maintains bespoke luxury indoor and outdoor swimming pools, wellness facilities, and accompanying features (moving floors, rolling floors, automatic covers, lighting, water features, ceramics) for ultra-high-net-worth private homeowners and commercial hospitality/developer clients across the UK. The company provides end-to-end project delivery from concept and CGI visualisation through construction and ongoing maintenance, supplemented by refurbishment, renovation and 24-hour aftercare services.

Product overview

Portrait Pools & Enclosures Limited is a bespoke luxury swimming pool design and construction company offering a comprehensive portfolio of physical products and services. Their core offerings include Indoor Residential Pools, Outdoor Residential Pools, Commercial Swimming Pools, and Fitness & Performance Pools (featuring Fast Lane and Counter Current Systems). They also provide Stainless Steel Pools and resell Starline One Piece Pools. Custom enhancements include Moving Floors, Rolling Floors, Lighting & Ceiling Effects (stretch ceilings), Fountains & Water Features, and Bespoke Ceramics by Craig Bragdy Design. Wellness offerings encompass Sauna, Steam & Wellness Rooms using Sommerhuber equipment. Supporting services include Pool Refurbishment and Pool Maintenance, plus Design & CGI visualization. The company operates as a single unified service offering rather than a software platform, delivering end-to-end project management from concept through construction and aftercare.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Residential Swimming Pools Bespoke design, engineering and construction of indoor residential swimming pools and pool halls enabling year-round swimming, with reinforced concrete construction, premium tiled finishes, advanced filtration and energy-efficient heating systems. Targeted at ultra-high-net-worth homeowners and architects coordinating private residential projects.
• Outdoor Residential Swimming Pools Custom design and construction of outdoor swimming pools tailored to gardens and landscape settings, including luxury bespoke infinity pools, Olympic-standard lane pools and family pools with reinforced concrete construction, tiled finishes, underwater lighting, automatic covers and advanced heating and filtration. Targeted at affluent private residential clients.
• Commercial Swimming Pools Design, engineering and turnkey build of high-end commercial swimming pools for hotels, leisure centres, health clubs, holiday parks, schools, residential apartment complexes and private members' clubs, delivered to SPATA standards from concrete base through environmental control and finishing touches.
• Fitness and Performance Pools Specialised pools incorporating Fast Lane counter-current swim systems, swim spas and adjustable-depth features enabling in-place lap swimming, low-impact cardiovascular workouts, aqua aerobics, hydrotherapy and water jogging for private training, residential and commercial fitness use.
• Stainless Steel Pools Custom-designed stainless steel pools offering contemporary aesthetics, corrosion resistance and precision engineering for modern interiors and wellness environments. Targeted at clients seeking an alternative to traditional concrete and tiled construction.
• Starline One Piece Pools Dutch-manufactured one-piece composite swimming pools featuring double-walled insulated construction, reduced leakage risk and lower maintenance requirements compared to built structures, supplied and installed by Portrait Pools as an alternative to their bespoke concrete pools.
• Sauna, Steam and Wellness Rooms Bespoke thermal wellness spaces including saunas, steam rooms, hydrotherapy pools, spa pools, chilled plunge pools and integrated thermal suites incorporating Sommerhuber luxury thermal equipment. Often bundled with pool projects or sold as standalone wellness installations for private residences, hotels and commercial clients.
• Moving Floors Proprietary adjustable-height pool floor systems that convert the pool space into usable floor area at any preselected water depth, enabling accessibility for children and disabled users and providing full coverage for safety and energy savings when raised. Sold and installed as an add-on feature to bespoke pool installations.
• Rolling Floors Proprietary solid floor system that glides across the pool to create a multi-functional space (party room, games room, dining area) finished with natural stone, ceramic tiles or timber matching the pool surround. Sold and installed as an add-on feature to bespoke pool installations.
• Lighting and Ceiling Effects Integrated underwater lighting and stretch ceiling systems with LED lighting, acoustic properties, vapour control and digitally printable surfaces designed to maximise light reflection and create immersive water ripple effects, conceal building services and maintain minimalist aesthetics.
• Fountains and Water Features Indoor and outdoor water features and waterfalls constructed from natural materials designed to add sophistication and ambience to pool environments. Sold and installed as an optional feature alongside core pool installations.
• Bespoke Swimming Pool Ceramics Handcrafted ceramic artwork, murals, custom panels and bespoke tile installations by Craig Bragby Design, individually designed and installed as decorative finishes for luxury swimming pools and spas.
• Swimming Pool Refurbishment Services Renovation and modernisation of existing pool installations including re-tiling, plant room upgrades, environmental control improvements, energy-efficiency enhancements and aesthetic redesigns. Delivered for residential and commercial pool owners.
• Pool Maintenance and Aftercare Services Ongoing servicing, water testing, cleaning, equipment checks, seasonal preparation and 24-hour technical support including tailored maintenance programmes with scheduled inspections, precision water balancing, equipment optimisation and remote system monitoring where applicable.
• Design and CGI Visualisation Services Computer-generated imaging and 3D visualisation services enabling clients to preview photorealistic pool designs before construction approval, including CAD layouts, CGI renders and bespoke concept design.

Quantifiable outcome

• Pool running costs can be reduced by 50–70% with a high-quality swimming pool cover
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Three partnerships are on record, tiered core and minor.

• SommerhubercoreTechnology or IntegrationPortrait Pools partnered with Sommerhuber, described as one of the world's leading luxury Thermal Wellness equipment suppliers. A selection of Sommerhuber's product range is displayed in Portrait Pools' new Wellness Showroom. The partnership enhances the wellness offering by incorporating Sommerhuber's luxury thermal products into bespoke residential and commercial wellness installations.
• Craig Bragdy DesigncoreStrategic or Co-development PartnerCraig Bragdy Design is a highly specialised company producing handmade ceramics and murals for luxury swimming pools and spas. With a team of 80 designers, mural makers, installers and administrators, they create bespoke ceramic artwork for pools. Portrait Pools combines Craig Bragdy's ceramic artwork with their own technical expertise to deliver truly unique, one-of-a-kind pool designs.
• StarlineminorOEM/ Whitelabel/ Licensing PartnerStarline is a Dutch manufacturer of one-piece composite swimming pools. Portrait Pools offers Starline one-piece pools as an alternative to their bespoke concrete/tiled construction. Starline pools feature double-walled insulated construction with reduced leakage risk and lower maintenance requirements compared to built structures.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Endless Pools: US-headquartered originator of the counter-current swim spa and modular fitness pool category, with UK distribution. Direct competitor in the fitness/performance and training pool segment where Portrait Pools competes via Fast Lane systems.
• Harmsworth Pools & Wellness: Long-established UK swimming pool contractor specialising in luxury residential and commercial pool installations with associated wellness facilities. Comparable scale, market position, and service mix to Portrait Pools.
• Aqua Platinum Pools: Multi-award-winning UK pool installation company targeting high-end residential and commercial clients with bespoke concrete pools, wellness suites, and steam/sauna installations. Similar go-to-market and award-led positioning.
• Buckingham Pools: UK designer, supplier and installer of bespoke concrete and liner pools for residential and commercial clients. Closely comparable in product, delivery model and target customer profile to Portrait Pools.
• Compass Pools: UK-based manufacturer of premium one-piece ceramic composite pools, including in-ground and freestyle ranges. Directly competes in the UK luxury bespoke pool segment served by Portrait Pools, with overlapping customer profile of high-end homeowners and architects.
• Oyster Pools: UK luxury swimming pool specialist offering design, build and maintenance services to high-end residential clients. Overlaps directly with Portrait Pools on bespoke design, construction, and aftercare offerings.

Others

• Starline Pools: Dutch manufacturer of one-piece composite swimming pools distributed/resold by Portrait Pools as an alternative to bespoke builds. Acts as a supplier/alternative-format competitor, intersecting with Portrait's premium indoor pool segment.
• Craig Bragdy Design: Specialist UK ceramics and mural producer whose handmade pool art is installed by Portrait Pools as a signature offering. A close strategic partner—peer in craftsmanship—not a competing contractor.
• Sommerhuber: Austrian manufacturer of high-end ceramic thermal wellness products (saunas, loungers) that Portrait Pools integrates and resells as part of its wellness suites. Operational upstream rather than competing, but ecosystem-relevant.

Broad incumbents

• Premier Pools & Spas: One of the largest residential pool builders in the United States, serving both custom and semi-custom luxury segments. Comparable as a broad incumbent in the premium pool construction category, though geographically focused on North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/portraitpools
• Facebookfacebook.com/PortraitPools
• LinkedInlinkedin.com/company/portrait-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Portrait Pools & Enclosures Limited