Splash About is the no1 supplier of swim related products to the UK leisure industry

The brand now exclusively supplies 85% of leisure retail within 3 years of operation.

Grimsby based baby and children’s swimwear specialist, Splash About is changing the face of retail in the UK leisure market; it announced today, that it now holds exclusive contracts with 85 percent of UK Holiday Parks including Haven, Butlins, Centre Parcs, Park Dean and Away Resorts.  

Splash About’s innovative business model, focusing on retail theatre, strategic merchandising, online ordering and stock guarantees, is all designed to optimise retail sales, especially during peak trading periods. This approach, coupled with exceptional customer service, has been attributed to the brand’s success in just three years of operation and notwithstanding the Covid pandemic. 

Splash About provides bespoke marketing and merchandising to capitalise on space, creating a ‘retail theatre experience’ for its range of family fun swim products.  Attractive, clean, streamlined displays are all designed to withstand the sub-tropical temperatures of retail pool areas and product is strategically displayed to maximise sales. 

The unique retail solution incorporates a dedicated account person, bespoke branding to truly reflect the individual Holiday Park’s needs, ethos and customer demographic, to deliver a range of products to reflect customer requirements. 

The innovative, integrated retail solution provides bespoke web portals, which show stock levels in real time, this accelerates the ordering process and reduces the reliance on manual ordering. Analysis of sales data, automated reorder and pre-agreed product replenish can be enabled with stock level guarantees and next day delivery to optimise sales during critical trading times. 

“When we entered the market just three years ago there was a real opportunity to transform the retail outlets in the UK leisure parks,” said Lesley Beach, Finance and Operations Director at Splash About International Ltd.

“Our unique approach means Splash About inputs into every concept, design and product stocked, so we are confident sales will be maximised.”

Lesley continued “It’s a testament to this strategy that last year, Centre Parcs, which previously had not focused on poolside retail, rolled out a three month trial at its Elveden Forest site to see if Splash About’s range of products would appeal to its holiday makers.  The success of this initial trail was extended to all other parks, including Ireland after just six weeks.”

Splash About’s range of family fun swim products is affordable but doesn’t compromise on quality and includes, inflatables, swim toys, arm bands, floats, goggles, reusable swim nappies and rash tops.  The reusable swim nappies encourage holiday makers to ditch disposable swim nappies which are unnecessary and environmentally damaging. This message aligns with leisure parks’ commitment to dramatically reduce their waste targets.

“Splash About has been at the forefront of baby swimming for the past two decades and has transformed the market, with its continuous range of innovative swimwear and learn-to-swim products,” said Bernadette Spofforth Managing Director of Splash About International. 

Bernadette continued, “Swimming pools in the leisure sector often operate at a loss, we are making great strides to reverse this and transform retail in this sector. Our bespoke solutions are just the tip of the iceberg, there is more to come – watch this space!” 


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