Bespoke design sees poolside retail sales increase by 27% compared with the same period in 2024.
Working in partnership with Haven, the UK’s leading holiday park operator, Splash About, a one-stop shop for all things swim, has unveiled the first-of-its-kind poolside retail store at Haven’s Primrose Valley site in Yorkshire.
The bespoke designed space seamlessly combines tailored revenue generating pool products with an unparalleled customer experience. After six weeks of opening, poolside retail sales have increased by 27 per cent compared with the same period in 2024.
The concept focuses on retail theatre merchandising with three-dimensional, character-led promotion based around cute sea creatures.
Bespoke point of sale has been specifically designed to maximise the space and contributes to the open plan design which cleverly creates a footfall flow to capitalise on sales. The space takes advantage of natural daylight while the undulating ceiling is LED lit and mirrors the ocean waves adding to overall theme.
“Poolside retail has historically been a cost centre for holiday parks in the UK; we are changing this perception effectively turning poolside retail into profit centres,” commented Lesley Beach Managing Director at Splash About International.
Lesley continued, “It’s not just about providing the most extensive range of swimwear and pool accessories; it’s employing a smart business model which forward thinking companies like Haven are doing. Products are specifically tailored to the holiday park’s demographic, so they generate revenue. Retail space is not an afterthought it is strategic and designed to offer lasting value and crucially it’s creating a powerful new revenue stream for our partners.”
Simon Palmer, Head of Activities and Leisure, Haven, said, “Our collaboration with Splash About is more than just a shop, it’s designed to enhance the family holiday experience, giving our guests a convenient, relevant choice of swim essentials when they need them and an exceptional experience.”
Haven’s Primrose Valley pool retail store took 10 weeks to implement from concept to delivery – in time for the peak summer season. Work was scheduled to fit around the park’s holiday makers as the pool remained open for guests to enjoy during this period.
Splash About has been at the forefront of retail innovation within the leisure sector for the past five years and now works with 85 per cent of UK Holiday Park operators transforming poolside retail with some operators seeing sales quadruple as a result of their partnership.
