Par
Guillaume Laurens
Published on
Dec 4 2024 at 1:15 p.m.
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It has become one of the best-known brands among French people in its sector: champion of equipment for swimming pools, spas and garden watering, Irrijardin change name! All stores in this group born in Portet-sur-Garonneat the gates of the Pink City, and whose headquarters is now in Noah (Haute-Garonne) will now be called… Irripiscine.
The king of the swimming pool refocuses on his core business
“On December 5, all stores in the network” will adopt the new name which will however not forget the old one (it will therefore be “Irripiscine”, but with “by Irrijardin” as a baseline), “marking a strategic repositioning around the core business of the brand,” announced the Toulouse group on the eve of this development.
The swimming pool, 75% of Irrijardin’s turnover
“The swimming pool representing 75% of our turnover, this name change is a step of coherent evolution for our brand,” explains Cécile Jabouleymarketing director of Irripiscine. “This was also expected of our franchisees.”
Our wish is clear: to keep our “irri” DNA while affirming our specialization, after 35 years of expertise recognized by our customers.
Irrijardin resisted the decline in the sector
If the swimming pool market went through a “complicated year 2024”, marked by “a general decline of 20%, due to climatic conditions unstable and a economic context tense”, the group observes that the Irrijardin brand resisted and “has demonstrates resilienceshowing a drop limited to 5% in its turnover. This “major transformation” should allow Irrijardin to strengthen its foundations.
With brand turnover reaching this year 130 million euros, “growing compared to pre-Covid levels”, she argues, the company claims “solid performance despite a difficult context”. She proceeded to “five openings in 2024” (Cesson-Sévigné, Saint-Gaudens, La Richardais, Pornic and Crolles) and displays a total workforce of 180 employees.
The customer journey redesigned in store
This name change is accompanied by a image modernization brand, with “a new graphic charter, but above all a global overhaul of the store concept and a customer journey rethought,” defends the brand.
The new stores will highlight warm spaces thanks to wooden elements, areas dedicated to swimming pool, spa and watering projects, and an optimized presentation of products and services.
Objective: more than 200 stores by 2030
In 2025, Irripiscine intends to continue to develop, and plans “the opening of five new stores”, with “a gradual recovery of growthestimated at 5 % thanks to the name change and its new concept. More than ever, his boss Yves Allibert displays its determination to “redefine industry standards”.
This expansion should accelerate from 2026, with the objective of a rate of around ten openings per year, in order to reach a network of more than 200 stores by 2030.
International development in sight
“We also offer stores to take overan interesting solution for candidates aspiring to a quickly operational project,” adds Yves Allibert.
After a first opening at Morocco in 2023, Irrijardin also aims, “in the medium term”, to “gradually develop internationally”.
Irrijardin, 35 years of success in Toulouse… and beyond
In just a few years, Irrijardin has become one of the French leaders in equipment for swimming pools, spas and garden watering. Created in 1989 in Portet-sur-Garonne (Haute-Garonne), Irrijardin developed self-assembly watering solutions and, in the 1990s, deployed the same concept on the emerging swimming pool market. The spa has become a third growing activity segment for the well-being market. A change of direction to “refocus on its core business” which will be even more fully assumed with the new identity “Irripiscine by Irrijardin”.
Committed to “limiting water consumption” of swimming pools
At a time of climate change, Yves Allibert says he is concerned about “the CSR dimension” of his activity. “We are well aware that the swimming pool must evolve to be consumes less water and energy”, he maintains.
We have been committed to this path for a long time, supporting our customers through workshops to raise awareness of best practices, promoting repair instead of replacement, or even developing second-life circuits.
With this in mind, Irripiscine will review its product range in 2025, with the advent of “less energy-consuming variable speed pumps”, “energy-saving variator boxes”, or even “shutters to improve safety and limit water consumption”.
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