Strategy
We will shape the future of pools
With its creative vision and determination, CF group aims to be the world leader in the pool and water care markets.
This ambition is based on 3 strategic levers:
01. Strengthening our position as a multi-specialist water expert
to offer global, high-performance and innovative solutions
Our roadmap is based on 4 areas of development
Capitalising on synergies and accelerating organic growth
Using the synergies created within the group, we are pooling and coordinating all the functions that can benefit from sharing. We are thus freeing up the potential for excellence of each of our longtime brands, enabling them to focus on what is essential to them: the creation of high-performance, technically reliable products that meet the demands and constraints of the market.
Strengthening strategic partnerships
Alone we go faster, together we go further. We rely on a few partnerships with key brands in our sector, with whom we share the same culture and ethics. We are fully transparent in this with our customers.
Investing in innovation and talent
Our technocentre brings together teams dedicated to new technologies and innovation to accelerate the delivery of innovative and differentiating projects in our markets. Some fifteen people working at various group sites design tomorrow’s products in successive iterations. R&D is structured around three pillars: innovation, technical expertise and adaptation to uses.
Maintaining our independence in terms of manufacturing our products
We are proud of our 100% Made in Europe products. This guarantees products of the highest quality standards, agile and efficient logistics (we do not rely on a single factory on the other side of the world), and is consistent with our European DNA.
02. Strengthening our customer proximity through
targeted external growth
External growth is part of our history. Targeted alliances enable us to acquire specialised expertise, to provide an increasingly global response to our clients and to be as close to them as possible. We integrate companies that share our ethics and culture and manage this growth in a controlled manner.
03. Putting sustainability at the heart of our actions
for our products and solutions, as well as for our internal impact
As a water expert, we are faced with the responsible management of two vital resources: water and energy.
Our responsibility for sustainability is paramount and the stakes are high. That’s why sustainability is at the heart of our product innovations, whether for swimming pools, ponds or drinking water.
Sustainability is at the heart of our product innovations, whether for swimming pools, ponds or drinking water
Minimising water consumption
This includes our storage tanks, slatted covers and water maintenance solutions.
Offering energy-saving solutions
for heating water or operating pumps, which have historically been very energy-intensive. For example, we have invested in a start-up specialising in intelligent pool heating. The impact is tangible and is already leading to energy savings of up to 30% thanks to weather forecasts and artificial intelligence.
Improving waste management
by improving wastewater filtration systems and developing reconditioning for equipment maintenance. Some actual examples: 5-stream sorting, recycling liners, compacting waste, and purchasing spare parts.
Reducing pollution and treating water with more environmentally-friendly raw materials.
We have already done this by being the first to develop disinfection solutions without boric acid, and we must continue to develop biological water care products.
Making our customers aware of the environmental issues related to their water use
We also embody the green transformation internally.
This is embodied at different levels: energy, mobility, recycling, partnerships, the supply chain, and the health and well-being of our teams.
