Warning: this text has been automatically translated, for more details contact us.
A network that was born focusing on internationalization. This is iGUi, the world’s largest pool manufacturer and marketer. This statement is confirmed in the most recent study by the Brazilian Franchising Association (ABF) and ESPM – the mark on the internationalization of Brazilian franchises. According to the study, iGUi leads the overseas expansion of the Home & Construction segment, “with participation in 42 countries (2017) and strong international presence ”.
Published biennially since 2010 by both institutions in the series Internationalization of Brazilian Franchises, the so-called “Green Book” analyzed, in its fifth edition, the process of building brands made in Brazil abroad. Also according to levatamento, House and Construction was, individually, the fastest growing segment between 2010 and 2018, jumping from 5 to 19 internationalized brands. Due to its strong international presence, iGUi was invited by ESPM researchers to join the focus group of five brands that made the study possible.
The international expansion of iGUi began in 2005. That year, the Brazilian brand that would become synonymous with swimming pools throughout the world. The world would open its first units abroad, opening factories in Argentina (Navarro) and Portugal (Fronteira). Recognized as one of the most internationalized Brazilian franchises, today iGUi has over 800 units, over 40 factories in 43 countries on five continents.
“When I founded iGUi in 1995, I was already planning to take it to overseas consumers. So, ten years later, with the brand already consolidated in Brazil, we began international expansion across South America and Europe, taking our expertise in fiberglass-reinforced polyester (FRP) pools and a successful business model for the world, ”says Filipe Sisson, CEO of iGUi. The Brazilian brand became international even before being franchised, which would happen in 2008.
Plunging even deeper into its international expansion plan, in 2018, iGUi reached the fifth continent, Oceania, with the opening of five stores in Australia.
Already in 2019, the brand should inaugurate the first factory in the United States. Located in the city of Cocoa, Florida (FL), the plant will receive investments of around US $ 5 million. “Expanding the presence of iGUi in the United States, the world’s largest consumer and pool market, is part of the planning. iGUi Strategic Strategy. And from the beginning of the factory operation, the expansion in the country will intensify ”, says Juliana Prado, iGUi international director.
American Presence
This year the Brazilian pool franchise chain inaugurated another unit on American soil, this time in Orlando. With the factory, a master franchise, the Brazilian brand will add eight units in the country. iGUi has stores in Miami, Orlando, Merritt and Pompano (Florida), McAllen and San Antonio ( Texas), Salt Lake City (Utah) and Lawrence (Kansas).
This year iGUi also participates in Pool Spa Patio, the largest US pool fair held in Las Vegas. At the brand’s booth, visitors will see two installed UNLIMITED, an innovative and unique concept in the world. “As its name suggests, there are no more limits to projects. It is possible to develop any pool model following linear shapes, to manufacture it with all the practicality and confidence of P.R.F.V. and coat it with the ultimate in finish, ”says Sisson.
Disruptive, UNLIMITED can be installed within two days, subject to the conditions required for the execution of the work, which generates significant savings in materials and labor. iGUi also offers a 15 year warranty on the pool structure and two years warranty on the coating. Traditional concrete models can add up to 90 days of work and the warranty does not exceed five years.
In the domestic market, after standing out for strategically installing units along the country’s major highways and adjusting the company to the reality in the country of economic crisis that has lasted in recent years, Sisson also had to think about incorporating technology into its business.
Every day today, more people dive into the digital world. To enter this world, the network has created an automation system that allows you to control by cell phone water filtration, lighting, heating and hydromassage.