Strategy
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:
- Strengthening our position as a multi-specialist water expert to offer global, high-performance and innovative solutions
- Strengthen our customer proximity through targeted external growth
- Putting sustainable development at the heart of our actions: for our products and solutions, as well as for our internal impact
Strengthen our position as a multi-specialist water expert
to offer global, high-performance and innovative solutions
We want to provide a global response to our customers’ challenges: supporting them in different market segments, offering them a complete turnkey response for each product universe, and continuing to imagine the solutions of tomorrow.
Our roadmap is based on 4 development axes.
Capitalising on synergies and accelerating organic growth
Thanks to the synergies created within the group, we are pooling and coordinating all the functions that can benefit from pooling. We are thus freeing up the potential for excellence of each of our historic 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 do this in full transparency to 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.
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.
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 high 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
Minimise water consumption
This includes our storage tanks, shutters 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 in the maintenance of our equipment. Some concrete examples: 5-stream sorting, recycling of liners, compacting of waste, and purchase of spare parts.
Reducing pollution and water treatment, 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
It is embodied at different levels: energy, mobility, recycling, partnerships, supply chain, health and well-being of our teams.
