Acquisition of European manufacturing company
Andy Slater- 4 weeks ago
Superior Wellness has strengthened its position in the international market with the bold acquisition of respected Portuguese hot tub company Portcril.
A key part of the acquisition is the fact that Superior Wellness has now taken a step forward in its mission to become the global leader in hot tubs, saunas, and cold therapy products by gaining a respected brand and a top quality European manufacturing facility. It currently produces over 16 hot tub models and swim spas, including the Lounge Concept range with its new Lounge Divine model, which incorporates a trio of lounge seats within its design,
Along with the Lounge Concept designs, there are Prime models, Double range options, Premium designs, Zeta models, a round Ria design, and the Lux model that features four lounge seats. All are manufactured in Porto by Portcril, founded by brothers José and Diogo Teixeira, which has built up a reputation over many decades for its innovation and dedication to top quality hot tub production.
As part of this acquisition, all 44 employees of Portcril have been welcomed into the Superior Wellness team and will retain their full-time employment and have their continuing employment rights honoured. It has also been reported that Portcril will continue all current orders, ensuring a seamless transition for existing customers, and will endeavour to honour historical customer warranties by utilising the Superior Wellness systems and support.
In a joint statement, Portcril Operations Director Diogo and Portcril Sales Director José declared: “Joining forces with Superior Wellness is an exceptional next step for us.
“We are confident that this partnership will allow Portcril to thrive for many more decades, and we are excited to be part of such a dynamic and forward-thinking company.”
Leading up to the acquisition, Superior Wellness Global Sales Director Gareth Ward; pictured centre with Diogo, left, and José; has been visiting the Portcril team at their Porto production plant and has now revealed the acquisition is a major achievement and that he is excited by this latest chapter in the Chesterfield-based company’s remarkable rise in the international hot tub and wellness market.
Gareth believes that the addition of Portcril to the Superior Wellness family is a testament to the company’s commitment to expanding its international footprint and delivering high-quality wellness products to customers across the globe. With a robust network of over 500 partners worldwide, Superior Wellness is now the parent brand of some of the world’s best-selling hot tub, ice bath, and sauna brands, including Platinum Spas, AquaSolus, HEKLA, and Chill Tubs.
“I’m thrilled to announce the acquisition of Portcril, the renowned European hot tub manufacturer,” divulged Gareth.
“After spending time at their facility and working closely with their team over the past few months, I’m incredibly excited about this significant milestone for Superior Wellness.
“This acquisition represents a major achievement for all involved and marks a huge step forward for our company.”
Superior Wellness Managing Director Rob Carlin added: “We are incredibly excited to welcome Portcril into the Superior Wellness family.
“Portcril has a strong legacy in the hot tub industry, and we look forward to working closely with José and Diogo, from the founding family and current Executive Directors of Portcril, to build on their success.
“This acquisition not only strengthens our product portfolio but also allows us to continue delivering exceptional products and services to our customers, with the addition of a European production facility and operating base to our global network of manufacturing and operational facilities.”
