OVERLAND PARK, KS— Building on its environmental initiatives to help reduce single use plastic bottles globally, Bluewater is planning to expand its water filtration brand in the U.S.
According to Bengt Rittri, founder and executive chairman of Bluewater, the company’s expansion plans align with a strategic push to fast-track wider public access to purified drinking water in addition to raising awareness of the environmental impact of plastic bottles.
“We want to become the leader in water purification and the effort to reduce plastic bottle use,” Rittri told HOMEWORLD BUSINESS®坎. “We have the unique technology, environmentally friendly and long lasting products to do so.”
The company’s plan to grow in the U.S. includes efforts to evolve its product line, increase distribution and broaden the brand’s consumer recognition.
Bluewater is the sister company of Blueair, which was recently acquired by Unilever and has an 18 year history in the U.S. Rittri remains Blueair’s chairman of the board, and noted that Bluewater’s expansion plans will align similarly to that of Blueair’s in terms of product line expansion and distribution.
In addition, he noted that consumer recognition of the Blueair brand has grown exponentially in the U.S., and will help support consumer adoption of the Bluewater brand as it aims to raise awareness.
“We built one brand that is the best and we want to do that again. Consumers will know our water filters come from a good company with a lot of investment and energy and success behind it,” Rittri said. “We want long-term relationships with dealers too, like we have done with Blueair.”
Bluewater’s current appliance line includes the Cleone entry-level water filter, Spirit intermediate-level water filter and Pro professional and commercial grade water filtration appliance.
Each appliance features the company’s SuperiorOsmosis technology, a second-generation reverse osmosis technology said to remove 99% of pollutants in tap water down to 0.0001 microns, including lead, bacteria, pesticides, medical residues, chlorine and lime scale.
In addition, the water filters yield up to 81.3 gallons of purified water per hour and are said to generate up to 82% less wastewater than traditional reverse osmosis water purifiers, according to the company.
To support consumer adoption and increased distribution of its current lineup, Rittri said its water filtration appliances recently received a range of certifications pivotal to their adoption and use in the U.S.
For example, the company’s Pro and Spirit range of water filtration appliances recently received Gold Seal certification from the Water Quality Association (WQA). The WQA provides an independent seal of approval on a variety of drinking water treatment products, which is only awarded after rigorous laboratory tests, literature review and materials assessment have been completed, according to the association.
In addition, the company noted that through its recent certifications, its products have been tested and certified to industry standards and meet the claims made on its packaging and literature.
Bluewater plans to expand its high-end product assortment in both the residential and commercial segments. Its current line of water filtration appliances command retail prices between $999 and $4,499, and it is currently looking to expand its distribution within the high-end and specialty retail channels.
A multi-year expansion plan also includes efforts to develop entry-level and mid-range consumer product lines focused on technological advancement at mass market pricepoints, Rittri said.
“We want to build a brand in the high end market and then build outward,” he noted. He added that the company would look to enter mass-market retail channels as those product assortments grow.
In addition, the company is looking to adjacent product categories that may serve to support its environmental goals. For example, Rittri said the company is currently developing a line of water bottles that will complement its water filtration assortment and support the reduction of plastic bottles.
In order to support its overall expansion goals, Rittri said the company is building three new offices within the U.S. The new locations will serve as sales and support offices, and will be located in New York City, Chicago and Los Angeles.
New marketing and advertising strategies are also in development, Rittri said. Initially, in an effort to promote the brand and raise awareness of water quality and plastic use issues, the company held a number of outreach events that brought its filter technology to the public.
For example, Rittri visited Chicago for the unveiling of a Bluewater Oasis Hydration Station along the Chicago Riverwalk, in partnership with Friends of the Chicago River. The hydration station is meant to deliver clean water while stopping plastic waste.
The Bluewater Oasis Hydration Station was relocated to Flint, Michigan, last month to add to Bluewater water quality systems already in operation for the impacted community.
Rittri added that as consumer awareness of water quality issues across the U.S. continues to rise, the demand for advanced water filtration solutions will only grow. “Bluewater wants to give people that opportunity to lead healthy lives, make their own bottled water, reduce their costs and maybe help the environment,” he said.
