Where we are going

Market strategy of the Group

The Group has a dual and precise market policy:

01.Growth by Acquisition

To drive product development by acquiring control over the whole market chain, from the design of individual components to the production and sale of the finished product. The Group's areas of interest are primarily the creation of appliances for the production of hot water for domestic use and also all domestic, commercial, industrial, and civil applications related to water filtration and purification.

02.Internal Growth

The direct production of components for kettles is achieved through the development and consolidation of the STRIX CONTROLS brand.

To reach set goals, Strix Group Plc has a divisional strategy where the overriding principle is to develop and supply best-in-class products across all of its markets and product lines.

Targets for our Growth

01.

REGULATED MARKETS

Continue to offer highest quality products and performance at competitive prices.
Maintain relationships with key direct and indirect customers via high product quality and value added service.
Continue to enhance market share.
Maintain work aimed at supporting consumer safety organisations and related global standards to prevent unsafe products from entering the market.

02.

LESS REGULATED MARKETS

Introduce new, lower cost products and invest in customer relationships.
Lobby for regulation enforcement by demonstrating the safety benefits of our products.
Support and educate test houses and regulatory bodies to enforce standards.

03.

GROWTH IN CHINA

Enhance relationship with key brand/retailer accounts to increase penetration.
Maintain or increase market share to take advantage of structural market growth.
Continue to work with regulators and brands to increase regulation levels in the market.

04.

PRODUCT DEVELOPMENT

Continue to broaden the product range, utilising our core strength.
Expand Aqua Optima portfolio and geographies, and invest in marketing Aqua Optima water filter products as the challenger brand to the leading brand.
Support the baby formula appliance market with its international growth plans, including expansion into China and USA.

05.

BRAND & TECHNOLOGY ACQUISITIONS

Continue to acquire new brands and high-value technologies in order to strengthen our leading position over the entire market sector dedicated to heating, filtration and water purification.

Strix in numbers

1.2 BIllion

times a day our products are used globally

1 position

in the manufacturing world of kettle control

50 circa. 50% value share

of kettle control market

+1000 collaborators and employees

all over the world

strategy