Leslie's takes plunge with Phoenix prototype

The nation’s largest retailer of swimming pool supplies and equipment continued its march toward 1,000 units this month with five new locations in Florida and a new prototype near its Phoenix headquarters.

The privately held Leslie’s Poolmart chain opened four locations in Jacksonville and one in nearby St. Augustine, bringing its store count in Florida to 90 locations, or 10% of the company’s total store base of roughly 900 locations.

"Leslie's has really embraced Jacksonville pool owners and we are very excited to serve the community and deliver on our promise of making pool care easy," said Steve Ortega, Leslie’s Poolmart executive vice president, COO and CFO. "Our prices on everyday items like liquid chlorine are the best in town. Our customer rewards program, Leslie's Rewards, has also been extremely successful. However, our real value comes from the experience our friendly, well-trained staff gives to pool owners every day.”

While the company was increasing its penetration in the Florida market where swimming season is already underway, a more noteworthy development was happening out west where the company opened a new concept store next to its corporate headquarters in Phoenix.

“Our team is committed to exceeding customer expectations and we've designed a whole new shopping experience we think pool owners will love," Ortega said.

As is usually the case with prototype stores, Leslie’s said the new location, its 65th Phoenix area store, was designed to provide customers with a more engaging shopping experience. In addition to the standard assortment of chemicals, parts and cleaning equipment, the new store features a fully-working spa, a 300-gallon remote control pool cleaner tank and new easier-access product displays. The displays showcase a variety of products and provide customers the ability to examine the products through a more hands-on experience.

The store also has an easy-to-use interactive display where pool owners can calculate their energy savings by switching to a variable-speed pump. Several other new items include a sauna, new underwater fitness products and an expanded assortment of items to enhance backyard living. Additional educational signage, enhanced water test and service area and LED lighting were integrated into the new design, all with the objective of providing an outstanding shopping experience.