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e x pert adv i c e
What the home improvement boom means for franchise businesses
CEO and Founder of Poolwerx, John O’Brien, shares why many trends that have surfaced over the last eighteen months will continue, and what it means to businesses. Living in a COVID world for 18 months has changed our attitudes to making travel plans. Not only has it meant no international travel, but it’s also created an environment of apprehension for domestic travel given the new wave of COVID cases around the country, with many people nervous about committing to going anywhere beyond our front door. Now, when we are weighing up either a holiday or a renovation, the latter seems the safer investment. Home improvements have become a key focus for many Australian families, with many choosing to invest in renovations and home comforts. Maybe it’s an extra bedroom or bathroom, an upgraded kitchen
“Home improvements have become a key focus for many Australian families, with many choosing to invest in renovations and home comforts.” John O’Brien | Founder and Australian CEO | Poolwerx
for entertaining, or a pool for family fun. Australians are spending a record billion dollars a month on renovations in an absolute boom partly fuelled by COVID government stimulus and by continued lockdowns nationwide. In fact, the Swimming Pool and Spa Association of Australia (SPASA) reported the demand for new pools jumped 30 per cent YOY. The home cocooning trend shows no signs of waning and as a result we’re continuing to see a surge in demand for home services. The broader pool and home improvement industry who were the beneficiaries of this trend throughout 2020 are still reaping the rewards in 2021. From our experience, the Poolwerx brand and what we stand for –
46 Business Franchise Australia and New Zealand
maintaining healthy pools for families and friends to create lifelong backyard memories – is really resonating with clients in the current climate. COVID has delivered multiple challenges for businesses in many ways. However, as we adapt to a BAU – Business as unusual with a new way of living, greater time working from home and even staycations, the business consumer supply chain is moving and fuelling local spend. National unemployment rate hit its lowest level in a decade at 4.9% last month and, despite the testing retail environment, many companies are reporting EOFY success. These strong FY21 results reflect the trend of Australians investing in their own homes
