wknd. Concept Poised to Re-Define Industry

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Pool and Spa Chemical Company Launches Innovative Franchise Opportunities

Based on marketplace trends and through the consulting of our dealer base, we have been able to create, innovate and execute a successful concept designed for both interested members of our existing dealer base and new franchise partners

For more than four decades, BioLab Inc., a Chemtura company, has been the leader in providing high-quality, high-value pool and spa chemicals, products and related solutions through its BioGuard® product line and network of independent dealers. In keeping with its core commitments to quality and innovation, the $600M company today announced the launch of its wknd. pool, spa and backyard franchise offerings focusing not only on retail solutions for consumers, but also on service and maintenance solutions for pool and spa owners.

"The wknd. concept is unlike any other within the retail and service pool and spa categories," said R. Scott Sutton, franchise industry veteran and leader of the franchise initiative. "For the breadth of services being provided, there simply exists no other franchise offering of its kind."

wknd.'s retail pool, spa and backyard store concept caters not only to pool owners or those interested in industry-leading spa products but the concept also appeals to backyard enthusiasts through its retail offerings of outdoor products, including tableware, linens, games, grills and related accessories. With today's launch, BioLab has also introduced two franchise opportunities - the retail store offering specifically designed to provide retail products and solutions; and a residential service and maintenance offering catering to pool and spa owners who want a trusted industry leader to care for their backyard oases.

"Based on marketplace trends and through the consulting of our dealer base, we have been able to create, innovate and execute a successful concept designed for both interested members of our existing dealer base and new franchise partners," said Charles Schobel, vice president of BioLab, Inc. "We have identified what consumers want and how we can better serve their needs with a high-quality retail and service brand focused on consistently delivering the best products and services to area consumers."

A key component of differentiation is technology in the franchise opportunities. wknd. service vans are equipped with industry-leading technology aimed at increasing efficiency and quality. In the retail offering, the technology solutions are not only broad and complex, but also user friendly, Sutton said. To further its commitment as the experts in everything from pools, spas, and more, wknd. also provides BioGuard® ALEX Water Testing services, designed to balance the water in pools and spas. wknd. experts are well-educated in finding the right solutions around the backyard.

The brand's flagship concept store, which opened in Suwanee, Ga. in May of this year, has successfully established itself as a true community partner, Sutton said. Since opening, wknd. has hosted a variety events, from backyard cookouts to a "rubber duckie dive" for spa discounts at the local community park. All of the initiatives conducted at the concept store are designed to advance marketing assistance for new franchisees, Sutton said.

"The store was designed to help wknd. perfect the concept prior to brand expansion," Sutton said. "Additionally, wknd. has had the ability to test the design of its product offering, which, over time, will evolve into the innovator and leader in everything backyard. We have found that with today's gas prices skyrocketing, homeowners are spending more and more time at home and are transforming their backyards into remodeled destinations. We designed wknd. to be a community partner in guiding homeowners in the development and maintenance of their own personalized backyard resort."

Although initial interest in the franchise opportunity is hot, the wknd. team has created a methodical growth strategy aimed at ensuring the brand grows efficiently and in a manner that ensures proper franchisor support, Sutton said.

"The leadership and commitment to excellence exhibited by our independent dealer base is amazing," Schobel said. "The launch of our franchise offerings means that many of our dealers now have the opportunity to band together. With the participation of new owners, we will form a brand unparalleled in the industry. As our education and testing continues to collectively evolve, so will the brand and growth strategy."

The starting point for franchise growth will be Metro Atlanta, wknd.'s own backyard, Sutton said, although development in other markets will be considered as well depending on a variety of factors such as the operational and financial strength of the prospective franchisee.

Sutton said the ideal franchise partner will be an entrepreneur who is interested in a novel concept and a new opportunity; has strong ties to the community; is interested in being connected to an extensive network of retail professionals; and is ready to increase the integrity of the pool and spa industry.

The upscale concept is also available for conversions, as many dealers in the network have indicated interest in converting their existing pool and spa locations into the beautifully branded wknd. concept.

ABOUT wknd.                                    
wknd. is the most unique and distinctive franchise concept of its kind operating within the pool, spa, backyard and residential service segments. With its upscale branding, quality products and services and highly-qualified personnel, wknd. is poised to set the standard for quality, consistency, innovation and leadership. For more information about wknd., visit http://www.wkndfranchise.com.


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