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Strategy Briefing

Keeping a Clean Sheet in a World of Water Scarcity: Are Polymer Beads the Future of Home Laundry?

Oct 2018

US$1,325

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About This Report

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Water scarcity is rising in strategic importance to the Consumer Appliances, Home Care and Apparel industries. This affects regions at a crisis level now, with a long term growing impact on consumer psychology and key buying priorities. HydroFinity (a brand within Xeros) has been growing a B2B laundry operation mainly for hotels using a polymer bead replacing 80% of the water in commercial washing, and is increasing its efforts to bring this technology into the home laundry market.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Key Findings

HydroFinity is a rebranding of Xeros designed to better reflect the mission of sustainable water use and also a symbol of the company’s redoubled efforts to bring its nylon polymer bead technology into the domestic side of laundry from its current B2B stronghold. HydroFinity is the name now given to operations in the B2B commercial sector, Xeros remains as the brand charged with its attempts to break into laundry for domestic homes.

Xeros has been successful in the commercial sector, posting strong growth levels, becoming a well-known and respected name in hotel laundry services and with credible client claims for improved wash results, much- reduced resource use (80% water saving, plus savings on energy) and fabric care that is better than conventional water-based technology can typically offer.

Efforts to bring this technology into the domestic space are not new - it has been a company ambition for at least two years. What is new is that the design has evolved for a smaller domestic-sized cabinet 85cm x 60cm x 60cm and this was shown at CES 2018 along with more viable cost projections than previous executions.

The effort to penetrate the lucrative domestic laundry market is still very much one via licencing to appliance brands, and strategy has so far failed to gain traction beyond expanding technology into new commercial laundry markets like China. With questions remaining in terms of cost and the practicality of deploying beads in a domestic laundry setting obstacles still remain.

One pertinent technology that may gain traction in itself is the company’s XFiltra which is capable of removing micro-plastics from the water stream before draining from the appliance. Beyond the water saving platform, this has sustainability value for all washing machines, and there are signs from IFA 2018 that this trend is spreading within the domestic washing machine manufacturers (Grundig Germany test in market from 2018).

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Introduction

Scope

What This Report Series is All About

How this report fits into the overall picture for w ater scarcity

Key findings: HydroFinity ( Xeros ) polymer beads

Background

Water is precious; we can run out, and pollute what we have

Example Cape Town: not enough is being done in home laundry

Normal communications during a dominating crisis can be a liability

Necessity sparks innovation

Introduction to Xeros/Hydrofinity

Xeros’s background as a company

Xeros : a B2B player with the potential to shake up the industry

How the polymer bead technology operates

Xeros’s nylon bead technology

Xeros performance claims versus conventional laundry technology

Polymer beads claim performance benefits across Sinner’s Circle

Commercial Laundry Operations

Strong performance in B2B as HydroFinity grows into China

HydroFinity and beyond

Clients go on to make their own claims in marketing (Hilton)

Clients go on to make their own claims in marketing (Hyatt)

Sales results and the financial declarations: looking for scale

Sales results and the financial declarations: running out of cash

Progress Towards B2C Home Laundry

Xeros’s strategic direction: expansion

Xeros Out-of-Home: a first tentative step into domestic B2C

Xeros : what has been done since then in terms of B2C?

Xeros water-saving technology aimed at domestic implementation

Next step: entering negotiation with the big players

Potential Barriers Going In-Home

One major barrier clearly remains active

Watch pockets

Cleaning performance as a barrier to Xeros entering B2C

Conclusions

It has been a big year for HydroFinity in 2018

HydroFinity B2B is successful, Xeros B2C is the next objective

There are signs of potential for B2C expansion

A 2019 deal clock was ticking, but Sea-Lion may buy more time

Expansion to China: a boon and a bane for Xeros ?

Improved position of HydroFinity / Xeros in 2018

Xeros technology is aligned with 2018 appliance brand trends

What happens next and positive outcomes

What happens next and negative outcomes

End of the line?

Why buy this report?

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Megatrends

Strategy Briefing

Keeping a Clean Sheet in a World of Water Scarcity: Are Polymer Beads the Future of Home Laundry?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Want to find out more about this report?

Table of Contents

Introduction

Scope

What This Report Series is All About

How this report fits into the overall picture for w ater scarcity

Key findings: HydroFinity ( Xeros ) polymer beads

Background

Water is precious; we can run out, and pollute what we have

Example Cape Town: not enough is being done in home laundry

Normal communications during a dominating crisis can be a liability

Necessity sparks innovation

Introduction to Xeros/Hydrofinity

Xeros’s background as a company

Xeros : a B2B player with the potential to shake up the industry

How the polymer bead technology operates

Xeros’s nylon bead technology

Xeros performance claims versus conventional laundry technology

Polymer beads claim performance benefits across Sinner’s Circle

Commercial Laundry Operations

Strong performance in B2B as HydroFinity grows into China

HydroFinity and beyond

Clients go on to make their own claims in marketing (Hilton)

Clients go on to make their own claims in marketing (Hyatt)

Sales results and the financial declarations: looking for scale

Sales results and the financial declarations: running out of cash

Progress Towards B2C Home Laundry

Xeros’s strategic direction: expansion

Xeros Out-of-Home: a first tentative step into domestic B2C

Xeros : what has been done since then in terms of B2C?

Xeros water-saving technology aimed at domestic implementation

Next step: entering negotiation with the big players

Potential Barriers Going In-Home

One major barrier clearly remains active

Watch pockets

Cleaning performance as a barrier to Xeros entering B2C

Conclusions

It has been a big year for HydroFinity in 2018

HydroFinity B2B is successful, Xeros B2C is the next objective

There are signs of potential for B2C expansion

A 2019 deal clock was ticking, but Sea-Lion may buy more time

Expansion to China: a boon and a bane for Xeros ?

Improved position of HydroFinity / Xeros in 2018

Xeros technology is aligned with 2018 appliance brand trends

What happens next and positive outcomes

What happens next and negative outcomes

End of the line?

Why buy this report?

Want to find out more about this report?

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