The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreOct 2018
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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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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.
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).
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.