Problem
When the pandemic boom in home improvement ended, Poolcorp (Nasdaq: POOL) pivoted to protecting margin. At the time, Regal, one of several subsidiaries, was stagnant, inconsistently merchandised, and fighting for shelves.
Step 1: Refresh the Brand
We updated the logo, designed packaging that won in the last three feet, and rendered all 130 products for consistency across channels.
Brand Video
Step 2: Instill Confidence
The Royal Treatment launched as a Consumer Guarantee that doubles as a Dealer Certification. A flagship capsule of products re-introduced Regal to customers.
Social mixed Brand with Education.
Digital drove traffic to dealer locators.
Our B2B clients saw their stores ranked based on certified status.
Campaigns spanned online to offline.
An industry-leading mobile app allowed consumers to scan test strips and get instant product recommendations.
Capturing email online and in-store let us send product and service offers.
B2B clients purchased through Poolcorp’s Pool360. For retail consumers, Regal was available from hundreds of dealers, on Amazon, and at Lowe’s.
Step 3: Activate Retailers
We provided a step-by-step playbook for our Dealers, showing them how to get the most out of working with us. It included how to order signage with purchase credits, access sales support, and provided a program of incentives.
RESULTS
Regal grew 5% YOY on a $318M base—more than double the pace of Poolcorp’s broader chemical portfolio—inside $5.3B of 2025 revenue.
When asked on Poolcorp's Q2 2025 earnings call what was driving double-digit growth of private-label chemicals, corporate leadership named this brand transformation.