A passion for ponds

Since as far back as 1970, Enschede-based Velda has been producing and marketing products for the aquarium business that include food, rear panels, water treatments, tank bed materials and care products. The pond business was only added to its portfolio at the beginning of the eighties. “We have always regarded the garden with pond as an extension of the living area,” comments Elgar J.H. Veldhuis, the proprietor of Velda. “The ideal of clean water and a healthy lifestyle is the guiding principle behind the development of our product range.”
Today around 40 per cent of sales stem from the original aquarium business, while just under 60 per cent is attributable to the pond segment. A workforce of 80 is employed at Enschede. Last year saw the company achieve total sales of 20 mio euro. Production at Velda is largely computerised, and the company works closely with an independent quality assurance body at the University of Enschede.
The range of products for ponds is deliberately kept narrow.
Products are offered for sale not only under the firm’s own name: over ten per cent of total production is manufactured for the private  label sector. The company is currently seeking French and British business partners for further expansion.
“We set great store by our retail partners adhering to our recommended retail prices, and in return invest heavily in training programmes for sales staff,” comments sales director R.E. van de Kraats in his description of the collaboration between his company and its retail partners.