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1/2003
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The production plant is equipped with computer-controlled systems.
Velda BV was founded by the father of the present proprietor back in 1970. Based in Enschede, the company started out in the aquarium business, producing and marketing food, rear panels, water treatments, tank bed material and care products. Velda also opened its own specialist aquatics shop, Veldhuis-Aquaristik, in Enschede. This still exists today, close to the company’s headquarters. The pond business was only added at the beginning of the 1980s. “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 the product range.”
R.E. van de Kraats, marketing manager: “Velda BV supplies only the specialist retail trade.”
Around 40 per cent of sales today stem from the original aquarium business, while just under 60 per cent is attributable to the pond segment. A staff of 80 is employed in Enschede. Last year, total sales of 20 mio euro were achieved, and the company enjoys annual growth of 12-15 per cent. Production at Velda is largely computerised, and the company works closely with an independent quality assurance body at the University of Enschede. In-house chemists are also employed in Enschede, and colleagues in the industry are not forgotten: over 10 per cent of total production is destined for the private label sector. The company is currently seeking French and British business partners for further expansion.
Elgar J.H. Veldhuis took the firm over from his father, who established it in 1970.
“Velda supplies only the specialist retail trade”, according to marketing manager R.E. van de Kraats. “We set great store by our retail partners adhering to our target selling price and we invest heavily in training programmes and in educating sales staff.” Five trailer lorries supply customers directly from the plant, with a further five vehicles supplementing the fleet in the main sales period. “We aim to deliver within 24 hours”, comments R.E. van de Kraats. phg
Velda BV was founded by the father of the present proprietor back in 1970. Based in Enschede, the company started out in the aquarium business, producing and marketing food, rear panels, water treatments, tank bed material and care products. Velda also opened its own specialist aquatics shop, Veldhuis-Aquaristik, in Enschede. This still exists today, close to the company’s headquarters. The pond business was only added at the beginning of the 1980s. “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 the product range.”
R.E. van de Kraats, marketing manager: “Velda BV supplies only the specialist retail trade.”
Around 40 per cent of sales today stem from the original aquarium business, while just under 60 per cent is attributable to the pond segment. A staff of 80 is employed in Enschede. Last year, total sales of 20 mio euro were achieved, and the company enjoys annual growth of 12-15 per cent. Production at Velda is largely computerised, and the company works closely with an independent quality assurance body at the University of Enschede. In-house chemists are also employed in Enschede, and colleagues in the industry are not forgotten: over 10 per cent of total production is destined for the private label sector. The company is currently seeking French and British business partners for further expansion.
Elgar J.H. Veldhuis took the firm over from his father, who established it in 1970.
“Velda supplies only the specialist retail trade”, according to marketing manager R.E. van de Kraats. “We set great store by our retail partners adhering to our target selling price and we invest heavily in training programmes and in educating sales staff.” Five trailer lorries supply customers directly from the plant, with a further five vehicles supplementing the fleet in the main sales period. “We aim to deliver within 24 hours”, comments R.E. van de Kraats. phg
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