Franklin Electric Taking Bold Steps into the Water Gardening Industry

Published on May 14, 2009

New Companies, New Programs, New Future
Franklin Electric, a global leader in the production and marketing of water and fuel pumping systems, takes bold steps into the competitive water gardening industry. The financially strong, US-based company is investing heavily to prove their commitment to growing the water gardening and outdoor living markets while providing energy efficient and environmentally safe products. In less than three years, Franklin Electric acquired two respected industry leaders in an effort to create a solid foundation for their water gardening programs. The acquisition not only brought together two respected brands, it also consolidated the talented staff that engineer, manufacture and market their in-depth product lines. To highlight their entry into this market, Franklin Electric is currently launching a new Little Giant® PondWorks® program. Featuring innovative products, color-coded packaging and consumer-friendly collateral materials, the new program is now being shipped to retailers across the United States.

Franklin Electric has emphasized its long-term commitment to the water gardening and outdoor living markets by acquiring Little Giant Pump Company in 2006 and CAL Pump™ in 2009 and is now strategically positioned as an industry leader. Thomas J. Strupp, President of Franklin Electric’s Water Transfer Systems business and the Little Giant® brand said, “This acquisition brings together two of the most respected brands in the water garden industry. We are now positioned with a vast array of products to better serve our water gardening customers as their prime supplier.”

Serious about shaping the future of the water gardening industry, Franklin Electric has established a highly skilled and knowledgeable team that is known for pushing the envelope, thinking outside of the box and getting the job done right. From engineering and manufacturing to marketing and sales, the professionals that make up the team are industry innovators themselves. Brett F. Thompson, former CEO of CAL Pump™ and now V.P. – Business Unit Manager for Water Gardening, leads the team while Sean Murray, National Water Gardening Sales Manager, heads up the sales efforts. Behind the scenes, recently promoted Brand Manager, Mike Gilliland, and Marketing Manager, Bill Ashworth, are in charge of packaging, marketing, advertising and promotional projects. And, backed by a large engineering and manufacturing staff, Product Manager, Andy Schoenberger and his team are responsible for product development, testing, installations and certifications.
Franklin Electric is not only financially robust, aggressive and innovative; they are also dedicated to creating products that help protect the environment as well as the customers. All components, manufacturing processes and end products are thoroughly reviewed to ensure against potential environmental and consumer hazards. The employees are trained to conserve resources at every level. From reducing fuel usage to turning off lights, Franklin Electric encourages all employees to practice environmentally-friendly efforts at home as well as in the workplace. As an established industry leader in conservation and recycling efforts, the company is proud to hold an ISO-14001 certification. Office paper, cardboard, ink and toner cartridges are recycled, at every level, throughout the office facilities while plastics, metals and petroleum products are recycled during the manufacturing processes. In 2007 and 2008, Franklin Electric’s Oklahoma City/Water Transfer Systems facility recycled 679 tons of cardboard and paper, which represents about 4,756 mature trees and enough saved timber to produce more than 1.2 billion sheets of newspaper. Among other resources conserved were 210,088 gallons of oil, saving enough energy to heat and cool more than 3,732 homes for a year and the amount of water conserved was enough to meet the daily fresh water needs of 176,880 people.

Franklin Electric is now bringing their dedication, knowledge, experience, stability and quality to a new water gardening and outdoor living program. The PondWorks® program has been upgraded and enhanced with comprehensive pond kits, disappearing water feature kits and basins, biological filters, accessories, fountains and Microbe-Lift® health and maintenance products. Complementing the new product line is a merchandising system that provides customers with the inspiration and confidence needed to take the first step in creating their own custom pond or water feature. Color-coded packaging, consumer-friendly collateral materials and informative point of sale displays simplify the product selection process, improve the sales percentage and increase the bottom line for retailers. By listening to customers, enhancing the merchandising and improving the product offerings, Franklin Electric has created a program that rewards consumers with easy product selection, simplified installations and peace of mind.

ABOUT FRANKLIN ELECTRIC CO., INC. (NASDAQ: FELE): Franklin Electric is a global leader in the production and marketing of water and fuel pumping systems and is a technical leader in submersible motors, drives, controls and monitoring devices. Franklin Electric has produced high-quality industrial pumps, filters and accessories for over 50 years. By introducing the new Little Giant® PondWorks® program, Franklin Electric now brings the same exceptional knowledge, experience, and quality to the recreational water gardening and outdoor living markets. Quality, Availability, Service, Innovation and Value are the core foundations of every Franklin Electric Water Transfer Program. For additional information, contact Franklin Electric Water Transfer Systems at 405-947-2511, or visit the company’s website at

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