Case Study: VMS Makes a Splash with Borderlines™ by Pool Borders
The Challenge: Taking the Product Line to the Next Level
Replacing a pool liner can be difficult and costly, but Pool Borders, a division of Simple Pool Technology, developed a product to make pools look new again, without the high cost of complete replacement. The company’s patented peel & stick product, Borderlines™ pool tiles easily adhere to vinyl liners, acrylic, fiberglass, or stainless steel pool walls, to conceal ugly waterline stains. The simple process of peeling the backing and aligning the tiles to the top perimeter of a pool, transforms the look of a pool in one afternoon. The heavy-duty vinyl pool border is UV and chemical-resistant and is made in the USA.
Pool Borders owners, Jerry and Linda Hodak wanted to expand their product line by offering more design choices to their customers, while finding a consistent color match between orders.
Previously, the tiles were manufactured using basic analog print technology, and their supplier did not offer creative product development options. Upon their first meeting with Visual Marking Systems, the SimPool Tec team was amazed at the range of innovative concepts that were presented – from materials to design to buying options, that would help the company create their new line for the residential pool industry.
The Solution: Four-Color Digital Art Process & Design
The Product Innovation Team at VMS met with the Borderlines™ management team to determine where the company planned to expand and how VMS’ design solutions could help them realize their growth potential. This led to a series of new designs that could easily integrate with the company’s existing product line.
VMS recommended the tiles be printed with a four-color digital process instead of screen-printing, which proved a much better option and offered greater consistency in color output. By utilizing digital printing technology, VMS was able to increase shading and depth, leading to an entirely new premium line of products with the look of true blue mosaic tiles, which could be printed at a fraction of the cost.
VMS helped create the company’s new 9″ x 24″ designer series which had a higher graphic impact, outstanding print quality and no color variance from start-to-finish. The ink that VMS recommended using with the four-color process is perfect for outdoor use, is flexible on vinyl material and does not crack when stretched.
Another huge advantage that digital printing offered is the cost-savings. “This is a benefit to Pool Borders—we don’t even need to do the math,” said owner, Linda Hodak. “Now we can order lesser volumes and minimize our inventory.”
The Results: Positioned for Growth
Pool Borders’ goal was to create a fresh, new look in pool tiles for the residential pool industry. By working with VMS, they found not only new product suggestions, but a supplier who could assist them with materials, new product development, prototypes and inventory management programs… all which aligned the company for growth.
The success of the premium line led to additional collaboration between VMS and Borderlines™ to add a third product line of temporary products. This Party-Pak™ line focused on temporary borders that could be used for special events, like birthday parties and graduations. The Party-Pak™ prototype that VMS created for Pool Borders was introduced at industry trade shows and generated a great deal of interest from potential buyers. The use of digital printing technology enabled the new products to be produced at a lower price point to entice consumers while maintaining a profitable margin. Additionally, VMS worked with Borderlines™ to create in-store displays for their new retail line.
VMS proved to be a one-stop-shop for the production of Borderlines™ pool tiles, including their expert recommendation on inks, designs, materials, and adhesives. VMS supplied the Party-Pak™, prototypes, point-of-purchase displays, competitive pricing, and on time delivery from start to finish. “VMS was everything we could hope for and more,” noted Linda Hodak. “VMS wants to see their customers succeed and will work on all levels to make sure you do.”
Visual Marking Systems provided Pool Borders with a new approach for producing their pool tiles with fresh, innovative designs and new technology, which enabled them to expand their product line to better meet their customer’s needs and positioned them for growth. VMS is a high-performance printer to America’s hardest working companies—let us help you achieve your goals.
“(Working with VMS) was really one of those decisions that turned things around for Pool Borders. From conception to shipping, VMS wants to be involved with your company’s success. VMS is professional through-and-through.”
– Linda Hodak, owner Pool Borders