In Focus: Whale’s strategy of ‘repair not replace’ pays dividends
Whale has been designing and manufacturing fluid handling products since the early 1960s. The company exports across the globe from its base in Bangor, with its strongest markets in Europe, North America and Australia and says its pumps have become ‘a standard fit’ for many boat builders worldwide.
John Matchett, a technical sales engineer with Whale, believes that’s because of two main factors. Firstly, he cites Whale as being at the forefront of innovation (pivotal to driving forward the user experience) and secondly – but as important – its global support to the aftermarket.
Although the company produces high quality, reliable products its aftermarket strategy has been in place for over 40 years, and it firmly puts Whale at the forefront of sustainability.
“Our products are built to last,” says Matchett, “with a focus on ‘repair, not replace’. This is evidenced by the comprehensive range of spare parts available. We continue to provide spare parts for products that were manufactured over 40 years ago.”
Part of Navico Group since 2022 (after the latter joined the Brunswick Corporation), Munster Simms (Whale) has been in business for over 200 years. It’s had a legacy with many twists and turns including importing timber to Ireland and fuel distribution. Its marine interest started in the 1940s, supplying brass bilge pumps to the Royal Navy, and expanded into caravans in the 1960s.
Matchett (left) says that the synergy between the marine and caravan markets straddles water and heating systems, each providing comfort and, increasingly importantly, connectivity.
“In recent years, the focus has very much been on improving the user experience, as consumers become more demanding and expect domestic type experiences on the water,” says Matchett. “Therefore, there is a greater focus on simplicity of use and connectivity.”
That’s being played out with products utilising what Whale terms its intelligent control (or IC fluid technology). The tech is fitted to a wide range of the company’s products, and it says it makes automated pump control both possible and reliable, taking away the need for users to manually interact whether handling freshwater, bilge or wastewater applications. But Matchett notes its important consumers understand the high impact of pumps on their experience every time they get onboard.
Thus, he’s looking forward to a time when pumps aren’t overlooked at specification stage. “The pumps in many boats are typically below deck, therefore are not visible to the customer. As such, there is often greater focus on products that the user interacts with, and which impact the aesthetics of the environment. Many users take the functionality of pumps for granted, until something goes wrong, which then brings into focus safety, quality, reliability, and support.”
As pumps for bilge control, safety equipment, waste management and freshwater systems are an integral part of the boat’s specification and need to be carefully considered throughout any new build or refurbishment, Matchett is delighted with the support that Aquafax, a Whale distributor for over ten years, offers.
“Both companies have worked closely together over this time. Aquafax’s strength is in having team members that not only sell products, but also understand boats. This knowledge comes to the fore when providing customers with on-the-spot technical support. If there are additional questions, the Whale team is always on hand to provide further information,” he says.
Aquafax supplies Whale’s range of bilge pumps, waste handling pumps and pumps for firefighting applications. It includes mount and installation options to suit difficult / space restricted areas. And Matchett affirms the success of the sales network.
“When walking around most marinas across the globe, you can usually spot a Whale product – which is a testament to the quality of our product and the strength of the Whale brand,” he says.