Genuit Group plc (GEN) Earnings Call Transcript & Summary
February 11, 2021
Earnings Call Speaker Segments
Martin Payne
executiveGood morning, everybody. Thanks for making the time to join us. We're going to talk about the acquisition of ADEY, which we're very excited about. But just before we do that, I should just frame where we are with the wider Polypipe business. So [ Isabella ], if we could just turn to Slide 4, please. I think Polypipe is well positioned for the future. I think we've managed our way through the COVID crisis very well. As you know, we took significant actions to strengthen our balance sheet and increase financial flexibility back in May last year, and that's allowed us to continue investing in some of those key strategic growth projects that we talked about then. Most notably Safe Haven, if you remember, that's the ultraviolet filter in ventilation systems that will kill viruses. That got launched at the back end of the year and is doing extremely well, and we're very excited about that. And in more general trading, consistent with the update that we gave on the 2nd of February, trading continued to recover well towards the end of 2020. And I'm pleased to report that, that momentum has continued into the new year with no discernible impact of lockdown through on-demand levels, so very pleased with where the business is on that -- in that regard. And we'll update you further on the 16th of March on trading when we do our prelims. I guess, as I said, as our markets have continued to recover, we talked last time we did the capital raise about trying to gain market share by being nimble and agile coming out of this crisis. And I think that's exactly what we've done. And we've also said we wanted to pursue the organic and inorganic opportunities that arise or were obviously going to arise out of the -- coming out of this crisis. And I can point you as well to last week's acquisition of Nu-Heat, GBP 27 million in, the other floor-heating space but with some really interesting heat pump technology as well. So I hope you can see we're doing what we said we'd do back in the capital raise in May and really try to come out of this crisis on the front foot. And I guess, [ Isabella ], just turning to Page 5. The acquisition of ADEY is again in that same vein. ADEY is the leading manufacturer of filters, chemicals and related products used to protect water-based heating systems. We'll go into a little bit more about exactly what they do in a slide or 2's time. But just to give you an overview of the transaction. The cash consideration of GBP 210 million on a cash and debt-free basis, that implies a multiple of 11.8x 2020 ADEY's underlying EBITDA. Now I have to stress that, that EBITDA number is not adjusted for COVID. We took the view that, that was a bit of a waste of time, and you're seeing their numbers based on a clean 2020. And to put that in perspective, we paid -- back in August 15, we paid 11.4x to Nuaire, which has been a very successful acquisition for us. And more recently, about 18 months ago, John Guest was acquired by RWC. John Guest being at one of our biggest competitors in plumbing was required to 12.4x. So that puts that in perspective. And on a forward-looking basis, Polypipe is around the 14x level. So hopefully, that frames the 11.8, and I think that we're comfortable at that level from what is a quality business. We're going to fund that, as we've said, through GBP 120 million of bank debt and the placing that was successfully got away overnight of around GBP 90 million. I think we actually did it at GBP 96 million in the end. And that's been designed to leave us with leverage at the end of '21 somewhere below 1.5x. So giving us a more efficient balance sheet coming out of this crisis and getting back to leverage levels that we were used to operating under before the COVID crisis. So I think an appropriate view on leverage there. I think more importantly, there's a compelling strategic rationale for this acquisition. It's a market-leading brand that will enhance Polypipe's portfolio of leading brands and solutions in this market. I think most importantly, it gives us access to an attractive market driven by those regulatory and environmental tailwinds that is the cornerstone of Polypipe strategy. And that's expected to continue to deliver above-market growth. And then, obviously, putting the 2 businesses together, I think there's some significant growth opportunities, which we'll talk about as well. Just in terms of the financial benefits as well, some significant benefits there. So EPS is expected to be double-digit accretive in the first full year of ownership. And ROIC is expected to be in line with Polypipe's cost of capital in the second full year of ownership. And expected to enhance group growth, margins and free cash flow. So [ Isabella ], just turning to Page 6. There's a couple of slides coming that just tell you a bit more about ADEY. So ADEY is the market-leading manufacturer of filters and chemicals used to protect water-based heating systems. Now you may well have come across this, but I certainly have, when you bleed radiators, you get -- sometimes it's some sludge comes out and that heating system suffer from the buildup of magnetite, which is various material, washed up inside the water-based heating system. And that can clog systems up. And ADEY's products basically try to clean that system up, and let it operate that much more efficiently. And we'll talk a bit more about that as we go through, but an important part of keeping an efficient heating system. It's a strong brand. It was the pioneer of magnetic filtration technology starting back in 2003. It's offering its products across the residential, commercial and water testing. And more recently, the commercial water testing markets, but predominantly residential, and we'll talk about that in a second. It's got a multi-route to market strategy. So embedded long-standing relationships with all the major players. So that's the merchants that we know and love, the boiler manufacturers, the plumbing and heating community out there that will be installed in these products. So a lot of commonality with what Polypipe does and knows. And it's got a good strong market position, #1 in the filters market with a 70% share of the residential filters market and 35% of the U.K. residential chemicals market. It's demonstrated strong organic growth, proven track record of delivering that growth ahead of the U.K. construction market. It's delivered a CAGR of 7% per annum on average over the last 3 years. And bearing in mind, that finishes in 2020, which is -- which has to be a COVID-effective number. So I think they've got pretty strong performance. And it's got best-in-class margins. So average 33% EBITDA margins over the last 3 years, driven by its premium positioning, its significant added value, its IP, its application knowledge, its technical know-how and its affinity with the customer. For those regions, we think it's continuing to be sustainable. And I think most importantly for us, it's an experienced management team. I think there's a good, strong cultural fit between Polypipe and ADEY. We know the senior guys quite well. The MD was [indiscernible], so we know him as a customer in the previous life, and a number of our senior sales guys have spent time in -- earlier in their career in the heating and plumbing industry, so they're much close to ADEY. So we know the guys well. We think they'll fit well. They're fired up. They see Polypipe as a very good home for ADEY and are looking forward to challenge. So very pleased to have them onboard. [ Isabella ], if you could just turn to Slide 7 then, please. So ADEY is about cleaning, flushing, maintaining, protecting and testing residential and commercial heating systems. The magnetite sludge that builds up in systems makes those systems very inefficient. The benefits -- sort of benefits we're talking about here, 80% of boiler breakdowns in the first 5 years are due to magnetite sludge. So the boiler guys are getting the joke about filters and chemicals helping protect their systems. I think, importantly, for consumers, having an efficient heating system can save you up to GBP 80 on your average annual energy bill, so at the end, not insubstantial there. And from an environmental point of view, reduces household carbon emissions by 7% just by having an efficient system. And the products that we've got in ADEY cover a whole range. So magnet -- MagnaClean, you can see there is the thing that fits into the water system. We've got flushing systems that help you clean up systems that have not been looked after. We've got the chemicals to clean and protect those systems and then a test and maintain facility where you can send samples the water off for testing, and we make recommendations for treatments to make that heating system more to quality, at the right sort of quality. So a full range of products there trying to tackle the efficiency of those water-based heating systems. Just turning to Page 8, [ Isabella ]. Just a quick whistle-top of their revenue analysis. By geography, ADEY is 92% U.K.-based with 8% overseas. So again, a very good fit with Polypipe, which, if you remember, is 90% U.K., 10% overseas. So we're sticking to the knitting. We're sticking to the markets and customers we know and love. But there's a nice bit of overseas growth potential there as we can penetrate out into other markets. So I think it's the right balance geography-wise. In terms of end markets, it's predominantly residential RMI, which would give us, as a group, a little more exposure to RMI currently, which is probably no bad thing. A little bit in commercial, but I think there's some great opportunities for Polypipe to develop that commercial space, along with ADEY. And then the international and more interesting businesses there as well. In terms of product, it's just over half filters on their own. We do sell chemical and filter packs, so there's another 20% circa and then chemicals and water testing again. So a broad brush review of their revenues, but I think a really, really good fit for Polypipe. Turning to Page 9, which I think is the most important slide in the deck, really. These are -- this is describing why we believe it's an attractive market that will be driven by those regulatory and environmental tailwinds. And on the left-hand side, we start with the RMI market. There's approximately 21 million U.K. heating systems out there that aren't adequately protected with a filter or chemicals. That's about 75% of the installed base. So a huge market to go after out there in RMI terms. But Part L of the building regs and the benchmark scheme, they're both driving greater adoption of filters and chemicals by installers. The boiler manufacturers promoting filters more and more because they get the joke about a clean, efficient system reduces warranty costs and makes the performance of their boilers that much better. So they're at the top end of their boiler ranges beginning to insist on having a filtered chemically dosed system alongside that boiler for the warranty to be effective. So they're getting the joke as well. And we think that will come down into the mass market ranges as well. I think more importantly, under the regs replacement heating systems, they need radiators to work at 55 degrees centigrade. So that's about future-proofing heating installations for the oncoming low-carbon, low-energy heat sources that are going to be part of residential heating systems in the future. And that really plays to the premium on operating efficiency. As you reduce the temperatures of the system, it's less capable of coping with that inefficiency. But the moment with an inefficient system, gas boilers dense, you just crank them up, and there's more heat going through them to overcome that inefficiency. As you drop that temperature and as we get more energy-efficient with our heating units, that system, water-based transmission system has to operate more efficiently. And you can see that as well in the growth of mix on the floor heating and radiator installation. So under floor heating, generally, with low-energy, low-carbon heat sources, you need to be heating a larger surface area to a lower temperature to get the same energy into a room to keep it warm. Under floor heating, it's growing. And certainly, at the ground floor level is a way of getting that heat transmitted to that larger area. Upstairs, it's more likely that we'll go to larger format radiators because you need, again, a larger heat [ emitter ] to get a lower temperature, delivering the right amount of energy. And there's some interesting technology developments going on around whether we can have in-wall heating units between the stud walls -- or sorry, between the [ plus ] board wall's surfaces and a stud wall. But whichever way that goes, it's going to be a larger format heat emitter, and that is going to mean more radiation material in the systems, and that is going to mean more magnetite, more ferrous material inside that water system. So they're greater need for filters and chemicals to keep that at bay. So I think plans to go out in the RMI market and the sort of the regulatory drivers there. I think that the even more exciting bit for us, I think, and where Polypipe can really help ADEY is in the new build sector. So you all may be aware that the building regs are going through a bit of a revamp at the moment. Certainly, Part L is in response to the government's future home standards. Now the existing Part L already requires cleaning and inhibitor chemicals to be put into new build heating systems, but there is no filter mandate. The building regulation changes that are coming, the new Part L, which is expected in 2022, some say late '21, but let's say, 2022, the latest consultation draft, the January 21 draft, mandates the use of filters in addition to those cleaning chemicals for new heating systems. So the regulations get it again, future-proofing heating systems for low-energy heat sources. Now that's huge. And that -- as we all know, the new build market is around, let's say, about 180,000 units a year. And if you put that in context, ADEY has been doing about 0.75 million units a year in terms of filters. So that puts that potential growth in perspective. Now that isn't going to happen overnight. The way regulations change and the way it interacts with planning commissions is something we've been used to with the SuDS regulations over the previous 10 years or so. But what will happen is, once the building rates change, obviously, when developers go in and put planning commission in per site, the building rates get locked at that point in time. And we know that the developers then take -- could be up to 2, 3 years to build out a site, but they're unlocked building rates to make sure the whole site is build with the same standards. So what will happen when Part L kicks in is there'll be a ramp of over 3 or 4 years as developers cycle through their planning commissions and start building on new planning commissions that have been granted under the new Part L. So it's not a step-change. It will be a ramp of over 3, 4, 5 years. But nonetheless, very exciting. And the beauty here is, obviously, ADEY doesn't operate particularly in the new build market, a very little bit at the top end. But in terms of mass market, we've got the relationships with the big house builders. Now we work with Barratts, for example, on their future homes designs. I think we can get ADEY into places that it perhaps can't get to on its own in this space. And so we can help it on this new build side. So that's very exciting for us. The one point I wanted to make, both in terms of new build and in terms of RMI, and I hope it was sort of becoming obvious from what I'm talking about, the ADEY technology, the filtration and chemical technology is agnostic to the source of the heat in the residential heating systems. So as heating systems develop, whether it goes down the route of hydrogen pipe boilers or whether it goes down the route of air source or ground source heat pumps, the need to have a filtered efficient operating transmission system, water-based transmission system is going to be increasingly important. And that's why I think the products that ADEY are manufacturing and the problems it's trying to solve are going to become more and more important as time goes along. [ Isabella ], if you could just then turn to Page 10. And look, the guys have demonstrated sort of growth that those drivers can deliver over the past few years, some very strong growth there. Compared to the U.K. construction market, we have excluded infrastructure from the statistics because that can be lumpy, but more relevant to ADEY is what we've got here. And that growth has been consistently above the U.K. construction market. And I'll just point to 2020. And reminding you that these are COVID-unadjusted numbers to deliver 4.6% growth in the year that the construction industry has just had, I think, is phenomenal and really does speak to the strength of some of the drivers that this business has got. So just turning to Page 11. I mentioned it earlier, but we have focused very much on the U.K. growth and what's happening in the U.K. market. There are some useful growth opportunities out in -- outside of the U.K. market as well. And ADEY has started to leverage themselves across some of those markets. You have to be selective because although that -- the fundamental issues that ADEY is trying to solve here are global, obviously, different countries have different heating systems, different traditions. And so maybe some of them do things slightly differently. But in the segments that -- in the countries that we can, there's certainly good growth starting to come in Europe. Some interesting tie-ups in the U.S., which may lead to some significant growth there. Asia Pacific, I think we need to tread very carefully in that market. And in terms of the things that we're promising ourselves in the future that's fed into our financial evaluation, we've had cut quite significantly the plans on international. That's not to say we're not going to go for them. But we're going to be selective about the ones we go for and try to deliver some useful growth that will augment what we're trying to do in the U.K. So some interesting opportunities there. And then, finally, [ Isabella ] on Page 12. I think ADEY is an excellent fit with the Polypipe strategy that we, again, reiterated back in November last year. It's a business that's exposed to growth and markets driven by environmental and regulatory tailwinds. We do expect it to deliver above-market growth. It's a market-leading brand, #1 in both its markets in the U.K. It's consistent with our ESG objectives, both in terms of the sort of products and solutions its trying to bring to construction. But also actually, in the way that it's operating, ADEY has done a lot of good stuff in terms of trying to operate as a sustainable business as well. And a lot of things in common with Polypipe in that respect. So I think, together, we can do drive forward on those objectives. It's a very profitable business, as you can see, and cash flow generative. It's got a great geographic fit with Polypipe, so U.K.-focused, sticking to the knitting, but with some useful growth opportunities in overseas markets. We can leverage those existing customer relationships, and the housing developers, specifically for Polypipe with ADEY, but both of us have exposure to and good relationships with the heating and plumbing installers, the community out there. And I dare say that when we put our database together with their data base, the whole will be greater than the sum of the parts, and we can start to get to even more plumbers and heat -- and installers as a combined entity. And then, finally, it's a business that's based on competitive advantage from technical know-how, intellectual property, application knowledge as well. So for all those reasons, we think those margins are sustainable. Right. So I think before my voice goes, I'm going to hand over to Paul, who's just going to take a whistle-stop through the financials, and then we'll come back for a summary and Q&A. So over to you, Paul.
Paul James
executiveThank you, Martin. And [ Isabella ], would you mind turning to Slide 14? Good morning, everyone. Yes. I'm going to just take you through the financial profile of the company. I am generally very enthusiastic about this acquisition. You'll see that the company has had strong financial growth, is highly profitable and good cash flow generation. If you look at the charts, you'll see that net revenue up until 2020, the company was achieving a growth rate of 7% or so on net revenue. And it has, as Martin said, consistently outperformed the market. And despite the impact of COVID-19, it achieved over a 4% year-on-year growth in 2020 in net revenue. Now that momentum is provided by a number of factors, some of which have already been mentioned. You've got the regulatory and environmental drivers that Martin talked about, i.e., the greater adoption of filters and buy sides. They've got new commercial agreements with manufacturers and customers, which are driving the business forward. And there's been overseas growth, although at the moment, as you've seen, non-set U.K. sales represent 8%, but there is potential for overseas growth going forward. So overall, there are a number of drivers that have given the business momentum and achieved that result. When you look at the EBITDA margins, you'll see again, historically up until 2020, they achieved an average of about 33% EBITDA margin, best-in-class. And they did that by sustaining material margin through smart product redesigns, better use of resources. They in-sourced production to their plant at [ Chapman ], and that also had a beneficial effect. And then in 2020, they brought forward some restructuring because of COVID, resulted in headcount reductions that predominantly was more senior management and support functions. If we think about the outlook then for this business, we would expect a volume bounce back in 2021, not dissimilar to what Polypipe is currently experiencing and other business in the sector and a low double-digit percentage growth in '21 year-on-year. Into 2022 and beyond, we then expect revenue growth to revert to the more historical norm of around 7% sustained going forward. And as for margins, last year, they took those actions to save costs during the height of the pandemic, and many of those savings were sustainable, we believe, but not all. And for that reason, we expect EBITDA margins to continue in line with the historical average of circa 33% going forward. And again, these are best-in-class margins. If I look at how the company has been invested in over the recent period, CapEx has historically been in the region of about GBP 3 million a year, but there's a forecast uptick in 2021 this year for construction work at their production facility. But going forward, we think -- having been well invested in, we think, continued CapEx investment levels of about GBP 3 million a year is sensible and appropriate. Depreciation stands at just over GBP 2 million a year and is trending up turning upwards slightly towards CapEx levels, reaching 90% in the outer years of our model. And overall, the business is strongly cash flow-driven with the conversion rate at roughly 80%. So a good set of financials. [ Isabella ], if we just turn to Slide 15 then, I'll just talk about why we think this deal is attractive to shareholders. Now similar to Nu-Heat, ADEY is consistent with our focus, which we laid out in the Capital Markets Day recently on low 0 carbon heating as a growth driver. And we think we've got the skills, knowledge and abilities to help drive that growth further. We do expect group margins to be enhanced. And you'll see on the right-hand side, we've got net revenue and EBITDA pro forma numbers. These are, by the way, based on statutory 2019 figures pre-COVID-effective figures. And we've also included Nu-Heat, our recent acquisition, in that pro forma. So it gives you a sense of scale and what the margins will do. We expect EPS to be double-digit accretive in the first full year of ownership. And we expect return on invested capital to be in line with our Polypipe's cost capital in the second full year of ownership. [ Isabella ], if we just then turn to Slide 16, please, I'll just talk a little bit about how we've done this. So we've got the cash consideration of GBP 210 million. The transaction was both financed through the equity placing as Martin has talked about, and we got gross proceeds last out -- of about GBP 96 million, and we have a drawdown -- will be left with a drawdown on our RCF about $120 million from the 5 syndicate banks. We expect pro forma leverage by the end of the year to be below 1.5x, and this will allow us to maintain maximum financial flexibility. As far as integrating this business, it will be part of the Residential Systems division and will continue to be led by those guys we've got to know quite well over the recent weeks and months and respect. And there are potential opportunities for the technology in this company to be combined with our broader portfolio, and that includes that we acquired in Nu-Heat as well recently. So a great deal, very enthusiastic, looking forward to cracking on with this business. And with that, back to Martin. Thank you.
Martin Payne
executiveThanks very much, Paul. So [ Isabella ], just on Page 18 then. Everybody, just in conclusion there, I think Polypipe -- ADEY will be an excellent fit with Polypipe. It fits very well with its existing strategy. It will give us another strong platform for growth, and we're very excited about it joining the group. It's got that exposure to those markets driven by environmental and regulatory tailwinds. It's expected to deliver above-market growth in the coming years. It's a market-leading brand. It's consistent with our ESG objectives. It's above-average profitability for the sector and cash flow generation. It's a great geographic fit for Polypipe as well and really does leverage or have the ability for us to leverage existing customer relationships to help with buying entity further. And finally, driven by competitive advantage, which comes from intellectual property, application knowledge, know-how and proximity to customers. So look, for all those reasons, I think it's a great fit. We're very excited to have it onboard. And I think just going back to the previous capital raise, we said at that time that we wanted to do all of this so that we could come out of this crisis on the front foot. I hope you could see in some of the things we've talked about today that I think we've really delivered on what we said we'd do back in May last year. And I'm equally convinced that we can deliver and will deliver on, they're making this a really good quality acquisition for Polypipe. So with that, I think that brings us to the end of the presentation material. We are going to go to Q&A. So [ Isabella ], if you can just go to Page 20. Guys, up on your screen, you should see the dial-in details there to get in and ask questions. And right now, then I'll hand back to Seb just to manage that with the process and look forward to answering your questions.
Operator
operatorOur first question today comes from Sam Cullen at Peel Hunt.
Samuel Cullen
analystI've got a couple of questions. First, just firstly, just a clarification. The revenue numbers you've given for ADEY, just to confirm that on an organic basis, there's not been any kind of small acquisitions in those numbers for the underlying business would be helpful. And then, do these filters fall under the Green Homes Grant, do you know? That would be interesting to know for the consumers. And then also, what's the main method of demand for the filters? Are they -- are these retrofitted into existing boiler systems? Or are they -- they just installed into new boilers when a home owner replaces their boiler? I'll leave it at that.
Martin Payne
executiveOkay. Thanks, Sam. I'll take the -- in reverse order, if I can. Demand filters -- the demand for filters in the RMI markets coming in a number of ways. I have to say less usual to go and fit a filter to an existing boiler system. It tends to happen more when the new boiler -- when a boiler is replaced that the filter goes in as well. And as I said earlier in the presentation, the -- for the manufacturers get the joke around it, helping improve the performance of their products and improving their warranty costs. So generally, that's one of the ways that it goes in. And sometimes, that could be sold via the boiler manufacturer themselves. They'll sell a package, including either an ADEY-branded filter or an own brand filter that's manufactured by ADEY, or the plumber will buy the boiler and acquire the filter from the merchant channels that we know and love. About -- just short of 50% of the business is through the merchants, about another 33% in the various boiler manufacturers and then others through independents and other markets. So it's a mixture of everything. And increasingly, that is just the RMI market. Obviously, as that new build market will kick in, the process will be, again, I dare say, similar to what we've just described, a mixture of installers using merchants, and all of it coming with a boiler. So that's on the demand. I'll have to get back to you on the Green Homes Grant. I don't know whether it actually fits within that Green Homes Grant, but it's a good point, and I will get back to you on that, Sam. And I'm just going to hand over to Paul on the organic revenue side of things. Paul, do you want to just pick that point up?
Paul James
executiveYes, Sam. I think overall, yes, it's organic growth. There was a small acquisition of a water laboratory testing business right at the beginning of 2019. But apart from that, it's pretty much all organic.
Operator
operatorOur next question is from Toby Thorrington at Edison.
Toby Thorrington
analystThanks for the presentation. Nice deal, and well done with the fundraising. I've got a few questions, please, one high-level one and a few sort of granular ones. Could you just explain, first of all, what the sort of IP protection is around this business, please?
Martin Payne
executiveYes. Toby, good to hear from you. It's twofold, really. If you talk about the filters, the IP around the filters, ADEY was the pioneer of magnetic filtration. So IP around the design and sort of magnet that's used but also around the fluid motion and fluid -- the way the fluids move across the -- the fluid dynamics that make the fluid flow across the magnet, making sure that the magnet or the fluid touches as much of the surface of the magnet as possible. So there's quite a bit of stuff within the filter that's protected there. And roughly 80% of sales of filters are covered by some sort of IP protection. When you move to the chemical side of the business, they haven't registered the chemical mixes there for IP. And it's the old Coca-Cola recipe argument, which is, as soon as you register your recipe, you broadcasted to the world, and people can go and play. So they keep that very much a secret sort of blend, but haven't gone down the IP registration. But it still affords them as it does Coca-Cola has some pretty strong protection.
Toby Thorrington
analystSure, Martin. That leads me into the next question, really. So if I'm installing a new boiler with ADEY add-on now, so are there any warranties provided with the -- for the product? And does that include -- am I mandated to use proprietary chemical like ADEY chemicals only? And how long does a filter last? How long before I had to replace the filter, would you say?
Martin Payne
executiveSo the filter replacement cycle is pretty much in line with the boiler replacement cycle. So it's that sort of installation period, although you do need to maintain and clean the filter periodically. And I think, as we move forward into lower-energy heat sources and having to have more efficient transmission systems, we are all, and I count myself in this category, going to have to get better at maintaining and having our boilers looked [ under them ] more frequently. So you do need to look after them, but the filter itself, the actual housing and everything, it's pretty much in line with the boiler. There are warranties with the filter itself. But again, the real drive for this is potentially the boiler manufacturers making their warranty dependent on having a proper filter and cleaning system in. And that's driving demand certainly in the RMI market. And there are other things we're looking at to make that stickier, particularly under the new Part L regs, which I would class as the commercially sensitive bit, but certainly something we're looking at.
Toby Thorrington
analystUnderstood. Right. And final question. You mentioned there were some personnel changes understandably over the course of FY '20. How many people does the group employ? And what's the sort of rough split between production and sales, would you say?
Martin Payne
executiveThe headcount in total is just short of 200, and that is split approximately, I think, about 40% of them are manufacturing or assembly, and the rest are sales and technical and support. That's broadly the number.
Operator
operatorOur next question is from Christen Hjorth at Numis.
Christen Hjorth
analystThree questions from me, if that's okay. First of all, on competition, I mean, obviously, ADEY has got a significant share. But the other 30% in filters, just sort of an understanding and how that's made up and potentially IP there. And also maybe, obviously, you've talked a little bit about international markets, whether you see similar type competition there, which perhaps could be a threat in UK. And the second one is just -- it seems to be insisted by installers, plumbers, et cetera, I mean, over the longer term, is the opportunity here that this becomes part of the boiler and sales part to OEMs, and they just have to include it as part of their products to meet regulations? Or do you think it will continue to be sort of a separate product to that? And then just sort of finally, just more sort of longer-term strategic rationale, which you made clear in the statement, I suppose. What's sort of the end game here in terms of other types of businesses that you could add to actually have a more holistic offering in the sort of 0 to low-carbon heating as a strategic driver?
Martin Payne
executiveThanks, Christen. So just to take those in order. In terms of the competition yet, ADEY, obviously, #1 by quite a long way with 70% of the filter market and 35% of the chemical markets. There are other competitors, but obviously, nowhere near as big. The other main competitors will be a business called Fernox, and smaller again will be Spirotech. But really, with those sort of market shares, ADEY was -- ADEY have -- has and had a lot of the first-mover advantage, designed and then was the pioneer of that magnetic filtration system. And the guy to set the business up for ADEY went and developed in just an on his fine lines when he's got the first design, kept iterating and getting it better and better, moving into the chemicals markets. And like any good business with the first-mover advantage, you can't sit back. You have to keep going, keeping developing and improving on those systems. So for example, they've recently brought out a filter with some IoT abilities for it to actually tell you when it needs cleaning out or if the system needs replacing. So they are keeping ahead of the game with a lot of their IP developments. So I think that's fine. And then when you move into the international market, it really does vary by market because heating systems differ by market as well. You see as you go into Europe, [indiscernible] are in this sort of space in Europe as well. But again, in slightly different heating systems. So -- and then when you move to the U.S., I think the U.S. generally are perhaps a little further behind in adopting environmental legislation to help drive energy efficiently on these sort of things. But we have just tied up an agreement with one of the U.S. boiler manufacturer to recommend the use of an ADEY filter in their heating system. So there is a lot of potential out there. In terms of your question around the boiler manufacturers, we don't see this risk of the boiler manufacturers installing this part of their own boiler for a couple of reasons, really. One is a technical one, which is if you've ever looked inside your boiler space, it's really, really at a premium. And to create enough space within the housing and the boiler [ to house ] not only the filter that needs to be in the house, but giving it enough space to get access, clean it out and maintain it, would be a huge redesign. And these guys are not going to do that for the sake of a relatively sort of part of the value chain. And I think there, that leads you into the second point, commercially, why would they want to do that? Because it's a product that they can get added value out of. If they start to integrate it into the boiler, then it just becomes the cost of boiler. It's very unlikely they'll gain that same added value by -- I think it's the price of the boilers. So I think there's a commercial drive not to keep it as it is. And actually, I think the filter, it isn't just about the boiler; it's about the heating systems that you're linking up to as well. So whether that be water-based underfloor heating or a large-format radiator, it's an integral part of that transmission system not on the heat source itself. And that's really the point with the whole ADEY thing. It's independent and agnostic to whatever that heat source is. It works well with heat pumps and [indiscernible] or hydrogen boilers. It still needs to clean that clog out. So I think for all of those reasons, it's unlikely to be integrated into the boiler. I think the strategic rationale, you're absolutely right. The group is getting exposure to these markets that are driven by this environmental and legislative drivers. And that's really the driver. We've got our underfloor heating. We've worked -- we've been in underfloor heating for quite a long time. You'll have seen that Nu-Heat acquisition we did last week more one. Very excited on the lesson in the same sort of space, so that's giving us access to more of the floor heating, a slightly different route to market. But more importantly, it's not just heat pump technology, which is integrated to its underfloor heating systems. And we're really excited about that because we want to look at ways of integrating heat pumps into ventilation systems because the only other way of transmitting heat around the house is to use an air base system. Some of you or maybe not many of you can maybe go back to the 60s and then the worst, I think, heating systems that used hot air to blow heat into rooms. That is a potential. The actual real [ policy ] here is to link up ventilation systems, reheating systems and the floor-heating or radiators. So that not only do you use that heat for heating, you can also heat air and move hot air around the building to really come up with an intelligent climate management system for houses. And we're getting sort of the parts of the equation together in some of these acquisitions, but some exciting technical developments. It's not going to happen overnight, but in terms of driving forward, that's effectively where we're trying to lay.
Operator
operator[Operator Instructions] We have a follow-up from Sam Cullen at Peel Hunt.
Samuel Cullen
analystJust one follow-up. When you look at the split of revenue by products like with the [indiscernible] and chemical, how would that look on a profit basis? And should we think about this as being kind of an analogist kind of a razor blade-type model, where you sell the filter and then you make -- getting incremental kind of profits at work from the chemicals you're selling as people keep the filter and attaching the boiler for 10 to 15 years? And how will that change as penetration increases, I guess?
Martin Payne
executiveSure. The answer, Sam, is that there isn't a huge mix in profitability terms between either of those. So there is no loss leader mechanism within all of this. It's -- each part of the business stands on its own 2 feet.
Operator
operatorAnd we have a question from [ Wim Ingden ] at KBC.
Unknown Analyst
analystCongrats to the management team for this deal fitting nicely with Polypipe's growth story. However, my question is regarding the internationalization strategy. My question very specifically is will Polypipe become back again an international player? And more specifically, to what geographies are you looking for on your priority list? Is it first U.S.? Or is it back to Europe?
Martin Payne
executiveYes. Thank you for the questions, and thank you for the kind comments. Yes. Look, I mean, Polypipe's approach to overseas markets, I think we -- it's well documented. We are generally focused on our U.K. markets, trying to understand and leverage from our customers, helping them solve their problems and solutions. So we look for product gaps and product adjacencies in our U.K. markets. And if they come with overseas exposure that we can leverage, that's great. In terms of the -- for the main Polypipe business, there are a number of factors that mean export from the U.K. is not necessarily feasible. Firstly, pipes generally don't travel particularly well. So it's a very expensive thing to do logistically, not so than now at the moment. But that's -- inhibits to exporting from the U.K. manufacturing base. In terms of -- certainly, at the smaller end of plumbing and drainage, we are an imperial measurement market versus a European metric market and believe it or not, a U.S. imperial market that uses a different diameter, so internal versus external environments. So exporting in the broader Polypipe group from the U.K. is somewhat challenging. There are bits of the business that we can do it with. So we've done it very successfully with Permavoid. The acquisition we made, what, 2.5 years ago, that we're using a licensing model there to try and penetrate certainly into Europe, which we are doing successfully, and the U.S. And that's rolling out to a little bit of Polystorm as well where we're using our own tooling to move around between subcontract manufacturers certainly in the Middle East. So we're trying to be selective and stealthy about how we go about our overseas growth. But that tends to be, again, in the wider Polypipe group. We focused on the Middle East where -- because the standards are very -- written by expert British engineers and a very [ angle file ]. So that tends to work well more challenging in some of the European countries. And there are good, big players out there that have got significant trends of market. I have to say the margin performance of the wider plumbing and drainage businesses around Europe is not necessarily where we are with Polypipe. So a number of challenges there. With the ADEY business, because of its -- and it's very similar in this respect to our Nuaire business in terms of ventilation, where exports, you get much better density on containers going overseas. So the overseas markets are much more attractive. And I see us being able to sort of develop with ADEY some of these operations. We do have some operations overseas. We certainly have experience of selling into European markets. And I think we'll do a lot more of that with ADEY and linking up with some of the Polypipe and Nuaire businesses. The U.S. side of things, I think it's a really interesting opportunity. Again, we have to be very selective about how we go about it. But generally, I think the U.S. is sort of behind us -- behind Europe in adopting those environmental legislation that drives energy efficiency in -- certainly in heating houses. So I think there's plenty of opportunities, but we'll be selective.
Operator
operatorAt this time, we have no further questions on the call. So I will hand the floor back to Martin and Paul.
Martin Payne
executiveThanks very much, everybody, and thanks for making time to listen to us. You know where we are if you need anything after this call. So yes, other than that, I'll take the opportunity to say thank you, and stay safe and well.
Read the full transcript via the API
You're viewing the first half of this call. Get the complete Genuit Group plc transcript — plus 251,000+ transcripts from 12,000+ companies, speaker segments, AI summaries and full-text search — through the EarningsCalls.dev API.
Get the API View API docs →For developers and AI pipelines
Programmatic access to Genuit Group plc earnings transcripts and 251,000+ others is available through the
EarningsCalls.dev REST API. Plans from $24.99/month — full transcripts, speaker segments,
full-text search, and the recently-added /api/v1/transcripts/recent polling endpoint for ETL pipelines.