Darlly Filtration, one of the largest filter cartridge manufacturers in the world and a private label supplier to well-known names in pool and spa, has partnered with The Grit Game (TGG) to represent its pool and spa filtration line across seven states: Florida, Georgia, South Carolina, Alabama, Mississippi, Louisiana and Texas.
A Filter Program With the Dealer's Name on It
For most pool stores, the replacement cartridge is the most shoppable item on the shelf. A customer brings in a dirty filter, the counter team identifies it, and the customer finds the same part number online before reaching the parking lot.
Darlly's private label program is built to close that gap:
- Private label at no upcharge. The dealer's logo goes on the cartridge label for the same price as a Darlly labeled filter.
- Custom part numbers. Dealers can assign their own part numbers, so the filter on their shelf is not a line-for-line price comparison online.
- No order minimums. No minimums on orders or on private label, so a dealer can start with their two or three highest-volume SKUs.
- Same ship timeline. Product is labeled when the order is picked, so private label ships as fast as stocked product.
"Every pool store we walk into has the same story. Their team does the work of identifying a filter, and the sale walks out the door to an online seller. Darlly gives dealers a real answer to that: their own name and their own part number on a cartridge built to the original spec, with no upcharge and no minimums. That is the kind of line we want to put in front of pool professionals, because it helps them run a better business," says Laci Davis, co-founder and CEO at The Grit Game.
Built To the Spec of the Original Cartridge
Every Darlly pleated cartridge is built to the specification of the original equipment cartridge, with:
- Single-layer tri-lobal spun bonded polyester media that resists chlorine and bromine
- An ABS injection molded center core made with NSF certified material
- Reinforced end caps with screen mesh molded in during production
- Pleat bands for pleat stability
- A screw thread guaranteed for life
What the Partnership Means Across the Seven States
TGG's reps will work with pool professionals market by market, starting with the filters each account moves most.
- Florida. A cartridge-heavy market where price pressure is constant. The focus is private label and custom part numbers that take the price comparison off the table.
- Texas and Louisiana. Larger filters are the norm. Reps will cross-reference the large Hayward, Pentair, Jandy and Waterway cartridge sets that dominate the region.
- Georgia, South Carolina, Alabama and Mississippi. Wide-open ground where D.E. filtration is still common, making universal grid kits a simple, single-line-item add alongside cartridges.
“Darlly Filtration is excited to partner with The Grit Game. The professionalism, integrity and high standards of The Grit Game Team embody what Darlly stands for,” says Brad Schneider, Director of U.S. Sales Pool & Spa Division.
Pool builders, service route companies and retail store owners interested in a Darlly private label program can contact their The Grit Game rep here.
