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Swimming Pool with white and orange beach balls

About Us

Smart water-treatments for swimming pools

Hi everyone, I'm Eric Capelle, the owner of Beniferro Australia. With a background in applied science and experience in diverse industries like chemical manufacturing, water management, and even growing algae in large ponds, I've always been passionate about water quality and innovation.

Two years ago, my former colleague Rudy Peemans from GE Plastics in the Netherlands, shared an exciting opportunity: bringing WiFipool's smart pool technology to the Australian market. Adapting it for our unique needs wasn't a quick task, but I'm thrilled to announce that the first shipment has arrived in late 2023! This innovative product will revolutionise pool care for Australian families, and I'm proud to be the one to introduce it.

Rudy Peemans' story with swimming pools began not in boardrooms, but in his own backyard. Building his own pool ignited a passion, leading him to launch an online pool accessory store in 2005. But Rudy, joined by his son Joeri in 2009, wanted to deepen the connection with customers. So, they opened a pickup and advisory centre in Belgium.

Innovation became a cornerstone. In 2009, they unveiled a first self-developed product, pioneering direct factory-to-consumer delivery in the industry. This opened doors to European collaborations and fuelled a relentless drive to translate consumer needs into high-quality, innovative products.

Growth continued in 2015 with the development of the automatic water treatment control system, launched in 2017. Which led eventually to the launch of Beniferro Europe specializing in Wi-Fi controlled pool products.

Beniferro Nominees Pty Ltd is an Australian company dedicated to bringing these innovative and value-driven plug-and-play pool products to the Australian market. Our products are meticulously developed by Beniferro Europe, guaranteeing exceptional functionality and quality. We've thoughtfully refined the original concept to adhere to Australian standards, incorporating locally sourced components wherever feasible. We're committed to continuously increasing the proportion of locally sourced components over time.

Beniferro provides online retail services to customers across Australia and New Zealand. Our products are specifically designed for DIY enthusiasts in the swimming pool market, catering to both in-ground and above-ground pools, making them ideal for a diverse range of customers.

Our mission is to democratize pool technology by offering exceptional products at accessible prices. With Beniferro, we create the most innovative and user-friendly solutions for automated pool maintenance and water quality management.

We are committed to minimizing our environmental impact and believe that our automated control equipment can significantly reduce the ecological footprint of modern swimming pools

Read more about this unique European invented design.

Corporate information 


Tel. nr: +61 (0)457 644 466

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