Competition has paved the way for an entirely new set of players in the water market – the retailers. They have emerged from a variety of different places – some are the separated and refreshed retail arms of an incumbent water wholesaler; some are the result of a merger between the retail arms of more than one wholesaler; some have come from Scotland and bought English business customer bases from exiting companies. Others are entirely new and have made a pledge to grow organically rather than via acquisition.
Wherever they have come from, they have had to learn new skills and adapt quickly – both to a new market and a new role. They have approached the market differently and with varying degrees of success.