Gardena brand-building activities signal long term investment in UK market

Gardena is seeking to make in-roads into the UK with new smart system gardening micro-drip systems, and city gardening tools.

Gardena Chelsea garden
Gardena Chelsea garden

The Germany-based garden tools and watering company recently exhibited at RHS Chelsea Flower Show which its president Sascha Menges described as a "fantastic event" which "demonstrated we are back in the UK market and have strong ambitions there".

Menges said the event also showcased its new technology and facilitated discussions with customers.

Gardena, which is part of Husqvarna, has also been running a UK TV and other media advertising campaign this spring for the first time in a decade.

He added that the exercise was more about "brand-building" than immediate sales gains. Menges said his aim is to be seen as a "credible player" in the top three for its sector in the UK and that the company is making a "long-term investment" into the UK market.

Menges said a big win was having listings in more than 200 Bunnings/Homebase stores nationwide, as well as making inroads into garden centres, with Gordale, which is a new ambassador store, a good example.

He hopes to add "a couple a year" to the ambassadors, which have a full range of Gardena product in a dedicated area.

He said that he takes hosepipe ban threats "seriously" but innovation such as micro drip irrigation can mean less watering and legal watering during restrictions.

Menges says the comapny has diversified further away from just watering, citing the secateur range recently introduced.

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Neville Stein

Business advice from Neville Stein, MD of business consultancy Ovation

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