Gardman sets out strategy after achieving 40 per cent increase in key brand sales

During the past 12 months Gardman claims it has seen a 40 per cent uplift in key brand sales and has outlined its strategy for the next season.

Gardman Blacksmith brand
Gardman Blacksmith brand


Chief executive Stewart Hainsworth said: "Our strategy is simple.  We have stayed true to our core values of providing retailers with the products consumers want at great prices. At the same time Gardman has invested to provide plenty of opportunities to trade consumers up to higher value, premium products within our core categories. 

He added: "Our star performer has been the Cole & Bright brand, with its high quality range of solar lighting products, seeing an uplift of over 25 per cent. Other new and developing brands such as The Ernest Charles Co. premium range of wild bird products and the hand forged Blacksmith range of hanging baskets and containers have also performed well. This is testament to the investment made in national marketing activities across targeted channels, backed with strong promotional offers."

Gardman has also developed its Moulton Mill range of garden tools and launched home style brand The Garden & Home Co.

Gardman has extended its strategic relationship with the British Trust for Ornithology and signed a new distribution agreement with the RSPB.

One new contract win is with Choice Marketing Group, the largest independent buying group of garden centres who have signed a two year deal with Gardman for the provision of wild bird care, hanging garden and core gardening products.

Choice Marketing Group, the largest independent buying group of independent garden centres, has signed a new two-year deal with Gardman for the provision of wild bird care, hanging garden and core gardening products. 

Choice Marketing sundries forum chairman Tony Blake said: "We wanted to build a long term relationship with a strong, stable partner that has strength and depth in its product categories and is able to work collaboratively with us to increase sales. We believe Gardman is the right partner for us. 

"Throughout the tender process they worked hard to understand the detail of our business and put together solutions, including full category ranges supported with great in-store merchandising that will help our members increase sales."

Hainsworth said: "We are delighted to have secured this strategic contract.  It validates our strategy of combining great quality products at reasonable prices in our core product areas with marketing investment to develop unique brands to enhance consumer choice."

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