Johnsons of Whixley ranges signal move to retail

Amenity grower Johnsons of Whixley launched two new ranges for the retail market at the National Plant Show last week, as the company looks to diversify further ahead of expected continuing stagnation in the amenity market.

The company unveiled the Plantsman retail ranges, including the 10-litre Prestige range and five-litre Patio Perfect range.

Garden centre sales manager Mark Reynard said market conditions had spurred the company to rebalance its production in favour of the retail market.

"We have been looking very closely at strategy for the past 12 months planning the future direction of the company," Reynard explained. "We wanted to re-engineer turnover (more) onto the retail side, and the tough times in amenity just crystallised it.

"The Plantsman brand is the sort of message the public can understand - it shows them why some plants are worth more than others and that we are a northern British nursery and our plants are hardy. We will look to spin more off the back of the Plantsman with a catalogue launch at Four Oaks and new labelling and a website next year."

Reynard said the move would see a 20 per cent cutback on amenity production, mirrored by a similar increase in retail production.

The Prestige range will feature about 100 varieties with a total volume of between 60-70,000 plants. The Patio Perfect range includes 50 varieties and 40-50,000 plants.

The branding and point-of-sale material was designed by Tin Fish Creative Communications, the same company behind the John Woods re-branding after its separation from Notcutts.

Reynard added that the ranges had been well-received by buyers at the show and the company is looking to re-book for next year.


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