On the rebrand, owner Alex Newey said: "The Newey group of companies is a multi channel, vertically linked horticultural business. It encompasses several companies each with their unique commerical base and product sector. However the link between the companies is less clear and we want to redefine their purpose and values within the overall organisation.
"Focussing on the overarching philosophy of the business but directing customer, suppliers, partners and employees to a more simplified model where the functions and services are very clear. There are direct synergies between certain divisions of the group which if combined under a new identity would create a stronger more recognisable identity."
Newey Young Plants is the divisional business supplying bedding plug plants to the wholesale trade. Operating out of Whitehill Farm, this will be the Warwickshire headquarters of Newey Thinking.
Newey Garden Ready combines the retail operations from New Forest Plants and New Place Nurseries, together they will direct sales of shrubs, trees and perennials into the retail market.
Newey Perennial Plugs and Liners combines the perennial plug operations from Eagle Plants and the Liner sales from New Place Nurseries, operating out of Newlands, New Place and Whitehill Farm.
Newey Roundstone is the southern base for contract growing operations. Newey Roundstone operates the sites at Newlands and Batchmere and others. Newey Roundstone will also be the Sussex headquarters of Newey Thinking.
Newey Avoncross is the Midlands base for growing operations. They operate out of two locations in the Vale of Evesham as a producer of bedding plants.
Newey Transflora provide transport and logistic solutions for the horticultural trade. Operating out of Whitehill Farm as North hub and Newlands as South hub.
Newey added: "In summary we believe by taking a new modern fresh approach to our brands we will be able to fulfill our mission: We are a leading horticultural company. We believe passionately in our industry and aim to play a key part in shaping its future. We do this by applying new thinking. We attract the best people and work with motivated customers, suppliers and partners. We provide the best quality products and services. We are enthusiastic, ethical and fair."
The spherical design implies global, spherical, universal, earth, rounded. Newey said. It can also be regarded as a seed pod, encapsulating seeds, ideas, thoughts, the bringing together of the total sum of its integral parts. The design can be associated with a stylised imagery of flowers. A collection of colour in one sphere indicates the divisions of the business.