National design-and-build firm Lime Orchard is forming a team of landscape architects, garden designers and contractors to cash in on the "improve rather than move" phenomenon.

Launched by Scenic Blue landscaping franchise founder Judy Behl, the new firm will be operating to serve the public from this week.

New co-director Ian Dexter has been drafted in to provide strategic design skills and manage a national team of designers.

He received a silver gilt medal at this year's RHS Chelsea Flower Show for the Marshalls Living Street entry.

Behl explained: "As well as being an excellent designer, he has got a very good business head and understands practical design.

"We are expecting a great deal of interest," she added. "We're al-ready looking at developing a show garden for Chelsea next year."

Behl said a campaign through the Society of Garden Designers had proved particularly successful.

"The phone calls and emails haven't stopped and we have signed up experienced designers across the country," she told HW.

Lime Orchard launched to the public on Monday (1 June) and provides three different levels of service: design only, design and construction specification or full project management.

A basic design plan for a garden up to 200sq m would cost £395, said Behl, but the average amount she expected each customer to spend on design would be around £1,000.