Chief executive officer Nick Burrows said that the Notcutts brand would be modernised and progressively better differentiated. Garden centre managers will be given greater local accountability enabling them to lead their businesses and become stronger integral parts of their local communities, he added.
Burrows, appointed from First Direct in 2015, said his role was to develop new strategy, customer proposition and reinvigorate the business, repositioning it as a broader retail and leisure brand experience with garden inspiration at the core. He said he was not appointed to sell the business, despite reported interest from Wyevale Garden Centres.
Structural changes will be limited to restaurants and canopies as Notcutts concentrates on its existing centres rather than building or buying more.
The 18-strong garden centre business, founded in 1897, is still family-owned.
Employing 1300 staff, turnover is expected to top £70m this year with increasing online sales.
Burrows, formerly of First Sports Group, Nuffield Health, Whitbread, Rank and Holmes Place Health Clubs, said new brand values were 'passion, inspiration and expertise'.
The Board of Notcutts Group Ltd is made up of Nicky Dulieu (Chairman), Caroline Notcutt (Vice Chairman), Nick Burrows (CEO), Bryan Laxton (Non-Executive Director) and Julian Herbert (CFO/Company Secretary).
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