Smart Garden buys Chapelwood bird care brand from Scotts

Scotts Miracle Gro has confirmed the sale of its Chapelwood bird care brand to Smart Garden, which has Gardman founder Paris Natar as a director.

HW reported suggestions last month that Smart Garden was in the running to buy the Scotts Chapelwood business. The purchase price has not been disclosed. Estimates have out the sales value at between £2m-£8m.

Scotts bought Chapelwood as part of its deal to buy Solus in July 2014. But it struggled to integrate Solus brands and has now disposed of the most valuable, after deciding against trading other Solus brands such as Joseph Bentley tools.

Scotts Miracle-Gro general manager Sheila Hill said: "We are delighted to have found, in Smart, an experienced buyer for this business. We made a strategic decision to focus on our core business which is not Wild Bird Care and it was clear that we had to find the right company to take Chapelwood forward and provide continuity and growth for its many loyal stockists."

Smart chairman Natar, who helped build the £200m wild bird care market at Gardman, added: "At last, we have found absolutely the right opportunity to enter this exciting category. Most of our management team, myself included, have many years of experience in manufacturing and marketing Wild Bird Care products and we have made no secret of the fact that it has been on our ‘to-do’ list since acquiring the Smart business in 2013.

"Chapelwood provides the perfect springboard! But first, we have a new business to run and it is vital that we establish inventory within Smart at the earliest opportunity to meet our customers’ seasonal needs as fully as possible. We will be talking to and writing to all our customers in the coming days to give them all the information they will need."

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