Town & Country rebrands

Glove and footwear garden centre supplier Town & Country has unveiled its new look.

The Leicestershire-based company has showed off its brand redevelopment to garden centres, with the aim of revitalising the brand, which Barry Page founded in 1960.

Town & Country now has a new logo, with the heritage 1960 founding emphasised, as well as a good, better, best streamlined range and a 'love life outdoors' strapline.

Retail consultant Jane Lawler, formerly of Bayer and Gardman, led the rethink, which will fully launch at Glee in September.

Lawler's customer and market insight programme found the £6.2m turnover company was well regarded in the industry and by consumers who gave 33 per cent prompted brand awareness, and within the £37m gloves and footwear sector. Consumers chose garden centres 72 per cent of the time to buy gloves from, and 92 per cent of UK gardeners own gloves, with 45 per cent replacing in the last six months. People look for protection and fit (both 75 per cent of those surveyed) above style and price. Town & Country scored well against competitors for quality, service and value for money. But the company did less well on innovation and brand POS and display, so the Town & Country have revamped these areas.

Town & Country will also look to export more through former Solus employee Terry Murphy.

Another ex Solus man, Mark Butler, is UK sales manager.

See more in Horticulture Week next week.

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