Against the backdrop of an "increasingly challenging and more competitive retail environment", the company began a strategic review of its position and its offer to retailers and consumers at the end of 2014.
Customer insight research was conducted to elicit feedback from major retailers to help build a new product and brand strategy for the business. In addition, feedback was invited from all group members and key buyers.
Key areas that were identified for development were packaging, POS and display, with a general feeling that more innovation was needed to bring a fresh new look and excitement to the brand.
Town & Country selected a strategic agency partner who have also developed brand and communications for consumer brands including Sony, Paul Smith and the BBC.
Town & Country teamed up with leading patterns and trends forecaster, Lenzing, to come up with , ‘The Collection’, a range of British-designed gardening essentials – gloves, cloggies and kneepads. Each product is available in a choice of three blue and white designs – lattice, floral and diamond.
As part of the research and development process, the gloves range has been reduced from six to three core segments – Deluxe, Master and Original. Packaging across all products – gloves, footwear and accessories - now follows a clear format which allows for simple communication of the product information. The tickets are colour-coded to correspond with the product segmentation – black for Deluxe, burgundy for Master and green for Original.
Chairman Barry Page said: "It’s been an exciting 12 month project and we are delighted with the results. We have worked with a vibrant branding agency and have involved retailers and consumers alongside our own highly experienced sales and marketing teams to ensure a winning outcome that will produce tangible results. We have already had some extremely positive and encouraging feedback following some initial presentations to customers."