Town & Country revitalises product range

Garden centres shown brand redevelopment that emphasises the heritage of glove and footwear supplier founded in 1960.

Brand redevelopment: now featuring 'love life outdoors' strapline. Image: Town & Country
Brand redevelopment: now featuring 'love life outdoors' strapline. Image: Town & Country

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

The Leicestershire-based company has shown 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 that the £6.2m turnover company is well regarded in the industry and by consumers, who gave 33 per cent prompted brand awareness, and within the £37m gloves and footwear sector. Surveyed consumers said they would buy gloves from garden centres 72 per cent of the time.

Some 92 per cent of UK gardeners own gloves, with 45 per cent replacing in the past 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, point of sale and display, so it has revamped these areas.

Three-quarters of those surveyed said they look for protection and fit, while waterproofing was important to 40 per cent and colour/pattern to 10 per cent. The most important characteristic was injury protection, followed by keeping hands clean, protecting nails, keeping hands dry, keeping hands warm and being stylish.

Town & Country will look to export more through former Solus employee Terry Murphy. Another former Solus man, Mark Butler, is UK sales manager.

Town & Country Category size and insights
Town & Country: estimated figures for overall gardening category sizes

Tools £45m
Propagation £45m
Decorative pots £40m
Gloves and footwear £37m
Wire/netting £30m
Hanging baskets £27m

Brand awareness (prompted)
Town & Country 33%
Briers 12%
Goldleaf, Joseph Bentley,
Burgon & Ball, Apples & Pears,
Digit <10%

Survey: where people would buy gloves
Garden centres 72%
DIY 48%
High street (eg Wilkinson) 38%
Supermarket 22%
Online 7%

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