Gardman has shed three senior staff as the new chief executive officer Stewart Hainsworth overhauls the business after taking over from Mark Pearson this summer.
Marketing director Jane Lawler is leaving along with finance director Richard Browne and sales officer manager Wendy Towers.
Sales administration and support has been integrated with consumer support under Laura Smart, who has been in Gardman sales for 14 years.
Phil Moss is senior national account manager for B&Q and Matthew Bent is group national account manager for garden centres. Mark Little is new finance director and Sarah Downing will lead the marketing department.
Hainsworth said: "We operate in a highly competitive market in which our retail partners trust us to deliver. Having recently and successfully introduced key initiatives to bring us closer to our customers, we must continue to understand their commercial requirements and retain their trust by meeting those challenges quickly and efficiently.
"Excellent service levels, continuous innovation and sharper prices are therefore at the heart of our strategy."