Jamie Oliver licences pursued

Tradewind engaged to search for worldwide licensees for plants, seeds, furniture and tool brands.

TV chef Jamie Oliver is expanding his presence in the garden retail market.

His licensing company has appointed Danish wholesaler Tradewind to look for worldwide licensees for plants grown by Gasa in Belgium, seeds from Mr Fothergill's, garden furniture, mini greenhouses and garden tools.

Oliver has a range of seeds, plants and barbecues in Homebase. Mr Fothergill's has reported reasonable sales of the Oliver seed range in 2011 and Homebase will keep it in 2012. But insiders suggested that the Jamie generation prefers instant gardening and sales across the range have not met expectations.

Homebase does not stock the furniture so the range is available to other UK retailers. Homebase has yet to stock tools and greenhouses. Raised beds will come next to the range, along with more tools and irrigation equipment.

Brand manager Lone Broberg said although the French were not interested in Oliver, Germany, Scandinavia, Australia, New Zealand, South Africa and Poland were. He suggested that Oliver was popular because he was "every mother's dream son-in-law".

Jamie Oliver firepits from Hartmann were featured at Solex in July. Westland plans to add a peat-free compost to its Homebase Jamie range.

Oliver broke his partnership with Sainsbury's in July after 11 years amid rumours that he was unhappy with the amount of control he had over his advertisements.

His Jamie at Home Channel 4 series in 2007-08 beat gardening television in promoting the grow your own trend.

Oven brand launch

Glee will feature £2,000 Wood Fired Ovens by Jamie Oliver, made by Italy-based Valoriani. The managing director of the UK-based Oliver oven company is Simon Cochrane, who is aiming the brand at families and catering businesses.


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