The business review on which Antony Harker embarked in 2016 extended across the whole business including water features which represents a significant opportunity for growth. That’s what drove the team at Kelkay to update and redesign the brand, the packaging and the point of sale providing a strong new marketing campaign.
This also promoted a full range review and resulted in the launch of almost 50 new fountains taking the total range to 85 with price points from £69.99 up to £2499.99 making it the most comprehensive and up to date range of water features on the market.
Kelkay have responded to sales trends and changes in consumers resulting in the development of a range of animal-themed water features. The new range features otters, frogs, fish, turtles, cranes and even a crocodile! Completely new to the range are specially designed pond water ornaments that create a stream that splashes directly into a garden pond.
Picking up on a more classical theme, the range also includes new additions with Italianate and Greek statutory themes designed to grace the most contemporary garden space. There’s also 18 brand new modern designs and an extended range natural rocks and wood effect features.
Some of the historical best sellers from the range have also been added to, enlarged and improved to create higher price points and large impressive features for the larger garden. A small selection of 12 exclusive lines are also on a limited availability.
“We’re responding to feedback from consumers and trends in garden design to ensure that our range of water features remains the best available to UK independent retailers.” said Richard Pyrah, Sales Director. “Additionally, we’ve had a real hard look at the most effective way to package and display this category and developed improved packaging and easier to manage merchandising. Retailers can select just best sellers, or a complete range from the entry level right up to very large fountains. We can now supply the full range.”
Easy Fountain packaging has been updated to make sure that when even the largest boxes are merchandised in store they look attractive and it’s easy to establish exactly what’s in the box. Merchandising has also been updated in line with the new look.
“I’m confident that this range development and the new packaging and point of sale will cement our position as the leading supplier of water features in the UK” said Richard
Kelkay will be announcing their full 2017 new product development plans and a host of other exciting developments designed to drive the water features and landscaping category at GLEE NEC Birmingham (Hall 19 B10 – C21) 12 – 14 September 2016
To find out more about Kelkay’s range of decorative aggregates and their other successful garden landscaping brands, go to www.kelkay.com or e-mail the general enquiries office on salesenquiries@kelkay.co.uk or call to speak to us on 01405 869333
Kelkay
The Old Airfield
Heck& Pollington Lane
Pollington
East Yorkshire
DN14 0BA
