During the past 12 months Gardman has transformed into an agile business able to adapt quickly to the market and spot then respond to shifts in consumer behaviour.  The result is a business that is growing quickly, demonstrated by the uplift in key brand sales, which as a result of a rigorous development and marketing programme have increased by 40%. 

Stewart Hainsworth, chief executive of Gardman explained: “Our strategy is simple.  We have stayed true to our core values of providing retailers with the products consumers want at great prices. At the same time Gardman has invested to provide plenty of opportunities to trade consumers up to higher value, premium products within our core categories.  Our star performer has been the Cole & Bright brand, with its high quality range of solar lighting products, seeing an uplift of over 25%. Other new and developing brands such as The Ernest Charles Co. premium range of wild bird products and the hand forged Blacksmith range of hanging baskets and containers have also performed well. This is testament to the investment made in national marketing activities across targeted channels, backed with strong promotional offers.”

Gardman has also developed its Moulton Mill range of heritage-led, high quality, durable garden tools and launched The Garden & Home Co., an exciting new home style brand. 

The development of these premium brands has been led by research into consumer preferences and behaviours.  With these insights Gardman has been able to develop core category solutions that span from entry level options to high quality ranges.

The company has also taken a number of other significant steps in the past 12 months.

A new talented management team has been put in place, combining garden industry and FMCG expertise.  This, alongside a wealth of internal company knowledge has seen Gardman culturally evolve into a traditional business with fresh ideas. The wider Gardman team has been united in an open plan, modern and accessible facility close to the motorway network. This move has increased communication and so improved efficiency as well as customer service. 

Gardman has extended its strategic relationship with the British Trust for Ornithology and signed a new distribution agreement with the RSPB, the first of this type in the company’s history.  It’s focus, drive and creativity has also resulted in significant new contract wins; in particular the Choice Marketing Group, the largest independent buying group of garden centres who have signed a two year deal with Gardman for the provision of wild bird care, hanging garden and core gardening products.

Gardman at Glee 2014.  Stands 19E30-G31 and 20D50