There is no question that 2020 will need its own thousand-page chapter in the history annuals of the future. No-one could have predicted just how much this year could throw at us, and how quickly the entire world – including the garden retail sector - has had to adapt to a new normal. Primeur is one such company that faced the challenges 2020 had to throw at it head-on. In fact, the company has thrived. Here we find out more about why the Primeur team has more than one reason to remember the last 12 months.

Covid-19 didn’t put the brakes on, neither did Primeur

Let’s get the elephant in the room out of the way first - Corona virus. Never before has one event changed the way the garden retail sector operates. Overnight Primeur, along with all suppliers and retailers, was forced to rip up the rule book and find news ways to navigate the unknown. Remaining open throughout lockdown was a key target for Primeur and remain open they did!  Securing all pre-season stock in early 2020 stood the company in good stead as it meant it had direct and immediate access to its full 2020 stock offering. That said, the unprecedented demand for product as the nation took to their gardens in droves as it represented the only safe haven they had, meant that demand was starting to outstrip supply. Some quick thinking and optimising good relationships with its manufacturing partners meant more stock than Primeur had ever anticipated needing, was quickly winging its way to the UK.  

Online created a new love story for new generation of gardeners

Despite all these pressures, and the ‘unknown’ being the only constant, Primeur stayed ahead of the game. Lead times remained within the expected three to five-day range, and despite reduced team numbers, Primeur was able to continue to support its retailers who were driving sales through both bricks and mortar, and online channels. 

There is no doubt that online was the ‘king’ of lockdown. With the entire country confined to their homes, online was the only option for securing product. Without online, many new gardeners would not have been able to engage with this glorious pastime, something Primeur hopes will continue long into the future. Jenny Douthwaite, Sales Director at Primeur said: “Traditional garden centre stores are such an important part of our business, but we also welcome a move to incorporating more online sales channels. If the Covid-19 lockdown has shown us anything, it is that online sales cannot be ignored but should be used to complement in-store sales to reach a much wider audience. The convenience of home delivery and ‘click & collect’ has helped to make gardening more accessible to not just vulnerable customers but also the younger demographic, considered by many as the holy grail of shoppers as they represent the future of retail. For so long we have been asking how we can capture this audience and now we have done so. The job is now focussed on how we keep them engaged with gardening and continue to inspire and influence them once we get back to our day-to-day lives.”

Environmentally friendly agenda ever more important in a post-Covid world

Since launching its Eco Garden range in 2018, Primeur has been leading the way for environmentally responsible material usage thanks to the range’s reimagining of recycled rubber tyres. Recent months have seen consumers make more conscious choices, favouring products that do good for the world.

Bestsellers throughout lockdown were the award-winning Tierra Verde planters. This range has already received praise from the industry having scooped the GIMA Sword of Excellence, and two Glee New Product Showcase awards in 2019; these planters were tipped for big things and they have certainly proven their worth. From growing plants to making the good life a reality in small spaces, the Tierra Verde planters have earned legions of new fans. The company has also invested in building the brand profile to help drive sales. To date the range has been featured in national newspapers, gardening supplements and leading garden and home consumer publications.

The Glee Gathering & beyond

With a significant void to fill following the cancellation of the physical 2020 Glee event, the Primeur team has already been working tirelessly in the background to ensure that they continue to communicate with the market during this pivotal time of the year, as well as working hard to engage with the new Glee Gathering platform. The company is proudly supporting this event, including entering the virtual Glee New Product Showcase, and participating in the networking events that will see Primeur ‘meet’ with a wide range of buyers from garden centres, as well as the sheds and DIY stores.

Jenny said: “Whether it’s keeping in touch and networking, showcasing new product development or helping our retail customers better understand the successes of the season through sales and trend data, Glee is an incredibly important part of our annual strategy. So, whilst we can’t meet at the NEC this September, we will of course be participating in the Glee Gathering and are excited to showcase to our customers what we have lined up for the 2021 season. Beyond this we are also looking to create our own mini-Glee via virtual tours, product launches, and online meetings with our customers. Throughout the autumn season we will be continuing to communicate with our customers either directly or via the media, to continue to showcase the many ways we can help drive sales both during the anticipated extended season, as well as long into 2021. 

“We appreciate that this year not all retailers will be focused on new products, so in addition to having exciting new additions to showcase, we will also be sharing merchandising support and advice, as well as information on the latest trends and colours that are driving sales. We will continue to adapt what we have on offer to ensure that our offering, both product and customer service focused, remains relevant, valuable and effective for all.”

Details of Primeur’s virtual showroom tours, and new product developments will be announced shortly. 

Jenny finished by saying: “There is no doubt that 2020 is a year we will not forget anytime soon. It’s been incredibly hard at times, but the support of our retail customers and the wider industry has been phenomenal, and I’d like to say thank you from all of us at Primeur. We still have a long way to go but we remain optimistic about the future and we welcome an ongoing dialogue to ensure that we all ride this storm together. Here’s to the next 12 months, let’s hope they are a little kinder to us all!”

Find out more

To find more about Primeur’s full product range as well as how to access its leading merchandising displays, please contact the team on 01274 518800 or email sales@primeur.ltd.uk