year in review


There’s also an apparent trend towards ‘trading up’ from entry-level products to more premium ranges


2015 has seen major changes at several key suppliers, but with trading remaining largely flat on 2014, it can be seen as a positive year for many


a third less likely to have a traditional planted garden and 15% only have a small outdoor space or balcony. This means we need to develop products which better suits the needs of urban gardeners by making them simpler, easier and designed for smaller spaces. We also need to develop more inspiring and engaging information online and at point of sale.” With a growing emphasis on ensuring products are merchandised as effectively as possible, it is to be hoped that 2016 will provide opportunities to make the most of the new product ranges on the way. It is often said that the best time to fix the roof is when the sun is shining, and to that end many manufacturers have used the stability of the market this year to unveil further investment to secure their futures. Core and decorative timber garden products supplier Forest Garden saw a busy 12 months. The start of the year saw demand for fencing remain strong following 2014 storm damage, and throughout 2015 Forest’s home delivery service, merchandising support, and product offering has been subjected to revision and improvement, the company says. Forest Garden sales and marketing director John Gomersall explains: “This year, more than any other, has seen Forest make significant


2014 was one of the best years ever for the gardening industry, helped by good weather, and so remaining flat in 2015 was a great result


required following the demise of key supplier Solus, and it’s not been plain sailing for everybody. Gardman has certainly benefited from the new order, because we were in a position to react to fill at least part of the vacuum left when they disappeared.” There have also been broader issues in the market which affect both manufacturers and retailers, such as the necessity to not lose sight of what makes garden centres unique and attractive to consumers even as more generalist categories do well.


Sheila explains: “The main challenge for the garden care industry is ensuring that core gardening products do not lose further space in store and retailers are dedicating enough space to ensure their prominence. Retail sales growth from non-gardening ranges has been significant but maintaining enough space for garden products is what will reinforce their unique position as the specialists in gardening retailing.”


She continues: “The other challenge is ensuring we are relevant for the next generation of growers. Younger consumers are


GCU December 2015


investments across the board, and we believe that our retail customers as well as end-users will benefit from this continued level of investment.”


The introduction of its new 5,000 square foot display area at the company’s head office in Worcestershire in early 2015 helped to kick- start this year of investment. It allows Forest to display more than 80 garden timber products, including the latest in timber fencing, sheds, summerhouses, greenhouses, arbours, decking, grow-your-own accessories, planters and furniture. The real benefit, however, lies in the fact that the space offers customers and supply partners the opportunity to book the showroom to give their trading teams ‘real life’ product, merchandising and technical training, which they in turn can share with their own customers, John adds.


“With a proven product portfolio, we are now better placed to look at ways to improve our service and customer support levels, with TMTTT and FTIF representative of this investment,” he continues. “Our product showroom is also demonstrative of our


approach to our product portfolio. Not only can we better display our full offering, but it also provides us with the opportunity to work closer with our customers, arming them with the necessary tools to drive sales of our products year-round.”


The investment has been undertaken with an eye on the future, John notes. “There is no doubt that the enhancements we have undertaken in 2015 have helped to shape the future of Forest Garden, and have also helped stand us in good stead for the coming season,” he says. “Planning for the 2016 season is very much underway, with further investment already earmarked for the coming year, with an emphasis on our stock capabilities and further home delivery improvements. We look forward to revealing further details as we enter 2016, and also look forward to working with our retail customers to help them profit further from stocking our market-leading offering.” Another area of success for many suppliers this year has been the enthusiasm and optimism at the major tradeshows around the country.


Brundle Gardener has committed to building on its success of 2015 after their most productive 12 months of trading. The wholesaler says it enjoyed a huge upturn on orders from both the garden centre sector and other retailers after a successful year of trade shows.


Brundle Gardener debuted at Solex and Cologne’s Spoga+Gafa and also furthered its reputation at Glee – which has prompted the business to plan bigger stands in the forthcoming year.


Brundle business manager Paul Smith comments: “We have enjoyed a strong 2015 with our range of eye-catching products for the garden clearly proving popular. This has reinforced our key messages and aspirations and we will be building on our existing range and unveiling new products in 2016.” He adds: “We have had a great year at the biggest trade shows in the industry. We signed up to Solex for the first time off the back of a very good year which saw us pick up more than 100 extra accounts. This success was followed at the other trade shows with Glee the perfect way to round off a busy but hugely worthwhile few months.”


A worthwhile few months seems an appropriate description of the year as a whole. Despite the continuing challenges in the industry, 2015 has proved to be an opportunity for consolidation, and planning for future growth.


If trading conditions remain the same for the next 12 months, it could spell success for plenty in the industry.


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