retailing news
Retail your own brand!
n a retail world dominated by conglomerates and chain stores, Fieldfare Gardenware products offer a unique opportunity for the independent garden sector which allows the smaller outlets to compete on a more equal footing. “This is an industry I have been involved in for more than 20 years and feel very passionate about,” says Andrew Downey, managing director of Tildenet, the company that bought
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available to larger organisations with higher trading volumes. Own branding allows a garden centre to have its company name, address, logo, colours etc printed on the packaging, thus setting products apart from other manufactured brands. Apart from offering free advertising, the brand says this also promotes confidence in the product, enhancing a trusting relationship between the consumer and their local garden store.
Unique character Fieldfare began as a family business in Northampton more than 20 years
ethical and friendly sector of business to work with. Most of them are family run businesses like my own. It was a challenging start. We had to bring the company up-to-date with 21st century technology. We have managed to turn the business around into a 97 per cent fulfillment rate and a three day turnaround on all orders.” While Tildenet has modernized the technological side of the company it has also maintained the inherent intimate relationships established with customers. Fieldfare Gardenware has now
grown for the second year running. The company has increased its product range by 15 per cent and is now expanding its ware-housing facilities. Andrew says “Currently we supply over 500 garden centres and are confident we can double this figure within the year. Our customers are seeing the benefits of own brand and are reporting increased sales of up to 40 per cent. We will be exhibiting at Glee once more, where we will have all the new range on display and hope to meet many existing and new clients.”
Fieldfare in 2007. In fact Tildenet has been supplying the horticultural industry for over 30 years. Based in Bristol, it also has a thriving export market, with offices and distribution networks worldwide. The principle selling point of Fieldfare is that it offers own branding to the smaller garden centers, an advantage that was previously only
Future plant trends
September, NEC Birmingham), plant buyers from some of the UK’s leading garden centres, multiples and retailers are getting set for the green heart of show – Glee Plant. This area has been designed to provide growers with the perfect opportunity to look ahead to the coming year and define what’s new in the market. A showcase for the newest ranges, Glee Plant will be an essential destination for anyone wanting to see the freshest plant trends before anyone else and draw inspiration from innovative new sales and merchandising concepts for 2011. Glee event manager Sam Mitcham said, “Glee Plant’s proposition is unique in that it offers something that no other garden trade show currently does. From offering an insight into future trends and new plant varieties, Glee Plant also brings together both UK and international growers with
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ith just a few weeks until the doors open to Glee (20-22
ago. It successfully established loyal relations with its customers, and grew despite outdated technological systems. In 2007, Tildenet bought the company having become fascinated by its unique character and its attractive range of products. Andrew continues, “In particular, this business serves the independent garden centres, which by their very nature are a much more
Agriframes debuts at Hampton Court This year Fieldfare has launched Agriframes, a range of steel garden structures for fruit and vegetable growing, as well as an attractive collection of flower climbing frames designed by Jackie and Laurence Llewelyn-Bowen. The brand’s debut at Hampton Court in July allowed for the display of Elegance Arches, Elegance Screens, Gothic Arches and
Round Arches. The 2011 Fieldfare Gardenware Buyers Guide details the Agriframes range and other products within the Garden Structure range. See Fieldfare at GLEE on stand 5C51.
For more information call 0117 9341799, email
sales@fieldfaregardenware.com or visit
www.ffgw.co.uk
thousands of garden retailers who have come to Glee to find the ‘next big thing’ from the plant industry. This year we have worked harder than ever to communicate Glee Plant’s proposition to the market to ensure that it not only delivers plant buyers, but also attracts the all important owner operators and senior decision makers from garden centres. Our targeted visitor campaign
has been extremely successful, with over 2,400 registered visitors having stated a key interest in plant products.” In addition to new plant launches, Glee Plant is also home to nursery stock, bedding plants, house plants, cut flowers, trees and shrubs, herbs and florist sundries. Key exhibitors confirmed for Glee Plant include: Baby Plants UK, Chapel Cottage Plants,
Covili Franco (Vivai) Piante, Golden Grove Nursery, Oakgate Nursery, Osberton Nurseries, Vannucci Piante, Wyevale Nurseries, Kindergarden Plants and The Anglia Group of Nurseries. Register on-line today to save
yourself £20 and receive free parking and show catalogue. For more information visit
www.gleebirmingham.com
34 Garden & Hardware News - Retail Plants & Shrubs
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