36 | Sector Focus: Decking & Garden Products
SUMMARY
■ Powersheds has rebranded ■ Crane Garden Buildings has installed a robotic spray paint line at its headquarters
■ Woodlands Home & Garden Group opened a new warehouse, distribution and sales hub in Scotland
BUILDING MOMENTUM The timber garden buildings sector has continued to grow and reinvent itself. Sally Spencer reports
Activity levels in the timber garden buildings arena have been high over the last 12 months, with investments in new technology, improvements to distribution and, in some cases, brand refreshes. For example, Bradford-based shed and garden building specialist Powersheds, which is part of the BSW Group (a Binderholz company), rebranded towards the end of 2024, launching a new website in the process. “As our business has expanded, including recent international launches in Ireland and Germany we’ve identified the need for our brand to more clearly communicate the quality and simplicity we’ve always stood for,” said Jack Sutcliffe, co-founder and director.
He added that the launches in Ireland and Germany have both had a strong start, although the rebrand caused some delays as the company had to rebuild its website under the new brand.
“The Ireland website is now complete and live, and Germany’s is nearly finished,” said Mr Sutcliffe. “Sales in Germany were performing well through Wayfair, but Wayfair has exited the German market, which brought those sales to a halt. However, we’re excited about the upcoming launch of our own website, our Amazon store, and ongoing discussions with German retailers. We’ll be exporting our entire range.” The new website has the strapline
“Powerfully Simple”, which, said Mr Sutcliffe, “captures our commitment to eliminating unnecessary complexity and offering premium products with top-quality service.” Brand strategy and consultancy agency Propaganda provided the expertise behind the image refresh.
Above: Powersheds’ rebrand emphasises the company’s commitment to offering premium products
TTJ | March/April 2025 |
www.ttjonline.com
“Our Brand Discovery process highlighted the core challenges faced by today’s garden building consumers, leading to a new proposition, ‘Powerfully Simple’,” said a
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