on the board


‘Product knowledge is paramount’


Lechuza key account manager Ian Riggs discusses introducing the brand to new customers and making gardening cool for the younger generation Tell us a bit about Lechuza.


Created in Germany, Lechuza is the expert for attractive and functional planters that allow you to create a wonderful green oasis with ease. Lechuza planters are manufactured from high-quality, weatherproof, durable plastics and contain a unique sub-irrigation system, removable planter liners, and a wide range of accessories. The planters and furniture are manufactured and painted at our environmentally-certified production site in Dietenhofen, Germany, to the highest production standards.


What’s your working week like? I always aim to give clients and customers the very best service throughout the week. Amongst taking orders, arranging deliveries and making appointments, I also collate and present customer specific presentations. My week involves lots of travelling around the UK where I meet with clients so that I’m able to fully understand their needs and requirements.


What’s keeping you busy at the moment? At the moment I’m focusing on reviewing our past customers and putting together a strategy to move Lechuza forward. This is based on who our target customers are, which products are most suited to specific clients, researching the best merchandising methods, and reaching out to customers at the right time in order to achieve maximum sales for their business.


Lechuza manufactures a range of plastic planters and accessories at its German production site, in a variety of styles and coloursa variety of styles and colours


I’d market plants and gardening as cool for the under 40s, encouraging the younger generation to show an interest in the industry


What are the plans for the next 12 months? Over the next 12 months I’ll be drawing up a list of possible clients with a brand that fits well with the Lechuza message. I then plan to meet with these prospects and introduce the Lechuza range to their customers in a way that will hopefully achieve sales success. Throughout the next year, a main focus for me will be raising the profile of Lechuza within the UK. The brand is at an exciting point and we are eager to extend its reach.


What are the most rewarding aspects of your job?


For me, I’d have to say that success is definitely the most rewarding aspect of my role. Seeing products in stores and in the hands of customers is fantastic.


And the most challenging?


One of the greatest challenges we face is the fact there is very little knowledge or awareness of the Lechuza brand and products throughout the UK.


GCU November/December 2017


Overcoming these challenges, however, is what makes the job even more rewarding.


What’s the biggest issue facing the garden centre industry?


In the garden centre industry, the perennial problem that causes the largest impact on sales is most definitely the weather.


Name one change you would make to the industry?


I’d market plants and gardening as cool for the under 40s, encouraging the younger generation to show an interest in the industry as early on as possible.


What advice would you give to someone starting out in the trade?


Product knowledge is paramount, reinforced by business integrity and professionalism. It’s good to show that you can back this up with perseverance and patience, driven by ambition and enthusiasm.


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