the big interview
Innovation, investment and appealing to new consumers
The Scotts Company (UK) Ltdgeneral manager Sheila Hill believes the company’s acquisition by a private equity firm marks an exciting new chapter for some of the biggest brands in the industry
he Scotts Company (UK) Ltd will be familiar to just about everyone in the UK garden retail industry. Following the decision by Scotts’ parent company to exit the European market, private equity firm Exponent Private Equity LLP saw the opportunity to acquire a business with exceptional brand recognition in a strong industry. “We are one of the leading brands of lawn and garden care products in the UK, in an industry worth £500m,” says The Scotts Company (UK) Ltd general manager Sheila Hill. “Everything we do is centred around the consumer. They’re at the heart of all our activities, be that new products or communications, and that means we stay 100% focused on having the right brands and the right products for our customers. “The purchase by Exponent a few months ago will only further emphasise the business ethos that we’ve already had, and that is about innovating new products, giving consumers exceptional quality in their garden care products, that are easy to use. It’s about innovation and investment in our brands. Our brands are the most known and most loved in our categories, and in order to be great stewards of those brands, we need to ensure we invest in them.” The acquisition by Exponent is exciting for Scotts, Sheila adds, with additional investment and support anticipated.
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“We are really excited that we’ve been bought by Exponent, because Exponent have a really impressive track record,” she explains. “They have shown strong investment in the businesses that they buy, with the aim of growing those businesses. What we’re looking forward to, with Exponent’s help, is stronger investment in our brands and categories. Next year you’ll see huge campaigns on Miracle-Gro and Roundup, as well as investment in-store with activation for all our brands. “We’ll also bring more innovation; we’re talking with Exponent about how we’re going to increase investment in research and development, so that we’re bringing to the market new products that grow categories and also appeal to new consumers.”
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‘We need to appeal to new customers’ While existing consumer recognition is very strong, the company does not want to rest on its laurels, Sheila adds.
“If you take Miracle-Gro, it’s got 90% consumer awareness,” she explains. “It’s the strongest brand in the whole garden care category. So yes, we already enjoy brands with the most equity with consumers, but our job is to carry on investing in those brands, in communication and awareness, and making sure that we have new products and exciting innovations for consumers.”
An example of that is the focus placed during Glee 2017 on the launch of Origins, which is focused on natural ingredients. “Origins is in response to a growing trend for consumers wanting naturals,” Sheila explains. “That naturals market is growing at 7% a year. It is also an area that is particularly important to millennials, which as a customer base is not well represented in our markets. We need to appeal to those new customers. “Origins is really designed with the millennial consumer in mind. It’s not like any other garden product, and the communications plan that we’ll be doing is very different. That’s just an example of our business ethos – when we do something, we do it with the consumer in mind, so that we do it right.”
She continues: “That ethos is going to stay the same. In the coming months, our customers will see the same brands, the same people at Scotts that they’re dealing with, the same great products. Our job is to get ready for season and be sure that we deliver, on time and in full.
“Longer term, what our customers will see is that we have more investment in our brands, more new products, more innovation. We’re also going to bring more investment to activate our brands in-store, and really be a more dynamic business. That’s the change customers will see, and it’s really positive.” The reaction from Scotts’ customers has already been optimistic, with retailers responding well to the company’s plans at Glee.
“We’ve got a vast range of customer types, but overall the response has been really positive because our customers understand that this will give us a new beginning, a new energy,” Sheila says. “Exponent has bought this business because they want to invest in it and make it grow and be successful, so our customers are looking forward to seeing the results and rewards that will bring. What they’ll see from us is all of the good stuff that we used to do – great brands, great products, great service – but even more of that. We’re going to build on the good things we’ve always done and have a bigger, stronger business.” Responding to market trends with compelling product propositions will be a key part of that, Sheila adds.
The new Origins range has been launched in response to increasing interest in natural products, a category which is enjoying 7% growth year on year
GCU November/December 2017
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