RANGE REVIEW: HOUSEWARES
retail ranges according to growing customer demand.”
Notcutts says: “Gifts currently make up 12 to 14% of Notcutts’ products. Our most popular gift categories are fragrance (including diffusers and candles), toiletries and personal
accessories. Gardening
gifts are also popular, including our wide range of tools and gifts that encourage children to get outdoors and enjoy gardening. We recognise the ever-changing needs of our customers and the different ways that they want to shop with us. We believe that the key to success in the gift and retail category is offering unique and exclusive products that offer something different to those found on the high street,” the company adds.
The team at Rosebourne garden
centres has also worked at building what it believes to be the perfect proposition for the centre’s target customer, streamlining the garden offer to focus on what Mr Kitching, one of the managing directors of the business, describes as the attractive side of gardening, as well as homewares and gift which is also a big category for the business. “We
are not a big garden centre here, so we don’t do hard landscaping, garden machinery or aquatics, for example,” he says. “We leave that to the DIY retailers. We do more on the ornamental, attractive side of gardening – not too much of the hard work stuff.”
The team has been very savvy about what will lure people through the door. But, equally, a lot of
attention has been paid to getting the retailing right to get people to browse and spend once they are there. The garden shop offers housewares, kitchenware and gift lines, as well as clothing, birdcare, garden tools and outdoor living ranges. There is also a houseplant offer, although Mr Kitching explains: “we don’t do a massive range… we see it as part of gift really.”
ADVERTISEMENT FEATURE
Direct sales channel ticks all the boxes as new products make their mark for Fiskars
M
arket reaction to the addition of a new direct sales channel from Fiskars, which has been designed to offer retailers a more personalised experience, has been overwhelmingly positive. Launched in March 2019 to provide
direct access to the extensive Fiskars range of market-leading gardening tools - and remove the requirement to order via a wholesaler – a team of local Fiskars representatives are now supporting trading partners to help attract customers and build business. Additionally, the direct sales channel
from Fiskars offers the market’s lowest manufacturer minimum value at £150, giving retailers access to a variety of innovative and revolutionary products in the easiest way possible, as well as at a low cost.
Martyn Richards is a member of the new direct sales team at Fiskars, bringing a wealth of experience with him to the role.
www.diyweek.net
www.diyweek.net
sales team is hand-in-hand
already working with trading
partners on how best to promote the
unrivalled Fiskars range, Martyn Richards - Fiskars sales rep
Covering the South Wales, Midlands and South West regions for Fiskars, he has received in-depth product training to help prepare for the position. Martyn comments: “Fiskars is a well-regarded brand with a long established heritage. The initial response of the trade has been extremely positive. The direct
create retail buzz and entice new sales. The new additions to our range for 2019 have also been well received, helping to further strengthen the Fiskars market proposition.” Martyn joins Adam Cane, who looks after the South East region, and Simon Hull, who covers the North and North Wales regions, to make up the new sales team. Fiskars has also supported the trade in 2019 through a consumer-focused marketing campaign, called 0% Stress, 100% Happiness, which promotes gardening as an escape from busy lives, and a means to help people to relax and find happiness.
For more information, visit
www.fiskars.co.uk
28 JUNE 2019 DIY WEEK 19 28 JUNE 2019 DIY WEEK 19
Ultimately gifts and housewares play a huge part in garden centres and increasing the footfall into your store will only drive sales further in this category when it comes to impulse buying as well as for special occasions. If you haven’t already made the most out of this area, it might be time to open yourselves and your customers up to this wider range in the shopping experience.
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