RANGE REVIEW: MERCHANDISING & POS
LA HACIENDA SET TO HEAT UP GLEE 2023
La Hacienda – part of the AMES UK family of brands – is getting ready to fire up the grills and firepits at Glee this year, in the perfect showcase of how retailers can light up their profits in the coming season.
F
or over 30 years La Hacienda has been delivering the best that the outdoor heating category has to offer, and this
legacy is set to continue at Glee on stand 6C40-F41 within a stunning theatre display that will showcase key highlights of the La Hacienda portfolio. From a comprehensive product range to new point of sale, there is plenty for retailers to access to ensure their 2024 outdoor heating offering is a true stand-out and perfectly stocked to optimise outdoor entertaining sales opportunities.
The only product portfolio you need From firepits and fire baskets to chimeneas, pizza ovens and an electric heating offer like no other,
La Hacienda is the go-to brand for all things outdoor living. The full offering will be promoted at Glee, with the team on-hand to explain the many unique features and benefits that are unique to the brand, whilst retailers can get up close and personal with products of interest. Look out for classic bestselling designs, plus contemporary styles that are driven by the latest consumer trends with sleek lines, patinaed finishes and multi-function models.
Merchandising to entice At Glee this year, La Hacienda will form part of the wider AMES UK stand, with a central theatre display that will demonstrate how impressive the full portfolio can look when merchandised and coupled with the eye-catching orange branding synonymous with
La Hacienda. This theatre display area will include many of the new merchandising displays that have been created ahead of the 2024 season, including the new half- pallet FDSU units to support the extended electric heating offering. Look out for new lifestyle imagery and updated digital assets that have been put in place to help retailers to educate and inspire consumers via social media and in-store.
Get ready for Fire, Grill & Chill Finally, in an exciting move, La Hacienda will be joining the Glee Fire, Grill & Chill area within its new location at the entrance to halls 6-8 and hall 20. This live demonstration area will be home to several La Hacienda products including the Pittsburgh Firepit with Tripod, the Lorenzo Pizza Oven and deep bowl firepits, with the fires burning on all
AMES UK EXPANDS MERCHANDISING TEAM TO INCREASE COUNTRYWIDE COVERAGE
In a move to further support retail customers across the garden centre, DIY and retail channels, and to ensure optimised sales opportunities on the shop floor, AMES UK has expanded its merchandising team. With national coverage and a focus on the entire AMES UK brand portfolio, including Apta, Kelkay and La Hacienda, this new singular merchandising team will offer significant improvements for all customers, who can now access an expert team whenever needed.
Led by Dan Charles, Jack Dorien
www.diyweek.net
and Brian Cobb, this 40-strong team – which includes new recruits such as Martin Turner and John Evans in recent weeks – has over one hundred years of combined experience; experience that enables them to recognise new merchandising opportunities and create displays that work best for individual consumer demographics in each individual customer centre. This new larger team not only
provides an unrivalled playbook but it also means AMES UK customers, whether stocking Apta pots, La Hacienda water features or Kelkay aggregates, will benefit from a
dedicated point of contact. Covering smaller areas, retailers will enjoy a more personalised and connected service, with more products brought to life instore. Talking about this new expanded team, Nick Jones, AMES UK Commercial Director said: “Historically we have worked in specific sales channels with specific teams dedicated to these channels; this in turn has meant we only focused on certain parts of our total AMES product offer. Through the 2022 season we expanded the breadth of products that our merchandising team interacted with
three days of the show. Showcasing the best these products have to offer will be street food experts at Hangry Street, who will be cooking up delicious food on them three times a day so don’t miss out on this mouth-watering extravaganza.
Don’t miss out Don’t forget, with La Hacienda forming part of the AMES UK family of brands, a visit to the stand at Glee will also offer invaluable insight into complementary brands including Kelkay, Apta, Woodshaw and Easy Fountain. With so much on offer, a visit to the AMES UK stand is a must for any buyers wanting to add value to their 2024 offering. Find out more by visiting the team on stand in hall 6, stand C40-F41. To find out more about the AMES UK family of brands please visit
https://ames-uk.com
at store level which we know paid dividends for retailers. This latest development, with the consolidation into one cohesive team, marks a significant milestone for AMES UK and for the service levels we can provide to our customers.”
Further details about AMES UK can be found at https://
ames-uk.com
JUNE 2023 DIY WEEK 13
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