Apta Lightweight, the newest chapter for the much-beloved heritage planter brand, is here and ready to create new retail sales opportunities.
Exclusively launched ahead of the 2024 season, Apta Lightweight comes to market following a period of signiﬁcant research and development by the AMES Companies.
The new Lightweight portfolio has been created to ﬁll a gap in the current product hierarchy of, not just the Apta offering, but the planter market in general. In doing so, the brand is making container gardening more accessible, affordable and is opening up the category to more sustainable and innovative solutions. Moreover, the trend-led designs have been carefully curated to offer planter solutions that meet consumer demand and suit various gardening styles; from urban balconies to sprawling quintessential English gardens.
Caroline Elliot, Product & Marketing Director, said: “After evaluating everything, from consumer purchasing behaviour to favoured retailer for planter shopping, we built a clear vision of how and why certain planters continue to hit the mark. Through this, we could see an obvious gap and we were only too happy to ﬁll it! Apta’s heritage speaks for itself, and through ‘Lightweight’ we can create a new direction for the brand, bringing it to more gardeners and helping our retail partners to offer a more comprehensive and proﬁtable planter proposition.”
Created in partnership with rotational moulding specialists, formwerk, Apta Lightweight represents a new generation of plastic pots. Exceptionally lightweight, packed with user beneﬁts and supported by a ﬁve-year guarantee, Apta Lightweight offers two trend-led collections for the 2024 season: Weben and Beton.
Apta Lightweight – key information
- 10-year guarantee
- 100% recyclable and manufactured from recycled materials
- Ultra lightweight
- Available in three colourways: grey, black and sand
- Weben –meaning ‘woven’ offers three pot styles, including bowl and tall planter designs
- Beton –meaning ‘concrete’ offers four pot styles, including tall planters, cube and cone designs
- Suitable for indoor and outdoor usage
- UV and frost-resistant
- Manufactured using ﬁrst-class, energy-efﬁcient production methods