Westland is investing heavily in an ambitious programme of innovation in its garden hardware categories for 2023 and beyond to drive growth and restore consumer confidence as the market weathers the current period of uncertainty and rising costs.
“The last two years we all rode a wave of demand in the UK garden market, and now as we approach more choppy market conditions, we have a responsibility to ensure we’ve got a strong plan that motivates consumers to keep putting their hands in their pocket.” Hardware Division Director Simon McArdle told GTN Xtra .
“At Westland we are entirely focused on providing the tools for success to our consumers and customers. This means investing in R&D, innovation and communications, so that we can keep powering these categories on, keeping the consumer engaged with gardening, motivated to do more, and motivated to spend more. And our innovation this year is designed not only to give our categories some excitement but it’s underpinned by our main focus, which is that our products will give consumers more success.”
The Westland Hardware Team has focused on five key areas for innovation for the 2023 season: Outdoor Essentials, Handipaks, Visiroot, Watering and Tools
Outdoor essentials is an “unloved” part of most garden centre under-cover areas and has seen little innovation, either in product development or merchandising approach.
Now, Westland has developed a modular solution for managing and presenting, in a motivational way, all those outdoor essentials in handy packs. These are a colossus of turnover but they're typically hidden away. Westland’s new solution puts them “out and proud” in front of consumers so they can pick up items like cane toppers, string or cable ties because they are inspired by what they see.
Visiroot The star new product in this category, which showcases the expanding Westland Growing System launched last year, is likely to be the Gro-Sure Visiroot 12-Tray Growhouse, which is designed to overcome one of the most common problems with this type of product – overheating caused by poor ventilation. A host of innovative features also provides other benefits, such as optimum user convenience and improved stability.
Watering The Flopro brand gives the much-loved humble watering can a true 21st century makeover with the launch of the Can Can, which can be attached to a garden hose for easy filling and has a unique flip-up rose. Meanwhile, Westland becomes the only UK hose supplier to offer non-kink hose from entry level all the way up to the top end.
Tools The Kent & Stowe brand – now the UK’s fastest-growing garden tools brand** – is continuing its journey to deliver extraordinary tools. Among them is a new improved version of last year’s hugely-successful Eversharp secateurs using exciting F1 technology and an expansion of the range to cover all user needs.
Handipaks is a highly-original merchandising solution aimed at maximising sales with a seasonal approach. Seasonal top performers are showcased on a landmark display intriguingly themed around the Victorian ‘Wardian Case’ concept, with plants at its core.
**GfK historical data and in-house estimates
Westland are in Hall 20 at Glee 2022, on stands F60-G61 & F40-G41, and look forward to welcoming you.
www.gardenhealth.com
