Gardena has opened its first UK Ambassador Store at Gordale Nurseries garden centre on the Wirral.

The shop-within-a-shop display showcases the entire Gardena range from watering to tools, secateurs and the new Smart automation system.

Gardena’s UK account manager Paul Simpson (right) says Gordale has been a long-term supporter of the brand, which consistently delivers outstanding sales. “They have invested in excellent staff, who have acquired the right knowledge and taken enough time to explain the high performance and special features of the products,” he told GTN Xtra. “A good example is our new Smart system, which enables you to control watering and a robot mower via a smartphone app. They go to great lengths to make sure customers understand how the system works.”

Another potential selling point the team can explain is that Gardena’s new generation of hose-end sprayers is now frost-proof, addressing a common consumer issue in this category. The ‘Made in Germany’ angle is also being highlighted.

Gordale’s display is a fully-merchandised dedicated department with comprehensive branding and POS.

A new nationwide media campaign, Gardena’s first in the UK for more than 10 years, launched in April and runs until the end of May, with a reach of more than 21 million consumers. TV ads on Sky, ITV and Channel 4 will focus on watering, while print and digital content will be both watering and secateurs.

With expansion in mind, the company recently appointed two new account managers, Gary Fisher (left in picture) and Michael Holden.