The company’s marketing director, Sarah Downing, told GTN Xtra the move would offer trade-up opportunities for consumers, alongside Gardman’s existing core ranges, and as a result drive retail revenues.

She said an over-arching objectives was to develop in categories in which Gardman was already strong – wild bird care and core gardening in particular. Bird care accounts for 30 per cent of Gardman’s business.

The first range to get an upscale branding makeover is Ernest Charles, which will become the company’s premium ‘expert’ bird care brand. UK sourced top-quality bird tables with 15-year guarantees are already being delivered in, and new premium quality seed blends are being developed. The brand’s previously online-only channel was closed down in January in preparation for its retail launch.

Cole & Bright lighting, which has shown a 54 per cent sales increase this year, will become the premium lighting brand; the Moulton Mill (garden tools) Blacksmith (hanging baskets and planters) brands will follow.

“All the products are of a quality built to last and share the same approach to drive the consumer up and across,” said Downing.

The four brands currently account for 15 per cent of Gardman’s turnover – but the target 30 per cent.

The brand strategy will feature strongly on this year’s expanded Glee stand, which will carry a ‘Growth from the ground up’ theme”. “Visitors will see a very different Gardman,” Downing added.