Democracy is celebrating a double new client win after a three-way competitive pitch to become the new retained PR, social and influencer agency for two of the gardening and outdoor sector’s biggest brands.

GARDENA and Flymo – both part of the global Husqvarna Group – put the business up for tender, to get their new agency hitting the ground from the start of 2025.

Manchester-based Democracy will now handle all proactive and reactive PR for both brands, campaigns including Flymo’s 60th anniversary, influencer-first activations and campaigns, plus social content creation and amplification.

Founded in Germany in 1961, GARDENA is Europe’s leading brand for high quality gardening tools, hoses, watering systems, smart garden technology and garden care.

Flymo invented the hover lawnmower and is a prominent name in the list of UK Superbrands. The brand has a complete assortment of mowers and handheld accessories, including robotic mowers.

Sarah Bentham, marketing manager at GARDENA, says: “From our first meeting with the Democracy team we clicked and were impressed by both the strength and make up of their team as well as the creativity of their ideas. It’s clear they understand both brands and we’re looking forward to a great partnership together as they help us grow our brands even further.”

Jennifer O’Grady, founder of Democracy, says: “The GARDENA team has the kudos and resources of a superbrand with the mentality of a challenger. 

“This is a world we know well and the team has the contacts and creative thinking to supercharge both GARDENA and Flymo with the UK’s army of passionate gardeners, ‘grow your own’ advocates and newbies just getting their first back yard or even window box!”

The new clients join the Democracy roster which includes consumer brands Mark Hill, Tequila Rose and Online Home Shop.