Trading director Tristan Sissons says innovative product design has been driving the company’s continued expansion into the garden fashion and accessories sector.

“Understanding the individual needs of our retailer partners also helps to increase the value of business we jointly enjoy,” he says, citing sales increases of 18% and 70% for retailers converting to Briers.

He believes much of this is down to a dynamic approach to merchandising and promotional activity. “We spend time with our retailers, assessing customers’ needs and simplifying the buying process,” he says. “Live statistical data lets us react to changes in consumer needs and give retailers valuable advice. People know that, with Briers, they get bespoke ranges that are perfect for each individual customer. They also know that our products are irrefutably trendy.”

To stay ahead of the game, Briers designers need to react to up-to-the-minute trends. Typical Briers’ customers are active on social media and follow developing trends, so, when a news story in the fashion and garden industry breaks, “we need to know about it”. The arrival of the HemingwayDesign for Briers collection make that even more important.

Exports are also up at Briers, who already supply to Europe and North America, with plans to grow further – and in other overseas markets – in the coming year. As always, the offer will be tailored to the needs of every local market.

You can see Briers at this year’s Glee in September.