The AMES Companies, already well regarded for its incredible portfolio of brands, is about to see its star rise even higher with the official launch of the new AMES Tools brand, exclusively debuting at Glee 2023 with delivery into store in early 2024.

This launch marks an exciting new chapter for the AMES Companies, but it also offers revolutionary change for the wider garden retail sector which can now exclusively access one of the most comprehensive and carefully curated lawn and garden tool portfolios to hit the market in several years. 

AMES Tools – everything you need to know

Featuring both carbon (24 SKUs) and stainless-steel (26 SKUs) options, AMES Tools will no doubt become synonymous with not just incredible quality and breadth of range, but it will demonstrate the ‘art of possible’ that comes from combining over 250 years of heritage and experience, with unrivalled passion for design and innovation and extensive market research.

Additionally, with tools to suit a full calendar of lawn and gardening jobs, AMES Tools offers retailers the opportunity to maximise tool sales 12 months of the year.  The styling also lends itself well to creating a more collectable offering – with the stamped AMES logo taking centre stage - ideal for encouraging repeat sales through the seasons with particular emphasis on critical gifting periods.

250 years in the making

AMES Tools might be new to the UK, but it comes to market with 250 years of tool expertise behind it. In fact, it was AMES tools that helped to build the Statue of Liberty and the Empire State Building and even helped to carve out the trenches during WWII. 

As the market leader in core markets such as the US, Canada, Ireland and Australia, with its other tool brands such as True Temper, Cougar and Botanica, AMES Tools has been created within the vision of perfection that these brands have curated over time. The combined recognition of value, performance and functionality has been distilled within the latest portfolio, with each and every tool demonstrative of this.

Starting new conversations regarding material and manufacturing processes

The old adage of “if it ain’t broke, don’t fix it” certainly doesn’t apply to the AMES Tool debut collection. In fact, the team started from a blank page, ensuring that every step of the manufacturing and design process maximises product quality. In fact, new manufacturing processes introduced within the AMES Tool offering will flip everything we know about tools on its head. 

Within the carbon steel range, stamped heads made from one piece of tempered steel says goodbye to weld points to increase rigidity and longevity. In fact, this new manufacturing development within carbon steel is expected to reposition carbon as the new go-to for consumers that want a tool that looks great but promises a lifetime of use. This truly is the first time that carbon has been presented this way, which when coupled with a lower price tag, makes for an extremely attractive proposition for garden retailers.

Look out for the UK’s first Comfort Step™ for increased power and leverage when digging, whilst FSC-certified ash wooden handles offer the ultimate permanency. Double rivets and longer shank not only create an improved head-to-handle ratio but more importantly adds up to 45% additional strength* for forks and spades in both ranges, whilst 45% more leaves can be collected thanks to the unique arch design of the Extra Wide Leaf Rake.  These are tools built to last and designed to stay with their owners throughout the generations. Every product comes complete with a 15-year guarantee and on-tool batch stamping, representative of AMES’ assurance in what it is bringing to market and the longest guarantee on the market today.

Maximising the retail environment

Not only do AMES Tools draw the eye thanks to the premium look and feel but an extensively researched programme of merchandising and point of sale will undoubtedly drive sales and help to create a loyal customer base.  

From back wall displays and freestanding solutions to promotional FSDUs and double-sided banners, the number of possible configurations offers the ultimate flexibility for retailers. Every single product will also come complete with a highly detailed swing tag which outlines the tools’ use, plus features and benefits, with a QR code providing access to further information.  This approach to informative retailing has been driven by the AMES Tool’s desire to create more positive experiences within gardening.

Educate and entice with AMES Tools Brand Ambassador

Representative of its passion and belief in the AMES Tool range, gardening ‘celebrity’ and passionate horticulturist, David Domoney has been appointed to help educate and inspire consumers, with the aim of driving them into store to start the tills ringing. 

Aligning with delivery of AMES Tools into stores during spring 2024, David’s multi-platform content will provide detailed product walkthroughs and top tips to build consumer confidence in gardening. In-store appearances, ongoing use within David’s TV work and ongoing endorsement will all add up to create a direct buzz amongst shoppers before they even see the product in the flesh.

Don’t miss out
For your first look at AMES Tools please visit the team on-stand at Glee 2023, hall 6, stand C40-F41, where the full offering can be seen alongside point of sale examples. A leaf race and digging pit will also enable retailers to get up close and personal with products.

A dedicated catalogue and further insight into the range can also be accessed via www.ames-tools.co.uk. To find out more about the AMES Companies family of brands please visit https://ames-uk.com/

Access Glee incentives to benefit from extended payment terms To celebrate the launch of AMES Tools the team has confirmed a raft of exclusive incentives for early adopters that retailers that place orders at Glee. 

Gold, silver and bronze packages offer access to the AMES Tool portfolio with increased margins guaranteed. What’s more, an incredible 12-month extended payment term will be activated, making this a truly game changing proposition.

To become part of the AMES Tools story, please speak to your sales AMES Companies representative.

A summary of AMES Tools