The pot and planter market is not known for its fast paced development. A mainstay of any garden retailer this popular product category has remain largely unchanged for many years, with only new colours and shapes puncturing the norm. For one brand, Apta, the time for change was easy to see, which is what led to the creation of Apta Lightweight ahead of season 24.

A brand with an extensive heritage, Apta recognises the value of traditional styles and designs, but with a new swathe of shoppers finding their home within gardening, and the pressures to deliver more responsible material innovations influencing consumer buying habits, it was time to think outside the box and create something that offered continued longevity for the brand.

With the Apta Lightweight range, a new generation of indoor and outdoor pots have been brought to market. Made from recycled material and recyclable again at the end of their lifespan, the range has been specifically created to fill a gap that has long existed in the planter category. Offering an improved product hierarchy, multiple user benefits include a 10-year guarantee, and a lower price point than the competition, making Apta Lightweight accessible to a broad range of consumers.

First seen at Glee 2023 the industry response to Apta Lightweight has far exceeded expectation as Nick Jones, Commercial Director at the AMES Companies explains: “For us the introduction of Apta Lightweight was an easy decision to make. Contemporary, long-lasting, stylish and backed by a strong sustainable message, it was able to quickly fill a gap in the market between traditional and contemporary styles, which until now were really the only two options for consumers.

“Since launch we have seen several hundred retailers place orders, including one of the biggest garden centre chains in the UK, representing their first foray into Apta pots. It was Apta Lightweight that caught their eye, a theme that has been repeated amongst other retailers as they look to source a range that offers something new and unique. What’s more, the potential for future growth is phenomenal. Whether converting existing customers to Apta Lightweight advocates, welcoming new customers to the fold or replacing other pot suppliers, we firmly believe that Apta Lightweight makes a real statement in the marketplace and is demonstrative of our commitment to innovation and responsible manufacturing, all packaged together with unrivalled customer support tools.”

About Apta Lightweight

Boasting strong environmental credentials, the full Apta Lightweight offering is constructed from recycled materials and the pots will be fully recyclable at the end of their lifespan. Perfect for indoor and outdoor usage, every product will be frost and UV resistant and, as the name suggests, are extremely lightweight making them the perfect choice for everyone from generation rent to older gardeners.

Two collections make up the current offering, both the result of significant market research undertaken by AMES UK to identify those trends which have mass consumer appeal. Weben showcases “woven” designs in three neutral colourways and three pot sizes, whilst Beton features four “concrete” planters in the same three neutral colourways.

Supporting growth

A visit to any Apta customer in 2024 will clearly demonstrate how the brand’s customer support tools have been expanded.  Key highlights including the Apta Planting Bench which seamlessly integrates multiple product categories to increase the average basket spend, highlight seasonal offerings, and showcase the latest trends

Finally, the Apta team has seen great success with its extended ‘pick and mix’ service that supports bestselling lines. From purchasing as individual units to mixed and half pallets, nested sets, boxed and ‘multiples’, this proven system offers Apta customers greater flexibility and makes it easy to support seasonal stock fluctuations.

Find out more

To stay up to date with all things Apta, including accessing the dedicated trade portal where you will find a comprehensive image library, POS guide and Product Database alongside the 2024 catalogue, please visit www.apta.co.uk. Further details about the AMES Companies by visiting www.ames-uk.com