As part of its strategy to be consumer-led, Gardman is investing to identify and then satisfy consumer preferences in four key categories – wild bird care, lighting, garden tools and metal hardware. 

Sarah Downing, Gardman’s new Marketing Director is leading this brand investment and has been tasked with sustaining Gardman’s market leading position.

“Our goal is to extend our leadership in these categories in what is an increasingly competitive market,” explained Sarah Downing. 

“We are researching consumer preferences and behaviours so we can develop each brand – The Ernest Charles Co, Cole & Bright, Blacksmith and Moulton Mill – and, by exploiting the insights we gain, up-trade consumers to higher margin products that have clear and appealing USPs. 

"We are identifying current and emerging trends and using them to inform the look and feel and packaging of the brands as well as the products within the range. We are also developing effective point of sale materials and a consumer marketing programme, both of which will drive sales. 

“The market is extremely competitive and we are working hard to make sure our retail partners have the competitive edge they need to drive up sales. As a supplier we have to do more than simply compete on price; we have to offer compelling products at the right price and clearly differentiate them within the market.”

Providing ‘Bright Ideas’ for nights outside, Cole & Bright already includes the widest selection of solar lights available on the market and is expected to be Gardman’s ‘shining star’ for 2014. 

Sarah continued: “We have consistently had the widest selection of solar lights in the market and this year have built on this position.  Style and elegance are at the heart of the Cole & Bright brand and we had added a lot of attractive new products to the range accordingly.  Consumers can now easily create a stunning and personalised outdoor space to relax and entertain.”

Significant investment has already been made in The Ernest Charles Co.  Enabling Gardman to offer consumers a greater depth of choice within the category The Ernest Charles Co has heritage at its heart and is dedicated to providing high quality products in premium re-sealable packaging. 

Furthermore, a range of four premium bird tables has been launched with immediate availability, allowing Gardman’s retail partners to capitalise on spring trading.  To demonstrate the brand’s commitment to design and quality each table carries a unique 15 year guarantee, is handcrafted in the UK from FSC-pine with a long lasting rot-protection treatment.