Theo Paphitis, Robert Dyas owner, with journalists and social media influencers at its Plant & Pause launch in London this week.
Robert Dyas, with 92 stores on UK high streets, has kick started the spring season with new products and the relaunch, for the third time, of its Plant & Pause initiative.
Donna Jackson, Marketing Manager, says Plant & Pause, has been a great success in capturing the imagination of and engaging with customers. “It's not just about buying a gardening product and sending customers on their way. We wanted to create an initiative to get people out into their gardens and enjoy them.”
Donna explains that in the first year, via social media, thousands of people shared photographs of their gardens, and how they used them to relax or spend their time.
Year two expanded the concept by celebrating gardening as a shared experience through Your Community Space, and the call for entries for this year has now gone out. Gardeners are being asked to nominate an unloved piece of land or area that could be transformed through gardening and a boost of £2500 of products from Robert Dyas. The winner in 2024, was St George’s Hospital, Dementia Ward in Tooting, London.
Showing off a range of products was Alison from Wildlife World, who says the range of its products chosen by the retailer for its e-commerce site combine function and form. “Robert Dyas is looking for value and longevity. They are not fashion products that will disintegrate in two years but will last in the garden for five to ten years.” Its Shenstone Theatre Bird Bath and Drinker is a particular favourite as it’s made from Clayplas ( a blend of concrete and plastic) and comes with a 10-year structural guarantee.
For high street sales, the range of Miracle Gro products, is chosen for being easy-to-carry. The All-Purpose Liquid Concentrate in 800ml bottle is a best seller and new this year is a 500gram box of lawn seed. “Robert Dyas wants brand leaders within its range, as well as convenience and products for traditional customers so it’s trying to cover all bases. Also, products need to cater for those with smaller gardens,” says Phil Park, Evergreen Business Development Manager. He adds that Evergreen and Robert Dyas are always looking at new ideas, one of which could be a display box for growing media, similar to those used for free newspapers.
On behalf of Ronseal, Lewis Burgess, Territory Sales Manager with Sherwin-Williams explains that its new 950ml pouch of concentrated One Coat Shed & Fence Protector launched in January, uses 90% less plastic than the tub. Coming in 20% cheaper than the tub, the idea is that customers refill the tub with the pouch, add four litres of water and give it a good stir. “Theoretically, if you are going to pain 18 fence panels, you would buy one tub and two pouches,” says Lewis. Benefits aren’t just in less plastic packaging, retailers can also get more pouches in a footprint. When it comes to delivery, one pallet can fit 120 tubs or 460 pouches illustrating efficiencies in transport.
Hannah Beckwith, Trading Controller and Hannah Ing, Marketing Coordinator from Smart Garden Products were on hand to promote and get feedback from popular and new lines it sells through Robert Dyas, which is a key strategic partner. Smart’s constant new product development is a big plus and ensure interest in products and sales remains hight. “It’s good for Robert Dyas to showcase that it’s not just about kettles and toasters. A lot of Smart’s products are impulse purchase with an accessible price point. They are an extension of your design within the house that go into the garden and we're a great one stop shop as well because our range income encompasses everything from solar, to bird care, core garden water features and fire pits, so we have a bit of everything. The smart philosophy has always been great product, great price,” says Hanna Beckwith.
