Garden Centres are reporting exciting sales growth in a traditional gardening category thanks to Kelkay’s clever branding and merchandising for the RHS Gardener’s Collection.

An early adopter of the new range is Adam Wigglesworth at Aylett Nurseries in St. Albans (pictured left). “At Aylett Nurseries we retain a strong horticultural focus in our retail offer, so it was heartening to see the new RHS range of specialist grits and sands aimed at consumers with a strong interest in cultivating their own plants. Kelkay seem to have the range, the branding and the merchandising just right, and we have seen very buoyant sales growth in this category for the first time in many years. It just goes to show that with the right marketing approach, even the most traditional products can be brought firmly back into focus and part of our growth plans.”

The RHS Gardener’s Collection includes five potting grits and sands designed to answer all the specialist needs of consumers making their own potting mixes, growing alpines and raising seeds and cuttings. This very traditional range of products has been given a completely new lease of life thanks to the unique brand licensing negotiated with RHS which appeals strongly to the target keener gardener. Kelkay have also designed really strong merchandising solutions that make it easy to position and merchandise the range close to the peats and composts outside, and adjacent to the seeds, trays and other specialist growing products in covered areas or inside.

The results have been astonishing and the Kelkay RHS Gardener’s Collection has effectively re-designed a traditional product sector and stimulated new consumer engagement.

The RHS Collection includes Horticultural Grit Sand, Silver Sand, Sharp Sand, Washed Gravel and Potting Grit all of which are available in convenient Handy Bags (RRP £2.99)  or Large Packs (RRP £4.99)

Richard Pyrah, Kelkay Sales Director said “We’ve had such a positive response to the new RHS range and the level of repeat business goes to show what a great success it is. Our customers have universally reported good sales and a very positive reaction from gardeners who clearly understand and appreciate the RHS brand endorsement.”

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