Kelkay have turned the sales and merchandising of aggregates into a retail art with their range of branding, packaging and PoS developments that have driven the category value ever upwards in recent years. It remains a seasonal business, however, with the cold winter months relatively quiet in the aggregates category.

In seeking to grow and smooth this seasonality, Kelkay have also developed added value pot toppers and coloured aggregates that extend onto the patio and into the home where they have become an added purchase around pots and plants.

Now they have developed a new range of products and unique brand proposition that will take aggregates into the heart of the seasonal indoor decorative market. The Stone Co. is a range of versatile decorative stones and other natural materials that are designed to complement the Christmas décor category.

Available in White, Gold, Copper, Silver, Red and Green collections, the range is ready merchandised on a quarter pallet display that comes with a dual sided header – making the PoS appropriate for both festive seasonal and standard merchandising.

Sarah Winn, group head of marketing, says the market for decorative accessories is set to grow by over 20% by 2021. “We understand that garden centres will continue to invest in this growing market – and we think there’s a gap for The Stone Co,” she added.

The Stone Co. product is supplied on a quarter pallet with each stackable tray removable to allow product (SRPs £4.99) to be displayed in colour themed areas.