By Claire West

One of the biggest brand groups in the garden and leisure industry has unveiled a major new multi-brand marketing campaign and a number of brand launches, which the firm hopes will increase its rate of growth in the £3.5 billion UK garden and leisure sector, and spearhead further growth in Europe, the USA and Australia.

The new campaign by Gardman, which supplies garden centre groups and independents as well as the large DIY and supermarket multiples, is the result of a comprehensive strategic review and brand overhaul carried out in partnership with Manchester-based integrated marketing agency Refinery.

Gardman appointed Refinery in 2009 as its strategic and creative partner. The firm has now re-launched six of its brands, introduced one new brand across two product categories and re-vamped its entire suite of marketing collateral — from POS and packaging, to advertising, promotions and web presence.

In the £185m wild bird care category, Gardman has re-launched its Gardman Wild Bird Care brand, with new packaging, catalogue, POS, promotions, merchandising displays and shop-in-shop units.

It has also revitalised its Grow-it brand to capitalise on the consumer trend to ‘grown your own’. This market almost doubled during the first half of 2010, with further growth expected in 2011; and Gardner’s Mate, an extensive range of helpful garden accessories, has also had a re-vamp.

New brands to join Gardman’s stable include Cole & Bright, a range of outdoor solar lighting products and high-end aromatic candles. The Cole & Bright brand has already secured listings with a number of the large multiples and garden centre groups and new product ranges will be on shelf from next month.

Jane Lawler, Marketing Director from Gardman said, “As market leaders in a number of our categories, it’s important that we continue to lead the field in terms of innovation and marketing; and that’s exactly what we feel we’ve achieved with our new product launches and marketing campaign, which results from months of extensive research carried out in partnership with Refinery. “In many of the product sectors it’s the first time such comprehensive research has been carried out, but the process was vital in shaping our future approach and branding review.”

Gardman is recognised as the most active developer of new products in the UK garden products market, adding at least 200 lines to its range every single year since 2002. It now supplies more than 4000 lines and is the UK’s leading supplier of Garden Sundries and Wild Bird Care products.

Jane Lawler added, “In addition to investing in the more traditional means of consumer communication, such as in-store promotions, advertising, product catalogues and POS, we are developing our web presence and digital marketing collateral to reach consumers and retail buyers online.

“We are extremely well placed to move fast in our UK and European markets and further expand in the US, European and Australian markets with greater momentum. And we’re not stopping here. There are further new Gardman products and brand introductions in the pipeline that we will be unveiling in coming months.”

Gardman’s comprehensive product portfolio spans Wild Bird Care, Wildlife, Lighting, Candles, Greenhouses, Garden Accessories, Grow Your Own, Footwear & Gloves, Tools, WeedStop, Landscaping, Trellis, Screening and Fencing and Homestyle.

The £84m turnover Gardman business was established in 1992 and is head quartered in Moulton, Lincolnshire.