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RHS top sellers from Kelkay Kelkay enjoy a very successful relationship with the RHS and the licensing arrangement for their range of horticultural grits and gravels. The range has recently been extended to include Alpine Grit in Handy and Large packs and is well established in more than 500 garden centres – so it has been a phenomenal success. The RHS branded grits and sand regularly appear in the growing media top sellers list – proof that the brand license on this category really adds value and reinforces the consumer perception of quality and effectiveness. The RHS Gardener’s Collection includes six 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 the RHS which appeals strongly to the target keener gardener. The range is supported with Kelkay’s 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 effectively re-designed a traditional product sector and stimulated new consumer engagement. An early adopter of the range was Adam Wigglesworth at Aylett Nurseries in St. Albans. “At Aylett Nurseries we retain a strong horticultural focus in our retail offer, so it was heartening to see the RHS range of specialist grits and sands aimed at consumers with 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 Endangered Wildlife Stepping stones have been another Kelkay success story. The RHS has an ongoing joint campaign with The Wildlife Trusts called ‘Wild about Gardens’. Its aim is to enhance the understanding of wildlife and celebrate the way gardeners are able to create havens for wildlife in their own patch. Kelkay don’t impose any conditions on license payments made to the RHS who work extremely hard to promote wildlife-friendly gardening through their events and online. Sarah Winn, Group Marketing Director, says: “It has been a great commercial success, but of course it’s also good to know we are helping to fund the RHS and Wildlife Trusts’ charitable activities through the license. You can find out all about their campaign on their website” Sarah also confirmed that AMES UK is already considering other ways in which their relationship could be extended for the future and said that they remain committed to the RHS brand.

Tel. 01405 869333 November 2018 7

Profile for Garden Trade News

GTN November 2018  

GTN November 2018