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GREAT BRITISH GARDENING Your special report on the

UK’s garden & leisure market

EXPORTING IS GREAT BRITAIN

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Welcome from i2i and UKTI Hello World: How Gardenex brings overseas buyers and UK suppliers together It started with a can: Why Haws is still a world beater after 128 years Tradition meets the future: Burgon & Ball blend British crafstmanship with modern ideas Nurturing tomorrowâ&#x20AC;&#x2122;s design talent in the competitive garden furniture arena Why exports are booming for the Scottish jute twine company Nutscene Chris Biddle on how an Englishman gave the world the first cylinder lawn mower Distinctive exports: three British companies who offer products with a difference World View: international buyers give their verdict on buying British Introducing UKTI: helping British exporters to fulfil their potential Glee: the place to find a new audience, showcase new products and build business Contact details for i2i and UKTI

EXPORT REPORT: GREAT BRITISH GARDENING

Introduction

The UK is known the world over as the home of gardening, a tradition that has nurtured a global market for great British garden products. And that demand continues to grow...

Welcome from Stephen McGowan, UK Head of Events, UK Trade & Investment

Welcome from Mark Shashoua, CEO, i2i Events Group It is my great pleasure to introduce this very special report on ‘Buy British’, produced in association with UK Trade and Investment (UKTI). As the proud organisers of Glee, we know that we are responsible for one of the most important gatherings of garden and leisure retailers and buyers in Europe. More than that, we know that they attend because this is where they will find the very best showcase for hundreds of new products being launched across a multitude of categories. Ultimately this is what successful retailing is all about – having great products that tempt and excite consumers and which give retailers an edge over their competitors. We are also proud of the fact that Glee is the only event that brings so many great British garden product suppliers together under one roof. There is no better place to

The UK Government and UK Trade & Investment are dedicated to promoting the appeal and value of British products to businesses around the world. We know that our designers and creators of products are increasingly sought by international buyers for their creativity and originality and above all the worldclass quality and craftsmanship.

see and experience what makes British garden products so distinctive and sought after - the envy of the world in fact, as witnessed by the number of major UK and international buyers who return year after year. From heritage brands and manufacturers that have been established for over 100 years or more, to the cuttingedge new designers you can see in Glee’s Innovators Zone, British garden products have something unique to offer the world’s best retailers and their customers. The aim of this report is to put a much needed focus on Britain’s designers, producers and suppliers of outstanding products that serve the garden and leisure market. Over the following pages we have collected views on what makes British products so important, highlighted some established and new companies and heard from international retailers on why they Buy British when sourcing products for their customers. We hope it will excite and interest you enough to join us at Glee in September to see for yourself. Working with UKTI we can help make your visit as efficient and productive as possible. Please do contact us for any further information we can provide. Above all, we look forward to welcoming you to the UK!

Mark Shashoua

The home of gardening Gardening has been a national passion in the UK for centuries. A love of plants and beautiful gardens has driven the development of the world’s most developed garden retail market, enviable design and manufacturing expertise and a deep understanding of the value of gardening in modern life and the natural world.

UKTI actively supports those events that showcase great British products and so we are delighted to be working in partnership with i2i Events Group and Glee. Glee occupies a unique place within the garden and leisure market, attracting the interest of buyers not only from garden centres but the wider retail world, which is keen to make the most of the consumer’s fascination with using their outdoor space. There could be no better place to see British garden innovation than at Glee. It is where international buyers will find some of our greatest heritage businesses, some of them highlighted in this publication, but also some of the most exciting new names that have been created in just the last few years. Building on the skills and originality coming out of the UK’s gardening tradition, these new companies ensure that British style, innovation, quality and our legendary horticultural expertise maintain our reputation as the home of gardening. UKTI is working around the world to meet with buyers to encourage them to visit the UK and Glee. We will have a strong presence at the event and look forward to meeting as many international retailers as possible and to help introduce you to some of our outstanding British companies.

Stephen McGowan

EXPORT REPORT: GREAT BRITISH GARDENING

Hello world!

The Gardenex federation helps to put international buyers in touch with the best British garden, leisure and pet product suppliers, as its director general, Amanda Sizer Barrett (below), explains. The UK’s gardening heritage is unparalleled throughout the world and this, coupled with the ability of its garden product suppliers to innovate in order to meet changing needs, has influenced an increasing number of overseas firms to seek out British goods. What is Gardenex’s role in this process? As in any industry, exporting can be exciting and rewarding but success requires careful research and planning. The primary role of Gardenex (The Federation of Garden and Leisure Manufacturers Ltd) is to provide that vital link between overseas buyers and suppliers in order to increase the availability of garden, leisure and pet care products worldwide.

What services does Gardenex provide? Since it was founded in 1961, the Federation has helped thousands of UK exporters in the garden sector with their

export activities and in recent years it has extended its services to the pet and commercial horticultural sectors. During 2014, well over 100 Federation members will be taking part in the British exhibitor groups organised by the Federation at overseas shows. Events include the National Hardware Show and Global Pet Expo in the US, and Interzoo, spoga+gafa and IPM Essen in Germany. Dozens more members take part in the regular Meet the Buyers events, and all members benefit from the vast range of services and export advice and support available throughout the year. As a result of 50 years in assisting British companies to open up and develop export sales, Gardenex has expanded to become one of the strongest and most influential federations in the garden and leisure industry. Its name is recognised throughout the world for its vigorous promotion of British companies and their products, as well as for the professional services it offers to suppliers and international buyers.

Why is Glee important to Gardenex? As the showcase for the UK garden industry, the Glee trade exhibition has always been an opportunity to invite international buyers to see the latest products from a broad spectrum of the Federation’s members. Trade shows such as Glee attract buyers seeking either to widen their product portfolios or to maintain relationships with current suppliers. Distributors, mail order and internet sales companies and specialist garden retailers visit Glee to find new and niche products that are not currently available in their own market or to source products that combine high quality with innovative solutions.

How does The International Buyers’ Centre work? As a co-founder of Glee, Gardenex is a supporter of the event, organising and manning the International Buyers’ Centre

in the show halls each year. The role of the Federation at Glee is to make new introductions between international buyers and UK suppliers in an atmosphere that is conducive to positive business. During the show, the Federation’s personnel provide product sourcing support to international buyers as well as business services, market information and export advice to British suppliers. This year Gardenex will be hosting a twohour session of International Buyer Connect meetings on the first day of the show, during which international buyers can have short introductory meetings with UK suppliers on the International Buyers’ Centre. The centre also offers buyers interpreter facilities, internet access, free refreshments and information on the Glee show features and aspects of the UK gardening and leisure market. This friendly and efficient business environment is highly regarded by all international buyers who use it.

Where does UKTI fit in? UKTI ‘s presence at Glee will add another dimension to the support available. UKTI’s support dovetails neatly with Gardenex’s role in representing the garden, leisure and pet care sectors to the British government in order to provide tangible business benefits. The Federation secures funding for UK SMEs from UKTI and draws upon the input of knowledgeable ‘on the spot’ experts from British embassies and consulates who complement the expertise and experience of the Federation’s multilingual team.

The past achievements of Gardenex in its quest to help British exporters have been recognised by UKTI, and Gardenex is accredited to deliver a wide range of export support to British firms under its auspices. The Federation’s success in consistently securing significant government funding for UK suppliers has resulted in an increasing number of firms choosing to export. In 2013, the export sales successes achieved by British garden product companies via the Federation’s initiatives were unprecedented, with some exhibitor groups predicting sales into many millions of pounds, and that pattern is continuing into 2014.

Tell us about ‘Meet the Buyer’ days... One of the most popular and successful of the Federation’s other export businesscreating services is a series of ‘Meet the Buyer’ days, where key garden, leisure and pet product buyers from selected export markets are brought over to the UK to meet with suppliers on a one-to-one basis. The Federation fills a vital role in helping UK exporters to find new business contacts. Its continually expanding export library contains trade magazines, market reports, trade show catalogues and a wealth of information on the most important overseas markets. Its exclusive database contains contact details and important market information on more than 11,000 companies, including major importers, retailers, central buying organisations and agents in export

markets for British gardening and pet care products and services.

Anything else...? Another important aid to achieving overseas sales is the ‘Directory of British Garden & Leisure Products’, produced annually by Gardenex. The multi-lingual directory is mailed to 3,600 trade buyers around the world and distributed from the Gardenex information stand at Glee and at international trade shows. The Federation also produces an ‘A-Z Guide to Exporting’, a comprehensive handbook relevant to new and experienced exporters alike. The services offered by Gardenex are not limited by company size or product portfolio. Whether it is a comprehensive service needed by SMEs taking their first steps into overseas markets or as valuable back up for existing in-house export departments in large corporations, the experienced Gardenex team provides a significant contribution. There are few limitations to the type of products that achieve successful sales in export markets. While the latest product innovations are always in demand, traditional items that have been at the heart of Britain’s garden product heritage for around 200 years are eagerly sought after by international buyers. Two excellent examples of these are quality garden hand tools and metal watering cans. The message for any UK firm wishing to grow its business through export sales is that there is an overseas country eager to buy; and that Gardenex has the skills to help them to achieve that goal.

EXPORT REPORT: GREAT BRITISH GARDENING

In the beginning, there was a watering can... The Haws is a very British watering can - and it sells around the world wherever buyers demand the best money can buy. In 1886 John Haws of Clapton, London obtained a patent for an improved watering pot. The patent read:

“This new invention forms a watering pot that is much easier to carry and tip, and at the same time being much cleaner, and more adapted for use than any other put before the public.” John Haws (right) first worked out his improved design and method of manufacture from a French-made waterpot (or watering can, as we would call it today) to design a can with perfect balance. Whether full, half-full or empty the can could be used without undue strain to the operator. To this day, the original design has not altered in any major way. As all watering was done by hand in those days, there was a clear need for a good range of watering cans and the new Haws models found a ready market. Sales were buoyant, both to the large glasshouse nurseries being established around London and the large provincial cities, and to professional gardeners on the landed estates flourishing throughout Great Britain. When John Haws’ descendant, Arthur Haws, took over the reins in the early 1900s, he faced stiff competition from companies imitating the Haws design. To meet it, he spent a good deal of time perfecting the design of the roses, both round and oval, so that they were suitable for watering newly-sown seeds, delicate seedlings and small plants. This feature of Haws cans remains as important now as it was then. Today, Haws’ comprehensive range of watering cans continues to offer innovations (pot watering attachments and parking points for roses are more recent

examples) as well as utilising the many excellent design features of the original models. The Haws business has undergone several changes of ownership and trading ups and downs since those early days – and yet has managed to remain true to John Haws’ original ideal – to produce the best watering can on the market.

Expansion Trading today as Haws Elliott, it is a subsidiary of Eclipse Sprayers (suppliers of the ‘Fine as Rain’ brand), who bought the Haws brand from Elliotts in the late 1970s. Director John Massey, who joined Eclipse from Elliotts, drove the development of a new era of higher profile-trading under the new name of Haws Watering Cans. In 1984, the galvanized ‘Traditional’ can (known in America as the ‘Peter Rabbit’ can) was introduced. Sales grew quickly and the range was extended in subsequent years, with volumes easily exceeding those of the flagship ‘Professional’ range. Spurred on by American export customers, British Racing Green was soon adopted as the Haws ‘house-colour’,

replacing Terracotta on the metal cans and ‘Harrods’ green on the plastic cans. In 1985, Haws launched the first in a series of indoor blow-moulded plastic cans. The Haws 1-pint ‘Handy’ was an instant and long-running success and by the time the design had a facelift in 2005, more than 1.75 million had been sold worldwide. Three more indoor cans of different sizes and shapes followed in 1988 and 1990, consolidating Haws’ position as the sector’s leading supplier. Buoyed up by this success, the same technology was used to produce a range of mid-priced, outdoor blow-moulded cans with new design features such as downspouts for pot watering and parking points for watering accessories storage. The ‘Practican’, Long-reach and Greenhouse/Conservatory cans each carved out a significant volume of business both in the UK and overseas and all three models are still in the range.

Full stretch As business grew, production and dispatch facilities were consolidated on a single site in Smethwick and more and more production of metal products was brought back in house. These muchimproved facilities were soon at full stretch as ‘English Gardening’ became all the rage throughout the world. Business in America, Japan and Germany rocketed. Pressure on the factory increased even more when, in November 1997, two containers of ‘Professional’ metal cans were lost en route to America when MSC Carla was sunk in a mid-Atlantic storm. Fortunately no lives were lost and the goods were covered by insurance but the order had to be duplicated in double-quick time. In the new millennium, Chinese competition created fresh challenges, particularly in overseas markets, and by

2001 exports were at half their 1997 level, but have since recovered and are now growing again. Exports to key markets have become a priority in recent years, and Haws now export to 25 countries all around the world, selling in big numbers in the United States, Canada and Japan. In Europe, Germany is a huge market for them, particularly with mail order companies. In any market where the consumer is looking for a premium quality product, the Haws brand peforms excellently.

Export successes Recent successes include a major new contract in Japan, where merchandisers are proposed in 165 outlets of a 500-store chain, and a new deal to supply a Swedish chain in 21 of their 40 outlets. Like every niche business, Haws faces plenty of challenges in the years ahead but

it does have several advantages - not least its strong brand name in gardening circles, the quality of the products, its reputation for honest, open trading and possessing its own manufacturing facilities and skills. These challenges now have to be met without the dedicated attention given to Haws by John Massey, who retired in November 2004 but retains a consultancy role to ensure Haws is maintained to the exacting standards he set for 25 years. Haws still makes 80% of the product range in the UK, with 20% coming in a raw state from Eastern Europe for finishing. The Haws range of metal and plastic cans reigns supreme amongst professional and amateur growers It is a fitting tribute to John Haws, Arthur Haws and John Massey, who made the name of Haws a household word amongst gardeners. With acknowledgment to Haws.co.uk, where a fuller version of this story appears.

EXPORT REPORT: GREAT BRITISH GARDENING

Where tradition meets the future Burgon & Ball blends traditional British craftsmanship with a deft, contemporary touch that appeals to home and overseas consumers alike.

Established in 1730 Burgon & Ball is now Britain’s longest standing garden tool manufacturer – still forging many tools, largely by hand, in the steel heartland of Sheffield. Over the past 284 years Burgon & Ball has established a strong reputation for outstanding quality tools. Tools that real gardeners love to use, tools that stand the test of time, tools that dig without bending and that cut without quickly losing their edge. Materials specification and product design are of paramount importance in creating a tool that will deliver genuine and lasting, user satisfaction. At La Plata Works, Burgon & Ball’s Sheffield factory since 1873, the smell of oil assaults visitors. Oil and grease ooze from the power hammers and forgers while cogs and gears clatter in the background. Red-hot blades are dipped into warm oil that flares and burns brightly as the metal is hardened then tempered. Burgon & Ball tools are designed to deliver performance that exceeds expectation – meeting the needs of the most demanding gardeners. From the extraordinary strength of the spades and forks to the lasting sharpness of the

cutting blades, the tools deliver customer satisfaction and generate brand loyalty. As an example, the British standard breaking strain for a Digging Spade or Fork is 55kg. Burgon & Ball Digging Tools are tested at and exceed, breaking strains of over 90kg. There is an ideal steel hardness level for each and every tool, dependent on the task it has to perform. This hardness is expressed as a Rockwell Value. All the company’s tools are developed to offer optimal hardness and it is one of the main things that really sets Burgon & Ball apart from its rivals. All Burgon & Ball Stainless and Cutting tools are now endorsed by The Royal Horticultural Society (RHS) – the world’s leading horticultural organisation – and are supplied with a 10-year guarantee. Burgon & Ball prides itself on not succumbing to the throwaway culture of the 21st century, proudly creating tools that will last for years and takes a great British tradition further into the future. In the past 10 years Burgon & Ball has invested heavily in new product design and development and has launched some of the most successful new products on the garden market. Combining stylish design with advanced materials has resulted in a new generation of products that both look better and perform better – to satisfy the discerning and demanding gardener. In 2010, a new collaboration with the renowned designer Sophie Conran – daughter of the design legend Sir Terence

Heritage updated Bottom left: RHS-endorsed Gifts for Gardeners, using botanical illustrations from the RHS Lindley Library. Below: the Sophie Conran range of hand tools. Right: traditional stainless steel garden spades and forks

Conran – led to the creation of a collection of gardening products, designed specifically with the female gardener in mind. The stunning tools, gloves and accessories in the collection are all sized to fit snugly and balance perfectly, in the female hand. As Sophie herself says: “As a gardener I had always dreamed of creating a range of garden tools and accessories. I believe that garden tools should be functional as well as beautiful and make each job a pleasure”. The range has been phenomenally popular and new products are added every year. Burgon & Ball is a regular exhibitor at the RHS Chelsea Flower Show, winning the prestigious Sundries Trophy on more than one occasion. At Glee 2013 Burgon & Ball were delighted to win the New Product Award and Best of British Award for their RHS Endorsed Gifts for Gardeners – a collection of highly practical but stunningly beautiful tools and accessories, using beautiful illustrations from the prestigious RHS Lindley Library.

EXPORT REPORT: GREAT BRITISH GARDENING

Nurturing tomorrow’s design talent Jonathan Hindle, Master of The Furniture Makers’ Company (below), helped to judge a student competition sponsored by UK garden furniture company Alexander Rose to find the design talent of the future. Here, he explains how this respected historic organisation can help retail furniture buyers. Tell us about your role at The Furniture Makers’ Company, the furnishing industry’s charity. The Furniture Makers’ Company is a Livery Company of the City of London and is the British furnishing industry’s charity and patron. Furniture and furnishings is one of the largest industries in the UK, but it is very fragmented. In the UK it is a £20 billion a year industry, providing 3.8% of GDP, employing a quarter of a million people, of which approximately 50% is domestic manufacturing. The Furniture Makers Company’s key mission is to provide leadership to the furniture and wider furnishing industry and provide a framework of support which promotes

excellence, nurtures talent through education and help those in the industry, past or present in financial need. We are an umbrella group embracing all the trade associations and its members Any person working in the furnishings industry can apply to become a member of The Worshipful Company of Furniture Makers. As Master of The Furniture Makers Company I lead the Company as its chairman, overseeing its day to day business in the promotion and pursuit of excellence in the Industry, and I represent the Industry to a wider audience. The position of ‘Master’ is a one-year tenure, to which you are elected after many years service on the company’s committees and Court. By the time you become Master, you fully understand all aspects of the Company, its role and functions. How can your organisation help retail furniture buyers to pass knowledge and information about furniture on to their customers? The Company’s Guild Marks and other recognitional award schemes are the primary platform for a reference to quality and excellence. The Guild Mark schemes reach a wide audience through exposure in national as well as trade press and from tagged and advertising reference by the major retailers and the Livery. There are three Guild Mark schemes which recognise excellence in areas of furniture design, bespoke furniture making and furniture manufacturing. Guild Mark holders can use the award in the promotion and the sale of the pieces. You won’t just see Guild Mark awardwinning furniture in specialist retailers; walk into many high street stores such as Marks & Spencer and John Lewis and you will see the Guild Mark logos. Guild Mark pieces are also increasingly promoted via internet retailers

Sustainability is becoming a key factor for consumers buying furniture today. The Furniture Makers’ Sustainability Award recognises improvements in furniture manufacturing sustainability, rewarding and promoting companies which push the boundaries on sustainability and make real cost-effective improvements as a result. Faced with today’s demanding global marketplace and an economy in recovery, we must do what we can to design and develop products with a competitive edge. Why did you agree to be a Judge on the Alexander Rose Student Competition? Because the competition has a focus on student development. The aim of the competition is to encourage young British designers to take up careers in furniture design for the garden and commercial hospitality industry. Students were challenged to design either a single piece of outdoor furniture or a furniture set incorporating a typical weave material from Alexander Rose. The competition gives young furniture designers a unique opportunity to see their ideas put into production, win prizes and gain exposure. How can The Livery Company and Alexander Rose encourage and support student excellence and education? The Furniture Makers’ Company has a valuable corporate membership arm in addition to individual members and both benefit mutually from the relationship. Corporate members can have direct access through the Furniture Makers to the heads of trade bodies that make up the British Furniture Confederation and MPs and Peers from the All Party Parliamentary Furniture Industry Group, giving them an opportunity to be heard and influence policy. For Parliament it is an opportunity to hear directly from leading companies

Designed in the UK Right: this bench and table were designed in the Alexander Rose and made from roble (pronounced ‘row-blay’) hardwood from sustainable plantations.

about what they need to keep growing successful businesses. Our members are passionate about their companies, and through their success we gain their valued support; this in turn enables us to help educate and nurture the next generation. The Livery is pairing industry partners like Alexander Rose with key universities and colleges to work together on specific projects that will benefit the companies and the students alike. Our student tour to factories in the Manchester area will give the students a real awareness of how things are designed, developed and manufactured. There is also a four-week course giving a group of the best and the brightest students an unrivalled opportunity to visit factories and businesses to gain an understanding of all aspects of the industry, from raw materials and components, buying criteria and manufacturing to pricing, marketing and merchandising. How do you see the future of the furniture industry in the UK – and what are the implications for buyers? Clearly, there is an increasingly compelling case for providing UK-manufactured products. Consumer interest in goods made in the UK is strong, and there is also an increasingly commercially favourable case, as the costs of freight, logistics and emerging market labour increase. What advice would you give to a young person considering a career in furniture design? The Industry is now a credible career option. Furniture making is not a dying art and is not restricted to the traditional stereotypes. With increasing investment in design, the UK furnishings industry is leading the way globally with innovative and commercially viable products increasingly manufactured here.

EXPORT REPORT: GREAT BRITISH GARDENING

Success story as long as a piece of string... Exports are booming for Scottish jute twine makers Nutscene. MD Shona Young (below right) tells us why.

Nutscene® has been involved in the manufacturing and processing of jute twines and ancillary products for the gardener since 1922. The company patented the first “pull from centre spool” of garden twine, which has been copied but never bettered! Our name is derived from our worldrenowned green garden twine which, when tied around the plant cannot be seen, thus when spoken with a Scottish accent becomes – ‘Not Seen’ – ‘Nutscene‘. From our origins within the jute industry in Dundee, Scotland – the home of “Jute,

Jam and Journalism”, our ‘Heritage Range’ was conceived and developed. Utilising natural materials and fibres, the range reintroduced jute as an on-trend and eco friendly material. This range has been working in partnership with British craftsmen and women since the beginning and supports a network of rural businesses throughout the UK. Nutscene still manufactures twines using traditional methods and the original machinery. All materials have been sourced from sustainable resources for over 90 years…so we’ve been eco-friendly long before it became fashionable.

Adapting to Change Nutscene has been attending Trade Shows for decades, and has seen many changes in those years. In recent years, methods of trading from a few of the larger, more aggressive vendors has meant that smaller businesses like Nutscene have had to react and adapt quickly in order to survive. Nutscene has managed to make their way through this battlefield, sticking fast to our roots and heritage, without compromise on quality or manufacturing methods. Shows like Glee remain a great annual meeting point for catching up with existing and new customers both domestic and overseas. Glee is a valuable channel to seek new business and engage with existing customers. Through such trade shows, Nutscene

remains focussed on the end-user of the product range – the gardener, the homemaker & the crafter. This has been crucial to our success. Additionally, ‘British Retro and Nostalgia’ are not only capturing the public’s fancy once again, but enjoying a revival – and at Nutscene we tick the Retro and Nostalgia boxes well and truly!

Meeting today’s market Business is great! Consumers are looking for quality and still prefer to opt for trusted brands such as Nutscene. Being British and manufacturing at home is a great bonus – we still use the same machinery first used by us in 1922 – and we employ locally. Customers find this very appealing. There is a large sector of our market who like to see sustainable employment and opportunity for everyone. Our trade stands always prove to be a colourful and enjoyable meeting point for such people - and a great stopping off point for buyers. To add to our colourfulness, we have a new range of our own Baker’s Twines, namely ‘CandyTwist’™ which will have the editors of many a craft/home/living magazine drooling. We are introducing new colours of jute twine and these will be launched at Glee, along with some exciting new giftware ranges and craft kits. Naturally our stand will remain quirky and bursting with retailing concepts.

Exporting is working for us! There is great enthusiasm for our product across the world, and although we have been exporting for many decades, there has been an increased and considerable interest from overseas markets, notably the USA, Canada and Japan. At home we are consistently increasing sales not only in the gardening sector but the craft sector is proving to be a loyal market. Exporting works for us as the appeal of our product range shouts natural, useful, eco-friendly, sustainable, British, heritage, history and quality – traits recognised by all nations.

EXPORT REPORT: GREAT BRITISH GARDENING

Gloucestershire, England, 1828...the mower is born They are enduring images of Britain: Wimbledon’s immaculate grass tennis courts; the lush and verdant outfield at the home of cricket, Lords; the perfection of Premiership soccer pitches; the manicured fairways of Britain’s famous golf courses; and the finely prepared racetracks at Ascot or Epsom. The UK is widely regarded as the home of fine turf, and the birthplace of mowers and equipment to maintain grass in pristine condition for sport, recreation, homes or for simple enjoyment. It all started back in 1828, when a young engineer, Edwin Budding, working at a textile mill in Stroud, Gloucestershire designed a device to perfectly smooth the rough cloth used for guardsmen uniforms. Budding used a revolving cylinder, cutting against a secondary fixed blade mounted on a frame which he tested to perfection using paper, then clumps of grass to provide more variation. And that set him thinking. It was a time of change in the countryside, with growing prosperity. Tennis, golf and cricket were becoming popular – and the only machine for cutting grass was a hand or motorised scythe which left an uneven finish. Spotting the opportunity, he built a prototype of a machine to cut grass smoothly using the revolving cylinder principle developed for cloth smoothing often testing the machine at night because the locals thought him a bit odd! In 1830, he obtained a patent for his new grass-cutting machine, and made an early sale to Regents Park in the heart of London.

Chris Biddle looks at the enduring reputation of Britain as the home of fine turf and of the mowers that manicure gardens, sports and recreational facilities across the world. But he did not have the resources to keep up with the growing interest, and in 1832 sold the first manufacturing licence to the agricultural firm of J R & A Ransome based at Ipswich, Suffolk who built around 1,500 machines in the subsequent years. More than 180 years later, British lawnmowers and grass care equipment are in high demand across the world as leading sporting venues seek to tap into our knowledge, skills and heritage. The lawnmower itself has undergone a transformation way beyond the early heavy, cumbersome and expensive machines that followed Budding’s invention. Today, lawnmowers come in many shapes, types and sizes. Engine powered mowers, electric mowers, battery mowers, rotary mowers, cylinder mowers, ride-on mowers, hover mowers, solarpowered mowers, robotic mowers. Mowers for small lawns, rough grass, sports grounds - where there is grass to cut or tend, there is a machine to suit. And whilst mass manufacturing has long spread its wings across the continents, and much of the ownership of leading mower brands lies outside Britain, UK-based

manufacturing remains an important, vibrant and vital contributor to the worldwide market. None more so than at Ransomes. The agricultural implement company (founded in 1789) who took that first licence to build the Budding-designed lawnmowers in 1832, is today still an important manufacturer of grass cutting equipment for golf courses and sports grounds. Now owned by a US multi-national, Ransomes precision mowing machines are produced on the same site in Ipswich by a staff of more than 300, with over two-thirds of production exported. Another well-known British prestige brand is Hayter. The company manufacturing mowers on the same site in rural Hertfordshire where founder Doug Hayter made his first mower in 1946. Like Ransomes, Hayter is now in US ownership (The Toro Company), but the UK plant remains an important manufacturing hub, making specialist machines for golf courses across the world, and recently reinstated the manufacture of its lawnmowers previously produced in the Far East.

Where there’s grass...Clockwise from right: Trafalgar Square was ‘paved’ with grass for two days and attracted hordes of shoppers and tourists. The head gardeners at Britain’s stately homes were enthusiastic customers of new-fangled cylinder mowers in the 19th century...and their successors rely on today’s state-of-the-art versions. Wimbledon’s iconic turf. Flymo is probably the UK’s best-known mower brand, principally for the hover mower invented in 1964. Now part of the Husqvarna Group, the world’s largest producer of outdoor power products, the volume production of Flymo mowers remains where it began in the company’s factory in the North East of England – and where it also now makes robotic mowers for worldwide distribution. Britain also remains home for specialist manufacturers of precision mowers to cut leading cricket grounds, golf courses and football stadiums across the world. Two such companies are Dennis and Allett, both in private British ownership. Austin Jarrett, Managing Director, of Allett Mowers, who recently bought the manufacturing arm of Atco Mowers, another iconic British brand dating back to the 1920s, sums up the long-held reputation outside these shores for British lawnmowers and grass machinery. “We export almost half of our production, and the most important element of our branding is the Union Jack on the side of the machine” The appeal of grass runs deep. When the London Tourist Board decided to completely fill the paved surface of London’s Trafalgar Square with grass squares for two days, hordes of locals, office workers, tourists all flocked to sit, excercise, lie or laze about. It’s the feel, the texture, the smell that attracts. In Britain, we probably ‘do’ grass better than anywhere else in the world, and our heritage as the birthplace of today’s modern mowers and grass care equipment only adds to that reputation. Chris Biddle is publisher of Service Dealer and Turf Professional magazines in the UK

EXPORT REPORT: GREAT BRITISH GARDENING

More Great British companies Briers

Bosmere

Vitax

Garden gloves, footwear & clothing

Outdoor covers & garden sundries

Garden care products

Briers launched 13 years ago with a very basic range of gardening gloves targeting a wide variety of outlets. In the past three years, Briers has launched Stardust Wellingtons, Floral patterned gloves with matching kneelers, Boppers and High Heeled Boots. This period has coincided with a steady rise in turnover – including a 50% increase in 2012 - despite pressures on consumer spending. Retail customers of Briers have also reported a growing demand for the brand. They now export to most of the EU as well as Australia and America. Managing director Jackie Eades provides a female perspective into what has traditionally been a maledominated sector. Jackie has led Briers through a series of ground-breaking developments in garden product retail. The Gruffalo range, for example, has proved a highly successful product licensing initiative, leading the way in its sector. Demand for wellington boots, meanwhile, continues to grow, helped by Briers’ appealing designs and innovative marketing. More recently an innovative range created by design house HemingwayDesign has been added. Briers believe there has long been a gap in the market for design-led ladies gardening gloves, footwear and accessories. As well as providing high levels of protection against hazards in the garden, excellent functionality and durability, quality products can also be colourful, stylish and contemporary. Jackie believes paying attention to trends is essential to excite the consumer whose tastes are constantly evolving. Women, who are particularly in tune with changing fashions, are very trend-conscious buyers.

Bosmere, formed 35 years ago at Portsmouth, Hampshire, started with two products, the Bosbag and the Boscart, writes Justin Landon, the owner of parent company H&I. The Bosbag is still a good selling product to this day. The Boscart has subsequently been replaced with a folding wheelbarrow. The range grew over the years with more and more sewn products, which were all produced in our own factory in Portsmouth. Ten years ago, due to high production costs, the company took production to new facilities in China with prepackaging and distribution remaining in the UK. This allowed Bosmere to increase the range well beyond the sewn fabric ranges; we now have around 1,000 products and launch well over 100 each year. My involvement with Bosmere started in 1995. H&I Trading supplied all of Bosmere’s fabric and then took over the sourcing and co-development of 90% of the product range from China, buying the company in 2009 when the founders were reaching retirement. We aimed to keep hold of the founding values of the business whilst modernising to meet the challenges ahead. The global nature of our markets and the ability to mix orders with other group companies and consolidate containers are a great help and strength in reducing costs and improving purchasing power. Production of many of our products has also returned to the UK and Europe, a trend set to continue. Bosmere exports to more than 23 countries, predominantly in Europe but also as far afield as Japan, Australia and the USA (mainly through Bosmere Inc). Saudi Arabia, Poland and Slovenia are the latest to join our list. Export has shown significant growth in the past two years. Our main export lines are covers and bags, all designed and developed in the UK (although produced in the Far East). Examples of successful Bosmere products that are British-made include watering cans, Christmas tree stands and the awardwinning salt spreader.

Whilst the garden care sector is largely dominated by multi-nationals, Vitax is a classic example of a mid-sized British company that has carved out a more specialist niche through enterprise and innovation. Products like Q4 fertilisers, Nippon ant controls and, more recently, the awardwinning Slug Gone, a slug deterrent made of wool waste, have all enjoyed consumer success because they offer special benefits and a good measure of that other British speciality – marketing expertise. As a result, exports to more than 15 countries across Europe, Scandinavia, the Far East and Asia represent 12% of Vitax’s turnover (and for the company’s Supaturf division, which provides surface marking equipment and materials for sports grounds, exports account for an astonishing 50%). Export is an essential part of the business, says export manager Stuart Holden, and represents the biggest potential for growth. He acknowledges the help given by UKTI in the growth of Vitax’s export and believes it will continue to be an important ‘tool’ for investigating new markets. “The market reports that UKTI provide can help you determine whether there is export potential and can give an indication of the strategy that must be used. They offer help through each stage of the export strategy, from identifying potential customers to advising on etiquette and business practices in the given market,” he adds.

EXPORT REPORT: GREAT BRITISH GARDENING

Introducing UKTI

World view What international buyers say... Strong gardening culture and innovation make Britain the place to shop, say international garden product buyers. British garden, leisure and pet care product suppliers are playing an increasingly important role in boosting exports to a wide number of overseas markets. To achieve success in export territories requires a combination of carefully researched and accurate overseas market intelligence, excellent service and product standards and tenacious sales follow-up. For the international buyer, the world is their oyster and in order to source the right product for their particular market they need to undertake in-depth research into product suitability, quality of production, pricing and reliability of manufacture and supply. So how do buyers from around the world perceive the UK’s garden market? To find this out, the Gardenex export federation spoke with a number of international buyers who have attended Glee and other business-creating events organised by the Federation. Richard Ward (below) of GartenbedarfVersand, one of Germany’s leading mail order catalogues: “We buy British because of the country’s strong gardening culture, which forms a hotbed for new

ideas and products, Glee is the most comprehensive showcase for new products and its International Buyers’ Centre is the best place to network with new and existing suppliers and colleagues. Glee, Gardenex and British gardening suppliers are all key elements in our sourcing strategy. I have visited Glee every year for the last twenty years, and have never failed to find a handful of exciting new items for our catalogue.”. John Barrett (below), director of sales, marketing and development, Vesey’s Seeds, Canada: “I’ve been attending Glee for over a decade. The location, the proximity of the hotels and the wonderful International Buyers’ Centre all contribute to making this one of my highlight shows of the year. We have enjoyed working with over two dozen UK manufacturers over the years and the quality and uniqueness of their products is second to none. Our company prides itself on having top notch product offerings and my many discoveries at Glee certainly contribute towards that goal. The ability to be in constant contact with my office through the IT services provided in the Buyers’ Centre is certainly one of the determining

What we do factors behind my attendance.” Aitor Lagunilla, supply chain director at Dicoal Grupo Altuna, Spain: “I visit Glee every year. It is the ideal place to meet up with current suppliers and look for new products. It is a good meeting point, and the main players in the industry are there. I particularly like the International Buyers’ Centre, where you can have meetings, check e-mails etc and speak with Gardenex, whose expert team can provide accurate information about UK garden and leisure companies. I buy British because British products are seen as being at the forefront of the gardening and DIY sectors.” Gábor Knorr (below), managing director of Austrian online sales company British Garden: “As an operator of an online business exclusively selling British garden tools and accessories, it is especially important for us to keep finding new and useful products. We look upon Britain as the ‘home of gardening’ and its suppliers are continually creating innovative ideas. The products are presented with a love for detail, which is exactly what our consumers are seeking. Glee enables us to check out the trends.”

UKTI works with UK based businesses to ensure their success in international markets through exports. We encourage and support overseas companies to look at the UK as the best place to set up or expand their business.

Who we are We have professional advisers around the UK and staff across more than 100 countries. Our headquarters are in London.

34,820 received help and advice from UKTI in the 12 months to September 2013

Responsibilities We are responsible for: ] International trade and investment ] Helping UK companies achieve their potential overseas through exporting ] Encouraging investment in the UK by overseas businesses

Priorities From 2014 to 2015 our priorities will be to: ] Give more support to medium-sized businesses ] Give better support to small companies wishing to export ] Strengthen our efforts in high growth markets ] Maximise the UK’s export potential where we have a free trade agreement ] Secure export-oriented foreign direct investment ] Help to put in place the government’s long-term strategy for economic growth ] Increase our reach by working closely with more partners

additional sales were generated as a result of UKTI support in the 12 months to September 2013

EXPORT REPORT: GREAT BRITISH GARDENING

Glee 2014 DISCOVER l NETWORK l GROW www.gleebirmingham.com

Why exhibit?

Glee is your key opportunity in the year to generate new business and strengthen existing relationships ] Garden Centre penetration

] Showcase new products

99% of Garden Centre Association members attend Glee, representing the top garden centres in the UK.

Gain industry recognition for the innovation, design and saleability of new products through entry into the Glee Awards.

Over 58% of buyers have a spending power of more than £50,000 making Glee a highly cost-effective platform to produce leads for the upcoming season.

Glee hosts a diverse, international and authoritative audience of over 7,600 garden buyers.

] Excellent ROI

] Direct purchasing power

71% of Glee’s visitors are key decision makers including directors, proprietors, buyers and store managers.

] Find a new audience

59.6% of visitors attend Glee to source new products or suppliers.

Who will you meet?

Visitors to Glee represent a broad range of organisations: [ Garden Centres

[ Department Stores/Supermarkets [ Hardware & DIYs [ High Street Retailers [ Catalogue and Online Retailers [ Builders Merchants [ Landscapers/Garden Designers [ Florists [ Distributors and Importers [ Wholesalers [ Growers

] Increase your brand and product awareness ] Build your business

Utilise Glee’s extensive database, bursting with reputable industry and trade publication relationships.

] International trade

Glee’s central location allows you to connect with buyers from all over the UK as well as 44 other countries.

EXPORT REPORT: GREAT BRITISH GARDENING

Top retailers

Glee 2013 included buyers from the following:

Annual buying budget

Over 35% of buyers at Glee 2013 had an annual l Klondyke l Webbs l Next l Coolings Nursery budget of over £250k l B&Q l Bentalls l Homebase l Dobbies

l Jewson l Squires l Argos l Lakeland

l Travis Perkins l TK Maxx l The Range l ALDI l Tesco l Waitrose l Co-operative l Marks & Spencer l Ocado l John Lewis l Sainsbury l Amazon l Bents l Frosts l Caulders l The Garden Centre Group l Barton Grange l Van Hage l Wilkinsons l Scotsdales l Webbs l QVC and many more...

“We have been exhibiting at Glee for many years and it is the single most

important trade show of the year. It

gives us a chance to see all our major

customers from the big retailers all the

148 OUT OF 150 GCA ME MBERS ATTEND ED GLEE 20 13

way down to the small independents. Glee

offers us great value, a good opportunity to meet existing

”

customers and opens doors for potential customers

MANAGING DIRECTOR, HANDY DISTRIBUTION

Size of visitor business

31% of all retailers at Glee have multiple outlets

EXPORTING IS GREAT BRITAIN

Contact details Contact UKTI by visiting www.ukti.gov.uk/ukti or by calling +44 (0)20 7215 5000 (9-5 Mon-Fri)

i2i Events Group The Studios 2 Kingdom Street London W2 6TG

+44 (0) 20 3033 2000 contact@i2ieventsgroup.com @i2iEventsGroup www.i2ieventsgroup.com