As the spring season gets underway, Primeur – the award-winning supplier of the Eco Garden range of recycled rubber planters, stepping-stones and borders – is raring to go with a warehouse full of stock, new lines added and proven merchandising displays set to drive up the average basket spend. Here the company outlines five reasons why you should make Primeur your top choice for driving sales this year.
1) Record breaking sales
2020 marked a truly record-breaking year for Primeur and the company is hoping to replicate that success in 2021 as the popularity of environmentally conscious products continues to drive the consumer agenda.
Primeur saw its sales rise in excess of 140% in 2020,despite one of the toughest environments that the garden retail sector has ever experienced. The team believe, however, that the exceptional performance of the Eco Garden range was not a coincidence. Sales Director, Jenny Douthwaite explains more: “Long before the pandemic reshaped the retail environment in a way that no-one could ever have predicted, consumers were actively seeking products with true green credentials, and lockdown only served to reinforce the nation’s desire to protect the planet for future generations. With Eco Garden products crafted from recycled rubber tyres, which would have otherwise taken 80 years to decompose if dumped into landfill, the sustainability of recycled rubber garden innovations has clearly resonated with retailers and consumers alike.
“There is no question that this trend will continue to grow in 2021, including amongst those three million new gardeners which took up the hobby during lockdown. This is a significant opportunity for retailers, and with our products they are able to give the consumers exactly what they want!”
2) UK based stock holding & warehousing
Whilst many suppliers might be struggling to gain access to stock due to the issues surrounding container availability and shipping costs, Primeur is pleased to report that its UK-based stock holding means its product availability remains at an all-time high. Having brought product into the country much earlier than normal, the company has been able to respond to the rise in consumer demand and ensure that retailers are armed with stock throughout the season.
Jenny Douthwaite, Primeur Sales Director said: “Stocking became an issue for our sector in 2020 as lockdown gardening grew in popularity, and we wanted to ensure that we countered this ahead of time. Bringing forward our delivery schedule has paid dividends. We have our stock exactly where we can see it – in our warehouse – ready and waiting to be delivered to retailers when it is needed most throughout the season.”
3) Trend-led new products bolster offering
Discerning consumers are asking more of product suppliers than ever before. Joining ‘eco-conscious’ at the top of the wish list are products that meet current interior and exterior trends, with grey once again being the top colour choice.
The popularity of grey lies in the fact that it is essentially a “colourless colour”. The neutrality of grey and its many shades means it complements all other colours, making it easy to use grey as a backdrop to wider colour schemes across both traditional and contemporary designs. In the garden, grey helps nature’s colours pop, and can help to define different areas of the garden with clear boundary lines.
Aiming to capitalise on this trend, Primeur has added a number of grey colourways to its best-selling product lines ahead of the 2021 season, including the Railroad Tie (25x60cm) in grey, as well as the popular Ultra Curve EZ Border. Previously only available in Earth, the 122cm-long Brick borders will be available in grey in heights of 9cm or 15cm, helping gardeners to add a cutting-edge look to flower borders and vegetable beds.
Grey will also feature in the new Carolina Border collection, as well as an Earth colour option, highlighting the classic new design perfectly. Dimensions of this new border will be 2x15x120cm and will be supported by a retail price of just £16.99.
Three new planters also join the Eco Garden line up. First up will be the new 15cm Octavia Planter (RRP £24.99), offering a smaller size option within this popular planter collection. The best-selling Sonata range will see the introduction of two new trough planters in response to both retailer and consumer demand. At 71cm wide and standing at 50cm high, the larger trough will be a commanding planter in any garden setting, whilst the smaller trough (61cm wide x 15cm high) will provide the ideal solution for window boxes and herb gardens alike.
4) Updated merchandising displays
Witnessing a phenomenal response to its bespoke merchandising displays in 2020, where orders increased four-fold, Primeur has confirmed that it has updated this popular point of sale to help drives sales throughout 2021.
The new-for-2021 displays will benefit from fresh new content where the story of the recycled material and product USP’s including all-weather durability and ease of installation are clearly communicated to help convert consumer interest into purchases.
Each display unit comes fully stocked with product with borders and/or stepping-stones and the informative header border already attached so that stock can be immediate merchandised on the shop floor.
Thanks to the freestanding design, each Eco Garden display offers real flexibility for retailers, optimising multiple SKUs within a smaller, more cost-effective footprint. The pallet base means that each unit can be easily positioned both indoors and outdoors to create a stand-alone display or can be used in conjunction with other gardening sundries, lawn care, plants or pots to create appealing linked sales opportunities and help to drive up the average basket spend.
5) Virtual showroom tours
Like many, Primeur has adapted the way it operates to ensure the safety of its staff and customers. A key part of this was the introduction of its new virtual showroom, where retail buying teams were able to enjoy a detailed walkthrough of the full Primeur offering including the Eco Garden range and Mighty Mats collections. Originally launched to coincide with the virtual Glee Gathering in September 2020, the showroom tours have remained open to all Primeur customers so that they continue to get up close and personal with the products throughout the season.