Briers’ Jackie Eades to speak at HTA Garden Futures Conference

Jackie Eades, managing director of Briers, the design-led gardening products specialist, will be a guest speaker at the HTA Garden Futures Conference on Wednesday 15 October at the Jarvis Hall, RIBA, London.

Addressing key figures in the garden industry, Jackie will apply the HTA eyetracker consumer habits research to design, manufacture and retail in the sector. Her presentation, Right Product, Right Customer, will also discuss the principles and philosophy behind the Briers brand. These include:

Design ? in a global market where 70 per cent of buyers are women, Jackie saw the opportunity to create gardening products such as gloves and boots with genuine female appeal. Becoming the UK?s only member of EFSA (European Floral and Lifestyle Suppliers Association) was key to this objective. Membership of EFSA allows Briers to collaborate with leading business in the lifestyle sector to identify new market opportunities and create innovative products. Market intelligence available to EFSA members helps keep Briers on trend and up to date with changing consumer needs.

Exhibitions ? Briers invests heavily in trade shows. This year, the company launched 200 new products at Glee in Birmingham and exhibited in the EFSA hall at spogo+gafa in Cologne, Germany.

Partnerships ? collaborating with partners has enabled Briers to raise its profile with unique product ranges. The Historic Royal Palaces collection, winner of the Glee Award 2014, and the GIMA (Gardening Industry Manufacturers? Association) award-winning Gruffalo? range of children?s gardening clothes and accessories are two examples. Jackie will also discuss Briers? collaboration with Wayne and Gerardine Hemingway, founders of the Red or Dead brand, to create the HemingwayDesign for Briers range.

Innovations ? as well as being design-led and on-trend, Briers? products break ground in functionality, too. It?s ?Micro? Hand Warming Gloves for men and women, for example, are designed for working outdoors in cold weather. When microwaved for 15 seconds, special gel in the gloves keep hands warm for an hour. Briers ?Micro? Hand Warming Gloves can be reheated as many times as necessary.

Support for retailers ? Briers has recently appointed a business development team to work closely with retailers. By helping in-store staff assess demographics, identify fast moving lines and promote linked products, the team will help retailers maximise sales. Merchandising specialists will also be available to analyse store-specific feedback and provide tailored advice.

Looking ahead to the event, Jackie said: ?The HTA Garden Futures Conference is a great opportunity to meet industry colleagues. There are always many fascinating talking points at the conference and I am excited about discussing fashion and function with the gardening community.?

Briers? products can be found at Wilkinsons, B&Q, Dobbies, The Garden Centre Group, Blue Diamond and Garden and Leisure as well as independent garden centres, DIY stores and fashion retailers. Briers also supplies major national wholesalers such as Decco.

The HTA Garden Futures Conference 2014 takes place on Wednesday 15 October at the Royal Institute of British Architects (RIBA), 66 Portland Place, London, W1B 1AD. For further details, visit<>.
For more information on Briers? products, visit<>.

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