Inspired by research that revealed consumers? needs and preferences, Gardman has created a comprehensive garden tool solution which they launched at GLEE; consisting of Moulton Mill, a premium range of tools and Gardener?s Mate, an ?everyday? range offering an entry level of quality tools.
Henry Corbett, who joined Gardman from Solus in the spring and is responsible for the development of the company?s new tool range, commented ?Assigned to create a complete tool solution, we first conducted research that enabled us to understand foremost what consumers wanted .?
?Through building in strong points of difference; a 15-year guarantee across our Moulton Mill range and a 12-year guarantee on Gardener?s Mate, and ensuring the ranges are offered at competitive price points, we?ve developed a compelling category solution that retailers have responded? exceptionally well to.?
Beautifully crafted and traditionally styled, Moulton Mill tools offer modern practicality, timeless good looks and keen market pricing, without compromising on quality. With 29 tools spanning the range from a Digging Fork and Spade to the more specialist Pruning Saw and Onion Hoe, the 15-year guarantee that many of the tools boast, is unique in the market and gives consumers the confidence to trade up across the range.
Other key selling points of the range include;
- ?????????? Rust resistant stainless steel that make for less soil adhesion
- ?????????? Strong Teflon-coated upper blades used in the design of all the secateurs and loppers
- ?????????? Weight tested trials showing that Moulton Mill digging tools hold loads of up to 95Kg
- ?????????? Styled wooden shafts crafted from FSC certified Ash
- ?????????? Ergonomically shaped handles and extra-long sockets to avoid back strain
- ?????????? Brown leather straps and beautifully branded swing tags create for a nostalgic look and feel.
With 49 products that include Digging Spades, Lawn Edgers and Secateurs, Gardener?s Mate offers retailers an entry level solution with a very strong point of difference.? At exceptional price points, many of the tools come with a 12-year guarantee and core digging tools are weight tested to up to 90Kg.
Henry concluded: ?Gardman is a fast-paced environment in which decisions are quick but considered.? We are tasked with delivering category solutions that are rooted in a detailed understanding of consumer preferences and needs, have very strong points of difference and really help our customers up-trade consumers.? Our core consumer brands are crucial to this and, in the case of garden tools, the Moulton Mill brand is already resonating in the market.? But we are not complacent.? We are already identifying new related areas into which we can take our consumer-driven approach.?