Supa aims to extend into garden centres

Award-winning Supa Ltd, which has supplied the pet and aquatic industry for the past 65 years, is now looking to extend its retail base into garden centres.

The company?s innovative range of products covers water gardening, fishkeeping, poultry, wild bird care and small animal, and Supa believes it would give garden centres a point of difference.

?The company ethos is summed up in our slogan, Traditional Values, New Horizons,? says Supa?s managing director Chris Goodlad. ?This reflects our commitment to the tradition of good service, combined with value for money pricing, but also acknowledges that we must evolve to meet the changing needs of our customers.

?As even more garden centres become destination centres where customers buy a whole range of items, I think it?s important that Supa has a bigger presence than it has at the moment. We can offer products that are different than the mainstream lines, and our range covers all price points.?

One Supa product that has been catching the eye in 2014 is the Gloucester range of bird feeders, voted Best New Product at the PATS Harrogate trade show in September. The panel of judges remarked: ?This product stands out on the shelf and would make an ideal gift as it?s very colourful, quirky and appealing. It is also very well priced.?

?The award has certainly focused attention on Supa and has led to some new listings with current customers and also the opening of some new accounts who have wanted to stock this new and dynamic range,? adds managing Chris.

Supa has an extensive manufacturing facility in Sheffield, a location that allows products to be easily and quickly distributed throughout the UK. The company is also renowned for its ability, flair and innovation in developing new products.

The company, which was launched as Supa Aquatic Supplies in 1949 by founder Reg Hutchinson, also has a rich history. Reg bred coldwater and tropical fish and went on to develop his own fish food. On his retirement, son Mike took over the business and soon started diversifying into other pet-related areas, like wild bird care, caged bird accessories, small animal toys and treats, and poultry products.

The move into other product areas led to a change of company name to the current Supa Ltd to reflect the diverse range of its current product portfolio. Mike is now chairman of the company.

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