Garden retail is powering the UK economy as suppliers and manufacturers recover from the turmoil of peak season Covid-19 lockdown. GIMA members are at the forefront of the fightback – with many now reporting unprecedented demand.

Sales of Bloomin Amazing have increased by 390% this year as demand for the soil-enriching, moisture-retaining, plant-feeding, slug-deterring, weed supressing, organic mulch exploded. Bloomin Amazing’s Managing Director, Nick Finding, said: “We’ve seen sales growth from existing customers and large numbers of new stockists, many now buying by the lorry load.”

Natural Grower, a supplier of products for organic gardening, reported buoyant sales, too. Natural Grower Owner, Charlotte Beaty, explained: “We have had success with our 50-litre bags of Natural Soil Conditioner. Online sales rocketed for soil conditioner and the Natural Liquid Fertiliser, but the soil conditioner has been flying off the shelves. Lots of people have been growing vegetables for the first time and they want to use products that are chemical-free and sustainable.”

Compost has witnessed huge demand this season, igniting sales at Growth Technology, which pointed out that sales of its Houseplant Focus Repotting Mix Peat-Free 8L and Cactus and Succulent Repotting Mix Peat-Free 2L had skyrocketed. Growth Technology’s Sales and Marketing Manager, Manos Kanellos, said: “There is a clear trend for peat-free mixes.”

On the theme of eco-friendly compost, at Southern Trident, Marketing Director Paula Parker added: “Our Coco & Coir™ peat-free growing media blocks resonated with online consumers during lockdown, selling out within a week of launching at three large online gardening retailers. This peat-free coir-based growing media is delivered in easy-to-carry packaging and is perfect for the online e-commerce community and garden centres alike.”

When the UK entered lockdown, consumers started searching for paint, according to Thorndown’s Caroline Thornborough, who said: “As the majority of stores had closed, online paint resellers experienced an overnight seismic surge in orders. Thorndown saw wood paint sales shoot from four to six times normal levels.” The company continued to supply its water-based wood paint to the nation throughout lockdown.

Interest in outdoor living boomed too, a trend experienced by Kadai, a firm at the leading edge of firebowl-barbecuing. Kadai’s Managing Director, Christo McKinnon-Wood, said: “The incredible level of sales during lockdown far exceeded the company’s expectations. Firebowls and accessories have been flying off shelves and we have seen record sales.”

Jackie Eades, Commercial Director at Fallen Fruits, reported strong performance at online retailers, with the company’s top-performing product being its lightweight Fire Bowl that can be used as a BBQ, offering a contemporary, stylish look. Jackie added: “Barbecue tools have also been a sell out with the increase in home entertaining and gorgeous weather, while bird care has been exceptional as a category, reflecting the consumer trend of caring for nature during this turbulent time.”

Containers played a key role in lockdown outdoor living, ramping-up interest in Lechuza’s portfolio. A Lechuza spokeswoman said: “From March to May, there was a rise from 3,300 to 8,500 Google searches made [for planters]. We have noticed a trend for matt planters with Rattan and contemporary-style finishes.”

The enduring popularity of container gardening has boosted sales for Primeur, the firm behind the award-winning Tierra Verde range of planters made from recycled rubber. Primeur’s Sales Director, Jenny Douthwaite, said: “Lockdown coinciding with the hot, dry spring fuelled consumer demand for Tierra Verde self-watering planters. Gardeners were searching online for eco-friendly containers that keep plants hydrated, while our recycled, ultra-tough rubber innovations offer the added benefit of being crack, rot and mildew-free.”

With families spending lockdown in gardens, outdoor furniture performed strongly. Ascalon Design’s Sales & Marketing Manager, Minty Stokes-Rhys, pointed out: “During recent turbulence, we found ourselves in a similar position to many of our customers – everything sells! One range which stands out is the ‘Marlborough’. Comprising a bistro set, dining set and bench in two beautiful colourways, this range has flown off the shelves.”

EKJU also reported success in the furniture category with its new Ecommerce Range. An EKJU spokesman said: “Customers purchased best-selling furniture lines prepared in specialist home-delivery transit packaging so retailers didn’t have to worry about specialist packing costs, making the home delivery process quicker, reducing delivery times and protecting products effectively.”

At Hozelock, UK & International Marketing Manager, Sarah Dixon, explained that exceptional spring weather resulted in consistent demand for garden watering products. Hozelock’s Multi Spray Gun was singled out as a star performer, while consumers snapped-up the company’s lightweight, expanding Superhoze. Sarah added that surging interest in grow-your-own led to renewed interest in Hozelock’s Growbag Waterer.

Lawncare proved to be a popular lockdown activity, with Johnsons Lawn Seed pointing out that sales of its Tuffgrass and Quick Lawn brands were up by 35% and 30% respectively year-on-year. Parent company DLF Seeds now distributes Neudorff’s natural gardening products, with DLF’s Consumer Manager, Guy Jenkins, adding: “Sales of Neudorff’s Organic Tomato Feed, WeedFree Plus Concentrate and Sluggo 800g had surpassed those of last year by mid-May.”

Slug and pest controls were stand out performers in Sipcam’s ecofective® range. ecofective®’s Head of Sales, Nigel Thompson, said: “Patio cleaners, Rose Defender and plant feeds were firmly in our top 10 best-sellers.”

In the garden ornaments category, Butterfly Wall Art proved a hit – with Perry’s Head of Marketing, Steve Perry, highlighting an “unprecedented” sales rise of more than 150% since lockdown, compared to the same period last year.

Garden Pride Marketing’s Maxine Finnegan reported “dramatically soaring sales in March” for the company’s heavy duty pot caddies. And finally, Burgon & Ball’s Managing Director, Rainer Schubert, summed-up: “Core gardening tools performed well as lockdown’s new gardeners kitted themselves out, with grow-your-own a strong theme.” Burgon & Ball’s RHS-endorsed tools, ‘National Trust made by Burgon & Ball’ trowel and hand forks and Corona range of tools sold like hot cakes.

For further information please contact GIMA on (01959) 564947 or info@gima.org.uk