RHS Signs Four-Year Deal with Woodlodge
The Royal Horticultural Society (RHS) has announced a new licensee for outdoor pots, one of its key gardening categories. The four-year license has been awarded to Woodlodge Products, the UK’s leading supplier of garden pots and gardenware.
The first products in the partnership will be launched to retailers for pre-order in September 2021. They will be distributed to retail outlets from January 2022.
Although the partnership is still in its early stages, Woodlodge is already making preliminary plans for the first range. It will include both classic and modern designs and a full selection of sizes to accommodate any outdoor space. The final version of the first range will also incorporate standard terracotta, glazed and fibre clay pots.
For the design process, Woodlodge will have access to the whole range of RHS design assets, including its style guides and artwork from the RHS Lindley Collections, the world’s finest collection of botanical art. All product will either be embossed or debossed with the RHS logo, creating consumer confidence at point of purchase.
Woodlodge has over 1,500 garden centre accounts located throughout the UK and Ireland, all of which will be the primary focus for the new range. Woodlodge has a history of creating innovative products and eye-catching in-store merchandising so the launch of the new RHS-endorsed range is eagerly anticipated by both retailers and customers.
The timing of this new partnership is highly appropriate, due to an upswing in gardening last year. Historically the demographic for purchasing outdoor garden pots has been amongst older adults with a moderate to high disposable income. However, the current pandemic has introduced a whole new range of customers from across the age spectrum and social demographic to gardening and gardening products. But they’re not just rediscovering their outdoor space. Many are also discovering the enormous benefits of gardening to physical and mental health at a particularly demanding and stressful time. The RHS ranges will therefore target all members of this fast-expanding group of budding gardeners, who have embraced nature during the lockdowns.
Michael Wooldridge – Managing Director, Woodlodge Products, says: “As the market-leading supplier of garden pottery in the UK, it’s important for us to work with brands and partners that have a strong resonance for gardeners. To be associated with the RHS, a charity that aims to inspire a passion for gardening and growing plants and promotes the physical and mental advantages of gardening, is, for Woodlodge, a natural fit. The RHS is a highly regarded and recognisable brand and will offer consumers both peace of mind and confidence when buying our range of products.”
Cathy Snow, Licensing Manager, RHS, says: “Our members and supporters are, not surprisingly, keen to have the highest-quality products in their gardens and outdoor pots are a very important category for the RHS. We are therefore delighted to be working with Woodlodge, which has always maintained high levels of quality and service while providing continual innovation and style to all its ranges.”