Glee at Spring Fair – Jardinopia case study

Potty Feet witnesses rapid growth

Having celebrated its first anniversary of trading at the recent Glee exhibition, Jardinopia – designers and manufacturers of the popular Potty Feet TM plant pot feet range – is reflecting on a year of significant growth which all started at Glee at Spring Fair’s inaugural event in February 2018. 

Jardinopia joined the Glee at Spring Fair family with only a few months trading behind it. The exhibition represented the first time the brand had exposure to the exhibition’s garden centre and gift buying audience. The response to the Potty Feet TM range of ‘pot feet’ was overwhelming, with the company winning the very first New Product Showcase award. Choice Marketing’s Mike Cook – one of the 2018 judges – said: “Potty Feet is a fab idea. It’s a new take on a traditional product, but done so in a way that is fun, and will have mass appeal. It’s an exciting product, and even more so when you consider that Jardinopia launched just five months ago!”

Since February the company has gone on to enjoy rapid commercial growth, with Glee’s September show helping them to round-off a great year. Jardinopia is now stocked in over 500 locations, of which more than 350 are garden centres. They have also expanded quickly internationally, with distribution agreements in place in 10 countries including USA, Canada, Denmark, Sweden, Switzerland, Austria, Ireland, Germany and Japan.

The company has also secured relationships with the RHS, Sutton Seeds, high street retailers such as Waitrose (via Crocus), gift catalogues such as Qwerkity, and will be launching into additional high street retailers in early 2019. Charity link-ups come in the shape of Guide Dogs and the Woodland Trust.

Andrea Barnett, founder of Jardinopia, said: “The last 12 months have been a whirlwind and we certainly never expected to have achieved what we have in such a short timeframe – it’s been brilliant. The exposure we gained at Glee at Spring Fair has opened so many doors for us, and helped to kick start this period of growth. We’re not, however, done! We have so many exciting plans for 2019 including some top-secret brand licenced Potty Feet TM products that we believe will provide some great design alternatives, as well as two new associated sister product brands.”

The Potty Feet TM range currently features 54 unique designs, including 25 new products as launched at Glee 2018. An additional 40 designs are set to launch in early 2019. Styles include cats, dogs, horses, an extensive wildlife collection, and a British Country Garden range. A new point of sale floor-stand has also been created, enabling retailers to display products out of the box for maximum in-store impact and without the need to dedicate a huge footprint to the range.

Andrea added: “With 48-hour delivery times available we are able to assist retailers with last minute Christmas stocking options. Trade Prices start from just £7.50 (RRP £15) for a set of three figures, making Potty Feet TM a great pick-up or gifting line.”

Matthew Mein, Glee’s Event Director, said: “It’s great to hear of Jardinopia’s success over the last 12 months. The Potty Feet TM range is an excellent product that spans the core gardening and gifting sections, making them a great commercial option for garden retailers. To know that both Glee at Spring Fair, and the main Glee exhibition have had a role to play in this success is great, and we hope to continue to support the brand as it continues to forge ahead.”

Find out more

Glee at Spring Fair will take place on February 3rd – 7th. A second edition of Glee at this time of year will give retailers an additional destination to refresh their ranges for key retail spikes. Glee in February will also provide garden buyers with the latest concepts and trends for 2019, helping them to direct their buying. Categories that retailers can look forward to sourcing will include garden care, landscaping and garden decoration, and outdoor entertaining, from brands such as Woodlodge, Fargro, Charles Taylor, Creative Products, Dizmes, Neat Ideas, Laurica Plants and Riverco Trading.

The spring edition will also provide Glee exhibitors with a secondary revenue opportunity in the year, and an additional touchpoint to meet with new and existing customers, whilst also enabling Spring Fair to benefit from having a dedicated garden centre hub at its heart. Glee at Spring Fair will take prime location in Hall 3, considered to be in the main thoroughfare, alongside the complimentary DIY section.

To keep up-to-date on the latest Glee news visit www.gleebirmingham.com. To enquire about exhibiting at Glee at Spring Fair 2019 please call 020 3033 2160.

Ends

Editors notes

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