Sipcam Home & Garden set to grow sales of Blumen International’s portfolio in UK following exclusive distribution deal

Leading supplier to supercharge Get Off, Fito and Aeroxon brands for 2021

Sipcam Home & Garden is to strengthen its presence within the garden, pet care and pest control categories during 2021. It follows a deal this summer that saw the company appointed as exclusive distributor of Blumen International’s product portfolio in the UK and Republic of Ireland.

Sipcam’s expanded line-up now incorporates Blumen’s leading brands including Fito plant fertiliser, the Get Off® range of cat and dog repellents and natural detergents, and Aeroxon insect control products. Both Sipcam Home & Garden, a £500m+ turnover family business, and Blumen International are Italian-owned companies and the new collaboration will result in combined strength and natural product synergies that will deliver a strategic programme of growth that has been tailored to drive sales at UK retail outlets.

Nigel Thompson, Head of Sales at Sipcam Home & Garden, said: “Our exclusive distribution rights for Blumen International’s leading range have positioned Sipcam Home & Garden as a driving force at the forefront of the plant care, pest control and garden care categories. As part of the Sipcam family, which includes the leading ecofective®, RHS Garden Care and new SPOT-ON range, the business is ideally positioned for rapid growth in 2021, offering a vastly expanded portfolio of pioneering brands and merchandising solutions that will help retailers to deliver growth across multiple categories.”

FITO – driving linked sales in houseplant categories

Houseplants are the undisputed success story of UK garden retail. The Garden Centre Association (GCA) crowned 2019 the Year of the Houseplant, with sales up by 17.6%, compared to 2018. More than 4.5 million posts have been uploaded to Instagram under the #houseplant hashtag, driven by social media-savvy millennials sharing inspirational images of their indoor urban jungles.

To cater for phenomenal growth in this category, Blumen’s award-winning Fito range of Drip Feeders covers seven of the most popular houseplants in the UK, including citrus, orchid and cacti. These slow-release feeders have been designed to appeal to time-pressed consumers: they’re snipped at the tip and turned upside down to deliver up to 15 days’ worth of feed. Fito feeders are supplied in a laminated cardboard tower to enable convenient positioning among houseplant displays and beside tills to drive impulse sales. The Fito series includes a range of Natural Drip Feeders that are perfect for young plants as well as grow-your-own – another booming category due to soaring interest in growing fruit and vegetables at home.

GET OFF® – helping pets and gardeners to live in harmony

Britain is a nation of pet-lovers. Veterinary charity PDSA claims there are 9.9 million dogs in the UK (26% of adults own a dog) while 10.9 million cats are resident, with 24% of adults owning a cat. The GET OFF® range has been teaching pets to love their homes and gardens for more than 20 years – and now it’s poised for growth under the Sipcam umbrella of leading brands.

Popular GET OFF® Cat & Dog Crystals can be used to discourage cats or dogs from territory marking in gardens, borders and containers. The crystals work by confusing the cat or dog’s sense of smell, while frequent use can prevent pets from fouling the area.

The GET OFF® line-up includes Wash Off Outdoor Cleaner Neutraliser that cleans and neutralisers areas fouled by dogs or cats; Lawn Rescue that neutralisers the acidity of urine to prevent it from killing grass; Wash Off Indoor Cleaner Neutraliser which cleans and neutralisers areas while helping to stop repeat fouling and Chew Stoppa, a non-toxic spray that discourages pets from chewing as a result of its bitter taste.

In line with the growing trend towards natural remedies, the GET OFF® Natural range promotes training with products that are derived from natural ingredients. It includes a Natural Multi-Surface Cleaner, Pet Bed Odour Neutraliser, Catnip Spray, Air Freshener Spray and Dogkalm. The Natural Multi-Surface Cleaner is based on a lemon and vinegar formula featuring natural antibacterial properties.

Aeroxon – leading the way in pest control since 1911

Aeroxon is an established household name that has reliably met the demands of homeowners who need to eradicate nuisance insects since 1911. Pest control is a growing category, driven by infestations resulting from hotter summers and milder winters as a result of climate change. Aeroxon’s instantly recognisable line-up is ideally positioned to cater for heightened demand in 2021.

Aeroxon’s range of tried-and-tested solutions are all made in Europe and incorporate natural solutions that hold high appeal with consumers who are increasingly looking for chemical-free ways of tackling pests. To help retailers generate maximum sales, free-standing display units are available to display the range at its best.

The line-up includes Decorative Fly Bait that attracts and kills flies on contact, while non-toxic Fly Catchers feature a glue trap made from natural ingredients. Aeroxon’s Clothes Moth Trap provides safe, effective control for up to three months.

Find out more

To find out more about these key ranges visit sipcamhg.co.uk 

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For more information, interviews or images please contact the Sipcam UK PR Team:

Kimberley Hornby, Tel: 07851 610573, Email: kimberley@hornbywhitefootpr.co.uk

Marc Rosenberg, Tel: 07931 645170, Email: marc@hornbywhitefootpr.co.uk

Notes to Editors

About Sipcam Home & Garden

Sipcam Home & Garden is part of the Sipcam Group, one of the world’s top 20 agricultural suppliers and the only Italian company in the business of global crop protection. The family-owned group - with an annual turnover in excess of €500million - has a very impressive research and development capability, and through collaborations with universities and specialist research facilities is pioneering bio-technology to produce market leading control products, nutrients and bio-stimulants which will be key for the future of food production as conventional chemical technology becomes less available.

Sipcam Home & Garden is now in the exciting process of making the best of its professional technology available to the amateur gardener. It has much to offer today, and with an exciting pipeline of product developments still to come will be a key part of the EU retail marketplace moving forward.

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Editors notes

Comprising a uniquely collaborative network of senior PR professionals based at offices around England, Hornby Whitefoot PR has helped a wide range of companies and brands to communicate their news, build business and reposition their reputations since 2015. From strategy to tactics, project management to copy-writing, Hornby Whitefoot PR offers flexible, proactive public relations expertise, founded on real business and marcomms understanding. And our ‘open book’, annual budget or project-based approach – with no murky retainers to hide behind – means you can trust us to make your money go further. Specialisms include the garden, home and lifestyle sector, and the automotive aftermarket industry.