Following the astonishing success of doormat sales in garden centres over recent years, Gardman has expanded its offer to drive further growth this autumn.
The company’s garden centre sales in the category are up 40% year-on-year over the past quarter, thanks to strategic investment in product development and merchandising solutions.
With 28 new lines across the company’s Garden & Home Co. and Gardman-branded ranges, the line-up covers all price points from value to premium, including washables, coir mats and the unique EasyMatTM system. What’s more, Gardman’s newly-launched Big Autumn Event includes a number of special deals giving retailers even more excellent margin opportunities.
EasyMatTM is an exclusive Gardman range that enables shoppers to customise their own doormats. It consists of a decorative non-slip rubber base tray in two designs (RRP £9.99) and a choice of 10 designs of coir insert (RRP £5.99), four of them new for 2015/16.
The EasyMat brand has undergone a comprehensive refresh for the new season, with a new modern logo, clearer POS messages to help consumers shop the fixture and a new portable high-capacity island display stand. Warmly received by the trade at preview showings, the new look has inspired a brand refresh for the entire Gardman doormats offering, which will be showcased at Glee in September.
Among 13 new lines in The Garden & Home Co brand premium range, all designed and made in the UK, are new Outdoor Mats and two new designs of cotton Washable Mats, the latter carrying a two-year guarantee.
Eleven new on-trend designs in the extensive Gardman range of hard-wearing PVC-backed Coir Mats will ensure stockists can offer a doormat to suit any taste.
Gardman’s Big Autumn Event, featuring 93 unmissable seasonal offers across all the company’s product categories, includes an EasyMatTM promotion with a saving of more than 30% on the retail price.