ukti brochure lowres final

EXPORTINGISGREAT

BRITAIN

Your special report on the UK’s garden & leisure market

GREAT BRITISHGARDENING

2 Welcome from i2i and UKTI

6 Hello World: How Gardenex brings overseas buyers and UK suppliers together

8 It started with a can: Why Haws is still a world beater after 128 years

10 Tradition meets the future: Burgon & Ball blend British crafstmanship with modern ideas

12 Nurturing tomorrow’s design talent in the competitive garden furniture arena

14 Why exports are booming for the Scottish jute twine company Nutscene

16 Chris Biddle on how an Englishman gave the world the first cylinder lawn mower

18 Distinctive exports: three British companies who offer products with a difference

20 World View: international buyers give their verdict on buying British

21 Introducing UKTI: helping British exporters to fulfil their potential

22 Glee: the place to find a new audience, showcase new products and build business

24 Contact details for i2i and UKTI

Contents

EXPORT REPORT: GREAT BRITISH GARDENING04 EXPORT REPORT: GREAT BRITISH GARDENING 05

IntroductionThe UK is known the world over as the home ofgardening, a tradition that has nurtured a globalmarket for great British garden products. Andthat demand continues to grow...

Welcome from Mark Shashoua, CEO, i2i Events Group

Welcome from Stephen McGowan,UK Head of Events,UK Trade & Investment

The UK Government and UK Trade & Investmentare dedicated to promoting the appeal and value ofBritish products to businesses around the world. Weknow that our designers and creators of productsare increasingly sought by international buyers fortheir creativity and originality and above all theworldclass quality and craftsmanship.

UKTI actively supports those events that showcasegreat British products and so we are delighted to beworking in partnership with i2i Events Group andGlee. Glee occupies a unique place within the gardenand leisure market, attracting the interest of buyersnot only from garden centres but the wider retailworld, which is keen to make the most of theconsumer’s fascination with using their outdoorspace. There could be no better place to see Britishgarden innovation than at Glee. It is whereinternational buyers will find some of our greatestheritage businesses, some of them highlighted inthis publication, but also some of the most excitingnew names that have been created in just the lastfew years. Building on the skills and originalitycoming out of the UK’s gardening tradition, thesenew companies ensure that British style, innovation,quality and our legendary horticultural expertisemaintain our reputation as the home of gardening.

UKTI is working around the world to meet withbuyers to encourage them to visit the UK and Glee.We will have a strong presence at the event and lookforward to meeting as many international retailersas possible and to help introduce you to some of ouroutstanding British companies.

Stephen McGowan

see and experience what makes Britishgarden products so distinctive and soughtafter - the envy of the world in fact, aswitnessed by the number of major UK andinternational buyers who return year afteryear. From heritage brands andmanufacturers that have been establishedfor over 100 years or more, to the cutting -edge new designers you can see in Glee’sInnovators Zone, British garden productshave something unique to offer the world’sbest retailers and their customers.

The aim of this report is to put a muchneeded focus on Britain’s designers,producers and suppliers of outstandingproducts that serve the garden and leisuremarket. Over the following pages we havecollected views on what makes Britishproducts so important, highlighted someestablished and new companies and heardfrom international retailers on why theyBuy British when sourcing products fortheir customers.

We hope it will excite and interest youenough to join us at Glee in September tosee for yourself. Working with UKTI we canhelp make your visit as efficient andproductive as possible. Please do contactus for any further information we canprovide. Above all, we look forward towelcoming you to the UK!

Mark Shashoua

It is my great pleasure to introduce thisvery special report on ‘Buy British’,produced in association with UK Trade andInvestment (UKTI). As the proudorganisers of Glee, we know that we areresponsible for one of the most importantgatherings of garden and leisure retailersand buyers in Europe. More than that, weknow that they attend because this iswhere they will find the very bestshowcase for hundreds of new productsbeing launched across a multitude ofcategories. Ultimately this is whatsuccessful retailing is all about – havinggreat products that tempt and exciteconsumers and which give retailers anedge over their competitors.

We are also proud of the fact that Glee isthe only event that brings so many greatBritish garden product suppliers togetherunder one roof. There is no better place to The home of gardening

Gardening has been a national passion in the UKfor centuries. A love of plantsand beautiful gardens has driven the development of the world’smost developed garden retail market, enviable design and manufacturingexpertise and a deepunderstanding of the valueof gardening in modern lifeand the natural world.

EXPORT REPORT: GREAT BRITISH GARDENING 07

in the show halls each year. The role of theFederation at Glee is to make newintroductions between internationalbuyers and UK suppliers in an atmospherethat is conducive to positive business.During the show, the Federation’spersonnel provide product sourcingsupport to international buyers as well asbusiness services, market information andexport advice to British suppliers.

This year Gardenex will be hosting a two-hour session of International BuyerConnect meetings on the first day of theshow, during which international buyerscan have short introductory meetings withUK suppliers on the International Buyers’Centre.

The centre also offers buyers interpreterfacilities, internet access, freerefreshments and information on the Gleeshow features and aspects of the UKgardening and leisure market. This friendlyand efficient business environment ishighly regarded by all international buyerswho use it.

Where does UKTI fit in?UKTI ‘s presence at Glee will add another

dimension to the support available. UKTI’ssupport dovetails neatly with Gardenex’srole in representing the garden, leisure andpet care sectors to the British governmentin order to provide tangible businessbenefits. The Federation secures fundingfor UK SMEs from UKTI and draws uponthe input of knowledgeable ‘on the spot’experts from British embassies andconsulates who complement the expertiseand experience of the Federation’s multi-lingual team.

EXPORT REPORT: GREAT BRITISH GARDENING06

Hello world!The Gardenex federation helps to put internationalbuyers in touch with the best British garden, leisure and pet product suppliers, as its director general,Amanda Sizer Barrett (below), explains.

export activities and in recent years it hasextended its services to the pet andcommercial horticultural sectors. During2014, well over 100 Federation memberswill be taking part in the British exhibitorgroups organised by the Federation atoverseas shows. Events include theNational Hardware Show and Global PetExpo in the US, and Interzoo, spoga+gafaand IPM Essen in Germany. Dozens moremembers take part in the regular Meet theBuyers events, and all members benefitfrom the vast range of services and exportadvice and support available throughoutthe year.

As a result of 50 years in assisting Britishcompanies to open up and develop exportsales, Gardenex has expanded to becomeone of the strongest and most influentialfederations in the garden and leisureindustry. Its name is recognisedthroughout the world for its vigorouspromotion of British companies and theirproducts, as well as for the professionalservices it offers to suppliers andinternational buyers.

The UK’s gardening heritage isunparalleled throughout the world and this, coupled with the ability of its garden product suppliers to innovatein order to meet changing needs, hasinfluenced an increasing number ofoverseas firms to seek out Britishgoods. What is Gardenex’s role in this process?

As in any industry, exporting can beexciting and rewarding but successrequires careful research and planning.The primary role of Gardenex (TheFederation of Garden and LeisureManufacturers Ltd) is to provide that vitallink between overseas buyers andsuppliers in order to increase theavailability of garden, leisure and pet careproducts worldwide.

What services does Gardenex provide?

Since it was founded in 1961, theFederation has helped thousands of UKexporters in the garden sector with their

Why is Glee important to Gardenex?

As the showcase for the UK gardenindustry, the Glee trade exhibition hasalways been an opportunity to inviteinternational buyers to see the latestproducts from a broad spectrum of theFederation’s members.

Trade shows such as Glee attract buyersseeking either to widen their productportfolios or to maintain relationships withcurrent suppliers. Distributors, mail orderand internet sales companies andspecialist garden retailers visit Glee to findnew and niche products that are notcurrently available in their own market orto source products that combine highquality with innovative solutions.

How does The International Buyers’ Centre work?

As a co-founder of Glee, Gardenex is asupporter of the event, organising andmanning the International Buyers’ Centre

The past achievements of Gardenex in itsquest to help British exporters have beenrecognised by UKTI, and Gardenex isaccredited to deliver a wide range ofexport support to British firms under itsauspices.

The Federation’s success in consistentlysecuring significant government fundingfor UK suppliers has resulted in anincreasing number of firms choosing toexport. In 2013, the export sales successesachieved by British garden productcompanies via the Federation’s initiativeswere unprecedented, with some exhibitorgroups predicting sales into many millionsof pounds, and that pattern is continuinginto 2014.

Tell us about ‘Meet theBuyer’ days...

One of the most popular and successfulof the Federation’s other export business-creating services is a series of ‘Meet theBuyer’ days, where key garden, leisure andpet product buyers from selected exportmarkets are brought over to the UK tomeet with suppliers on a one-to-one basis.

The Federation fills a vital role in helpingUK exporters to find new businesscontacts. Its continually expanding exportlibrary contains trade magazines, marketreports, trade show catalogues and awealth of information on the mostimportant overseas markets. Its exclusivedatabase contains contact details andimportant market information on morethan 11,000 companies, including majorimporters, retailers, central buyingorganisations and agents in export

markets for British gardening and pet careproducts and services.

Anything else...?Another important aid to achieving

overseas sales is the ‘Directory of BritishGarden & Leisure Products’, producedannually by Gardenex. The multi-lingualdirectory is mailed to 3,600 trade buyersaround the world and distributed from theGardenex information stand at Glee and atinternational trade shows.

The Federation also produces an ‘A-ZGuide to Exporting’, a comprehensivehandbook relevant to new and experiencedexporters alike.

The services offered by Gardenex are notlimited by company size or productportfolio. Whether it is a comprehensiveservice needed by SMEs taking their firststeps into overseas markets or as valuableback up for existing in-house exportdepartments in large corporations, theexperienced Gardenex team provides asignificant contribution.

There are few limitations to the type ofproducts that achieve successful sales inexport markets. While the latest productinnovations are always in demand,traditional items that have been at theheart of Britain’s garden product heritagefor around 200 years are eagerly soughtafter by international buyers. Two excellentexamples of these are quality garden handtools and metal watering cans.

The message for any UK firm wishing togrow its business through export sales isthat there is an overseas country eager tobuy; and that Gardenex has the skills tohelp them to achieve that goal.


Full stretchAs business grew, production and

dispatch facilities were consolidated on asingle site in Smethwick and more andmore production of metal products wasbrought back in house. These much-improved facilities were soon at full stretchas ‘English Gardening’ became all the ragethroughout the world. Business inAmerica, Japan and Germany rocketed.

Pressure on the factory increased evenmore when, in November 1997, twocontainers of ‘Professional’ metal canswere lost en route to America when MSCCarla was sunk in a mid-Atlantic storm.Fortunately no lives were lost and thegoods were covered by insurance but theorder had to be duplicated in double-quicktime.

In the new millennium, Chinesecompetition created fresh challenges,particularly in overseas markets, and by


In the beginning,there was a watering can...The Haws is a very British wateringcan - and it sells around the worldwherever buyers demand the bestmoney can buy.

examples) as well as utilising the manyexcellent design features of the originalmodels.

The Haws business has undergoneseveral changes of ownership and tradingups and downs since those early days –and yet has managed to remain true toJohn Haws’ original ideal – to produce thebest watering can on the market.

ExpansionTrading today as Haws Elliott, it is a

subsidiary of Eclipse Sprayers (suppliers ofthe ‘Fine as Rain’ brand), who bought theHaws brand from Elliotts in the late 1970s.Director John Massey, who joined Eclipsefrom Elliotts, drove the development of anew era of higher profile-trading under thenew name of Haws Watering Cans.

In 1984, the galvanized ‘Traditional’ can(known in America as the ‘Peter Rabbit’can) was introduced. Sales grew quicklyand the range was extended in subsequentyears, with volumes easily exceeding thoseof the flagship ‘Professional’ range.

Spurred on by American exportcustomers, British Racing Green was soonadopted as the Haws ‘house-colour’,

In 1886 John Haws of Clapton, Londonobtained a patent for an improvedwatering pot. The patent read:

“This new invention forms a watering potthat is much easier to carry and tip, and at thesame time being much cleaner, and moreadapted for use than any other put before thepublic.”

John Haws (right) first worked out hisimproved design and method ofmanufacture from a French-madewaterpot (or watering can, as we would callit today) to design a can with perfectbalance. Whether full, half-full or emptythe can could be used without undue strainto the operator. To this day, the originaldesign has not altered in any major way.

As all watering was done by hand inthose days, there was a clear need for agood range of watering cans and the newHaws models found a ready market. Saleswere buoyant, both to the large glasshousenurseries being established aroundLondon and the large provincial cities, andto professional gardeners on the landedestates flourishing throughout GreatBritain.

When John Haws’ descendant, ArthurHaws, took over the reins in the early1900s, he faced stiff competition fromcompanies imitating the Haws design. Tomeet it, he spent a good deal of timeperfecting the design of the roses, both round and oval, so that they were suitablefor watering newly-sown seeds, delicateseedlings and small plants. This feature ofHaws cans remains as important now as itwas then.

Today, Haws’ comprehensive range ofwatering cans continues to offerinnovations (pot watering attachments andparking points for roses are more recent

replacing Terracotta on the metal cans and‘Harrods’ green on the plastic cans.

In 1985, Haws launched the first in aseries of indoor blow-moulded plastic cans.The Haws 1-pint ‘Handy’ was an instant andlong-running success and by the time thedesign had a facelift in 2005, more than1.75 million had been sold worldwide. Threemore indoor cans of different sizes andshapes followed in 1988 and 1990,consolidating Haws’ position as thesector’s leading supplier.

Buoyed up by this success, the sametechnology was used to produce a range ofmid-priced, outdoor blow-moulded canswith new design features such asdownspouts for pot watering and parkingpoints for watering accessories storage.The ‘Practican’, Long-reach andGreenhouse/Conservatory cans eachcarved out a significant volume of businessboth in the UK and overseas and all threemodels are still in the range.

2001 exports were at half their 1997 level,but have since recovered and are nowgrowing again.

Exports to key markets have become apriority in recent years, and Haws nowexport to 25 countries all around theworld, selling in big numbers in the UnitedStates, Canada and Japan. In Europe,Germany is a huge market for them,particularly with mail order companies. In any market where the consumer islooking for a premium quality product, theHaws brand peforms excellently.

Export successesRecent successes include a major new

contract in Japan, where merchandisersare proposed in 165 outlets of a 500-storechain, and a new deal to supply a Swedishchain in 21 of their 40 outlets.

Like every niche business, Haws facesplenty of challenges in the years ahead but

it does have several advantages - not leastits strong brand name in gardening circles,the quality of the products, its reputationfor honest, open trading and possessing itsown manufacturing facilities and skills.These challenges now have to be metwithout the dedicated attention given toHaws by John Massey, who retired inNovember 2004 but retains a consultancyrole to ensure Haws is maintained to theexacting standards he set for 25 years.

Haws still makes 80% of the productrange in the UK, with 20% coming in a rawstate from Eastern Europe for finishing.

The Haws range of metal and plastic cansreigns supreme amongst professional andamateur growers It is a fitting tribute toJohn Haws, Arthur Haws and JohnMassey, who made the name of Haws ahousehold word amongst gardeners.

With acknowledgment to Haws.co.uk, where a fuller version of this story appears.

EXPORT REPORT: GREAT BRITISH GARDENING 11EXPORT REPORT: GREAT BRITISH GARDENING10

Where traditionmeets the future

Burgon & Ballblends traditionalBritishcraftsmanshipwith a deft,contemporarytouch thatappeals to homeand overseasconsumers alike.

cutting blades, the tools deliver customersatisfaction and generate brand loyalty. Asan example, the British standard breakingstrain for a Digging Spade or Fork is 55kg.Burgon & Ball Digging Tools are tested atand exceed, breaking strains of over 90kg.

There is an ideal steel hardness level foreach and every tool, dependent on thetask it has to perform. This hardness isexpressed as a Rockwell Value. All thecompany’s tools are developed to offeroptimal hardness and it is one of the mainthings that really sets Burgon & Ball apartfrom its rivals.

All Burgon & Ball Stainless and Cuttingtools are now endorsed by The RoyalHorticultural Society (RHS) – the world’sleading horticultural organisation – and aresupplied with a 10-year guarantee. Burgon& Ball prides itself on not succumbing tothe throwaway culture of the 21st century,proudly creating tools that will last foryears and takes a great British traditionfurther into the future.

In the past 10 years Burgon & Ball hasinvested heavily in new product design anddevelopment and has launched some ofthe most successful new products on thegarden market. Combining stylish designwith advanced materials has resulted in anew generation of products that both lookbetter and perform better – to satisfy thediscerning and demanding gardener.In 2010, a new collaboration with therenowned designer Sophie Conran –daughter of the design legend Sir Terence

Established in 1730 Burgon & Ball is nowBritain’s longest standing garden toolmanufacturer – still forging many tools,largely by hand, in the steel heartland ofSheffield.

Over the past 284 years Burgon & Ballhas established a strong reputation foroutstanding quality tools. Tools that realgardeners love to use, tools that stand thetest of time, tools that dig without bendingand that cut without quickly losing theiredge. Materials specification and productdesign are of paramount importance increating a tool that will deliver genuineand lasting, user satisfaction.

At La Plata Works, Burgon & Ball’sSheffield factory since 1873, the smell of oilassaults visitors. Oil and grease ooze fromthe power hammers and forgers whilecogs and gears clatter in the background.Red-hot blades are dipped into warm oilthat flares and burns brightly as the metalis hardened then tempered.

Burgon & Ball tools are designed todeliver performance that exceedsexpectation – meeting the needs of themost demanding gardeners. From theextraordinary strength of the spades andforks to the lasting sharpness of the

Heritage updated Bottom left: RHS-endorsed Gifts for Gardeners, using botanical illustrations from the RHS Lindley Library. Below: the Sophie Conran range of hand tools. Right: traditional stainless steel garden spades and forks

Conran – led to the creation of a collectionof gardening products, designedspecifically with the female gardener inmind. The stunning tools, gloves andaccessories in the collection are all sized tofit snugly and balance perfectly, in thefemale hand. As Sophie herself says: “As agardener I had always dreamed of creatinga range of garden tools and accessories. Ibelieve that garden tools should befunctional as well as beautiful and makeeach job a pleasure”. The range has beenphenomenally popular and new productsare added every year.

Burgon & Ball is a regular exhibitor at theRHS Chelsea Flower Show, winning theprestigious Sundries Trophy on more thanone occasion. At Glee 2013 Burgon & Ballwere delighted to win the New ProductAward and Best of British Award for theirRHS Endorsed Gifts for Gardeners – acollection of highly practical but stunninglybeautiful tools and accessories, usingbeautiful illustrations from the prestigiousRHS Lindley Library.


Nurturing tomorrow’sdesign talentJonathan Hindle, Master of The Furniture Makers’Company (below), helped to judge a studentcompetition sponsored by UK garden furniturecompany Alexander Rose to find the design talent ofthe future. Here, he explains how this respectedhistoric organisation can help retail furniture buyers.

excellence, nurtures talent througheducation and help those in the industry,past or present in financial need. We arean umbrella group embracing all the tradeassociations and its members

Any person working in the furnishingsindustry can apply to become a member ofThe Worshipful Company of FurnitureMakers. As Master of The Furniture MakersCompany I lead the Company as itschairman, overseeing its day to daybusiness in the promotion and pursuit ofexcellence in the Industry, and I representthe Industry to a wider audience. Theposition of ‘Master’ is a one-year tenure, towhich you are elected after many yearsservice on the company’s committees andCourt. By the time you become Master, youfully understand all aspects of theCompany, its role and functions.

How can your organisation help retailfurniture buyers to pass knowledge andinformation about furniture on to theircustomers? The Company’s Guild Marksand other recognitional award schemesare the primary platform for a reference toquality and excellence. The Guild Markschemes reach a wide audience throughexposure in national as well as trade pressand from tagged and advertising referenceby the major retailers and the Livery.There are three Guild Mark schemes whichrecognise excellence in areas of furnituredesign, bespoke furniture making andfurniture manufacturing.

Guild Mark holders can use the award inthe promotion and the sale of the pieces.You won’t just see Guild Mark award-winning furniture in specialist retailers;walk into many high street stores such asMarks & Spencer and John Lewis and youwill see the Guild Mark logos. Guild Markpieces are also increasingly promoted viainternet retailers

Tell us about your role at The FurnitureMakers’ Company, the furnishingindustry’s charity. The Furniture Makers’Company is a Livery Company of the Cityof London and is the British furnishingindustry’s charity and patron. Furnitureand furnishings is one of the largestindustries in the UK, but it is veryfragmented. In the UK it is a £20 billion ayear industry, providing 3.8% of GDP,employing a quarter of a million people, ofwhich approximately 50% is domesticmanufacturing. The Furniture MakersCompany’s key mission is to provideleadership to the furniture and widerfurnishing industry and provide aframework of support which promotes

Sustainability is becoming a key factorfor consumers buying furniture today. TheFurniture Makers’ Sustainability Awardrecognises improvements in furnituremanufacturing sustainability, rewardingand promoting companies which push theboundaries on sustainability and make realcost-effective improvements as a result.

Faced with today’s demanding globalmarketplace and an economy in recovery,we must do what we can to design anddevelop products with a competitive edge.

Why did you agree to be a Judge on theAlexander Rose Student Competition?Because the competition has a focus onstudent development. The aim of thecompetition is to encourage young Britishdesigners to take up careers in furnituredesign for the garden and commercialhospitality industry. Students werechallenged to design either a single pieceof outdoor furniture or a furniture setincorporating a typical weave materialfrom Alexander Rose. The competitiongives young furniture designers a uniqueopportunity to see their ideas put intoproduction, win prizes and gain exposure.

How can The Livery Company andAlexander Rose encourage and supportstudent excellence and education? TheFurniture Makers’ Company has a valuablecorporate membership arm in addition toindividual members and both benefitmutually from the relationship. Corporatemembers can have direct access throughthe Furniture Makers to the heads of tradebodies that make up the British FurnitureConfederation and MPs and Peers fromthe All Party Parliamentary FurnitureIndustry Group, giving them anopportunity to be heard and influencepolicy. For Parliament it is an opportunityto hear directly from leading companies

about what they need to keep growingsuccessful businesses. Our members arepassionate about their companies, andthrough their success we gain their valuedsupport; this in turn enables us to helpeducate and nurture the next generation.

The Livery is pairing industry partnerslike Alexander Rose with key universitiesand colleges to work together on specificprojects that will benefit the companiesand the students alike. Our student tour tofactories in the Manchester area will givethe students a real awareness of howthings are designed, developed andmanufactured. There is also a four-weekcourse giving a group of the best and thebrightest students an unrivalledopportunity to visit factories andbusinesses to gain an understanding of allaspects of the industry, from raw materialsand components, buying criteria andmanufacturing to pricing, marketing andmerchandising.

How do you see the future of thefurniture industry in the UK – and whatare the implications for buyers? Clearly,there is an increasingly compelling casefor providing UK-manufactured products.Consumer interest in goods made in theUK is strong, and there is also anincreasingly commercially favourable case,as the costs of freight, logistics andemerging market labour increase.

What advice would you give to a youngperson considering a career in furnituredesign? The Industry is now a crediblecareer option. Furniture making is not adying art and is not restricted to thetraditional stereotypes. With increasinginvestment in design, the UK furnishingsindustry is leading the way globally withinnovative and commercially viableproducts increasingly manufactured here.

Designed in the UK Right: this benchand table were designed in the AlexanderRose and made from roble (pronounced‘row-blay’) hardwood from sustainableplantations.


Meeting today’s marketBusiness is great! Consumers are looking

for quality and still prefer to opt fortrusted brands such as Nutscene.

Being British and manufacturing at homeis a great bonus – we still use the samemachinery first used by us in 1922 – and weemploy locally. Customers find this veryappealing. There is a large sector of ourmarket who like to see sustainableemployment and opportunity for everyone.

Our trade stands always prove to be acolourful and enjoyable meeting point forsuch people - and a great stopping offpoint for buyers.

To add to our colourfulness, we have anew range of our own Baker’s Twines,namely ‘CandyTwist’™ which will have theeditors of many a craft/home/livingmagazine drooling.

We are introducing new colours of jutetwine and these will be launched at Glee,along with some exciting new giftwareranges and craft kits. Naturally our standwill remain quirky and bursting withretailing concepts.

Exporting is working for us!There is great enthusiasm for our

product across the world, and although wehave been exporting for many decades,there has been an increased andconsiderable interest from overseasmarkets, notably the USA, Canada andJapan. At home we are consistentlyincreasing sales not only in the gardeningsector but the craft sector is proving to bea loyal market.

Exporting works for us as the appeal ofour product range shouts natural, useful,eco-friendly, sustainable, British, heritage,history and quality – traits recognised byall nations.


Success story as longas a piece of string...Exports arebooming forScottish jute twinemakers Nutscene.MD Shona Young(below right) tellsus why.

Jam and Journalism”, our ‘HeritageRange’ was conceived and developed.Utilising natural materials and fibres, therange reintroduced jute as an on-trend andeco friendly material. This range has beenworking in partnership with Britishcraftsmen and women since the beginningand supports a network of rural businessesthroughout the UK.

Nutscene still manufactures twines usingtraditional methods and the originalmachinery. All materials have beensourced from sustainable resources forover 90 years…so we’ve been eco-friendlylong before it became fashionable.

Adapting to ChangeNutscene has been attending Trade

Shows for decades, and has seen manychanges in those years.

In recent years, methods of trading froma few of the larger, more aggressivevendors has meant that smallerbusinesses like Nutscene have had to reactand adapt quickly in order to survive.Nutscene has managed to make their waythrough this battlefield, sticking fast to ourroots and heritage, without compromiseon quality or manufacturing methods.

Shows like Glee remain a great annualmeeting point for catching up with existingand new customers both domestic andoverseas. Glee is a valuable channel toseek new business and engage withexisting customers.

Through such trade shows, Nutscene

Nutscene® has been involved in themanufacturing and processing of jutetwines and ancillary products for thegardener since 1922.

The company patented the first “pullfrom centre spool” of garden twine, whichhas been copied but never bettered!

Our name is derived from our world-renowned green garden twine which, whentied around the plant cannot be seen, thuswhen spoken with a Scottish accentbecomes – ‘Not Seen’ – ‘Nutscene‘.

From our origins within the jute industryin Dundee, Scotland – the home of “Jute,

remains focussed on the end-user of theproduct range – the gardener, thehomemaker & the crafter. This has beencrucial to our success.

Additionally, ‘British Retro and Nostalgia’are not only capturing the public’s fancyonce again, but enjoying a revival – and atNutscene we tick the Retro and Nostalgiaboxes well and truly!


Gloucestershire, England,1828...the mower is born

Chris Biddle looks at the enduringreputation of Britain as the home offine turf and of the mowers thatmanicure gardens, sports andrecreational facilities across the world.

But he did not have the resources to keepup with the growing interest, and in 1832sold the first manufacturing licence to theagricultural firm of J R & A Ransomebased at Ipswich, Suffolk who built around1,500 machines in the subsequent years.

More than 180 years later, Britishlawnmowers and grass care equipment arein high demand across the world asleading sporting venues seek to tap intoour knowledge, skills and heritage.

The lawnmower itself has undergone atransformation way beyond the earlyheavy, cumbersome and expensivemachines that followed Budding’sinvention. Today, lawnmowers come inmany shapes, types and sizes. Enginepowered mowers, electric mowers, batterymowers, rotary mowers, cylinder mowers,ride-on mowers, hover mowers, solar-powered mowers, robotic mowers. Mowersfor small lawns, rough grass, sportsgrounds - where there is grass to cut ortend, there is a machine to suit.

And whilst mass manufacturing has longspread its wings across the continents, andmuch of the ownership of leading mowerbrands lies outside Britain, UK-based

They are enduring images of Britain:Wimbledon’s immaculate grass tennis

courts; the lush and verdant outfield at thehome of cricket, Lords; the perfection ofPremiership soccer pitches; the manicuredfairways of Britain’s famous golf courses;and the finely prepared racetracks atAscot or Epsom.

The UK is widely regarded as the homeof fine turf, and the birthplace of mowersand equipment to maintain grass inpristine condition for sport, recreation,homes or for simple enjoyment.

It all started back in 1828, when a youngengineer, Edwin Budding, working at atextile mill in Stroud, Gloucestershiredesigned a device to perfectly smooth therough cloth used for guardsmen uniforms.Budding used a revolving cylinder, cuttingagainst a secondary fixed blade mountedon a frame which he tested to perfectionusing paper, then clumps of grass toprovide more variation.

And that set him thinking. It was a timeof change in the countryside, with growingprosperity. Tennis, golf and cricket werebecoming popular – and the only machinefor cutting grass was a hand or motorisedscythe which left an uneven finish.

Spotting the opportunity, he built aprototype of a machine to cut grasssmoothly using the revolving cylinderprinciple developed for cloth smoothing -often testing the machine at night becausethe locals thought him a bit odd!

In 1830, he obtained a patent for his newgrass-cutting machine, and made an earlysale to Regents Park in the heart ofLondon.

Where there’s grass...Clockwise from right:Trafalgar Square was ‘paved’ with grass for twodays and attracted hordes of shoppers andtourists. The head gardeners at Britain’s statelyhomes were enthusiastic customers of new-fan-gled cylinder mowers in the 19th century...andtheir successors rely on today’s state-of-the-artversions. Wimbledon’s iconic turf.

manufacturing remains an important,vibrant and vital contributor to theworldwide market.

None more so than at Ransomes. Theagricultural implement company (foundedin 1789) who took that first licence to buildthe Budding-designed lawnmowers in 1832,is today still an important manufacturer ofgrass cutting equipment for golf coursesand sports grounds. Now owned by a USmulti-national, Ransomes precisionmowing machines are produced on thesame site in Ipswich by a staff of morethan 300, with over two-thirds ofproduction exported.

Another well-known British prestigebrand is Hayter. The companymanufacturing mowers on the same site inrural Hertfordshire where founder DougHayter made his first mower in 1946. LikeRansomes, Hayter is now in US ownership(The Toro Company), but the UK plantremains an important manufacturing hub,making specialist machines for golfcourses across the world, and recentlyreinstated the manufacture of itslawnmowers previously produced in theFar East.

Flymo is probably the UK’s best-knownmower brand, principally for the hovermower invented in 1964. Now part of theHusqvarna Group, the world’s largestproducer of outdoor power products, thevolume production of Flymo mowersremains where it began in the company’sfactory in the North East of England – andwhere it also now makes robotic mowersfor worldwide distribution.

Britain also remains home for specialistmanufacturers of precision mowers to cutleading cricket grounds, golf courses andfootball stadiums across the world. Twosuch companies are Dennis and Allett,both in private British ownership.

Austin Jarrett, Managing Director, ofAllett Mowers, who recently bought themanufacturing arm of Atco Mowers,another iconic British brand dating back tothe 1920s, sums up the long-heldreputation outside these shores for Britishlawnmowers and grass machinery.

“We export almost half of ourproduction, and the most importantelement of our branding is the Union Jackon the side of the machine”

The appeal of grass runs deep. When theLondon Tourist Board decided tocompletely fill the paved surface ofLondon’s Trafalgar Square with grasssquares for two days, hordes of locals,office workers, tourists all flocked to sit,excercise, lie or laze about. It’s the feel, thetexture, the smell that attracts.

In Britain, we probably ‘do’ grass betterthan anywhere else in the world, and ourheritage as the birthplace of today’smodern mowers and grass care equipmentonly adds to that reputation.Chris Biddle is publisher of Service Dealer and Turf Professional magazines in the UK


More Great British companies

BriersGarden gloves, footwear & clothing

BosmereOutdoor covers & gardensundries

Bosmere, formed 35 years ago atPortsmouth, Hampshire, started withtwo products, the Bosbag and theBoscart, writes Justin Landon, theowner of parent company H&I. TheBosbag is still a good selling product tothis day. The Boscart has subsequentlybeen replaced with a foldingwheelbarrow. The range grew over theyears with more and more sewnproducts, which were all produced inour own factory in Portsmouth. Tenyears ago, due to high productioncosts, the company took production tonew facilities in China with pre-packaging and distribution remaining inthe UK. This allowed Bosmere toincrease the range well beyond thesewn fabric ranges; we now havearound 1,000 products and launch wellover 100 each year.

My involvement with Bosmere startedin 1995. H&I Trading supplied all ofBosmere’s fabric and then took overthe sourcing and co-development of90% of the product range from China,buying the company in 2009 when thefounders were reaching retirement. Weaimed to keep hold of the foundingvalues of the business whilstmodernising to meet the challengesahead.

The global nature of our markets andthe ability to mix orders with othergroup companies and consolidatecontainers are a great help andstrength in reducing costs andimproving purchasing power.Production of many of our productshas also returned to the UK andEurope, a trend set to continue.

Bosmere exports to more than 23countries, predominantly in Europe butalso as far afield as Japan, Australiaand the USA (mainly through BosmereInc). Saudi Arabia, Poland and Sloveniaare the latest to join our list.

Export has shown significant growthin the past two years. Our main exportlines are covers and bags, all designedand developed in the UK (althoughproduced in the Far East). Examples ofsuccessful Bosmere products that areBritish-made include watering cans,Christmas tree stands and the award-winning salt spreader.


Briers launched 13 years ago with a very basic rangeof gardening gloves targeting a wide variety of outlets.In the past three years, Briers has launched StardustWellingtons, Floral patterned gloves with matchingkneelers, Boppers and High Heeled Boots. This periodhas coincided with a steady rise in turnover – includinga 50% increase in 2012 - despite pressures onconsumer spending. Retail customers of Briers havealso reported a growing demand for the brand. Theynow export to most of the EU as well as Australia andAmerica.Managing director Jackie Eades provides a female

perspective into what has traditionally been a male-dominated sector. Jackie has led Briers through aseries of ground-breaking developments in gardenproduct retail. The Gruffalo range, for example, hasproved a highly successful product licensing initiative,leading the way in its sector. Demand for wellingtonboots, meanwhile, continues to grow, helped by Briers’appealing designs and innovative marketing. Morerecently an innovative range created by design houseHemingwayDesign has been added.

Briers believe there has long been a gap in themarket for design-led ladies gardening gloves,footwear and accessories. As well as providing highlevels of protection against hazards in the garden,excellent functionality and durability, quality productscan also be colourful, stylish and contemporary.

Jackie believes paying attention to trends isessential to excite the consumer whose tastes areconstantly evolving. Women, who are particularly intune with changing fashions, are very trend-consciousbuyers.

VitaxGarden care products

Whilst the garden care sector is largely dominated by multi-nationals, Vitax is aclassic example of a mid-sized British company that has carved out a more specialistniche through enterprise and innovation.

Products like Q4 fertilisers, Nippon ant controls and, more recently, the award-winning Slug Gone, a slug deterrent made of wool waste, have all enjoyed consumersuccess because they offer special benefits and a good measure of that other Britishspeciality – marketing expertise.

As a result, exports to more than 15 countries across Europe, Scandinavia, the FarEast and Asia represent 12% of Vitax’s turnover (and for the company’s Supaturfdivision, which provides surface marking equipment and materials for sportsgrounds, exports account for an astonishing 50%).

Export is an essential part of the business, says export manager Stuart Holden,and represents the biggest potential for growth. He acknowledges the help given byUKTI in the growth of Vitax’s export and believes it will continue to be an important‘tool’ for investigating new markets. “The market reports that UKTI provide can helpyou determine whether there is export potential and can give an indication of thestrategy that must be used. They offer help through each stage of the exportstrategy, from identifying potential customers to advising on etiquette and businesspractices in the given market,” he adds.


What international buyers say...World view

Strong gardening culture andinnovation make Britain the place to shop, say international gardenproduct buyers.British garden, leisure and pet careproduct suppliers are playing anincreasingly important role in boostingexports to a wide number of overseasmarkets. To achieve success in exportterritories requires a combination ofcarefully researched and accurateoverseas market intelligence, excellentservice and product standards andtenacious sales follow-up.

For the international buyer, the world istheir oyster and in order to source theright product for their particular marketthey need to undertake in-depth researchinto product suitability, quality ofproduction, pricing and reliability ofmanufacture and supply.

So how do buyers from around the worldperceive the UK’s garden market? To findthis out, the Gardenex export federationspoke with a number of internationalbuyers who have attended Glee and otherbusiness-creating events organised by theFederation.

Richard Ward (below) of Gartenbedarf-Versand, one of Germany’s leading mailorder catalogues: “We buy Britishbecause of the country’s strong gardeningculture, which forms a hotbed for new

ideas and products, Glee is the mostcomprehensive showcase for new productsand its International Buyers’ Centre is thebest place to network with new andexisting suppliers and colleagues. Glee,Gardenex and British gardening suppliersare all key elements in our sourcingstrategy. I have visited Glee every year forthe last twenty years, and have neverfailed to find a handful of exciting newitems for our catalogue.”.

John Barrett (below), director of sales,marketing and development, Vesey’sSeeds, Canada: “I’ve been attending Gleefor over a decade. The location, theproximity of the hotels and the wonderfulInternational Buyers’ Centre all contributeto making this one of my highlight showsof the year. We have enjoyed working withover two dozen UK manufacturers over theyears and the quality and uniqueness oftheir products is second to none. Ourcompany prides itself on having top notchproduct offerings and my manydiscoveries at Glee certainly contributetowards that goal. The ability to be inconstant contact with my office throughthe IT services provided in the Buyers’Centre is certainly one of the determining

factors behind my attendance.”

Aitor Lagunilla, supply chain director atDicoal Grupo Altuna, Spain: “I visit Gleeevery year. It is the ideal place to meet upwith current suppliers and look for newproducts. It is a good meeting point, andthe main players in the industry are there. Iparticularly like the International Buyers’Centre, where you can have meetings,check e-mails etc and speak withGardenex, whose expert team can provideaccurate information about UK garden andleisure companies. I buy British becauseBritish products are seen as being at theforefront of the gardening and DIY sectors.”

Gábor Knorr (below), managingdirector of Austrian online salescompany British Garden: “As an operatorof an online business exclusively sellingBritish garden tools and accessories, it isespecially important for us to keep findingnew and useful products. We look uponBritain as the ‘home of gardening’ and itssuppliers are continually creatinginnovative ideas. The products arepresented with a love for detail, which isexactly what our consumers are seeking.Glee enables us to check out the trends.”

Introducing UKTI

What we do

Who we are

Responsibilities

Priorities

UKTI works with UK based businesses to ensure their success ininternational markets through exports. We encourage and supportoverseas companies to look at the UK as the best place to set upor expand their business.

We have professional advisers around the UK and staff acrossmore than 100 countries. Our headquarters are in London.

We are responsible for:] International trade and investment] Helping UK companies achieve their potential overseas

through exporting] Encouraging investment in the UK by overseas businesses

From 2014 to 2015 our priorities will be to:] Give more support to medium-sized businesses] Give better support to small companies wishing to export] Strengthen our efforts in high growth markets] Maximise the UK’s export potential where we have a free tradeagreement] Secure export-oriented foreign direct investment] Help to put in place the government’s long-term strategy foreconomic growth] Increase our reach by working closely with more partners

received help and advicefrom UKTI in the 12 monthsto September 2013

additional sales were generated as a result ofUKTI support in the 12months to September 2013

34,820


Glee 2014DISCOVER l NETWORK l GROWwww.gleebirmingham.com

Why exhibit?

Top retailers Annual buyingbudget

Size of visitorbusiness

Who will you meet?

] Garden Centre penetration 99% of Garden Centre Association members attend Glee,representing the top garden centres in the UK.

] Excellent ROIOver 58% of buyers have a spending power of more than£50,000 making Glee a highly cost-effective platform to produceleads for the upcoming season.

] Direct purchasing power71% of Glee’s visitors are key decision makers including directors,proprietors, buyers and store managers.

] Find a new audience 59.6% of visitors attend Glee to source new products or suppliers.

] Showcase new productsGain industry recognition for the innovation, design andsaleability of new products through entry into the Glee Awards.

] Increase your brand and product awarenessGlee hosts a diverse, international and authoritative audience ofover 7,600 garden buyers.

] Build your businessUtilise Glee’s extensive database, bursting with reputable industryand trade publication relationships.

] International trade Glee’s central location allows you to connect with buyers from allover the UK as well as 44 other countries.

Glee is your key opportunity in the year to generatenew business and strengthen existing relationships

Visitors to Glee representa broad range oforganisations:

Glee 2013 included buyers from the following:

[ Garden Centres

[ Department Stores/Supermarkets

[ Hardware & DIYs

[ High Street Retailers

[ Catalogue and Online Retailers

[ Builders Merchants

[ Landscapers/Garden Designers

[ Florists

[ Distributors and Importers

[ Wholesalers

[ Growers

l B&Q l Bentalls l Homebase l Dobbies

l Klondyke l Webbs l Next l Coolings Nursery

l Jewson l Squires l Argos l Lakeland

l Travis Perkins l TK Maxx l The Range

l ALDI l Tesco l Waitrose l Co-operative

l Marks & Spencer l Ocado l John Lewis

l Sainsbury l Amazon l Bents l Frosts

l Caulders l The Garden Centre Group

l Barton Grange l Van Hage l Wilkinsons

l Scotsdales l Webbs l QVC and many more...

“We have been exhibiting at Glee formany years and it is the single most

important trade show of the year. It

gives us a chance to see all our major

customers from the big retailers all the

way down to the small independents. Glee

offers us great value, a good opportunity to meet existing

customers and opens doors for potential customers”MANAGING DIRECTOR, HANDY DISTRIBUTION

148 OUT OF 150 GCA MEMBERS

ATTENDED GLEE 2013

Over 35% of buyers atGlee 2013 had an annualbudget of over £250k

31% of all retailers at Gleehave multiple outlets

Contact details

Contact UKTI by visitingwww.ukti.gov.uk/uktior by calling+44 (0)20 7215 5000 (9-5 Mon-Fri)

i2i Events GroupThe Studios 2 Kingdom StreetLondon W2 6TG

+44 (0) 20 3033 [email protected]@i2iEventsGroupwww.i2ieventsgroup.com

EXPORTINGISGREAT

BRITAIN

ukti brochure lowres final

Documents