A few years ago, Primeur was relatively unknown in garden centres but, by 2024, it has become a respected and trusted brand for recycled garden landscaping and decorative products. Known for its functional and environmentally friendly offerings, Primeur is entering a new phase designed to bolster retailer confidence and ensure year-round sales.
A rationalised product offering
They say variety is the spice of life and Primeur has certainly ensured that its product portfolio offers extensive choice. From multiple options relating to size, colour or type, the overall offering is vast. The reason for this is simple – retailers have differing needs and, with changing consumer tastes and shifting demographics, it is vital that the range meet these needs. With something for everyone, it’s a portfolio that is proven to sell.
However, with too much choice it can sometimes be hard to pick the right products, which is where Primeur’s new proposition comes in. For 2025, the team has taken steps to rationalise its product range, with bestsellers placed front and centre. In doing so, Primeur has given retailers a proven starting point to develop individualised product offerings that are focused on year-round sales opportunities.
Working alongside retailers, the Primeur team will, on an individual basis, identify those ranges that best complement these bestsellers based on direct feedback and existing sales data for each store. This revised combination of product, be it planters, stepping stones, borders or BBQ mats, is designed to perform better than ever within the existing retail footprint.
Jenny Douthwaite, MD at Primeur explains more: “We often see our customers eager to stock our entire range. While it’s great to see our products widely available, some lines sell faster than others, leading to gaps before restocking. Our new rationalisation approach means tailoring a product selection that essentially manages and sells itself. It’s easy to restock, easy to shop, and we believe this model will lead to more sales, less downtime, and a more attractive display for consumers.
“Of course, it is important to note that our portfolio is not getting smaller – far from it! It remains open for orders across planters, stepping-stones, garden borders and decking. Our new approach to rationalising ranges is there as an expansion of our customer support tools. We want our retail customers to feel confident and this is just one of many ways we can assist. We’re excited to roll it out ahead of the 2025 season.”
Updated bestsellers
Recognising the value of bestsellers, it has also been confirmed that Primeur’s portfolio will see some expansion with a ‘first look’ available at Glee 2024. Look out for new colourways, including a contemporary ‘concrete’ palette within Primeur’s flexible border collection that will complement the existing grey, earth and terracotta colour options.
To find out more please join the team at Glee 2024 in Hall 8, stand D40-E41. Retailers are also invited to visit www.primeur.co.uk or call (01274) 518800 for more information.