Creating Britain’s number one flowerpot brand
Naylor is a Barnsley-based, building materials manufacturer with £42m turnover, 350 staff and business to business customers. The company as a sideline made flowerpots and sold them under a Naylor Drainage brand.
However, the flowerpots product had limited market penetration and awareness, and Naylor didn’t know how to grow it as a consumer offer. These challenges were raised by Jonathan Ball, Design Council Associate, and Fiona Myles at Kin was brought in to help Naylor to address them.
The flowerpots brand was separated from the industrial group as a consumer brand and given a new name, Yorkshire Flowerpots.
A brand audit revealed, that the pots are manufactured to be extremely durable, and are able to withstand winter’s freeze thaw action, which cracks many competitors’ pots. So the brand was positioned with the core idea of ‘enduring’, backed up by a lifetime guarantee with strapline ‘lasts a lifetime’. Other key messages such as ‘100% made in Yorkshire’ emphasise the fact the pots are fully made in the UK.
The Yorkshire Flowerpots brand has grown from £500k to £5million turnover within six years. It is now the number one UK flowerpot brand, is stocked by all the major garden centres, has a licensing deal with Kew Gardens and is exported to Japan, Canada and Scandinavia.
“Kin’s brand positioning on our gardenware business was pivotal to the successful re-launch of what has since become a successful consumer brand.”
Edward Naylor, Chief Executive, Naylor