After a few years’ absence, we returned to Glee in 2016 to launch the brand new Bonningtons. Our new identity pleasantly surprised our longstanding customers, and created quite an impact upon new visitors.
Since the new Bonningtons is crucial to the company’s ambitious growth plans, we wanted to explain as much about it as possible to as many of our customers, and Glee was the perfect place to do this. This led to us taking not just 1, but 3 stands to showcase our core values of Integrity, Quality and Trust as well as 6 new brands developed to appeal to the discerning Garden Centre customer.
In the words of Managing Director Ian Fisher, “We’ve been very successful in the value end of the market, supplying discount wholesalers and the high street which has formed the basis of our rapid growth over the past few years. We’ve built a very successful and efficient business model on this basis. Now to keep growing, I want to be working with other retail channels – especially garden centres – and that means developing new products”
The new brands include the following:
The new product brands are to run alongside the traditional Kingfisher range, to offer customers a strong good -better- best hierarchy, and to challenge the leading brands.
Ian continues “We’ve spent the last year assembling the ranges and refining the product offer, but we’re not deserting our main objective of supplying Simply Great Selling Products. And we still expect to be highly competitive on price so our customers can expect good margins too.”
Even though Bonningtons is progressing to the next developmental phase, it is still very much led by Ian’s unique personality and vision. His sense of fun and quirkiness remain, and this is reflected in the ranges, and the company’s bold presence at the show – visitors only had to glance at their sponsored lanyard, or spot one of the fully branded Bonnington Beauties disbributing leaflets to see this.
Also, instead of the usual show offers, we held a free prize draw. Every visitor was invited to select a prize cube from the wall, with a prize in every one. Prize C was a 7-piece wooden furniture set, Prize B was £150 off a £500 order, and Prize A was a VIP trip to New York! This was won by Mr Gary Singh of Welch & Tidy, a customer of Bonningtons for the past 20 years. When interviewed afterwards by Glee Daily News, Mr Singh said “Ian and his team have a fantastic and varied range of products and their next day delivery gets me out of trouble every time! Their prices are always the most competitive, no one can really match them for value.”
Ian Fisher added, “it’s nice to show our appreciation to a long and loyal customer, it’s partnerships like the one between Gary and Bonningtons that make our daily job a real pleasure!”