How to best promote David Austin Roses

Over the past year we have been increasing our investment to help promote the David Austin Roses brand to American gardeners with a greater consistency of product presentation across the US. With the termination of our three main licensed growers  (Star, Jackson & Perkins and Weeks) last year, we now have a completely new business model that underlines our continued commitment to the US market. This will benefit our wholesale partners, who will be perfectly positioned to take advantage of the improved sales and marketing support available, which includes a full range of Point of Purchase (POP).

We are looking for the best US independent Garden Centers to work with as partners in our Premier Partnership Programme. Members will carry our fully branded product range, and we can also help members select the best David Austin roses for their local climate to ensure they have the right varieties among the more than 75 roses available to the trade.

One of our main aims is to make David Austin branded POP more widely available, as POP draws the customers’ attention to the rose section of their Garden Center or Nursery and helps to inform them about the product. Our experience in the UK and Europe shows that sales significantly increase whenever our branded POP is introduced.
David Austin POP has been specifically tailored for the US marketplace. Our benching system and Outdoor Display Unit are not only visually stimulating to customers but also offer a full range of features to enhance the sales of our roses.

Our eye-catching correx and headerboards are supplied and included in the cost of the benching and ODUs. They clearly highlight the characteristics such as form, fragrance and breeding that make the English Roses a premium product, setting them apart from other roses. We supply correx to match the roses being sold in the Garden Center, so that customers attracted to the roses featured on the correx can buy them there and then.

We can also provide branded pots and large color hanging tags if they wish to pot and grow the roses themselves, or they can purchase them fully finished from our carefully selected network of suppliers.

This year we have launched a new range of 50 variety bedcards, which now include zone recommendations, a variety description and picture, and recommendations for ways of growing each rose variety in the US garden.
Matt Horn of the Matterhorn Nursery in upstate New York is one of a number of Garden Center owners across the US who is adopting the strategy of subtly introducing brand concept into his business. Horn is restructuring his award-winning Garden Center and limiting his promotional brands to a specific range. As one of our Premier Partners, he has chosen David Austin as one of a small handful of brands and is using 10 of our custom-made benches at his Nursery.

For more: Call (903) 526-1807 or e-mail Debbie Remblence at debbie@davidaustinroses.com