Driving volume and adding value to the Water Features category through Altico insight and experience

Following a phenomenal response to the launch of their Water Feature category at Glee 2022, Altico is back once again with an enhanced line-up for this year’s show. Identifying emerging trends and flexing their offer to mirror changing market conditions, the adapted range promises to deliver great value as well as depth of choice.

Altico report that their Drift & Flow branded range of Water Features is on target to deliver £1m within its first year, with over half of their Garden Centre customer base introducing products this season.

Speaking of its early success, Commercial Director Richard Pyrah said: “We’re thrilled with the results we’re seeing, not only on the sell-in, but sell-through of our Drift & Flow Water Features this year. Undoubtably this category has been a key driving force behind our major Garden Centre growth over the last 12 months, and we believe there’s still much more for us to achieve. What you’ll see at this year’s Glee is a comprehensive Water Features range that combines new product introductions with commercial incentives on core volume lines, to drive the category harder.”

The Altico team benefit from over 15 years of insight within the Water Feature category. Leveraging this experience, tuning in to customer demand and leaning on their knowledge of market conditions, the business is presenting a host of compelling opportunities for Garden Centre customers in 2024:

• 20 NEW products launched at Glee plus additional ‘Show Specials’
• A redefined range that covers all key price points and styles
• 10 NEW key volume sales driving promotions
• Lower stock commitment on best-selling, promotional lines
• NEW lifestyle backdrops to define and enhance merchandising space
• Bundle Deals that present phenomenal value for money
• Easier range selection tools, backed by insights and performance data

Commenting on their 2024 programme, Marketing Director Sarah Winn added: “This year we’ve worked hard to make strategic decisions that demonstrate our continued drive. We’ve spent our time identifying emerging trends to strengthen the product portfolio, whilst remaining flexible on price and volume commitments for retailers. As a team we believe that becoming a Market Leader is all about delivering category captainship, so we have covered the full Sales, Marketing and Merchandising mix for the season ahead.  

Our goal for 2024 is to demonstrate a complete category offering that delivers the best value for money on the market, enhances depth of choice for consumers and increase sales performance for Garden Centres”.