Deco-Pak – 2017 in Review
For leading decorative aggregate, paving and decorative nest box supplier Deco-Pak, 2017 meant stepping up a level and refining its existing offering to focus its relevance to its core retail customers.
As one of Deco-Pak’s new products appeared live on the BBC’s unprecedented coverage of GLEE this September, much had already been set in motion behind the scenes throughout the year as the family company began realigning its business strategy to focus more on traditional garden centres as its main avenue for sales.
At the beginning of the year, the Yorkshire based landscaping specialist began by visiting the consumer media in London, with Company Director Rod Slater presenting revolutionary porcelain paving and other new products to gardening writers at the Garden Press Event. Deco-Pak’s new insect hotels, fresh from winning a highly commended award at Spring Fair were also a big hit with journalists at the HTA/GIMA backed event.
The company’s close involvement with GIMA continued in 2017, with Marketing Director Craig Hall confirmed as a member of the council for a second consecutive year. Raising money for Greenfingers and Perennial were the main recipients of Deco-Pak’s charitable donations in 2017, with company representatives also taking part in fundraising at the GCA conference, completing the Garden Re-Leaf walk and fielding a team for the Perennial ‘Play the Pitch’ charity football tournament which raised approximately £15,000.
New premium decorative birdhouses were launched at GLEE, including additions to the Heritage Stone Co. range and more Italian cobbles and pebbles for the Milano range. One Penny & Half Penny stepping stones were launched to great reception, boosted by their early appearance on BBC Breakfast. Glee was also used to showcase all-new merchandising solutions, including garden vignettes – space-saving cutaways placed between palleted merchandisers which allow for easier and more effective cross-merchandising. The innovative new sample trays and micro sample bags are the ultimate solutions to control consumers splitting bags, whilst showcasing unique decorative aggregates.
Deco-Pak’s plans for the coming year include investment in deliveries, an increased presence at GLEE, and expanding with new members of the creative and sales teams. The company will continue to source 95% of its products from within the UK, introducing new products and POS whilst also introducing a brand new packaging technology.