Briers’ style waterproof footwear options with Daisy Prints at Glee 2013
Briers have today unleashed two new exciting additions to their daisy print footwear, including a newly shaped Daisy Boot in Pavel Mould and Daisy Ankle Boots, at Glee 2013, the UK's definitive garden retail event. For many, one pair of wellies or waterproof footwear will simply not be enough. This means that a good selection of styles in a range is an important factor. Leg shape and potential weather conditions are also important considerations. Waterproof clogs provide a trendy alternative to a full leg welly, whilst our newly shaped daisy print welly follows a successful year for our previous Classic Daisy Print Wellies.
Daisy Boot RRP £19.99
Our new boot with a colourful daisy design and vibrant blue sole, in a fashionable new shape. Perfect for summer festivals and unpredictable British weather.
- New welly shape
- Beautiful daisy design which is vibrant and fun
- Ideal for English summers
- Waterproof for the wetter seasons
Daisy Clog RRP £14.99
Our new fabulous clog with a colourful daisy design.
- Easy to slip on whatever the weather.
- Matching our Daisy Triple Pack Gloves
- Vibrant, spring pattern
- Ideal back door shoe
With summer nearly over many waterproof footwear retailers such as garden centres, DIY and home stores will look back on one of their busiest periods: the festival season. Festivals are an increasingly central part of the British summer - and what would a festival be without mud and rain? One thing consumers always prepare for is the unpredictable British weather, so waterproof footwear is an essential festival item.
Many consumers will head to garden centres for a good value, high quality welly that meets their needs in terms of practicality and style. The majority of consumers purchase new wellies to complete their outfit but a significant number simply get caught out or forget. This is excellent news for welly stockists who are near, or on a major approach route, to a festival venue.
Retailers who take steps to understand - and meet - the needs of their customers will be best placed to profit from the growing market in festival footwear. “My advice for maximising sales is to closely monitor trends” says Jackie Eades, Founder of Briers. Prepare for the next phase of demand for waterproof options – winter!
Research your customers’ needs, then maximise your sales opportunities by providing on trend wellington boots that are suitable and desirable for people of all ages, shapes and sizes. Offer choice, quality and value for money. Last but not least, make the very most of add-on sales opportunities by stocking items such as wellington socks and liners and alternative waterproof footwear options such as clogs and ankle boots.
Briers will be showcasing their new products on Stand C40 – D41 in Hall 5 at Glee 2013, which takes place from 15-17 September at the NEC in Birmingham.
For more information, visit www.briersltd.co.uk.
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Ends
For more information contact:
Maria Bretti
redheadPR
Tel: 07854 819 213
Email: maria@redheadpr.co.uk
Briers Backgrounder
Briers is a specialist gardening gloves and footwear brand. The company is also the licensee behind the GIMA (Gardening Industry Manufacturers’ Association) award-winning Gruffalo® range of children’s gardening clothes and accessories.
In the last three years, Briers has launched Stardust Wellingtons, Floral patterned gloves with matching kneelers, Boppers and High Heeled Boots. This period has coincided with a steady rise in turnover – including a 50% increase in 2012 - despite pressures on consumer spending. Retail customers of Briers have also reported a growing demand for the brand.
A willingness to create bespoke ranges for retailers and unrivalled customer care are major contributory factors in the growth of Briers. Also significant is the influence of Founder and Managing Director, Jackie Eades, who provides a female perspective into what has traditionally been a male-dominated sector. Jackie has led Briers through a series of ground-breaking developments in gardening product retail. The Gruffalo range, for example, has proved a highly successful product licensing initiative, leading the way in its sector. Demand for wellington boots, meanwhile, continues to grow, helped by Briers’ appealing designs and innovative marketing.
Looking ahead, Jackie has also built excellent relationships with manufacturing partners in China to ensure best practice in production in the years ahead.
Briers customers
Briers’ target audience is made up of people typically aged 40 plus and falling within the ABC1 socio-economic group. Customers choose Briers because they want fashionable design without compromising functionality or quality of manufacture. Briers’ products are in the mid-market price range and enjoy broad appeal.
Briers products
The current Briers product range comprises:
Gloves – over 50 SKUs, RRPs (recommended retail prices) from £9.99
Leather gloves, washable gloves, children’s gloves, ladies’ gloves, all rounder and seedling gloves and workwear gloves.
Footwear - over 20 SKUs RRPs from £39.99 - £49.99
Garden clogs, ankle boots, adult and children’s wellington boots, high heeled boots, Boppers and Stardust ankle boots.
The Gruffalo® range for children.
Fleece jacket, pack-away rain mac, wellington boots, wellington boot warmers, gardening kneeler, watering can, umbrella, gardening gloves, gardening rake, fork, trowel and hat, glove and scarf set.
Brand profile
Briers’ flair for retail and merchandising has attracted extensive editorial coverage in several high circulation consumer and trade publications. These include GTN (Garden Trade News), Horticulture Week, FE Magazine (Fashion & Footwear Extras), Daily Mail Weekend Magazine, Garden News and Kitchen Garden. In September 2012, Woman and Home magazine, which has a circulation of 350,000, published a profile on Jackie Eades.
Briers retains the services of the specialist public relations consultancy, redheadPR, whose clients in the gardening sector also include Stewart Garden and John Woods Nurseries. The consultancy is headed up by Sara Tye, an award-winning and top 500 international PR, who has also worked with major consumer brands such as Green & Black’s, Nokia and Frangi Tie Rack. Sara has extensive experience of managing client relationships with celebrities. She has worked closely with many well-known figures, including TV presenter, comedienne and psychologist Ruby Wax and grow your own specialist and regular broadcaster Pippa Greenwood.
Briers’ ethics
Wherever possible, Briers uses manufacturers that are members of Sedex (Supplier Ethical Data Exchange). Sedex is a not-for-profit membership organisation that drives improvements in ethical and responsible business practices in global supply chains. Briers also operates ethical policies on the environment, human rights and animal welfare.
Briers is a member of the British Boot, Shoe and Allied Trades Research Association (SATRA). SATRA is the world’s leading research and technology centre of its kind and a leading authority on international legislation and testing.
Briers is also committed to the wider gardening industry. Matt Jackson, Sales Director serves on the council of GIMA, the trade association that promotes and protects the interests of UK and EU businesses supplying the UK garden industry.
Briers stockists
Briers products can be found at major outlets across the UK. These include Wilkinsons, B&Q, Dobbies, The Garden Centre Group, Blue Diamond and Garden and Leisure as well as independent garden centres, DIY stores and fashion retailers. Briers also supplies to major national wholesalers such as Decco.
For more information visit www.briersltd.co.uk.
