Tristan Sissons joins Briers as Trading Director

Tristan Sissons will be joining Briers as Trading Director at the beginning of January 2014. In his wide-ranging role Sissons will oversee brand building, new product development, the adoption of new sales channels and the company’s expansion into new export markets.

Briers has established a reputation for innovative products, distinctive design and high quality manufacture. Collaborations with Hemmingwaydesign and The Gruffalo® have helped create products with huge consumer appeal, while dynamic retail methods have significantly increased sales for retailers choosing Briers as a replacement for other suppliers. As Briers embraces social media and the need for bespoke consumer experiences, Sissons will spearhead a brand strategy to lead Briers through its next stage of expansion.

Sissons was previously Senior Buyer at The Garden Centre Group (formerly Wyevale Garden Centres) who he joined in 2009. Here he achieved annual turnovers exceeding £54 million - over 20% of the company’s total. In 2011 he increased sales by over 13% and maintained similar year-on-year growth thereafter. This led to him assuming the responsibilities of Deputy Head of Trading alongside his buying role.

As well as making a significant contribution to The Garden Centre’s sales success Sissons put in place many new buying policies and procedures. These included optimising retail space, driving profitability through improved supplier terms and structuring the group’s product ranges.  In the absence of an own brand option, Sissons introduced products exclusive to The Garden Centre Group, ensuring a unique and comprehensive offering.

As part of his commitment to supporting retail colleagues at The Garden Centre Group Sissons implemented a comprehensive communications strategy. This involved centre visits, weekly conference calls, trade shows and regular email bulletins to centres and regional managers. The results included improved buy-in to product ranges, a sharper focus on key priorities and faster sharing of seasonal market intelligence.

Looking ahead to his new role, Sissons said, “I am very excited to be joining the Briers team. We have some ambitious targets over the next few years and I will be drawing on my experience to ensure we deliver exciting new products for our customers.”

Jackie Eades, Managing Director at Briers, said, “This is an exciting appointment for Briers. Tristan’s dynamic approach, enthusiasm, knowledge of retailing and track record in brand and product development are second to none. In the next few years, we’re planning to build on our existing foundations, open new sales channels and enter global markets. Tristan will lead the Briers brand into this exciting new era.”

Between 2002 and 2009 Sissons held buying roles for Woolworths PLC, being appointed Senior Buyer, Outdoor Products in 2004 with responsibility for garden furniture, core gardening, plants and sun care products. He also gained valuable retail experience at Great Mills, who he joined as a management trainee in 1999. While here he achieved NVQ level 3 in Retail Management and a Certificate in Team Leadership to complement his First Class BA (Hons) in Business Studies. Sissons went on to become Supplier Harmonisation Manager at Focus DIY following its purchase of Great Mills before moving on to Woolworths PLC.

For further information visit www.briersltd.co.uk.

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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.