Following almost a year of development work, which involved customer focus groups, consumer research and trends forecasting sessions, the UK's leading gardening gloves and footwear supplier, Town & Country, is taking the wraps off a fresh new vision for the brand.
Against the backdrop of an increasingly challenging and more competitive retail environment, the company began a strategic review of its position and its offer to retailers and consumers at the end of 2014.

Customer insight research was conducted to elicit detailed and confidential feedback from major retailers to help build a new product and brand strategy for the business. In addition, feedback was invited from all group members and key buyers. The objective was to understand the market development, listen to customers and quickly react to their views.

Key areas identified for development were packaging, POS and display, with a general feeling that more innovation was needed to bring a fresh new look and excitement to the brand.

The evolution of the brand - to be shown in full on Town & Country's new stand at Glee - includes a refreshed corporate logo and a strong visual identity. This, says the company, is in evidence in the exciting and innovative new concepts for products, packaging, POS and merchandising displays.

Stand 18M10