Glee 2011

Glee 2011 – (20th, 21st,22nd September)

Fieldfare Gardenware are delighted once again to be exhibiting at Glee, on stand 5C51. They will be offering their extensive range of OWN BRAND garden sundries
and launching their new range of Eco and Grow at Home products, the quality brand of Agriframes garden structures and the stunning Laurence Llewelyn-Bowen “Garden Living” Range.

“I am thrilled to be exhibiting at GLEE this year,” says M.D Andrew Downey. “It’s always a great place to meet our customers and really get to know their business needs so that we can
fully support our independent garden centres.”


In a retail world dominated by conglomerates and chain stores, Fieldfare Gardenware products offer a unique opportunity for the independent garden sector which allows the smaller outlets to compete on a more equal footing. “This is an industry I have been involved in for 20+ years and feel very passionate about,” says Andrew Downey, M.D. of Tildenet, the company that bought Fieldfare in 2007.
The principle selling point of Fieldfare is that it offers own branding to the smaller garden centres, an advantage that was previously only available to
larger organisations with higher trading volumes. Own branding allows a garden centre to have its company name, address, logo, colours etc printed on the packaging, thus setting products
apart from other manufactured brands. Apart from offering free-advertising, this also promotes confidence in the product, enhancing a trusting relationship between the consumer and their local garden store.

“In particular, this business serves the independent garden centres,” says, Andrew, which by t heir very nature are a much more ethical and friendly sector of business to work with. Most of them are family run businesses like my own, working to maintain the inherent intimate relationships established with customers. It was a challenging start. We bought the company in 2007 and had to bring it up to date with twenty first century technology. We are delighted to have achieved a 97% fulfilment rate throughout the season with orders being delivered within 72 hours (2-3 days) of order placement.”
Fieldfare Gardenware has now grown for the second year running. The company has increased its product range by 15% and have recently relocated and increased its ware-housing facilities ready for 2011.
Andrew says “Currently we supply over 500 garden centres and are confident we can double this figure within the year. Our customers are seeing the benefits of own brand and are reporting increased sales of up to 40%.


This year Agriframes, part of the Tildenet Group, launches its range of beautiful garden arches, intricate obelisks, enchanting gazebos, along with a complete range for the allotment/vegetable patch grower – Grow at Home products. They will also be introducing the “Garden Living Collection,” the design collaboration by Jackie and Laurence Llewelyn-Bowen, unveiled previously at the Chelsea Flower Show.
“As a designer,” Laurence says, “I believe influences come from everything around us. I’m lucky. I’ve been all over the world, and I’ve seen some extraordinary beautiful things.”
An ideal solution for those clement days, The Outdoor Living range creates a changeable open-air garden room extension to the home. It comprises six striking pieces, each with the unmistakable Llewellyn-Bowen signature; style, elegance and glamour. Each product is available in a choice of three colours: Kipling Pink, classic Antique Bronze and for a more delicate addition, Flake Grey.
Renowned for crafting products of excellent durability and the highest quality, with this product Agriframes have created designer style without the designer price tag. The entire “Outdoor Living Set,” costs less than £500.


Fieldfare is now launching a range of natural and biodegradable products, including jute string, leaf collecting sacks, nature bags for compost collections and wooden plant labels.

On top of that it is also launching its own brand bird food.
“This is one of our fastest growing product ranges,” says Ruth Green, Fieldfare’s new business development manager. “Everyone is concerned about wild bird care nowadays. It has very much become a UK pastime.”
The bird-food products on sale at Fieldfare range from a variety of sunflower seeds, high energy mixes, niyjer seeds, fat balls, and live foods such as mealworms and insect mixes, all of which attract flocks of greenfinches,
blue tits, chaffinches, sparrows, robins and song thrushes back to our gardens. Products also include a large variety of birdfeeders, made from either plastic, wire mesh or stainless steel, depending on customer preference.
Whether one has a garden, a courtyard or simply a window box, everyone is aware of the need to support British birdlife.


First launched in 1975, Tildenet is now exported to over 100 countries and is considered to be one of the major brands of netting on the world market today.
Primarily marketed to the agricultural and horticultural industries, Tildenet now also provide an extensive range of products for markets such as construction, sport and recreation.
They have also added products such as Geotextiles and spunbond polypropylene, to compliment their netting range, to ensure customers have a comprehensive list to choose from. These products have
withstood the test of time (many installations survived well over 20 years) despite having been used in some of the world’s most punishing climates. The continuing ability to meet the needs of customers,
develop new applications and investigate other uses has established Tildenet as one of the most innovative netting companies in the world market today.