A resurgence of interest in domestic lawns coupled with the stay-at-home-culture arising from the Covid-19 pandemic is set to drive sales of lawn seed via DIY and hardware channels in 2021, according to Johnsons Lawn Seed – the UK’s oldest grass seed supplier.
With Covid cases on the rise across the UK and a new three-tier system of lockdowns coming into operation, hardware outlets have so far benefitted from being classified as essential retail if the toughest restrictions are brought back into force – allowing consumers to readily access lawn care products if other outlets are forced to close.
Johnsons Lawn Seed, which is celebrating its 200th anniversary this year, says the 2020 season has ignited sales of lawn seed as consumers who have been unable to travel abroad looked to improve their outdoor spaces, focusing on features such as lawns that are proven to enhance biodiversity, reduce flash flooding and keep temperatures cool in summer. As lockdown was eased, Johnsons Lawn Seed’s sales ran at five times their usual volumes during June and July, while the company’s leading Tuffgrass and Quick Lawn brands witnessed year-to-date increases of 35% and 30% respectively. The stand out success this summer has been Johnsons’ Shady Place Lawn Seed, which experienced a sales rise of 60%.
Guy Jenkins, Johnson’s Lawn Seed’s Consumer Manager, said: “Advanced seed technology engineered for professional turfcare and brought to UK retail markets, strong branding that communicates benefits to consumers and a reputation for unbeatable performance are three reasons why the Johnsons Lawn Seed brand is the first choice to drive retail sales across the DIY and hardware sectors in 2021. Despite unprecedented turbulence in UK retail, sales of our market-leading portfolio of lawncare products have risen by 40% over the past two years, reinforcing our belief that the lawncare sector remains ripe for growth next season. With its heritage, reputation for innovation and proven appeal, the Johnsons brand is an ideal fit for home improvement outlets – helping to drive lawncare sales as consumers channel investment into improving their homes during the pandemic.”
Johnsons Lawn Seed’s market-leading portfolio is readily available via Decco and Stax’s extensive distribution network, as well as Stax Trade Centres, with the company having taken steps to ensure that ample supplies of stock are on the ground ready to meet consumer demand. Here, Johnsons takes a look at a selection of highlights of its portfolio for 2021 – focusing on the latest technology that’s set to drive sales across the DIY and hardware sectors next season.
Quick Lawn with Accelerator-treated seed is an unbeatable all-round mix, delivering 38% more grass within seven days. Its new Accelerator seed dressing delivers rapid germination and establishment, with the mix of fine-leaved dwarf perennial ryegrass, strong creeping fescue and slender creeping red fescue yielding thick lawns, even in wet or cold weather.
Tuffgrass with Dog Patch Resistance is a UK first: a unique blend of fine-leaved dwarf perennial ryegrass that’s scientifically proven to resist dog urine damage to lawns. It’s quick to establish and the go-to product for creating lawns that are sufficiently robust to stand up to the wear and tear of family use.
Shady Place Lawn Seed – new and improved, incorporating Seedbooster technology, an innovative two-in-one seed coating that was developed for the professional turfcare market. The mix of hard fescue, strong and slender creeping fescue and brown top bent is formulated for fast germination and establishment, resulting in 30% more grass.
Luxury Lawn Lawn Seed – holding high appeal for keen gardeners, this traditional fescue and browntop bent mixture has been tailored to create ornate, luxury lawns for consumers seeking a fine, dense, traditionally striped sward that’s capable of close mowing.
After Moss Lawn Seed – with climate change resulting in milder, wetter winters, conditions are ripe for moss invasions in poorly drained, low nutrient lawns. After Moss is a 100% amenity dwarf perennial ryegrass mix coated in a calcium carbonate-based anti-moss shell that gently raises soil pH to help deter the return of moss.
Super Smart Lawn Feed – engineered to hold high appeal to consumers who are seeking a 100% organic lawn fertiliser, the three-in-one formulation comprises beneficial bacteria to feed lawns, micronutrients to enhance green appearance and mycorrhizae to boost roots.
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To find out more about Johnsons Lawn Seed products please visit www.johnsonslawnseed.com/product-range.aspx