Category expansion opportunities in Water Features

Company: Kelkay
  • A small selection of the range from Easy Fountain with the unique merchandising and point of sale on
  • New Impressions range of eight natural stone effect water features starting from RRP £299.99
  • Nature Inspired copper tone water features starting from RRP £199

Kelkay reported exceptional growth of over 65% across the water features category in 2018. This has driven their product development programme, which saw more than 50 new products launched at GLEE 2018.    

Responding to a noticeable trend in demand for trade-up opportunities, Kelkay have also developed two further ranges of high-quality water features for 2019.  

A completely new range of eight, iconic features that are designed to provide a stunning focal point in the garden have been developed under the new ‘Impressions’ brand. The new range offers both consumers and customers all the benefits of a traditional natural stone feature at a fraction of the cost and less than half the weight. Constructed to look and feel exactly like natural stone, they’ll cope with all weather conditions and there are both traditional and contemporary designs to suit all tastes. Of course, in common with all Kelkay product, Impressions features its own merchandising solution and supporting POS which is designed to drive year round great volume sales.

Sarah Winn, Group Marketing Director for AMES UK said, “We continue to look for further opportunities to invigorate and stimulate growth in product categories and the new and innovative Impressions range is a great example. The high quality, affordability and lighter weight product opens up a great opportunity for retailers to expand their water features offer.”

Remaining in the Easy Fountain family, but with its own identity, is the new range of metal ‘Nature Inspired’ water features, all of which feature a fashionable copper effect finish. With bespoke POS that slots seamlessly into the Easy Fountain merchandising system, this collection of four new products is designed around natural plants and flowers. Ranged in line with key retail price points, the Nature Inspired collection appeals to consumers looking for something unusual and interesting.

To find out more about Kelkay and their successful garden landscaping products, go to or e-mail the general enquiries office on

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