Johnsons Lawn Seed set to strengthen presence in DIY and hardware sectors

Interest in domestic lawns coupled with stay-at-home-culture to drive sales of lawn seed via DIY and hardware channels, according to company. Photo: Johnsons.

As lockdown was eased, Johnsons Lawn Seed’s sales ran at five times their usual volumes during June and July

Retail

22 October 2020

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.

With Covid-19 cases on the rise, hardware outlets have so far benefitted from being classified as essential retail – allowing consumers to readily access lawn care products if other outlets are forced to close.

Johnsons Lawn Seed, which is celebrating its 200^th anniversary this year, said 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 standout success this summer has been Johnsons’ Shady Place Lawn Seed, which experienced a sales rise of 60%.

“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,” said Guy Jenkins, consumer manager, Johnson’s Lawn Seed.

“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.”