Member Article

Briers appoints Sedley Place as brand guardian

Creative consultancy Sedley Place has been appointed as lead branding and communications agency by Briers, one of the UK’s leading suppliers of gardening gloves and footwear.

Sedley Place will work closely with Briers in brand guardian capacity, with a remit to define and deliver positioning and marketing strategy as well as core branding across all communications channels.

Briers offers both fashion and practicality in its designs for gardening gloves, kneepads and footwear: everything gardeners might need from welly boots to clogs. It also offers dedicated children’s ranges, with products available in garden centres and retailers nationwide.

Sedley Place’s appointment comes as Briers seeks to secure a larger share of a UK gardening market worth around £5billion a year (that’s more than we spend on chocolate as a nation), according to the Horticultural Trades Assocation.

Jackie Eades, founder and managing director at Briers, said: “Consistent messaging and branding is a vital element of our overall marketing plans as we seek to grow the business even further in a competitive marketplace. Sedley Place clearly understands our specialist market and our needs as a brand, not to mention the fact that the team chimes with the way we think.”

“The agency’s expertise makes it an obvious choice to act as brand guardian. Everything we do and say has to be consistent, whether we’re communicating with expert professional gardeners, casual potterers or people who want a pair of fashion-forward wellies.”

Ron Cregan, business director at Sedley Place, said: “The Briers board has effectively appointed Sedley Place as its marketing team, and it’s intensely absorbing to create an effective strategy for a challenger brand in a growth market. We developing clear, coherent thinking that will be backed by inspirational creative ideas.”

This was posted in Bdaily's Members' News section by Alex Sampson .