Challenger Brands in the Garden Sector:

Lessons from Sipcam’s Journey

In the competitive world of garden retail, being a challenger brand comes with its share of hurdles—but also significant opportunities. In a recent episode of The Underground podcast, Nigel Thompson, Sales and Marketing Director at Sipcam, shared how his company is thriving by embracing agility, fostering innovation, and cultivating a strong company culture. For businesses in the garden sector, his insights offer valuable lessons on standing out and succeeding in a crowded marketplace

The Unique Position of Challenger Brands

For Sipcam, being a smaller, challenger brand in the garden sector has been both exciting and rewarding. As Nigel explains, “You get feisty, agile, and flexible. It’s about finding spaces to prove yourself.” Unlike established players, challenger brands can leverage their size to remain nimble, respond quickly to trends, and build a unique voice in the market.

However, this position also comes with its challenges. Gaining visibility and trust in a market dominated by household names is no small feat. Sipcam’s approach has been to focus on innovation—not just in their products but in their packaging, messaging, and overall brand identity. From questioning traditional approaches to developing eco-friendly alternatives, Sipcam demonstrates that differentiation is key to disrupting the market.

Opportunities for Challenger Brands in the Garden Sector

The garden sector is experiencing a shift, driven largely by the younger, eco-conscious consumer. These emerging buyers prioritise sustainability, transparency, and products that align with their values. This creates a golden opportunity for challenger brands willing to step away from convention and meet these evolving needs head-on.

Nigel highlights Sipcam’s ethos of questioning the status quo: “We always ask, ‘Why does it have to be this way? Why has it always been done like that?’” This mindset has led to products like the award-winning Slug Stoppa, a solution that reflects changing attitudes toward pest control by focusing on slug deterrence rather than killing.

Additionally, digitalisation is changing how consumers shop for garden products. Online platforms provide opportunities for smaller brands to reach audiences directly, bypassing the traditional retail hierarchy. For Sipcam, a robust online presence complements their growing footprint in garden centres, ensuring they remain accessible to all types of customers.

“We always ask, ‘Why does it have to be this way? Why has it always been done like that?’”

Nigel Thompson, Sipcam

The Importance of a Strong Company Culture

While market strategy and innovation are crucial, Nigel is clear about another driver of Sipcam’s success: its people. “We don’t just want to be a great business to deal with; we want to be great people to deal with,” he explains.

Sipcam has worked hard to create a culture that values collaboration, creativity, and work-life balance. Activities like team wellbeing days, collaborative product development sessions, and even painting the office walls together foster a sense of belonging and purpose. As Nigel says, “Building a team isn’t just about big projects—it’s about shared experiences, large or small.”

This positive internal culture radiates outward, impacting customer relationships and brand perception. In an industry where long-standing relationships often dominate, having a team that is passionate, authentic, and approachable can be a key differentiator for challenger brands.

Lessons for the Garden Sector

The journey of Sipcam highlights important lessons for other businesses in the garden sector:

  1. Embrace Agility: Challenger brands can thrive by staying flexible and finding gaps in the market.
  2. Innovate with Purpose: Question existing norms to create products and experiences that resonate with modern consumers.
  3. Prioritise Culture: A strong, supportive company culture translates into stronger customer relationships and a better brand reputation.

As the garden sector continues to evolve, businesses that focus on these principles will not only survive but thrive. Sipcam’s story serves as an inspiring reminder that being small doesn’t mean thinking small—and that cultivating the right culture can lead to big results.

Want to learn more? Listen to the full episode of The Underground Podcast, with Nigel Thompson:

Growing Expertise:

Addressing the Knowledge Gap in Garden Centres

Garden centres have long been hubs of inspiration and knowledge, where customers can seek expert advice on everything from plant care to garden design. Yet, as highlighted by Ross Dyke in the latest episode of The Underground Podcast, the sector faces a pressing challenge: experienced horticultural staff are retiring, and with them, decades of expertise are leaving the industry.

This growing knowledge gap poses significant risks for garden centres, including diminished customer trust and reduced sales. However, it also presents an opportunity to innovate and create a more sustainable model for retaining and regenerating expertise.

At WrightObara, we understand the importance of preserving expertise. Our work with Evergreen Garden Care on the Evergreen Academy, a retail staff training platform, demonstrated how the right tools and resources can empower staff to deliver exceptional customer service. Drawing on our experience producing and directing over 100 educational videos covering growing media, plant feeding, lawn maintenance, and weed control, we see this challenge as an opportunity for the garden industry to grow stronger.

The Challenge: Expertise on the Brink of Retirement

Ross Dyke aptly noted that many skilled horticulturists are nearing retirement, and without proactive steps, their wealth of knowledge will be lost. For garden centres, this knowledge gap affects:

  • Customer experience: Shoppers value expert advice, and without it, they may turn to competitors or online resources.
  • Industry credibility: Garden centres have traditionally been seen as trusted sources of expertise. Losing this reputation could weaken their role in the gardening community.
  • Staff training: New employees may struggle to provide the same level of service without robust training and access to expertise.

Solutions: Retaining and Regenerating Knowledge

Drawing on our insights from the Evergreen Academy, here are actionable ways the garden sector can tackle this challenge:

1. Invest in Digital Training Platforms

Online training tools like the Evergreen Academy demonstrate how technology can bridge the gap between experienced staff and newcomers. By creating accessible, engaging, and visually rich resources, garden centres can:

  • Provide consistent training across multiple locations.
  • Capture and document the expertise of retiring staff.
  • Equip employees with the knowledge they need to serve customers confidently.

Action Point: Develop a digital training platform that covers essential topics like plant care, seasonal gardening, and sustainable practices.

2. Create Mentorship and Knowledge-Sharing Programs

Experienced staff can play a pivotal role in training the next generation. Establishing mentorship programs allows veteran employees to share their insights while remaining actively involved in the business.

Action Point: Pair retiring staff with new hires to ensure hands-on knowledge transfer, supported by digital resources for consistency.

3. Offer Apprenticeships and In-House Training

Partnering with organisations like the Royal Horticultural Society (RHS) or local colleges to create apprenticeships can attract young talent and build a pipeline of skilled employees. In-house training programs can complement this by focusing on specific business needs.

Action Point: Introduce apprenticeship schemes and in-house workshops tailored to the needs of garden centres, combining hands-on training with online learning modules.

4. Leverage Video Content for Training

Video is a powerful tool for training, offering a dynamic way to communicate complex ideas. With WrightObara’s experience producing over 100 videos for the Evergreen Academy, we’ve seen how impactful this medium can be in upskilling staff and retaining knowledge.

Action Point: Create a library of training videos featuring experienced staff sharing their expertise, from plant identification to troubleshooting pest problems.

5. Retain Experienced Employees Longer

Flexible working arrangements can help retain older employees who may not want full-time roles but are willing to mentor or provide advice. Recognising and celebrating their contributions can also foster loyalty.

Action Point: Develop part-time roles or consulting positions for retiring staff, allowing them to remain active in knowledge-sharing capacities.

A Holistic Approach: Combining Technology and People

While technology like digital training platforms and video content can play a crucial role, it’s equally important to focus on fostering personal connections. Mentorship programs, in-store workshops, and apprenticeship schemes ensure that the human element of expertise is never lost.

We need to push more horticulture apprenticeships and in-house knowledge sharing. People with 40 years of experience are retiring, and we need to pass that knowledge on.

Ross Dyke

WrightObara’s Role in Supporting the Sector

Through our work with Evergreen Garden Care on the Evergreen Academy, WrightObara has seen first-hand how strategic investment in training can transform the way knowledge is shared. Producing over 100 educational videos for retail staff gave us unique insight into how to balance technical content with accessibility, ensuring that both new hires and seasoned professionals benefit.

We believe this model can be adapted across the garden sector to address the current knowledge gap and prepare for the future.

A Call to Action: Grow the Future Together

The expertise within garden centres is one of their greatest assets, and it’s vital to protect and nurture it. By investing in training, mentorship, and technology, the garden sector can preserve its reputation as a trusted source of knowledge while empowering the next generation of horticultural experts.

The time to act is now. Let’s work together to retain and regenerate the expertise that makes garden centres the heart of the gardening community.

Want to learn more? Listen to the full episode of The Underground Podcast, where Ross Dyke and Lee Connelly discuss the future of expertise in the garden sector.

Growing the Future:

Why the Garden Sector Must Invest in Children’s Horticulture

As the garden industry faces growing challenges—an ageing customer base, sustainability concerns, and the need to attract younger generations—investing in children’s horticulture has never been more critical. Beyond being a moral obligation, it presents a range of untapped commercial opportunities for garden centres, product manufacturers, and the wider sector.

In a recent episode of The Underground podcast, Ross Dyke and Lee Connelly, aka The Skinny Jean Gardener, shared their passion for encouraging children to engage with gardening. Their insights provide a blueprint for how the industry can step up to cultivate a new generation of green-fingered enthusiasts.

The Commercial Opportunity: Building a New Customer Base

Garden centres and horticultural brands have a unique chance to nurture loyalty among families by making gardening accessible and fun for children. Introducing kids to gardening not only creates future customers but also brings families into garden centres, where they’re likely to spend on complementary items.

Ross Dyke’s Get Children Growing initiative, which provides sustainable sunflower grow kits for schools, demonstrates the potential of targeting younger audiences. Affordable and simple, these kits spark an early connection with gardening while fostering long-term interest.

For garden centres, this translates into opportunities to:

  • Host family-friendly workshops: Create hands-on experiences that appeal to both children and parents.
  • Sell child-focused products: Develop and stock sustainable grow kits, real gardening tools sized for children, and beginner-friendly seeds or plants.
  • Promote multi-generational appeal: Market gardening as an activity that bridges generations, encouraging grandparents, parents, and children to shop together.
The Obligation: Securing the Future of Horticulture

The average age of gardeners continues to rise, leaving the industry vulnerable to stagnation unless younger generations are engaged. Encouraging children to garden isn’t just about selling products; it’s about safeguarding the future of the sector.

As Lee Connelly points out, gardening is an educational powerhouse:

  • It teaches children responsibility, patience, and sustainability.
  • It offers practical lessons in science, maths, and environmental awareness.
  • It connects children with nature, helping to combat screen fatigue and foster mental wellbeing.

But without active investment, these benefits will remain out of reach for many children. Horticulture must become part of mainstream education to truly make an impact, and the garden sector has a vital role in making this happen.

Today’s children are tomorrow’s environmental stewards. Teaching them to garden isn’t just about growing plants; it’s about instilling a respect for sustainability.

Affordable Access: Breaking Down Barriers

A recurring theme in Ross and Lee’s conversation was the importance of affordability. As Lee noted, most families are unlikely to choose a £15 grow kit over a day at a trampoline park. To compete with other leisure activities, the garden industry must prioritise cost-effective options for families and schools.

Some practical steps include:

  • Partnering with schools: Supply free or low-cost grow kits and educational materials to introduce gardening to the curriculum.
  • Simplifying gardening for families: Provide pre-packaged kits that are easy to use and maintain.
  • Encouraging repeat visits: Use competitions like sunflower growing challenges to keep families engaged over time.
Sustainability: Educating the Next Generation

Today’s children are tomorrow’s environmental stewards. Teaching them to garden isn’t just about growing plants; it’s about instilling a respect for sustainability.
Ross’s initiative incorporates sustainable practices, such as peat-free compost, biodegradable pots, and recyclable materials. These choices resonate with eco-conscious parents and set an example for children. Garden centres and manufacturers can take inspiration from this by prioritising sustainability in their products and messaging.

From Obligation to Opportunity

Lee Connelly put it best: “We need to stop paying lip service to getting children gardening and actually make it happen.” This requires a shift from seeing children’s gardening as a niche activity to recognising it as central to the sector’s future.

Businesses can play a key role in:

  • Supporting initiatives like Get Children Growing: Offer sponsorships, resources, or marketing support.
  • Creating products that excite and educate: From tools to seeds, design items that are practical, affordable, and engaging for children.
  • Telling the story of gardening’s value: Use social media, events, and partnerships to highlight the benefits of gardening for families and the environment.
The Time to Act Is Now

As an industry, we’re at a pivotal moment. Investing in children’s horticulture isn’t just good for business—it’s a chance to inspire the next generation, foster sustainable practices, and secure the future of gardening for decades to come.

Let’s stop talking about it and start growing the future, together.

Want to learn more? Listen to the full episode of The Underground Podcast featuring Ross Dyke and Lee Connelly to discover more about inspiring children through gardening.

Embracing the GYO Revolution:

Lessons for the Garden Sector

The Grow Your Own (GYO) movement has surged in popularity over the past few years, transforming from a lockdown pastime into a significant lifestyle choice for many across the UK. This evolution presents immense opportunities for businesses in the garden sector, from manufacturers and suppliers to garden centres and nurseries. With consumers increasingly prioritising sustainability, wellness, and self-sufficiency, there has never been a better time for businesses to align their offerings with these values. In the latest episode of The Underground Podcast, industry experts Ade Sellers and David Hinckley shared their experiences and insights, offering invaluable lessons for businesses aiming to connect with and support this growing audience.

Authenticity and Accessibility: The Key to Engaging Growers

Ade Sellers, known as The Good Life Gardener, highlighted the importance of authenticity and accessibility in fostering a love for gardening. Having transitioned from a television career to championing sustainable living, Ade emphasised the barriers new gardeners face—limited space, lack of time, and feelings of intimidation. His advice to businesses? Simplify the journey for beginners.

Garden care companies can make a meaningful impact by offering easy-to-use starter kits, compact tools, and clear educational content. By demystifying gardening, brands can encourage hesitant newcomers to take the plunge. Beyond products, Ade underscored the value of storytelling, encouraging brands to share real-life gardening journeys to build trust and inspire others. “Authenticity resonates,” he noted. “People relate to genuine stories, not polished marketing.”

Ade also discussed the role of community in sustaining interest. He stressed that fostering connections between growers—whether through social media, local workshops, or community gardening events—creates lasting engagement. Garden care businesses can leverage this insight to develop programmes that not only provide products but also cultivate a sense of belonging and shared purpose.

Harnessing Innovation to Meet Evolving Demands

David Hinckley, founder of Grow Mad, has taken a tech-forward approach to the GYO movement. Grow Mad acts as an online hub, providing resources, guides, and a sense of community for growers of all levels. David’s insights reveal a clear demand for digital tools and education, particularly among younger, time-poor audiences. For businesses in the garden sector, this highlights the growing need to integrate technology into their offerings, such as online workshops, virtual communities, and smart gardening solutions.

David also spoke about the importance of collaboration, urging manufacturers and retailers to connect with platforms like Grow Mad to better understand consumer needs. By fostering partnerships and focusing on education, businesses can help empower a new generation of gardeners while building loyalty and trust.

Another key point David raised was the importance of addressing misconceptions about gardening. Many consumers perceive it as a time-consuming or space-intensive hobby. Grow Mad counters these narratives by promoting solutions for urban gardening, such as compact raised beds, vertical planters, and container gardening guides. For brands, this presents an opportunity to develop products that cater to these needs and to market them with relatable, problem-solving messaging.

David’s approach also highlights the role of data in shaping product development and marketing strategies. By gathering feedback from the Grow Mad community and monitoring trends, businesses can gain valuable insights into what consumers truly want, from sustainable compost solutions to beginner-friendly seed kits

“Authenticity resonates. People relate to genuine stories, not polished marketing.”

Ade Sellars, The Good Life Gardener

Opportunities for the Garden Sector

Both Ade and David’s stories reveal a wealth of opportunities for businesses working within the garden sector:

  1. Cater to Urban Gardeners: With many growers working in small spaces, products designed for urban gardening—such as vertical planters, container-friendly seeds, and compact compost solutions—are in high demand. Addressing this niche can help businesses tap into a growing urban demographic.
  2. Focus on Education: From in-store workshops to online guides, helping consumers build their confidence can lead to greater engagement and repeat business. Educational initiatives that demystify gardening and address common challenges can significantly expand the market.
  3. Prioritise Sustainability: The GYO movement is deeply tied to sustainability. Brands that offer eco-friendly products, such as peat-free compost or organic seeds, will resonate with environmentally conscious consumers. Highlighting the environmental benefits of gardening can further strengthen this connection.
  4. Leverage Storytelling: Authentic content showcasing real gardeners and their journeys can inspire and connect with audiences on a deeper level, driving both engagement and sales. By humanising their brand, businesses can foster trust and loyalty.
  5. Embrace Technology: Digital tools and platforms are becoming essential in the gardening world. From apps that track plant growth to virtual gardening communities, technology offers innovative ways to engage consumers and streamline their gardening experiences.
  6. Promote Community Engagement: Hosting events, sponsoring local initiatives, or supporting community gardens can position businesses as allies in the Grow Your Own movement. These efforts not only build goodwill but also create opportunities for product promotion and customer education.
Growing Together

The Grow Your Own movement isn’t just about cultivating plants—it’s about fostering community, sustainability, and creativity. For businesses in the garden sector, this presents an opportunity to not only support a growing market but also to lead the way in shaping its future. By embracing innovation, authenticity, and collaboration, the industry can ensure that gardening remains accessible, inspiring, and rewarding for all.

Incorporating these insights into your business strategy can help you connect with the new generation of gardeners while solidifying your role in this thriving industry. Whether you’re introducing eco-friendly products, offering digital resources, or hosting community events, the potential for growth is immense.

Ready to dig deeper into the GYO revolution? Listen to the full episode of The Underground Podcast to hear more insights from Ade Sellers and David Hinckley, and discover how your business can thrive in this growing sector.