As creative partners to the garden and housewares sectors, we at WrightObara are always seeking fresh perspectives on how brands can innovate, engage customers, and thrive in competitive markets. In a recent episode of The Underground Podcast, we spoke with Tony Clare, Commercial Director of Henry Bell, a company with a 200-year legacy in manufacturing bird care products. What emerged was not just a fascinating account of their history but a blueprint for how businesses in the garden sector can grow by understanding and responding to their customers’ needs.
Here are the key insights from our conversation and how they can inspire your brand’s next move.
Innovate to Address Untapped Markets
Despite its long history, Henry Bell didn’t launch its own bird care brand until 2019. Tony shared how the decision to move from manufacturing for other brands to creating their own was driven by a desire to fill a gap in the market. The result? A contemporary product line targeting younger, eco-conscious consumers.
Takeaway for brands: Look beyond what’s “always been done” in your category. Are there gaps in the market you can fill? Could you modernise your branding to attract a new demographic?
“Bird care hadn’t really evolved—it was seen as a secondary product category. We came in with something younger, fresher, and easier to shop.” – Tony Clare
Sustainability is Non-Negotiable
Henry Bell’s commitment to sustainability has been central to its success. The company was the first to launch 100% recyclable packaging across its product range and has innovated with environmentally friendly feed options, such as their Calciworm-based fat balls, which use 98% less greenhouse gas emissions than traditional alternatives.
Takeaway for brands: Sustainability isn’t just an ethical choice; it’s a business imperative. Today’s customers actively seek out brands that align with their values, and garden centres are no exception.
Education Drives Engagement
Henry Bell doesn’t just sell bird feed; it helps garden centres educate their customers. Through thoughtful merchandising, point-of-sale tools, and product guides, the company ensures that customers make informed purchases, creating trust and repeat business.
Takeaway for brands: Customer education builds loyalty. Whether it’s through in-store experiences, digital content, or creative marketing campaigns, giving your customers the tools to make confident choices can lead to stronger engagement and higher sales.
“We work closely with garden centres to make bird care easy to shop and help their customers buy the right product.” – Tony Clare
Create Experiences, Not Just Products
Tony highlighted the growing trend of year-round bird feeding, which isn’t just good for wildlife but also for customer engagement. Feeding birds connects people with nature and encourages repeat visits to garden centres as customers discover new ways to care for their gardens and wildlife.
Takeaway for brands: Position your products as part of a larger experience. Whether it’s through storytelling, events, or interactive content, brands that foster meaningful connections with their customers are the ones that stand out.
“Feeding the birds isn’t just good for them—it’s good for us too. It gets people outside, engaged with nature, and feeling better.” – Tony Clare
Invest in Long-Term Relationships
Henry Bell has positioned itself as a trusted partner to garden centres, offering more than just products. By supporting their retail partners with tailored merchandising strategies and collaborative innovation, they ensure that both parties thrive.
Takeaway for brands: Think of your customers as partners. Whether you’re working with distributors, retailers, or end-users, building strong relationships and creating shared value is key to long-term success.
“We pride ourselves on being a bird care specialist, and that means helping our partners sell more and engage better.” – Tony Clare
Opportunities for Growth in the Garden Sector
The bird care category offers a case study in how a thoughtful, customer-centric approach can unlock growth. For garden centres, stocking a well-merchandised bird care range that prioritises quality and sustainability is a clear opportunity to boost sales and enhance customer loyalty. For brands, the lessons from Henry Bell demonstrate the value of staying agile, addressing market gaps, and fostering meaningful customer relationships.
At WrightObara, we’re passionate about helping businesses in the garden and housewares sectors achieve exactly that. By combining strategic insight, creative marketing, and a commitment to sustainability, we help our clients seize opportunities and build enduring connections with their audiences.
Inspired by this conversation?
Ready to bring fresh thinking to your brand? Get in touch with us at WrightObara—we’d love to be your creative partner in growing your business.
Want to learn more? Listen to the full episode of The Underground Podcast below: