The UK’s largest chain of garden centres The Garden Centre group will rebrand back to Wyevale Garden Centres.
Commenting on the return to the Wyevale name, Wyevale Garden Centres chief executive Kevin Bradshaw said: “As we continue to grow and transform our business, adopting a consistent national identity for our 140 garden centres will bring increased awareness and visibility to our estate among consumers. This is an important step in taking advantage of our national scale as the UK’s largest garden retailer and differentiating our offer.
Sarah Fuller, marketing director for Wyevale Garden Centres, said: “We chose Wyevale Garden Centres as our brand name due to its strong existing recognition and positive associations among consumers as well as its history of being at the forefront of the UK gardening tradition.”
A new logo will accompany the change in brand name; its new design will combine elements of the traditional Wyevale Garden Centres logo and that of The Garden Centre Group’s popular Gardening Club.
The company, known as Wyedale Garden centres at the time, rebranded to Garden Centre Group to allow it to return to its horticulture roots in 2009.
The company started as a mail-order nursery operated by the Williamson family in the 1930s in Hereford and in 1967 opened the first Wyevale Garden Centre on Kings Acre Road. In 1987, it became a PLC and was listed on the London Stock Exchange.
Garden Centre Group was bought out by Terra Firma capital partners for £276m in 2012.