It begins with Unwins Westland G.E.M.S unlocks link sales to grow the category 

Company: Westland Horticulture

Westland Horticulture is excited to announce the latest expansion of its innovative Garden Equipment Merchandising System (G.E.M.S) to deliver a step change for the seed and propagation category. 

Originally launched in 2022, the revolutionary display stands cleanly manage outdoor gardening categories, including plant supports, trellis and bulk roll, and provide a solution that is modular, weatherproof, and durable. 


Bringing the Westland Growing system to life 

The Westland growing system is proven to give both consumers and retailers the very best results. In trials, the combination of using Unwins seeds, Gro-Sure VisiRoot propagators, and Gro-Sure Seed and Cutting Compost resulted in 50% better germination than using competitor products*. This is due to the built-in water management from the advanced formulation of the growing media and the moisture bridge technology in the VisiRoot seed trays.  


Introducing Seed G.E.M.S 

G.E.M.S had a transformative impact on the outdoor plant support and merchandising sector, enhancing a critical gardening category worth £75m at retail, and will now offer retailers a dedicated seed division. This new offering includes a curated range of Unwins’ blooming and edible seeds, along with all necessary propagation kits and compost, making it easier than ever for customers to grow their own flowers, fruits, and vegetables. 

The convenience of finding everything needed for 'grow your own' gardening in one smart location promises to elevate garden centre merchandising. Season long trials in the UK and Ireland, have demonstrated through EPOS significant sales growth, with seed sales increasing by 22% and linked sales of propagation accessories jumping by 36%. 


Stylish, Simple, and Sustainable 

The G.E.M.S system exemplifies excellence in point-of-sale solutions for garden centres by combining functionality, aesthetic appeal, and sustainability. The wood used in G.E.M.S displays is FSC® certified, ensuring responsible forest management, while the steel components are repurposed from waste materials, reflecting Westland's commitment to sustainability. 

The product range offering places consumer success and sustainability at its heart. The range includes top-tier Unwins seeds known for their beautiful blooms and excellent flavours. The VisiRoot propagation kits, made from rPET—a material crafted from recycled plastics—are kerbside recyclable. The Fibre Root range, popular among gardeners for years, simplifies seed germination and planting, ensuring successful gardening outcomes. 


Simplifying the Shopping Experience 

During trials, the Westland team consistently received feedback that shoppers often feel overwhelmed by the extensive choices in garden centres. The seed G.E.M.S proposition addresses this by offering a streamlined, easy-to-shop display that provides everything a seed-sowing gardener needs in one place. The introduction of seed complements the already successful G.E.M.S collection, which now offers a complete collection of indoor and outdoor modules, designed to provide a cohesive and efficient shopping experience for garden centre customers.

*Germination trial conducted in April 2024. All tests conducted at identical levels of light and low heat, water applied to 50% of the seed tray, replicating the imperfect ways consumers grow.  

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