Gravel, Grit and Graft: The Hall brothers on the future of Deco-Pak
For over two decades, Deco-Pak has stood as a staple of the UK garden retail landscape, offering a broad portfolio of decorative aggregates, creative landscaping solutions, and a service model deeply rooted in family values. Now, with the next generation firmly at the helm, brothers Craig and David Hall are steering the business into a bold new chapter — one defined by innovation, agility, and ambition.
We sat down with Managing Director Craig Hall to explore the business’s rich legacy, their shared vision for the future, and why a blend of tradition and transformation is the winning formula for success.
From garden roots to retail reinvention
“Deco-Pak has always been a family business,” Craig explains, recounting the early days alongside his brother David and their father, who first made his mark in the decorative aggregates world in the mid-1980s with a business called Cem-Pak. “The industry was in our blood. When we launched Deco-Pak, we saw a real gap in the market for a supplier that combined innovative products with strong logistics and service. We knew we could offer something different.”
That spirit of hands-on involvement started young. “Our school holidays were spent helping out in the office or on the shop floor. I vividly remember designing POS displays for Dad’s business,” Craig reflects. “At the time, displays were an afterthought, but we began to see their value in shaping the customer experience. That’s a lesson I’ve carried through ever since.”
A family business – built on complementary strengths
While both brothers share the reins at Deco-Pak, each brings a distinct set of strengths to the business.
“My background is rooted in marketing, so my focus has always been on product development, packaging, and presentation — right through to how everything looks and feels in-store. Over time, that’s evolved into a real passion for process: identifying marginal gains, refining operational efficiency, and continuously improving how we produce and deliver. David, on the other hand, is a natural with people. His breadth of experience in sales and supply chain instils real confidence in our buyers. When he says we’ll deliver, he knows exactly how we’ll make it happen.”
This balance of skills has helped transform Deco-Pak from a respected industry player into a modern, agile operation — perfectly positioned to meet the changing demands of garden retail.
Small changes, big impact
When asked about the biggest learning curve in leadership, Craig doesn’t hesitate: “It’s often the smallest changes that make the biggest difference.”
One example? Something as seemingly trivial as reorganising bag film storage in the warehouse. “It now saves us an hour a day in production. That’s 1,500 extra tonnes processed a year, all from one minor change.”
This granular focus on operational efficiency is part of a wider transformation strategy that’s gathered serious momentum over the past 18 months.
Sustainability, service and the road ahead
Under Craig and David’s stewardship, Deco-Pak has undergone a quiet revolution. A hybrid haulage model has slashed delivery lead times — currently averaging 4.8 days, with a 3-day target firmly in sight — while the team drives hybrid and electric vehicles, sources smarter packaging materials, and recycles on-site water for aggregate washing
But sustainability isn’t just a tick-box exercise. “Everything we do has to deliver real value to our customers,” says Craig. “It’s about making the business more resilient and responsive, without compromising on service or quality.”
The brothers are also reimagining the company’s supply chain through a "source-to-store" model. A major development that promises to transform everything from procurement to delivery.
Trends to watch: from pouches to premium
With garden retail evolving rapidly, Deco-Pak’s product innovation is sharp and strategically placed. Their Chelsea pouch range, for instance, taps into the booming houseplant and indoor gardening trend, offering compact, POS-friendly formats that drive cross-merchandising and increase basket spend.
Meanwhile, the Signature Collection satisfies demand for more luxurious outdoor living aesthetics, and their expanding winter fuel range continues to deliver strong seasonal sales.
Deco-Pak’s growth mindset is also visible in the expansion of its EcoStone line, which makes it easier for consumers to make sustainable choices without compromising on design or quality.
Facing the future: from Brexit to blue skies
In an industry hit hard by Brexit, global supply challenges, and environmental pressures, Deco-Pak has remained remarkably nimble.
“We’ve built a supply chain based on trust and long-term relationships. That’s helped us stay agile,” Craig says. “And where there have been hurdles, we’ve used them as opportunities to innovate; whether that’s switching materials or finding efficiencies in logistics.”
Even weather patterns, the perennial wildcard of the landscaping market, are met with strategy and foresight. “A season can hinge on a few good weeks of sun. That’s why we focus on creating products that offer lasting impact, are easy to install, and present great value.”
Looking ahead: growth, innovation, and a legacy in the making
So, what’s next for Deco-Pak?
“Year one under our leadership was all about stabilisation. Year two has been about consolidation. Now, we’re entering a growth phase, with the long-term goal of reclaiming our position as the UK’s number one landscaping supplier to garden retail.”
This ambition is being backed by investment in facilities, a restructured supply chain, and product development that blends retail insight with sustainability and lifestyle appeal.
There’s also a long view. While their children are still young, Craig and David aren’t ruling out a third generation of Halls joining the business in the future. “They’ve already done a few weekend shifts,” Craig smiles. “If they do join us one day, we hope to pass on the same values that shaped us — a strong work ethic and a creative mindset for doing things differently.”
Brothers in business – and in belief
What ties it all together is trust. Not just between Craig and David, but within the wider Deco-Pak team.
“Seeing the growth of both the business and our people is incredibly rewarding,” Craig says.
“Working with my brother means we bring a shared vision and a deep understanding of each other’s strengths. That’s made us better leaders, and it’s what’s driving Deco-Pak’s next chapter.”
With gravel, grit and graft — and a sharp eye on the future — the Hall brothers are proving that Deco-Pak’s best days are still to come.
Find out more
At Deco-Pak, the focus is not just on supplying aggregates but on transforming the category, helping retailers offer products that inspire customers and drive footfall. Through innovation, sustainability and a proven commitment to dependable service, Deco-Pak is positioning itself as the supplier of choice for season 2025 and beyond.
To find out more contact the Deco-Pak team today by emailing sales@deco-pak.co.uk, calling (01422) 204394 or visiting www.deco-pak.co.uk