Dec 1st 2020
In June RiPlant AG launched the fresh marketing concept Heidi’s® – Colour your Nature!“, a new Erica line of the heather breeding and youngplant company Hiedl.
The colourful varieties come with branded pots made of recycling plastic. RiPlant was assigned to find retail partners in Germany and neighbouring countries in order to position the brand and trigger successful sales with them. Soon the German association of private owned gardencenters was keen to support the launch. The former director commented: „Erica is on the rise again. The young generation looks at the product very positively. It has a huge market potential, thus innovations are very welcome.“Through EPS, a wholesaler and logistic partner, more than 20 gardencenters where supplied with Heidi’s® starting with end of september. But also internationally Heidi’s® won new grounds. In Switzerland the retail account COOP listed the product and in Austria the largest gardencenter chain jumped into the boat, too. Since there were only limited numbers available all sales was meant to explore testmarkets and potentials. All accounts reported to continue with Heidi’s® also in 2021. Apart from the colourful range of varieties the Heidi’s® ericas have been selected especially for early sales and thus serving as pollinator friendly plant in a period when many pollinator plants have already faded.
The success of this action underlines the importance of joint collaborations between a breeder and the market expert Richard Petri.