The increase in sales is due to a successful relocation, better branding and a partnership with celebrity chef Nick Nairn in the Vanishing Willows Cafe. In May 2010, after relocating to a prominent site at the veterans estate in Bishopton, it was catapulted into view and has become Erskine’s most successful venture to date.

The adjoining Vanishing Willows Cafe also proved hugely successful attracting trade and increasing sales through a selection of meals and snacks designed by Nick Nairn.

The social firm faces stiff competition from rivals but has so far managed to far exceed internal sales targets and has seen growth levels that many private companies would envy. The Charity’s Chief Executive Major Jim Panton commented “We thought long and hard about the relocation of our Garden Centre and after careful planning decided to press ahead with the £3 million investment. We were confident that it would be a success but sales to date have far exceeded what we thought was achievable.”

As well as relocating, a new marketing strategy was implemented with the aim of increasing customer awareness that any profits generated would be used to pay for the care of veterans throughout the country. Using the strap line ‘care for more than your garden’ radio advertising was used for the first time to promote the business.

Jim Panton continued “We have found that consumers are more likely to spend with us if they know up front it is part of a charity – as long as prices are competitive of course. The marketing has helped to increase awareness and this alongside the partnership with Nick Nairn has seen a real boost to our bottom line. We are learning valuable lessons here and this will benefit not only Erskine, but the ex-Service men and women we are here to care for.”

The Erskine Garden Centre will look to build on the recent success with an increased product range, expanding our gift offering as well as traditional gardening products. Spring is traditionally one of the busiest times of year in the sector and if there is a repeat of last year’s ‘staycation’, which people stay at home instead of going abroad on holiday, sales are likely to continue to rise. Jim Panton continued “Early evidence is telling us that people staying at home are more likely to buy garden furniture, so we have increased our range and display in store to meet this demand. There is a lot of local competition in the area but we are confident that we can continue our growth and break our sales targets, although probably not at the 50% rate.”

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