Essential reading for retailers and suppliers in the home improvement market

Eliza Tinsley relaunch, newly acquired, Reedy Pro and Greenman Garden Tools into the market place

Published: 13 July 2020 - Neil Mead

Eliza Tinsley, whose history in manufacturing and selling high quality fencing and hardware products dates back more than 165 years acquired Reedy Supplies Ltd in February 2020, a third-generation family business and well established name within the agricultural and horticultural tools sector. 

 

Following the acquisition Eliza Tinsley has unveiled a strategic rebrand for the trade sector of the tools business as Reedy Pro with a new logo and packaging design which is being rolled out throughout July 2020.  Reedy Pro tools are sold through garden centres, farms and hardware stores nationwide.

“When the opportunity arose to acquire Reedy Tools, we knew that it was quite simply the perfect fit for us” said Eliza Tinsley chief executive Rhythm Jain Saigal.  “Everything resonated with us on so many levels, their heritage, their quality, their workmanship, it was like looking in a mirror.” 

"By adding Reedy Tools to our offering we have strengthened our portfolio and expanded our audience.  In relaunching the brand we want to retain its heritage and reputation but make it our own distinct brand targeting the trade sector,  Reedy Pro was born.  We are ready to relaunch Reedy Pro tools to the wholesale market and shout about this exciting new sector of our business” said Mrs Saigal.  

Saigal goes onto say "The transition of Reedy Tools to Reedy Pro to existing customers has been seamless, we are supplying the same high quality tried and tested products. Our focus is to build on this exceptional provenance and develop Reedy Pro with new product innovation,  new supply chains, global manufacturing network and an experienced national sales and marketing team” 

The rebrand will be supported by an integrated communication campaign to the trade sector and comprehensive marketing support.

As well as acquiring the Reedy Tools business, Eliza Tinsley has taken on the high end  Greenman Garden Tools  brand developed by Adam Greenman, who continues to be involved in the business and whose passion lies in designing and developing tools that have great form and functionality at their heart.

Photography by Nick Hook.

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