It's been five years since The Garden Centre Group ditched the Wyevale identity, but now in a bid to increase brand awareness the Wyevale name makes a return.
At the time of the rebrand in July 2009 customers complained the name change would cause confusion. Nine garden centres refused to rebrand and still trade under the Wyevale Garden Centres name.

The initial rebranding exercise was undertaken to reflect the group's increasing number of leading independents owned by the group which traded under their own name.

Ceo of the group Kevin Bradshaw commented: "As we continue to grow and transform our business, adopting a consistent national identity for our 140 garden centres will bring increased awareness and visibility to our estate among customers.

"This is an important step in taking advantage of our national scale as the UK's largest garden retailer and differentiating our offer."

Wyevale Garden Centres began life as a mail-order nursery in 1932 and later expanded into one of the earliest garden centres in 1966.

And as marketing director Sarah Fuller explained: "We chose Wyevale Garden Centres as our brand name due to its strong existing recognition and positive associations among consumers as well as its history of being at the forefront of the UK gardening tradition."

The roll out of the new brand name and visual identity across the group's 140 garden centres is expected to be completed by early 2015.

Centres which currently carry an assortment of brand names will adopt the national brand, but will retain their local name.

Earlier in the month TGCG released its year-end results, but gave no suggestion that a name change was on the cards.

The group generated revenue of £276.2m during the year ending December 29 2013, which was 0.6% up like-for-like on the year previous.