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Distinctively Better Partners lays out plans for 2012


October 7, 2011
By Amanda Ryder

Oct. 7, 2011 – Distinctively Better® Partners launched earlier this year with Monrovia, a premium plant grower, and VPG the ferti•lome people, manufacturer and distributor of plant health care products. The partnership has now expanded to include Jamie Durie, a respected horticulturist and an international award winning landscape designer.

Oct. 7, 2011 – Distinctively Better® Partners launched earlier this year
with Monrovia, a premium plant grower, and VPG the ferti•lome people,
manufacturer and distributor of plant health care products. The partnership has now expanded to include Jamie Durie, a respected horticulturist, international award winning landscape designer, gold medal winner at Chelsea Flower Show, and the presenter of HGTV's The Outdoor Room with Jamie Durie.

“When we announced the Distinctively Better partnership in February with VPG the ferti•lome people, we had fantastic plants and plant health care products, but needed the retail component,” explained Elin Dowd, president for Monrovia. “The goal of this newly enhanced partnership is to create excitement in independent garden centers (IGCs), supported by Jamie's upbeat personality and creative design ideas.”

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The goal of this partnership is to encourage people – including younger customers – to go to IGCs where they will be inspired by Jamie's design concepts and Outdoor Room philosophy, and see gardening and designing with plants as hip and stylish. "We hope to offer design ideas, great plant recommendations and plant health care ideas, all under the umbrella of Jamie Durie, utilizing his fantastic design and horticultural expertise."  added Wade Bowman, CEO of VPG.

Marketing support will include a national media campaign (TV, radio. magazines, social media), in-store merchandising (posters, handouts), and a new Garden Design with Jamie Durie mobile app that allows users to select plants and design their outdoor living areas. Additionally, Jamie Durie will offer speaking engagements and book signings at key IGCs across the country.

Summerwind's management team was very pleased with Jamie's recent appearance at their Bay Area store. "Jamie spoke in basic terms about design so that it was easily understood, while stressing the importance of sustainability and environmental stewardship, said Viktoria Gleason, visual merchandiser. “His love of plants was infectious. Inspired by Jamie’s enthusiasm, guests lined up at the registers, shopping carts brimming with merchandise. The store’s sales nearly doubled for the day!"

A key component of the partnership is the installation of Outdoor Rooms at participating IGC's and hardware stores, featuring Monrovia plants and ferti•lome plant health care products.  These Outdoor Rooms will be designed by Jamie Durie and stocked with Jamie Durie-Monrovia branded outdoor furniture and gardening accessories. This new design concept will be showcased at the Northwest Flower and Garden Show in Seattle in February 2012 where Jamie will be a keynote speaker.


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