Fothergill’s, one of Britain’s leading seed suppliers, has rebranded and outlined an ambitious strategy for international expansion as part of a major transformation. The business, formerly known as Mr Fothergill’s, has dropped the “Mr” and introduced a modernised logo, updated packaging, and a refreshed website aimed at appealing to a broader and more diverse audience of gardeners.
The new identity was unveiled following consumer research involving more than 3,000 participants. The phased rollout will see both the old and new branding in circulation simultaneously, to ensure continuity and customer familiarity.
The rebrand was prominently featured during the company’s annual Field Trials Press Day, held at its headquarters in Kentford, Suffolk. Attendees, including trade buyers and members of the horticultural press, were given tours of extensive trial plots showcasing over 2,000 plant varieties and were introduced to several upcoming seed collections. These included Nature’s Helpers, a range focused on pollinator-friendly species, and Little Gardeners, designed to encourage children’s interest in growing from seed.
The brand update coincides with major leadership changes. A new management team has been put in place, including CEO Michael Yates, Executive Chairman Steve Parkin, CMO Sonila Troka, and CCO David Harker. Together, they bring experience from global FMCG brands and digital commerce, aiming to modernise operations and strengthen consumer engagement.
Fothergill’s has also restructured its brand portfolio to clarify its market offerings. The main Fothergill’s brand continues to support general gardeners, while D.T. Brown targets the grow-your-own food market. Johnsons has been repositioned as a curated flower-focused range, and Darlac, the company’s tool division, remains dedicated to premium hand tools.
International growth is now a strategic priority. Fothergill’s has expanded its presence in the United States via a new e-commerce partnership with the Holland Group. Further gains have been made in Canada, the Middle East, and Europe, while the company maintains a strong position in Australia and New Zealand. A new warehousing and logistics partnership with Metro Supply Chain Inc. has enhanced global fulfilment capacity.
To support its ambitions, the company plans increased marketing investment across 2025 and 2026, including digital campaigns, retail partnerships, influencer collaborations, and renewed participation at major garden shows such as RHS Chelsea and Hampton Court.
Despite a recent decline in turnover from £47 million to £42 million, driven largely by a slowdown in online sales, the business remains stable with 80% of its revenue still coming from physical retail channels. The changes now underway are aimed at revitalising growth and reaching new audiences in both domestic and global markets.
Fothergill’s transformation marks a significant new phase for the long-established firm, combining its trusted heritage with a forward-facing, global approach to gardening
