Bailey Nurseries is rebranding its First Editions ® brand of bush and trees for the European marketplace . The new concept will be useable to retailer and growers commence in spring 2024 and has been developed peculiarly with the European consumer in mind . “ The First Editions brand has grown enormously since we rebranded in North America , and we knew the time was veracious to right relaunch the brand in Europe . We are mad for what the new campaign and packaging will do to help retailers and growers not only betray more First Editions plant life but to create a lasting experience for consumers who are looking for good garden and a with child life history , ” sound out Alec Charais , Chief Marketing and Product Development Officer at Bailey .
In 2019 , Bailey and its marketing partner in the United States modernise an groundbreaking marketing approach that has captured consumer and industry attending with its colorful packaging and empty talk that resonate with its target audience . The European campaign predict to do the same , with a kitchen range of eye - catching on - style solutions for any outside space and packaging that connects with the European shopper . All backed with timber genetics from their breeding program as well as from breeding partners . Currently , the brand is represented in Europe by licensee in Germany , Holland , Belgium , France , Finland , Sweden , Poland , and Spain .
To better understand the need of the European market , Bailey contracted with Concept Factory ground out of Holland so retailers and growers have local merchandising support . “ We knew we have an particular ambit of genetics that have been in the European grocery store for year now , with more on the way of life , ” says Charais , “ but we also knew we needed to give retail merchant and agriculturalist meaningful support from Europe . We are very excited about the work Concept Factory has germinate , and hope retail merchant across Europe find the same . ”
The First Editions brand features over 100 tree and shrub that are designed to give consumers confidence in their landscape . For over a decennary , Bailey has act upon with stock breeder to infix new varieties to the mark . Each institution serves a unique aim to help retailers and agriculturist produce tone plants for their customer . In addition to quality , First Editions plants are back by modern marketing to give a good garden and great life sentence to those who interact .
The new conception , include the new promotional material , will be on video display at the 2023 IPM show in Hall 2 , Stand 2D27 . A new website is under development that will be ready for the 2024 consumer launch .
