Downtown Garden Centre, Grantham, has one of the largest displays of garden machinery, lawnmowers, BBQs, furniture, and garden accessories in the East Midlands – plus a vast range of plants. Part of the family-owned Oldrid & Co. Ltd., the business is celebrating 25 years of the garden centre and over 200 years of retail history.

Originally founded as a department store in Boston, Downtown now operates two department stores and the garden centre across Grantham and Boston, Lincolnshire. The company is led by Managing Director Peter Isaac and Chairperson Dawn Isaac.

How Garden Machinery Became a Key Growth Driver for Downtown

While plants and outdoor living dominate garden retail - £1.4 billion spent on plants annually (Gov.uk) and furniture/BBQ sales up 54% since 2020 (GCA) - garden machinery is a high-value, high-margin category that drives profitable sales. It not only boosts average basket value but also encourages wider in-store spending, making it a strategic category for growth. Machinery accounts for an estimated 15 - 25% of garden retail sales, with 1.45 million lawnmowers sold last year (AEA). With an early, dry spring in 2025, the category is starting strong.

At Downtown Garden Centre, Buyer Keith Wiblin has overseen the machinery department since 2006, building a long-standing partnership with Handy. This collaboration has driven consistent growth, including a 10% sales increase in 2024 and what Keith describes as “a fantastic start to the season” in 2025.

Founded in 1938, Handy is one of the UK’s largest independent garden machinery manufacturers and distributors, known for its own brands Webb Garden Power, The Handy, and as the UK distributor for Greenworks. With expert support, over 70,000 spare parts in stock, and a shared focus on customer service, Handy and Downtown are growing together - enabling it to build a team driven by high performance and family values, very much in line with those of Downtown.

Getting Supplier Choice Right

At Downtown, choosing the right supplier means finding the perfect mix of quality products and dependable support. That’s why Handy is a key partner, with their garden machinery brands Webb and Webb Eco leading the way.

“The Webb range delivers strong value at the right price,” says Keith. “Our customers are drawn to the classic dark green design – it feels British, familiar, and built to last. And with cordless growing fast, Webb Eco is really taking off. The 43cm cordless lawnmower sold out, and we already have back orders lined up. We now offer cordless options across every range.”

The partnership works beyond the products. “Handy is easy to deal with - quick to respond and genuinely supportive. It’s a relationship that just works.”

Bricks & mortar matter

While the shift to online retail continues, Downtown sees its physical store as a crucial part of its success in garden machinery. “We’ve built a strong online presence, but garden machinery is still a tactile purchase,” explains Keith. “Customers might start their research online, but when it comes to something like a lawnmower, they want to see it in person - feel the build quality, compare sizes, and get advice from someone face to face.”

Downtown is positioned to meet this need. “We are a bit different to other garden centres in that we have our department store across the road with many items that other garden stores have diversified into.  Our core remains firmly rooted in gardening. And because our store is so large, we’re the biggest garden machinery showroom in the region.

This blend of digital convenience and in-store expertise reflects the way today’s customers shop - researching online, but valuing the confidence that comes from seeing and trying before they buy.

Garden Machinery Doesn’t Have to Be Scary

For many garden centres, garden machinery can feel like one of the most daunting categories - technical, warranty, seasonal, and full of potential headaches. These concerns can be easily addressed by building a range to suit the Garden Centre's capabilities, knowledge and confidence, such as replacing petrol machinery with cordless.  But with the right supplier partnership and a clear in-store strategy, it becomes a category of real commercial value and customer loyalty.

“Garden centre buyers can’t be experts in every department,” says Mark Moseley, Director at Handy. “That’s where we step in - helping retailers create the right mix of products, backed by clear signage, impactful POS displays, and regular training.”

At Downtown, Keith works closely with Handy to build a well-balanced range - from trusted petrol mowers in the Webb range to the fast-growing Webb Eco cordless lineup. But he knows success goes beyond stock. “It’s about presentation, training, and giving staff the tools and confidence to support the customer.”

Appoint a product champion

Assign one team member to take ownership of the machinery section. This person becomes the go-to expert and can pass on knowledge to others  - keeps displays clean, engaging, and well-stocked, while confidently answering customer questions and demonstrating product use where needed. Handy supports this with regular site visits and training.

 

Delivering a positive customer experience

“There are two smart ways to lay out garden machinery,” says Mark. “Either by category -  all hedge trimmers together, all mowers together - so customers can compare brands specifications and price points at a glance. Or by brand - which allows for more immersive, fully funded POS that elevates the in-store experience. Both approaches help customers feel more in control of their purchase.”

Seasonal features drive engagement

Use themed displays to create inspiration and cross-sell. “A ‘Revive Your Lawn’ zone might include a scarifier, moss killer, lawn feed, watering gear and a wheelbarrow,” says Mark. “It not only helps the customer visualise the job but boosts average basket size.”

Confidence is key - for customers and staff

 Downtown enhances Handy’s displays with custom price tickets showing nine key product specs. “They act like silent salespeople,” says Keith. “They make it easier for both staff and shoppers to understand the difference between models.”

And what about warranty concerns?

Keith is clear: “Machinery can make retailers nervous, especially around warranties. But it doesn’t need to. If there’s ever an issue, Handy organised a nearby garden machinery dealer to look at any issue - as long as it meets the warranty criteria. That level of backup gives us real confidence in the category.”

The result?

A garden machinery offer that sells, supports, and strengthens customer trust. “With the right layout, the right training, and the right supplier behind you,” says Keith, “garden machinery becomes a category you can lead - not fear.”

Making Garden Machinery Sales Easy

At its best, a supplier–retailer partnership should feel effortless and profitable. “Downtown has the advantage of space, which allows them to deliver a compelling in-store offer that generates substantial revenue,” says Mark Moseley, Director at Handy. “But you don’t need a huge footprint to make garden machinery work.”

Even smaller garden centres can tap into this high-margin category with the right approach. “If you can allocate just a few metres of wall space and room for four to six pallets - or even just a 1–2 metre wall bay - you can create a credible, high-performing machinery display,” Mark explains. “Work with a single supplier who understands the category, provides expert advice, branded point of sale, and staff training, and you are  set up to succeed.”

Whether you’re a destination store or a compact local garden centre, a smartly merchandised machinery section can deliver strong returns - with the right support behind it.

Ready to grow your garden machinery sales?
Head to; www.handyonline.co.uk/contact  to find out more.