151 Products, a leading UK manufacturer and supplier of discount household, garden and DIY goods, has acquired garden care products firm, Doff Portland.
Established in 1946, Doff is a leading manufacturer of fertiliser, pesticide and garden care products. The Nottingham-based company will continue to be run as a standalone business by chairman, Graham Whyatt, and managing director, Matt Jones.
According to 151 Products, the acquisition will mutually benefit the two businesses. 151 Products’ expertise in the retail industry is set to complement Doff’s extensive product lines, as the combined business aims to increase its UK market share. With eight brands under 151’s existing portfolio and an in-house design team, it will also offer branding and marketing skills to Doff.
Doff’s longstanding history and well-established name will enable 151 Products to increase its offerings in the garden care sector, the company claims. The acquisition also signals 151 Products’ ambitious growth plans and places it on track to reach its 2015 turnover goal of £100m.
Richard Shonn, managing director of 151 Products, said: “The two businesses have got vast synergies with our existing products and allow us to increase our market share at a time when demand is high.
“I am extremely optimistic about the future and enthusiastic about what the new partnership will bring.”
All of Doff’s existing product lines will be continued under the current management team.
Managing director of Doff, Matt Jones, said: “We’re absolutely confident that this is the right move for Doff Portland and our existing customers, as they will benefit from the continued development of garden care products.
“151 Products’ vast experience in the market, combined with our longstanding heritage, will ensure each brand benefits from the new direction.”
The products are suitable for garden centres, DIY and convenience stores, wholesalers, supermarkets and forecourt outlets.