Retail Merchandiser - March/April 2016 - 32


COVER STORY

new and beneficial not just to the category, but to consumers," he says.
One of the first companies ScottsMiracle-Gro partnered
with was Techtronic Industries (TTI), a global leader in
indoor and outdoor power tool technology with existing
consumer brands like Ryobi, Milwaukee and Homelite.
Working closely together and trading on one another's
expertise in lawn care and power tools respectively, TTI
launched the Scotts® Sync™ System. The line brings innovation to a category that had become somewhat stagnant,
offering features like on-board battery fuel gauges and an
on-wall charging system that lets consumers charge their
tools while neatly stored.
"We at Seltzer Licensing find that the most successful
licensing partnerships are typically found where there is a
lack of brands that have established trust and confidence in
a particular category," Yoselevitz adds. "If a company enters
the market place as a brand that is trusted and relevant in
that particular category, they can quickly help drive category growth. This strategy has been a win for the consumer,
for ScottsMiracle-Gro and for the retailers."
Neilson points out that the hose category is another
standout example of this narrative. When a consumer
comes to a home improvement store, seeing a full aisle of
garden hoses with so many different brands and claims
can be overwhelming. ScottsMiracle-Gro has partnered
with Swan Hose, a leader in hose and watering accessories, to create a line of truly innovative yet simplified hose
products. ScottsMiracle-Gro hoses are now some of the
strongest selling products in the category.
And it's not just limited to the hose category. "When
you marry a brand so trusted in the lawn and garden space,
such as Scotts® and Miracle-Gro®, with a superior product
that delivers meaningful innovation with straight-forward
features and benefits, it allows a consumer to make a more

32

RETAIL-MERCHANDISER.COM

March/April 2016

ScottsMiracle-Gro says the products
it considers for licensing must be
unique, innovative and able to drive
growth for the market category.

educated, selective and most importantly, confident choice,"
Neilson says.

Take Notice
Developing a new licensing strategy is not without its
challenges, however. With brands as strong as those in
the ScottsMiracle-Gro portfolio, it can be easy to start
overextending the brand and landing in categories where
the brands don't add value to either the consumer or the
retailer and, as a result, can even tarnish the brands. This
is why, when considering any prospective licensing opportunity, both ScottsMiracle-Gro and Seltzer Licensing
ask themselves the following key questions: What can
ScottsMiracle-Gro offer consumers that's not currently
being offered at retail? What added value can ScottsMiracle-Gro deliver to retailers?


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
Retail Merchandiser - March/April 2016 - 5
Retail Merchandiser - March/April 2016 - 6
Retail Merchandiser - March/April 2016 - 7
Retail Merchandiser - March/April 2016 - 8
Retail Merchandiser - March/April 2016 - 9
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Retail Merchandiser - March/April 2016 - Cover3
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