J W Grant is one of Scotland’s leading independent builders’ merchants, operating five branches across the country. Known for high stock levels, fast delivery and a strong focus on landscaping and decorative products, J W Grant caters to both trade professionals and an increasing number of retail customers. With a vision to become the go-to landscaping supplier in their trading areas, the company turned to Long Rake Spar to revitalise their decorative aggregate offering. We spoke to Andrew McLellan, Director of J W Grant to discover the secret to their growth success.
The Challenge
Before engaging more closely with Long Rake Spar, J W Grant faced a number of challenges in the decorative aggregate category:
- Limited product depth and consistency
- Patchy supply chains
- Underwhelming visual merchandising
Although decorative aggregates were recognised as a high-potential category, the company struggled to unlock its full value.
Andrew explained: “We knew it was a growing category, but we weren’t tapping into the full potential. We need a partner who matched our ambition and could help deliver our vision.”
The Partnership Approach
With clear goals in mind– to significantly grow decorative aggregate sales and create impactful displays for both trade and retail customers, J W Grant partnered with Long Rake Spar to elevate their offer.
From the outset, the relationship was built on a foundation of professionalism and strategic collaboration. Long Rake Spar brought not only a strong, well-curated product range, but also a commitment to supporting the business with tailored merchandising solutions and a clear category growth strategy.
The service and support provided by Long Rake Spar was a key driver in the success of the partnership. The Long Rake Spar team consistently demonstrated a proactive and responsive approach- addressing supply queries promptly, providing valuable marketing materials and working closely with J W Grant to implement new displays and seasonal promotions. This high level of collaboration ensured each branch was well-stocked, visually impactful and positioned to maximise sales within the decorative aggregate category.
Andrew added: “LRS treated us like a serious partner from the beginning – that really stood out.
By combining quality products with hands-on commercial support, Long Rake Spar helped transform decorative aggregates into a standout, sales-driving category for J W Grant.”
Solutions and Implementation
Focus was put into increased stocking of the premium collection of products, which offer customers high end products, with unique visual appeal. The bagged decorative lines are now a core part of J W Grants’ current summer campaign.
Strategic Display Installation
A premium in-store display transformed the visual appeal of the range, helping customers better engage with the products. This display not only attracted new attention but acted as a sales tool for both staff and customers alike.
Product Focus
Key lines such as Black Ice, Ice Blue, Polar Ice and Slate have been selling through really well for JW Grant. In particular, aggregates introduced as a result of a visit to Long Rake Spars’ Garston Docks site, quickly became best-sellers.
Marketing & Training Support
Long Rake Spar’s marketing assets and category expertise helped position the products as aspirational, while in-depth product training for staff equipped the J W Grant team to sell with confidence.
Results
86% Year-on-Year Growth
A staggering increase in decorative aggregate sales has been achieved thanks to a robust strategy combining:
- Striking product presentation
- Increased promotional activity online and in-store
- Upskilling of staff
- Strong supplier collaboration
Positive Customer Impact
- Higher footfall conversion rates
- Stronger repeat business
- Increased spend from existing customers
- New landscapers drawn in by the upgraded range
One landscaping customer in Paisley reported winning more domestic work this spring due to the new aggregate range– even bringing their own clients in to view the display.
Looking Ahead
With sights set on further category growth, J W Grant plans to expand premium displays across more branches and intensify summer promotions in the coming year.
Grow with Us
At Long Rake Spar, we pride ourselves on being more than a supplier- we’re your partner in growth. Contact us today to discover how we can help you transform your decorative aggregate category.
Partner Reflections
Describe Long Rake Spar in three words:
“Supportive. Strategic. Reliable.”
What sets Long Rake Spar apart?
“You make it easy to grow the category– from product quality, to point-of-sale, to commercial support, it all fits together.”
Advice for other builders’ merchants?
“Get them (Long Rake Spar) in early. Work with the team to build your display and strategy – don’t just chuck the bags out and hope for the best.”
