Kindwood – the UK’s first true sustainable firewood company – is reporting that since the beginning of lockdown, firewood sales have increased by more than 320% as UK consumers look to make the most of their time in their homes and gardens during this period of uncertainty – a significant opportunity for retailers who want to optimise this increasingly popular product category.
Kindwood’s founder, Taylor Gathercole, has attributed this increase in sales to the public’s need to create a sense of calm and comfort within their homes, especially during a time of significant turmoil. Taylor said: “Whilst in lockdown we can’t enjoy the same freedoms we normally would, as such our homes and gardens have become our sanctuary, providing a haven away from the scary world that the Covid-19 pandemic has created. Fire has been playing a vital role in many homes – either as a source of heat to extend the evenings, for barbeques, a relaxing backdrop to dinner, or home-schooling campouts, fire has been pivotal in creating a relaxing and comforting environment for many, and we expect to see this trend continue as staycations become the order of the day this summer.”
Firewood supported by a strong sustainable message
Not only is Kindwood providing easy access to firewood but it is doing so whilst also offering consumers a point of difference – firewood that is supported by a strong sustainable agenda, and it is this agenda which is creating a band of loyal Kindwood customers as they look to be consistently eco-friendly across all areas of their lives. From timber sourced from within 80 miles of Kindwood’s HQ, only using 100% renewable energy throughout its processes including an onsite biogas plant, and only utilising plastic-free recycled and recyclable packaging – including crates sourced from fruit and vegetable farms – Kindwood is a brand that has a story that appeals and offers a unique point of difference.
Taylor added: “We have been so pleased with the response to Kindwood and believe this engagement would translate into the retail environment. Until now, firewood has been a largely neglected product category, often seen as an add-on or commodity range located at entrances and exits of garden centres. However, we believe there is a real opportunity for retailers to maximise sales of this product. Co-locating alongside barbeques and firepits, or complementary outdoor leisure categories will drive sales and increase the average basket spend as consumers seek to ‘create the look’. Fire is at the very heart of a lifestyle and should be sold as such. We can work with retailers to create such displays, as well as offering drop ship services where retail floorspace is limited. We’re excited to start introducing Kindwood to a much wider audience and hope to boost our UK stockist list over the coming months.”
To find out more about Kindwood’s full product offering and how you can start stocking the full range please email firstname.lastname@example.org or visit www.kindwood.co.uk