Plants That Work Brand Now Officially Imperial's, Willoway's
Imperial Nurseries and Willoway Nurseries have formed a new product marketing partnership in Novalis LLC and acquired most of the brand trademarks once owned by Carolina Nurseries. The Plants That Work and Plants That Work by Color brands are now part of the new partnership.
January 16, 2012
Imperial Nurseries and Willoway Nurseries have acquired the Plants That Work and Plants That Work by Color brands once owned by Carolina Nurseries. The Novalis name will carry on with the new partnership.
Many of the products in the existing Plants That Work lines will remain, Imperial Nurseries President Greg Schaan says. Others will be removed, and Imperial and Willoway will make some additions to build momentum for the brand. The two nurseries met with several breeders at the recent MANTS (Mid-Atlantic Nursery Trade Show) show to discuss possibilities for the acquired lines.
“At Imperial, we’ll use [Plants That Work] primarily as a house brand to introduce new and interesting items,” Schaan says. “Our strategy will be to draw new attention to items in our product mix.”
Plants That Work was originally managed by four owners: Imperial, Willoway, Carolina and Conard-Pyle. Carolina Nurseries went out of business back in 2010, and Conard-Pyle is no longer a finished plant grower.
“’That left the brand needing to be restructured,” Schaan says. “The brand has been well received by independent garden centers, and it’s only available to them.”