News & Media

A new season, a new Kelkay

As one of the industry’s most respected suppliers of decorative aggregates, the market often looks to Kelkay to learn more about the future development of the sector. This year is set to be no different, as Kelkay – part of the AMES UK family of brands (stand 6C40-F41) – will once again be setting the benchmark for new product innovation and sales support tools to help retailers ignite landscape gardening sales in 2023 and beyond.

Trend-driven design

This year, and marking a true AMES UK first, Kelkay can be found alongside AMES UK’s other heritage brands on one centrally located stand at the heart of Glee. One third of the stand will exclusively showcase the 2023 Kelkay offering, supported by four concept gardens that best highlight the key trends shaping consumer demand:

  • Urban Utopia – eco-conscious urban gardens driven by functionality and resilience;
  • Cherished Togetherness – creating spaces to make memories and spend quality time with friends and family, these are soothing and relaxing outdoor spaces;
  • Superbloom – the need for rejuvenation and reinvention sees these gardens draw inspiration from holidays and tropical shores;
  • Altered State – multi-sensory gardens that transition perfectly from night to day, using technology and multi-sensory experiences.

Get set to see Kelkay products used in new and unique ways by lending a base to each design through gravel, pebbles, cobbles, paving stones, and horticultural aggregates.

The home of landscaping

Rather than introduce newness for the sake of newness, Kelkay’s latest additions come as the result of a significant period of consultation with both retail customers and the internal product teams. Each new introduction is the result of a dedicated six-month long, four-step ‘go to market’ process, and it is only those which survive this detailed process that make the step from concept to reality.

Whether filling a gap in the offering based on colour, size or enhancing the product hierarchy, retailers can trust that Kelkay’s latest offering – made up of decorative and horticultural aggregates, rockery and paving – will fulfil the needs of both the retail setting and discerning shopper. In total 12 new designs join Kelkay’s aggregate offering, and a new stepping-stone design boosts the 2023 paving offering, together replacing 23 exit lines.

A new interchangeable printed point of sale will be launched to coincide with these latest updates.

Borderstone comes to the heart of the offering

Borderstone will enter a new chapter in 2023 as it moves further into the Kelkay house of brands. Benefiting from a much-needed update, Borderstone will now be known as Kelkay Paving, with packaging, branding and point of sale to match. QR codes has also been added, providing consumers with easy-to-follow laying guides.

Horticultural range revamped for 2023

The new season sees a fresh new look across Kelkay’s entire horticultural portfolio. Having ended its partnership with the RHS, the new offering – featuring six core products in large packs and handy bags – will benefit from new packaging that gives this offering the well-recognised Kelkay brand look and feel. Adorned with concise iconography to efficiently display each product’s benefits and usages, all new bags will be printed single-sided for improved visibility. The full range will also be supported by complementary point of sale with QR codes that direct shoppers to dedicated and highly informative web pages.

Updated packaging

Further strengthening its position as a market leader, Kelkay’s large pack design has been updated ahead of the 2023 season. Adding further prominence to its recycled material inclusion, each large pack will benefit from a larger information ‘flash’ highlighting the green credentials of the bags and their ability to be recycled under the OPRL scheme.

Green credentials are also the order of the day for Kelkay’s wider packaging portfolio. Whether its large bags, maxi packs, tubs or bulk bags, all now contain a minimum of 30% recycled material.

Adding value for retailers

Retailers wanting to build profitability with Kelkay in the year ahead are urged to visit the team to find out more regarding the new accessory and paving layout concepts. These specially curated display concepts are designed to make it easier than ever for retailers to optimise their retail space. Led by Kelkay’s highly experienced sales team, retailers can trade up or down dependent on available space, with bespoke range selections available to suit different consumer needs.

Find out more

To see for yourself how Kelkay can ignite your landscaping sales please visit the team on stand in Hall 6, stand C40-F41. Further details about the AMES UK portfolio can be found at