Awakening a ‘sleeping giant’: Garden of Eden transforms its business

A family run business with a well-earned reputation for exceptional quality and customer service, was first established in Swindon in 1974 as a small window installation company, commencing its own fabrication operations in 1986 in order to ensure the quality of the products supplied and installed.

In 2008, Garden of Eden joined Liniar as one of the system company’s first fabricators when the flagship PVCu profile was launched into the market. Always one of the first fabricators to embrace new, innovative products, Garden of Eden continually looks to expand its range, offering customers the best products available with industry-leading technology.

This winter, Garden of Eden is relaunching itself as a major player in the fabrication market. We sat down with Company Director Martin Henly to discuss the changes.

Demonstrating value

Martin explains, We’re in a very competitive industry, where window and door fabricators need to demonstrate the added value that sets them apart from their competitors. Consumers and installers are more informed than ever before, so we had to make sure Garden of Eden was recognised as a leading fabricator.

Strengthening the team

“The changes began with the decision to strengthen the team, and to do that we’ve recruited a new Factory Manager, Mark Ryan, who brings a great deal of knowledge and experience to the Company, This will ensure that we’re perfectly positioned for growth and can continue to maintain the high quality we’re proud of as we expand.”

Digital presence

“Next, we knew we needed a new website and a more active presence online, including social media, to spread the word and make sure people can find and contact us more easily – and that’s where we needed help.”

Liniar’s own website is hosted by the digital agency , which have already built several websites for Liniar customers. With a team of professional designers and copywriters who’ve been trained by Liniar themselves, ICAAL can cut down the usual time spent creating a new website as they already know the product range in detail.

Not only that, as experts in Search Engine Optimisation (SEO), ICAAL can create websites that attract more visitors and can convert more of those visitors into actual leads through its own lead generation software.

Martin continues, “I contacted ICAAL and was impressed by their industry knowledge and expertise. But before we could go ahead with a new website, it was important for us to determine how we wanted our brand and messaging to be received.”

A new look

We asked Martin what the inspiration was behind the new look for Garden of Eden.

“ICAAL’s design team came up with lots of options for refreshing our brand and logo,” explains Martin. “Our original logo had been in use for more than 40 years, so we were understandably nervous about changing something that we’ve been known by for so long.

We’re delighted with the final result, which retains our familiar apple design in a clean, modern way, bringing together the pride we have in our history whilst forging ahead into 2020 and beyond – and it’s still recognisable to customers, which is the most important thing.”

Social presence

“The new branding has already had positive feedback across our new presence on social platforms including Twitter, LinkedIn and Facebook, and we’re slowly building followers as we go.”

Why now?

We asked Martin why, after more than four decades in business, the time is right to rebrand now – and what is driving the change.

“For several years, we’ve been referred to as a ‘sleeping giant’ – with a vast facility here in Swindon manufacturing the full Liniar range from the classic 70mm system, EnergyPlus and 90mm PassivHaus system, to innovative products such as the Alumina range, the 80mm Resurgence system and the Queen’s Award-winning ModLok™ bi-fold.

“It’s time to awaken that giant and take full advantage of the potential our business has.”

Excellent quality

“We want homeowners, specifiers and builders to know that they can get everything under one roof at Garden of Eden. We were one of the first fabricators to become officially Liniar Approved when the programme launched in 2015, so buyers can rest assured all our products are built to Liniar’s exact specifications and the quality is consistently excellent.”

The future

With a new factory manager, a comprehensive website with stunning product images and even a new video to explain everything Garden of Eden manufactures, growth is on the cards for this Liniar fabricator.

Martin concludes, “Our intention is for this brand refresh to help take our business to the next level, educating more and more customers about what we fabricate and that we do it to the highest standard – and the future looks exciting!”