Roots To Revenue | Co-Ops Counter Weber With Broil King Napoleon Grill Line

Roots to Revenue

This week, here’s what’s happening in the world of outdoor retail: -

• Co-ops add Broil King & Napoleon, arming independents for grill wars

• Lawn & garden consumables on track for $38B by 2034

• Garden tools on the catwalk: why heritage sells

• Tech trio turns backyard movie night into multi-brand selling moment

• Segway’s crimson e-bike shows outdoor lifestyle spend still climbing

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

RETAIL DISTRIBUTION
Do It Best And True Value Expand Grill Assortment With Broil King And Napoleon
Do it Best and True Value added Broil King and Napoleon to their warehouse and drop-ship programs, giving nearly 9,000 independent dealers a good-better-best grill lineup with full merchandising support. The move counters Weber’s recent Ace Hardware exclusivity and lets co-op stores fight for late-season cookout spend. Expect higher store traffic and larger basket sizes as retailers market the premium performance story.

MARKET FORECAST
Lawn And Garden Consumables Market Poised For $38B Run By 2034
Custom Market Insights sees lawn & garden consumables climbing from $23.7B in 2024 to $38B by 2034 (4.36% CAGR), with North America leading thanks to renovation and backyard leisure trends. For equipment sellers, attaching fertilizers, seed and pesticides offers steadier margins and year-round engagement—calling for subscription models and replenishment nudges.

HERITAGE BRANDING AND PRODUCT STORYTELLING
Garden Tools on the Catwalk: Why Heritage Sells
Garden & Wood, a niche UK brand restoring antique gardening tools, has gone from garden shed to fashion runway, featured in JW Anderson’s latest collection. This signals a growing consumer appetite for authenticity, craft, and story-rich heritage products — not just utility. From handmade Japanese shears to century-old rakes, tools are being embraced as design objects with soul. For garden eComm brands, it’s a cue to lean into provenance, elevate craftsmanship, and tap into emotional storytelling around nostalgia, repair, and generational knowledge. The message is clear: products with roots sell — especially when they connect form, function, and feeling.

⚡QUICK READS

Cross-Brand Campaign Elevates Tech-Enabled Outdoor Living: Yaber, BLUETTI and RayNeo bundle projectors, portable power and AR glasses for backyard movie nights—hinting at new upsell kits garden retailers can leverage. (More)

Segway Adds Crimson Red Xafari E-Bike To 88-Mile Range Line: Fresh colorway keeps $2.4K price and premium specs, underscoring how high-ticket micro-mobility keeps siphoning discretionary lawn-and-garden dollars. (More)

Event Designers Use Lush Greenery To Anchor VIP Lounge Experiences: Lollapalooza’s succulent walls and plant-themed lounges show how live foliage drives shareable moments—playbook material for garden brands’ experiential activations. (More)

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