Speaking at his company’s annual dealer conferences in Derbyshire and Basingstoke, Peter Chaloner, managing director of Henton & Chattell, told the 350 delegates that this approach to business had “virtually driven out profitability for many dealers of major lawnmower brands”.

“The 2013 market is down 10% year on year in volume and 12% in value yet the current free-for-all on the internet and websites continues to significantly damage dealer profitability and confuse customers,” he said.

He then launched details of his company’s new range of Cobra powered garden products which, he told delegates “has been specifically created and designed not only for the British lawn and garden but, just as significantly, to put profitability back for dealers.”

Henton & Chattell has a UK network of 1500 independent lawncare dealers to whom it supplies various brands of powered garden products, spare parts and technical support. The Cobra petrol range includes 17 lawnmowers, powered mainly by Briggs & Stratton engines, a separate range of electric powered and hand-push machines, hedge cutters, garden cultivators, pole pruners and hedge trimmers. They are all produced specifically to Henton & Chattell’s designs.

The conferences heard that average profitability for dealers on some of the top selling petrol powered lawnmowers is as low at £30, out of which they have to fund credit card charges and distribution. On like for like products, Cobra lawnmowers offer dealers a profit of between £120 and £140.

“A dealer supplied market cannot survive without top quality products that can be bought only from the independent network.” Peter confirmed to conference delegates.

“Our role is to provide you, our dealers, with top-quality products, a spares and technical back-up, market support and the opportunity to put profit back into your businesses. Cobra will be publicised on-line but all sales enquiries will be directed to the appropriate dealers”

Another speaker at the conference, Allett cylinder lawnmower’s managing director, Austin Jarrett, emphasised the importance of product quality. He also said that customers of his British manufactured machines are “migrating upwards from around £600 to £1000 per lawnmower as we provide extra added value.”