Almost a century ago, the National Garden Scheme (NGS) began with a simple but inspired fundraising idea – inviting the public to pay a shilling to peek behind private garden gates. In its first year, 609 gardens raised just over £8,000 for nursing causes. Today, the NGS opens between 3,300 and 3,500 gardens annually, generating over £3.5 million a year for nursing and health charities.
That heritage alone makes for an impressive story, but for the garden sector, the NGS offers something more: a living case study in how a values-driven organisation can sustain relevance, expand reach, and build mutually beneficial partnerships.
In a recent episode of The Underground Podcast, Anna Wili, Head of Marketing for the NGS, shared the organisation’s plans, challenges, and growth strategies. Her insights offer clear takeaways for brands, retailers, and suppliers looking to deepen their market presence.
Leveraging Heritage to Drive Modern Relevance
The NGS has nearly 100 years of brand equity. Anna is clear that its reputation for quality and generosity is central to its current partnerships, from licensing deals with nurseries and manufacturers to collaborative retail events with garden centres.
Business takeaway: Heritage is a differentiator. Even for newer brands, building a reputation over time and then actively using it as a trust signal, can create new commercial opportunities.
Partnerships That Serve Both Sides
As the NGS gears up for its 2027 centenary, it is developing brand licensing agreements across multiple product categories: bulbs, plants, garden accessories, and stationery, with the goal of driving sales for partners while raising funds for charity.
Business takeaway: Partnerships work best when they deliver mutual value. For suppliers and retailers, aligning with a respected organisation can bring fresh credibility and reach, but the relationship must also support the partner’s commercial objectives.
Audience Growth Without Alienating Your Core
NGS events have traditionally attracted an older demographic, visitors with more time and disposable income. While younger audiences are a priority, Anna notes the importance of a gradual shift, using social media, family-friendly pricing, and school holiday promotions without neglecting the existing base.
Business takeaway: When diversifying your audience, protect the loyalty of your core customers. Evolution, not revolution, is often the more sustainable path.
The Power of Story-Led Marketing
Every NGS garden has a story, whether it’s a community allotment, a garden created in memory of a loved one, or a space that has supported someone’s wellbeing. These narratives underpin the organisation’s publicity efforts and keep its marketing personal, relatable, and media ready.
Business takeaway: In an age of content saturation, story still cuts through. Brands that can share authentic, human-centred narratives around their products or spaces will find it easier to engage both media and customers.
Connecting with Purpose
The NGS’s Gardens and Health campaign reinforces the mental, physical, and social benefits of green spaces. For brands in the garden sector, this is a ready-made narrative that can deepen customer connection and support a clear sense of purpose.
Business takeaway:Purpose-driven messaging isn’t just good PR, it can influence purchasing decisions. Linking your products or services to a broader wellbeing benefit can strengthen brand loyalty.
Why This Matters for the Garden Sector
The NGS is not just a charity success story, it’s a blueprint for how to blend heritage, storytelling, and strategic partnerships to remain relevant over decades.
For garden centres, suppliers, and manufacturers, the centenary celebrations in 2027 represent a tangible opportunity to collaborate with one of the most trusted names in UK horticulture. Whether through co-branded products, in-store events, or joint promotions, the potential to drive sales while aligning with a meaningful cause is considerable. If you’re interested in partnership opportunities get in touch with them: hello@ngs.org.uk
At WrightObara, we believe the best partnerships happen when brand purpose, customer experience, and commercial outcomes align. The National Garden Scheme shows that when those elements come together, the results can last for generations.
Check out the full episode of The Underground Podcast, featuring Anna Wili below: