Design Björn Lidbrandt’s simple and stylish concrete planting ring is a real bestseller. The Elmia Garden Award for the 2017 garden product of the year has brought the planting ring a lot of attention and new models have also been developed.
Björn Lidbrandt developed the first prototype of the planting ring for his own garden eight years ago but only applied for patent protection for the product in autumn 2014 and set up his own firm.
“Back then I was casting all the planting rings at home in my basement,” says Björn, who is still running the firm Design Björn Lidbrandt alongside his full-time job as an inside sales rep.
In 2016 he brought the planting ring to his first trade fair: Elmia Garden. At that time he also entered into the Elmia Garden Award competition for 2017.
“It was an easy decision to enter my product because it wouldn’t have cost me anything if I hadn’t been nominated. When I was, it was worth it because the product was exhibited in several locations at the fair and attracted a lot of attention,” he says.
Series production and further development
Björn was presented with the Elmia Garden Award for the 2017 garden product of the year this past spring.
“Winning the award felt terrific,” he says. “The fair and the award gave me clear feedback that a market does exist, even if it takes time to promote the product.”
The media attention persuaded both private individuals and property management companies to contact him about buying the product, which is now available in both paving shops and trade outlets.
“There’s been a large percentage increase over previous years, which has enabled me to invest in the business and buy new tools for series production. I’m also working on further developing the basic product with a split ring and also looking at alternative light-weight materials,” Björn says.
Both at Elmia Garden and Elmia Park
This autumn Design Björn Lidbrandt is participating in both Elmia Park on 26-28 September and Elmia Garden on 4-5 October. Currently the planting ring comes in two versions: a standard model and one that is more durable and stable and is customised for public settings. Both versions come in three sizes, which will all be exhibited at the fairs.
“My dream is to be able to live off the company within five years, and I’m choosing to go for it now that I have this momentum. One stage in doing this is being visible at Elmia Park and Elmia Garden,” Björn concludes.