Bloem Acquires Duraco Products and Garden Scene Brand
Bloem Living, a West Michigan-based manufacturer of planters and other outdoor living products, recently announced its acquisition of the Duraco Products and Garden Scene brand from Allied Precision Industries of Elburn, IL.
Bloem’s President, Ryan Mast, explains, “Duraco has always represented quality, and their products are timeless in design. This makes the product line a perfect marriage with Bloem’s updated color and marketing approach to the category.” Bloem will update the Duraco product line by introducing new and vibrant colors to products that have seen little change in 30 years. Combined with the pre-existing colors of Terra Cotta and Living Green, merchandising will be significantly enhanced, while maintaining the key volume movers.
API’s President, Tom Reusche, adds, “We wanted to sell the brand and products to a company that could take what we’ve built, enhance the offering, and continue to provide our customer base with dependable service and delivery.”
Merchandising enhancements will be made throughout the year, including creative display solutions. Current inventory will be transferred to Bloem’s facilities immediately with production for 2014 already underway.
Customer service reps and management will be in touch with current customers of both companies within two weeks to discuss the new opportunities.
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