The Eclipse Years

The Roots of Haws, 1982–

Shoe-horned into the Eclipse Sprayers premises in Rawlings Road, Smethwick, the early 1980s were largely devoted to finding reliable suppliers and sub-contractors, and to developing new products to extend the narrow range. Some immediate synergy benefits were gained from selling Haws cans alongside Eclipse's own 'Fine As Rain’ brand roses to the same customers; horticultural sundries suppliers and hardware distributors.

As supply problems were gradually overcome and more space acquired, guided by John Massey, Haws began to adopt a higher profile-trading under its new name Haws Watering Cans.

In 1984 the galvanized 'Traditional’ can was introduced (known in America as the ‘Peter Rabbit’ can). Sales grew quickly and the range was extended in subsequent years with volumes easily exceeding those of the flagship 'Professional’ range.

Spurred on by American export customers, British Racing Green was soon adopted as the Haws 'house-colour’ replacing Terracotta on the metal cans and 'Harrods’ green on the plastic cans.

In 1985, aware of the rapidly growing popularity of houseplants, Haws launched the first in a series of indoor blow-moulded plastic cans. Model 150/1 Haws 1 pint 'Handy’ was both an instant and long-running success. By the time it was decided to facelift the design, in 2005, over one and three quarter million cans had been sold worldwide. Three more indoor cans of different sizes and shapes followed in 1988 and 1990 consolidating Haws position as the leading supplier to this market sector.

Buoyed up by this success the same technology was next used to produce a range of outdoor blow-moulded cans with some new design features such as downspouts for pot watering and parking points for watering accessories storage. These cans were launched in sequence between 1988 and 1994. All three watering can prices were pitched midway between the bottom end of the market (low prices but poor quality) and the top end (Haws own high quality injection moulded cans). The 'Practican’, Long-reach and Greenhouse/Conservatory cans each carved out a significant volume of business both in the UK and overseas and all 3 models are still in the current range.

With new products to publicise, Haws returned to the Chelsea Flower Show in 1987 and continued to attend for several years afterwards. The Company’s revival was picked up on by many gardening writers both in the UK and abroad and this publicity brought in several new trade customers, extensive press coverage and wide exposure on TV Gardening programmes.

As business grew so did the need for bigger premises and in 1991, production and dispatch facilities were consolidated on a single site at Beakes Road, Smethwick. Gradually more and more production of metal products was brought back in house.

These much improved facilities were soon at full stretch as 'English Gardening’ became 'all the rage’ throughout the world. Business in America, Japan and Germany rocketed. Pressure on the factory increased even more as a result of an unusual event which occurred in November 1997. Two containers full of 'Professional’ metal cans were lost en-route to America when the vessel MSC Carla was sunk in a mid-Atlantic storm. Fortunately no lives were lost and the goods were covered by insurance but the order had to be duplicated in double-quick time.

Moving in to the new millennium, fresh challenges arose. Chinese competition began to impact, particularly in overseas markets, and by 2001 exports were at half their 1997 level.

Fortunately this loss was offset by higher sales in the UK, where despite depressed market conditions, Haws gained market share as 2 major competitors fell by the wayside (Geeco permanently).

2002 was noteworthy for the launch of Haws first injection moulded indoor watering can called Heritage. The can was very well received and the decision was made to also switch the long running 150/1 Handy can to the improved finish which injection moulding allows. This can was phased in for the 2005 season.

Another interesting product development came to fruition in 2004. Working with a Slovakian company, a Haws branded French style can, with front to back through handle, was launched utilizing a Haws rose. There is delicious irony here in that this is the very style of can that Haws founder John Haws thought so inadequate for watering his vanilla plants that it inspired him to design and produce the original Haws watering can!

As the saying has it 'what goes around comes around’. In any event the can - called 'Slimcan’ is selling very well. It’s partly just a matter of fashion, of course, but there is also some logical explanation for its popularity in that fewer people are growing from seed nowadays whilst more people are container growing established plants where frequent watering is essential but a fine rose and spray is not required. Lack of space also means that the slimline shape is an attractive feature.

On a trial basis a range of watering related galvanized ware from the same supplier was added to the Haws selection for the 2005 season and further cooperation is planned.

Like every small niche business, Haws faces plenty of challenges in the years ahead but it does have several advantages - not least its strong brand name in gardening circles, the quality of the products, its reputation for honest open trading and possessing its own manufacturing facilities and skills. These challenges now have to be met without the dedicated attention given to Haws by John Massey who retired in November 2004 but retains a consultancy role to ensure Haws is maintained to the exacting standards he set for 25 years.

Priorities for the immediate future are, first, to rebuild sales in key export markets. This is already well under way in America with new distributors in place. Secondly, to continue to develop more new products to be sold under the Haws name and finally, in the light of changes in the global economy the Company will need to continually assess where it should add value 'in-house’ and what should be out-sourced.

The Haws Watering Can range of both metal and plastic cans reign supreme amongst professional and amateur growers, and are frequently pictured in use by knowledgeable experts on television and in trade and gardening books. It is a fitting tribute to three men, John Haws, Arthur Haws and John Massey, who made the name of Haws a household word amongst all gardeners - amateur and professional.

Introduction
Part 1 – The Early Years, 1886–1925
Part 2 – The Bishops Stortford Years 1925–53
Part 3 – The Tala Years, 1953–76
Part 4 – The Elliott Years, 1976–82
Part 5 – The Eclipse Years, 1982–