So & Mo, a lawn care subscription service, has launched in the UK to provide fertiliser products used at major sporting venues directly to consumers.
Customers will be able to sign up for quarterly deliveries of fertilisers that are tailored to the size of their garden and the season. Each delivery comes with a step-by-step guide designed to enable even absolute beginners to care for their lawn like professionals.
It is the first subscription fertiliser product to be offered directly to consumers, joining the surging subscription service market which, according to the Royal Mail, is expected to reach £1 billion in 2022 – up 72% on 2017.
The idea for So & Mo was conceived during the UK’s lockdown by the owners of All Turf – a supplier of premium turf products to some of the UK’s largest sporting venues including Royal Liverpool Golf Club – Luke Taylor and Hazel Frith, and Marc Kerr – a sports surface contractor specialising in maintaining golf greens. The founders realised that with more people staying at home and now favouring spending time in their gardens, there is a new generation of would be gardeners that need help caring for their lawns.
Luke Taylor, Co-Founder and CEO of So & Mo, explains: “During lockdown we saw how many businesses successfully switched from supplying other companies to going direct to the consumer. This, together with the massive growth of bespoke subscription services, sparked the idea for So & Mo.
“We knew that with people spending more time at home and relying on their gardens, they would naturally want to make their lawns better. However, products such as fertiliser are quite daunting to deal with for beginners. Fertiliser often comes in huge bags with confusing instructions and are usually low quality. This is why we decided to take all the guesswork and mystery out of it. We supply professional grade products – which aren’t generally available to the public – in the exact quantity they need for their garden with very simple to use guides.”
According to the HTA, the UK’s garden product market is worth £7.5 billion and £2.4 billion is spent on landscapers and gardeners annually.
So & Mo’s fertiliser will be the first in a range of new lawn care products it will offer to its subscribers. Prices start from £30 per quarter (£10 a month) with deliveries taking place in February, April, July and October.