REMEMBERING PETER ELLIOTT

PICTURED ABOVE: Peter Elliott in his mower days

Peter Elliott, one of the most colourful characters from the garden machinery industry in the 1980/90s, died on 26 June 2023.

In the Spring of 1989, a price war raged amongst the leading DIY superstores in response to a looming recession. Lawnmowers spearheaded multi million-pound promotional campaigns, TV commercials and full page national advertising (these were pre-internet days). Together with longer opening hours, 7-day trading and ample car parking, the ‘sheds’ provided a huge challenge to independent dealers. 

Derek Belcher of Handy Garden Machinery, Swindon said, “I’m frightened, we have a warehouse of machines but if we try and match their prices we’ll go out of business. I’ve worked out I could buy my stock from B&Q cheaper than from some of my suppliers.”

The discounting fever came at a time when consumer spending was under pressure from tight monetary controls and high mortgage rates (sound familiar?).

BAGMA meetings were dominated by views on how the specialists could respond. These ranged from withdrawing warranty and service facilities offered to the mass merchandisers to boycotting suppliers to the ‘sheds’.

Step forward, Peter Elliott.

Peter first engaged with the industry when he started buying and selling old mowers from his parents home. As someone who was never afraid to break the mould or ruffle a few feathers, Peter subsequently established a dealership, P & E Garden Machinery.

Mower City

When the price-cutting began, he drew up plans to create a buying group for specialist dealers which would not only improve terms, but which would also raise funds for a national advertising campaign.

Thus, at the 1989 IOG SALTEX show, he launched a new buying group Mower City with a target of attracting 70-80 dealers who would pay £1000 initially, all of which would go into a national advertising ‘pot’. The aim was to raise a budget of £100,000 for a campaign to run during the Spring of 1990, with funds supplemented by contributions from manufacturers. At the time of the launch, Mountfield, Hayter, Victa UK, Tecnamotor (Tecumseh) and Ariens had confirmed their support with Hayter announcing that they were withdrawing the supply of mowers to B&Q the following year.

Peter was regarded by many in the mainstream garden machinery business as a bit of a maverick. Under pressure from members, dealer trade association, BAGMA, was not impressed with the concept. Former BAGMA President Gerry Cohen, who ran near-neighbour Power Gardening of Slough, was a particularly fierce critic of Peter.

However, the trade was stunned when in the Spring of 1990, Peter Elliott announced that Gerry, now retired, would be joining Mower City as Director and General Manager! 

When the national advertising began, Mower City had only recruited 38 dealers which Peter described as “. . a satisfactory start for the first year with dealers entering unknown territory”. 

To bolster membership, Mower City took a stand at the 1990 GMA Show held at Kempton Park, the year when the turf machinery industry decided to breakaway from the IOG SALTEX show which had moved from Windsor to Peterborough. The two shows clashed – and the GMA Show proved to be a one-off event.

Lost backing

Shortly after the GMA Show, Peter was informed that Mountfield and Hayter were withdrawing their support. It was a massive blow, a decision almost certainly taken in response to pressure from their existing dealer/distributor network. One of these, Henton & Chattell, had themselves announced the formation of a new dealer group, The Cutting Edge. MD John Chaloner said, “We are a selling group, not a buying group. We aim to underpin the strength of the specialist though the promotion of buying from the experts.”

It proved to be the beginning of the end for Mower City. Peter  had booked a stand at the GLEE show that year, which he cancelled. The stand was subsequently taken over by Victa who were still ‘on-board’ with Mower City.

By November 1990, financial pressures were building up - from manufacturers owed for machines and other creditors. At a meeting held on 28 November, the manufacturers involved agreed a six week voluntary arrangement to allow Peter to complete his search for ‘additional financial strength’ 
However, all came to nought, and Mower City was formally disbanded and wound up. As was his P&E Garden Machinery dealership which later re-emerged as Meadowbrook Lawn and Garden. 

There followed a number of initiatives to set up buying groups, selling groups, own-brands, franchises but none have stood the test of time.

Peter recently

Peter Elliott was a pioneer, an original. Whilst ‘talk-talk’ was prevalent amongst specialist dealers on how to combat their potential nemesis, the sheds, Peter was a ‘do-er’. He took risks, he was engaging and had loads of ideas to promote the specialists.

The problem was he lacked the financial strength needed for long-term success. ‘Politics’ also played a part - as did the timing. There were a host of mergers and acquisitions within the industry at the time which particularly impacted Mountfield and Hayter as both their futures were in doubt.

I am grateful to his wife Elaine and brother-in-law Trevor Thorp, now with Kersten UK, for providing me with additional information. 

The funeral will be held at Amersham Crematorium on Wednesday 26 July at 1.45pm, and all who knew Pete will be very welcome. 

Chris Biddle is the founder of Service Dealer magazine.