IWM Expands into Gardening

EUROPE–Imperial War Museums has partnered with Kent & Store, a Crest Garden brand, to develop a range of gardening gifts inspired by IWM’s collections.

April 6, 2018

IWM Expands into Gardening

Kent & Stowe’s new products will feature popular WWII campaigns including “Dig for Victory” and “Lend a Hand on the Land.”


The upcoming collection will showcase imagery, patterns and artwork from IWM’s collection of Second World War propaganda materials, including posters from British Home Front campaigns like “Dig for Victory” and “Lend a Hand on the Land.”

“The ‘Dig for Victory’ campaign was the first one that caught my eye from the IWM collections, it reignited gardening and the concept of grow your own for a whole generation and this self-sufficiency was a major part of our victory in the Second World War,” says Natalie Searle, head of marketing, Kent & Stowe. “We’re really excited to be partnering up with the Imperial War Museums to launch a range of gardening gifts that will inspire gardeners of today to rediscover the freedom gardening and self-sufficiency can bring, allowing them to sustain, grow and nurture for years to come.”

The new line of gardening

products will be available at U.K. retail, including garden centers and supermarkets, in spring 2018.

“We are really excited to be partnering with Kent & Store and are looking forward to developing this new range of gifts,” says David Fenton, head of retail and admissions, IWM. “IWM has been collecting items that explore the causes, course and consequences of war since 1917 and our unique collections help to tell the stories of people’s spirit, resilience, creativity and innovation in the face of adversity.”

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