First Editions® is the leading brand for exclusive and innovative shrubs. The shrubs from First Editions® form the foundation for a garden to be proud of. The assortment is carefully curated and continually expanded to meet the market's needs, including considerations for biodiversity, heat and drought tolerance, attractiveness to pollinators, and more. First Editions® is backed by an extensive breeding program focused on exceptional quality. The range consists of more than 75 different varieties, including showstoppers like Physocarpus Amber Jubilee, Cephalanthus Fiber Optics, and Rhus Tiger Eyes®. The striking purple container and vibrant orange label make a powerful statement on the retail floor. The shrub brand is supported by robust, activation-focused marketing support, resulting in a retail experience that engages, inspires, and drives sales. The clear communication message "Good Gardens Great Life™" emphasizes the impact that First Editions® shrubs have on gardens and the enrichment they provide to overall well-being and daily enjoyment. Starting from the spring of 2024, First Editions® will be fully recognizable in brand appearance throughout Europe and the United Kingdom, available at garden centers and hardware stores, and will undoubtedly be of interest to garden architects and landscapers. The shrub brand is brought to the market by First Editions® accredited growers in Europe and the United Kingdom. Together, these growers submitted the concept for consideration as the Best Market Innovation, initiated by breeder Bailey Nurseries.