Celebrating A Century At Rowlinson Group

As Rowlinsons marks its centenary, the story of the business stands as a powerful example of how a family firm can evolve, diversify and endure, while remaining true to its roots.

The Rowlinson story begins with determination and hard work. James Rowlinson left school at the age of just twelve and found employment sweeping floors for a timber merchant. His work ethic and aptitude soon saw him rise through the ranks to become a timber salesman. By the early 1920s, he had made the bold decision to work for himself, setting up a small family business as a brass plate sales agent, buying and selling timber.

Growth followed swiftly. Land was purchased alongside the Manchester Ship Canal on Trafford Park Industrial Estate, and in 1926 James Rowlinson & Sons was formally established.

At the time, the British Empire was exporting capital goods such as steam trains, cars and large consumer items around the world. Aside from timber used in housebuilding, almost everything exported required crates or packing cases. With a sawmill and timber yard already in place, the Trafford Park site began manufacturing timber crates and cases, an operation that would underpin the business for decades to come.

Expansion and Diversification

As the years passed, Rowlinsons expanded significantly, importing timber from across the globe and supplying products ranging from construction carcassing to the finest veneers for high-end motor vehicles. Manufacturing capability grew too, encompassing prefabricated housing panels, wirebound containers, agricultural buildings, roof trusses, pallets, shuttering and more.

With expansion came new locations. Sites were developed across the UK and Europe, and in the 1960s a major acquisition was made: a 20-plus-acre former RAF aerodrome at Wardle in Cheshire. Today, Wardle is home to the Rowlinson Group’s head office and the key manufacturing site for both Rowlinson Garden Products and sister company Rowlinson Packaging.

The Birth of Rowlinson Garden Products

By the late 1970s and early 1980s, the business faced another turning point. The move from conventional freight to containerised shipping, alongside the decline of softwood crates and boxes, meant Rowlinsons needed to identify a new manufacturing direction.

The answer came through Britain’s growing enthusiasm for DIY. The launch of the Rowlinson 6×4 shiplap shed, the first of its kind, proved transformational.

Manufactured from kiln-dried South African pine and retailing at just £99.99, it was robust, affordable and perfectly timed. Demand surged, further products followed, and Rowlinson Garden Products was born.

Rowlinson Garden Products Today

ws on generations of timber expertise, manufacturing excellence and a passion for innovation. It is now a leading UK manufacturer and importer of garden buildings, structures and storage solutions.

The range has grown far beyond sheds to include garden furniture, grow-your-own products and landscaping solutions. With more than 400 products available, the portfolio caters for everything from traditional cottage gardens to modern, contemporary outdoor spaces. Many designs are developed in-house and protected by design rights, registered designs and patents, evidence of a business that continues to innovate.

Leadership, Transition and the Next Generation

The Rowlinson Group is led by Chairman Jimmy Rowlinson, working alongside the next generation of the family, Will Rowlinson. Supporting the family is a strengthened leadership team, including Alistair Sharman, who joined the board eight years ago at a crucial moment.

Reflecting on that period, Alistair explains: “I joined the business at a critical point in its development, with Jimmy beginning to think about some sort of retirement and Will feeling that he was not quite ready to take over the helm."

"My background in finance and IT was also fitting, as the Finance Director had just retired, so there was a clear business need for my skills. I was also able to help support the transition process.”

Will’s journey within the family firm has been equally distinctive. Like many next-generation family members, he grew up alongside the rapid evolution of the internet and technology. Entering the business at a young age, he was keen to make his mark. He established an online garden products business, which grew quickly and allowed him to build a reputation in his own right. In 2024, he became Director of Consumer Products on the group board.

As Alistair observes: “Will has done an incredible job, taking responsibility for pricing and commerciality, introducing new products and reshaping the range."

"That is helping to drive the next phase in the journey of the family business.”

Evolution with Purpose

Rowlinsons is a strong example of a family business that has evolved and diversified while retaining core activities. Packaging remains one such cornerstone, with wooden crates still produced to transport products worldwide, from tall computer servers to automotive components.

For Will, joining the family business felt natural rather than inevitable: “It was probably more likely for me to join because of my background in maths, economics and finance, but it has been a totally organic experience. It started with garden products, my interest in technology and the desire to get my teeth into my own project.”

That project soon gained momentum.

“We started with a few products, added more and the online business really began to take off. The pandemic accelerated that growth as people invested in their homes and gardens."

"The business is still growing and my role continues to expand, with a greater need for product knowledge and a clear understanding of where we are going as a whole business.”

Looking Ahead

As Will steps further into leadership, learning and strategy have become central themes,

“For me, the past 12 months have been about strategy, what products work, which channels we use, and identifying new opportunities. It’s about understanding what garden products of the future will look like and where we need to be in the market.”

Data, he believes, is critical.

“The world we operate in today is very different from generations past. We need to use data to our advantage, to understand our customers, what they want now and what they will want in the future, as well as to manage the supply chain effectively.”

Each generation, Will reflects, has played its part.

“My great-grandfather started the business, my grandfather built the packaging services, my dad explored new products and markets and introduced many ‘firsts’. I’ve been able to develop our digital strategy as we futureproof the business for the next stage of our journey.”

A Century Milestone

Now employing over 300 people and generating around £50 million in annual turnover, Rowlinsons makes a significant contribution to the local economy and community.

Family values are deeply embedded in the culture—people matter, long-term decisions are prioritised, and customer experience remains paramount.

As the business celebrates 100 years in 2026, Will reflects:

“This is a proud moment for us all. My dad sees himself as a steward of the business, ensuring its continued success and survival. While the history and heritage are incredibly important, my focus is firmly on the future, making sure we continue to thrive for generations to come.”

“For us, it’s not only our products that define us. It’s also the people we are fortunate enough to work with and supply. We’re passionate about creating relationships that last and this will continue to be a key pillar to our future success.”

A remarkable family business story, and one that looks well placed to flourish for the next hundred years and beyond.