A Northamptonshire manufacturer is expanding its reach across the UK and US through a long-term partnership with a fellow county digital agency.

Haddonstone, based in East Haddon, has worked with Zinc Digital in Little Houghton for the past four years to strengthen its online presence and drive sales growth in domestic and international markets. The collaboration reflects a wider trend of established regional businesses using digital strategies to compete more effectively on a global stage.

Celebrating 55 years in business, Haddonstone has evolved from a traditional cast stone manufacturer into a digitally driven operation. Working with Zinc Digital, the company has developed its website, improved SEO performance and invested in paid search and social media campaigns to reach new audiences.

As a result, the business has been able to better target both trade customers and homeowners, particularly in the competitive UK and US home and garden markets. While technical drawings remain essential for trade buyers, the company recognised the need to improve how it engages residential customers online.

One recent development has been the introduction of AI imagery to showcase products in realistic garden settings. This approach allows Haddonstone to present its full range in a more accessible way without the cost of large-scale photography projects.

Nicola Clements, Marketing Manager at Haddonstone, said: “For our trade customers, a precise technical drawing is exactly what they need. But a private homeowner wants to be inspired. Working with Zinc to create AI imagery has given us a practical and cost-effective way to do that right across the range. It really is a gamechanger for our business.”

Beyond creative content, Zinc Digital manages Haddonstone’s website infrastructure, including hosting, WordPress maintenance and ongoing development. At the same time, the agency delivers a continuous digital marketing programme focused on SEO, paid search and social media to support growth across both the UK and US.

Importantly, both businesses are rooted in Northamptonshire, with regular in-person meetings helping to shape strategy and maintain close collaboration.

Nicola added: “I specifically wanted a local agency because I wanted that face-to-face relationship. What we have with Zinc feels much more like an extension of our own team than a typical agency arrangement. The conversations we have in person are far more collaborative, and that makes a real difference to the work.”

Oliver McKeown, Head of Digital at Zinc Digital, said: “Haddonstone is a genuinely special business – deep roots, real craftsmanship, and a product range with a lot of beauty behind it. Our role is to make sure that comes through online, whether that’s through a website that performs and grows with the business, SEO and paid campaigns that put the right products in front of the right audiences in the UK and US, or tools like AI that help bring the range to life visually.”

Hannah Austin, AI Champion at Zinc Digital, added: “The brief was simple – show these products in the settings customers could actually picture them in. AI allows us to create those lifestyle images quickly and cost-effectively across an entire product range, without the need for a photo shoot at every location.”

Founded in 1971, Haddonstone now supplies architectural and garden cast stone products worldwide from its Northamptonshire base. Zinc Digital, established in 2004, has grown into a 20-strong team supporting more than 150 clients annually, with both businesses marking milestone anniversaries in recent years.

Together, the partnership highlights how Northamptonshire firms are combining heritage, local collaboration and digital innovation to drive growth beyond the region.

Main image: Haddonstone team visits Zinc Digital’s Little Houghton offices as part of ongoing Northamptonshire partnership driving UK and US growth