The partnership will allow Prospect Swetenhams to mine Scotts & Co's customer database, which comprises over 8m mail order buyers, to develop bespoke data services for its clients.
Annette Holmes, managing director of Prospect Swetenhams and Market Monitor, said: "For some time we have been selling their data through the Catalogue Consortium file, but we will now develop a new approach to data provision -- exclusively with Scotts & Co.
"This will now see us not just offering data from individual catalogue lists, but mining all of the Scotts data to tailor-make solutions for our clients.
"This more strategic approach will enable us to develop a more bespoke service tailored to individual clients' requirements."
Jeff Taylor, group data manager at Scotts & Co, which offers kitchen, home and garden, technology, gifts, health, beauty and well being products, said: "It's clear that companies want greater flexibility in the way they select their targets.
"By teaming up with Prospect Swetenhams we are now able to provide data solutions which more closely match their overall data requirements. In short, we're no longer simply selling data from a rate card, but providing individually tailored prospects."