Garden Centre Retail April/May 2019 by Eljays44

Garden Centre Retail ISSUE 43

•

PEOPLE • PRODUCTS • PROFIT

April/May 2019

PL A N TA R I A F O CU S

A PERFECT

AN INTERVIEW WITH

CHARLIE GROVES

GROVES NURSERIES

RAISING YOUR PROFILE BUILDING A BRAND WITH PERFECT PR

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OUTDOOR COOKING

CURRENT TRENDS IN OUTDOOR EQUIPMENT

ANATOMY OF A PRODUCT

THE LATEST ON FLYMO’S NEW C-LINK RANGE

04/04/2019 11:53

FREE BASE with every greenhouse

GREENHOUSES WALL GARDENS COLD FRAMES ACCESSORIES

For more information contact your nearest retailer or visit vitavia.co.uk @VitaviaLtd

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01473 218100

info@vitavia.co.uk

02/04/2019 31/01/2019 10:51 09:57

Welcome

WELCOME TO...

Garden Centre Retail W

elcome to Garden Centre Retail, April – my favourite time of the year when I enjoy spotting the signs of new life beginning to appear all around us, from newborn lambs in the ﬁelds to the budding ﬂora colouring our green spaces. It’s also the month I celebrate my own birthday and the time I focus on renewing my own garden, inspired by the refreshing ideas emerging in this sector. Judging by my recent visits to garden centres, it’s plain to see I’m not alone in this sense of renewal – customers are excited by the prospect of Spring, there’s an urge to get outdoors and get to work, planting seeds and vegetables or simply making a start on the lawn. In this issue we talk to Charlie Groves of Groves Nurseries, a business that has been in his family since 1866. Charlie heads the sixth generation at the helm and recounts the interesting history of the business, its specialities and the recent investment into its infrastructure. Plantaria is the subject of a special section in this month’s issue. We also take a look at the latest news in this market, as well as reporting on what the industry can do to attract the important millennial generation. Enjoy this magical month, celebrating all that’s new!

ADVERTISING Sales Executive – Beth Doran beth.doran@eljays44.com Tel: 01903 777 592 Horticulture Careers – Liam Colclough Tel: 01903 777 584 liam.colclough@eljays44.com PRODUCTION Design – Kara Thomas, Kirsty Turek

Joe Wilkinson Managing Editor, Garden Centre Retail joe.wilkinson@eljays44.com

Printed by Pensord Press Ltd, Gwent, UK Published by ©Eljays44 Ltd MANAGEMENT Managing Director – Jim Wilkinson Director – Lisa Wilkinson Business Development Manager – Jamie Wilkinson

Customers, are excited at the prospect of spring, there’s an urge to get outdoors!

MARKETING AND CIRCUL ATION Client relations – Amber Bernabe amber.bernabe@eljays44.com Tel: 01903 777 581 Subscription enquiries – Chris Anderson chris.anderson@eljays44.com Tel: 01903 777 588

Garden Centre Retail is published bimonthly by Eljays44 Ltd. The 2019 subscription price is £95. Subscription records are maintained at Eljays44 Ltd, 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA. Articles and information contained in this publication are the copyright of Eljays44 Ltd and may not be reproduced in any form without the written permission of the publishers. The publishers cannot accept responsibility for loss of, or damage to, non-commissioned photographs or manuscripts.

@GardenRetailUK Garden Centre Retail Garden Centre Retail www.gardencentreretail.com

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EDITORIAL Managing Editor – Joe Wilkinson joe.wilkinson@eljays44.com Tel: 01903 777 577

Subeditor – Sam Seaton sam.seaton@eljays44.com Tel: 01903 777 591

GCR APP

www.gardencentreretail.com

Eljays44 Ltd 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA

Subeditor – Kia Wilson kia.wilson@eljays44.com Tel: 01903 777 597

Joe and the GCR team

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Whilst every effort has been made to maintain the integrity of our advertisers, we accept no responsibility for any problem, complaints, or subsequent litigation arising from readers’ responses to advertisements in the magazine. We also wish to emphasise that views expressed by editorial contributors are not necessarily those of the publishers. Reproduction of any part of this magazine is strictly forbidden.

Garden Centre Retail April/May 2019

04/04/2019 10:27

Smiemans Projecten

specialist in glass constructions New garden centre Hortes (3,000m2)

Emphasis on experiences

Gained knowledge

In the future, customers will spend more

For decades we have been building publicly

money on experiences than on products in

accessible buildings, like garden centres

your store. As a result, the garden centre

and other retail structures. To realise these

model will increasingly change to the

types of buildings, we must meet other

experience centre. Playgrounds, workshops

requirements, which are more in the direction

and wellness will generate more traffic, also

of housing. We have the knowhow and

in slower parts of the season. An important

experience that is required and to comply with

reason for retailers to invest in their facilities

stringent demands for insulation, air pressure

and make sure that their customers have a

tests, etc. Our glass constructions give you the

reason to visit time and again.

best results.

We can meet all your wishes, like we did for Groves Nurseries More information: www.smiemansprojecten.com +31 174 638000

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PROJECTEN

02/04/2019 10:53

Contents

Garden Centre Retail ISSUE 43

•

PEOPLE • PRODUCTS • PROFIT

April/May 2019

PL A N TA R I A F O CU S

CO NTE NT S

A PERFECT

AN INTERVIEW WITH

CHARLIE GROVES

GROVES NURSERIES

RAISING YOUR PROFILE BUILDING A BRAND WITH PERFECT PR

OUTDOOR COOKING

ANATOMY OF A PRODUCT

LATEST TRENDS AND OUTDOOR EQUIPMENT

THE LATEST ON FLYMO’S NEW C-LINK RANGE

APRIL /MAY 2019

NEWS

PRODUCTS

PLANTARIA SPECIAL

06 NEWS

27 GIMA

42 PLANTARIA NEWS

A roundup of the latest news from the sector

BUSINESS 12 THE INTERVIEW

Charlie Groves, Groves Nurseries

17 CORPORATE SOCIAL RESPONSIBILITY

Understanding CSR strategies

The latest from GIMA members

28 OUTDOOR COOKING

44 NEW DIANTHUS

Lovania Nurseries’ exclusive range

Big sellers ahead of summer

45 PLANTARIA PHOTO IDEAS

30 PEST CONTROL

Dependable pest control choices

32 OUTDOOR HEATING

Excellent plantaria highlights

46 DIVERSIFY AND DRIVE YOUR SALES Why diversiﬁcation is instrumental to plant sales

Top heating options

33 WATERING

48 SELLING TO MILLENNIALS

Four gardening staples

Understanding the relationship millennials have with garden centres

18 HOME DELIVERY

35 GARDEN MACHINERY

19 RAISING PROFILE

37 ANATOMY OF A PRODUCT

COMPANY PROFILE

38 TRADING WITH

52 PELARGONIUM FOR EUROPE

Outsourcing logistics with Weengs Promoting your business without breaking the bank

20 GDPR UPDATE

GDPR’s impact on retailers

Powerful garden tools

Flymo’s new C-Link range

Colin Sanders of Bathgate

Raising awareness for geraniums across the continent

54 FLOWERTRIALS

22 CATERING FOCUS

Summer menu inspiration

June’s exciting international pot and bedding plant event

56 MAGICAL HYDRANGEAS

A 150-day growing challenge set by Magical Colours Your Home

32 www.gardencentreretail.com

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58 FOUR OAKS

The Four Oaks Trade Show returns

Garden Centre Retail April/May 2019

04/04/2019 09:46

News

NEWS CENTRE Cherry Lane buys Wyevale Barnett Hill

alue garden centre group Cherry Lane has bought Wyevale Barnett Hill. This represents the third acquisition of its type over the last 12 months for the group. They continue to look for further sites as part of their on-going expansion strategy. Nick Rubins, CEO of QD Group said: “This acquisition is a great landmark in the success of the garden centre business. We are a family run business and this is a major buy for our Group. We’re very

pleased to welcome the team from Wyevale.” The garden centre will be Barnett Hill by Cherry Lane and will keep all staff. The company will introduce some key improvements to the centre over the next few months. This is to improve customer experience of the great value and quality of products. Barnett Hill by Cherry Lane is the 13th garden centre owned by the group. www.cherry-lane.co.uk

Wentworth Garden Centre adds new restaurant

ontractors have recently begun work at Wentworth Garden Centre on the first phase of a new catering operation. It will see the creation of a state of the art, 150 cover, waitress served restaurant. The new build at Wentworth will be added to the existing 300 cover Walled Garden Coffee Shop & Restaurant. It will complement other smaller

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satellite catering options already in operation on site. Rotherham firm Foers Contracts has been appointed as the main contractor. Work is already underway. The second phase of the project will begin in early 2020. It will see the creation of a linked deli, bakery and patisserie through conversion of existing units. wentworthgardencentre.co.uk

Garden Centre Retail April/May 2019

Nisa and Dobbies launch new partnership

isa Retail has announced it has signed a deal with Dobbies to support their new Foodhall strategy. The decision to join forces with Nisa was driven by the garden centre’s desire to develop its Foodhall offering. Customers can still expect to find unique, premium quality items in the Foodhalls. Now, a wide range of everyday groceries will be provided by Nisa. This range will give customers more choice, allowing Dobbies to cater for customers’ needs. “We are delighted to partner with Dobbies. We look forward to helping them on a journey to establish their Foodhall. We will unlock the full sales potential of these sites,” said Steve Leach, Nisa Retail sales director. Nisa and Dobbies worked together to develop a range of fresh, chilled and frozen products. They’re helping to dovetail everyday products into the existing range.

Archie Stewart, Dobbies’ head of food said: “I am delighted to see our new strategy come to life in the Foodhalls. Customers are shopping for less, more often. “We have created a Foodhall offer that caters to this top up shop mission, whilst also maintaining Dobbies uniqueness. “The Nisa product range has provided us with a credible breadth of range. Other collaborations such as Booths and Luca’s Ice Cream have helped to differentiate our food halls. It has enhanced the shopping experience. “Nisa has enjoyed an exceptional period of recruitment. It has proven that it’s suited to partnering with a wide range of different retail formats. We know that Dobbies will enjoy the input of our specialist retail support teams.” www.dobbies.com

www.gardencentreretail.com

03/04/2019 16:06

News

Glee invests in new app for show

lee joins the digital revolution with the launch of a new smartphone app. It’s designed to provide a matchmaking solution to help retailers to get the most out of the show. The AI-powered event solution will offer benefits for both exhibitors and retailers. It utilises a matchmaking software by Grip that has already proved itself at leading events globally. Visiting retailers will be able to better measure their

‘return’ on time spent at the show. This is through personalised exhibitor recommendations and a meeting scheduling function. The Glee app will also include an overview of educational content and seminars. This is to help retailers plan their trip around Glee all from the palm of their hand. Glee’s event director, Matthew Mein, said: “We’re excited to announce the introduction of the new Glee

GCA inspectors team strengthened by Jane Lawler

he GCA has welcomed Jane Lawler as its new inspector. Jane has more than 35 years of experience in marketing and business development. She’ll be responsible for inspecting centres in North Thames, Scotland and Northern Ireland.

Iain Wylie, GCA chief executive, said: “We’re thrilled to have Jane join our team of inspectors. She will be key in helping us ensure consistency and raising standards. She’ll visit approximately 40 of our centres each spring. Jane’ll score each one using our inspection form, and give honest feedback.

www.gardencentreretail.com News.indd 7

“She’ll also make presentations at our meetings and annual conference in 2020. “The 2019 inspections for member garden centres start on March 18. Members in North Thames, Scotland and Northern Ireland will see Jane soon.” Jane began her career in horticultural field trials with Pan Britannica Industries Ltd. She went on to work in customer services and technical product development. This was before expanding her interest in marketing. She said: “It’s a privilege to be able to use my years of experience in the UK garden sector. I want to support the GCA’s continued drive for excellence in garden centre retailing. “I’ve seen from the outside how members take the inspection and how it has contributed to improvement in standards. I’m delighted to now have the opportunity to support and contribute to that process.” www.gca.org.uk

app. The industry has been calling for such a tool for some time, but we wanted to ensure we had the best possible platform at our disposal before launching. “Grip has a great track record. It uses live data to provide a matchmaking tool for both our exhibitors and visitors. It’s helping to improve and increase the

exhibition ROI for both. We look forward to rolling out the Glee app, and working with the market to make it the go-to tool.” The Glee app will be available on Apple and Android from early June 2019. It will also be web-based, making it available for use across devices. www.gleebirmingham.com

Garsons picks up prestigious Toy Award

he National Toy Industry Awards has recognised Garsons for the magic and theatre it provides to its younger customers. It is the first time the familyrun business had entered the prestigious awards. A panel of judges from across the industry judged the list of finalists. British Toy and Hobby Association and Toy Fair members, toy agents and toy retailers were asked to enter. Garsons impressed the judges with ‘in-store theatre and magic for children’, receiving a judges’ special recognition award. Sarah Crees, gifts and Christmas buyer said: “We’re delighted with this award. To enter the Toy Industry Awards for the first time and come away with this recognition is a huge achievement.

“Our toy department has gone from strength to strength and is now one of our most successful departments. “We are always seeking out new toy innovations, thinking ahead and striving to enhance our toy department. “Our specialist team are aware of what’s new, about to hit the market and what’s proving to be top on gift lists.” The toy department caters for all ages. It has an extensive range of well-known brands and children’s characters as well as smaller not-on-the-highstreet games and toys. The displays get brought to life with a moving and roaring dinosaur. Giant plush giraffes and safari animals also help create a magical environment. www.garsons.co.uk

Garden Centre Retail April/May 2019 7

03/04/2019 16:07

News

Burcot Garden Centre receives permission for 11 houses

planning application has gone to Bromsgrove District Council to build 11 houses on the site of Burcot Garden Centre. The proposal comprises eight properties. Five with three bedrooms and three with four bedrooms. There would be three for under market value. There will also be 32 car parking spaces included in the development. Along with associated landscaping, bin storage and a new access from Pikes Pool Lane. In the application it is claimed the redevelopment would provide a benefit to the green belt. There would

News.indd 8

be less hard-standing and a greater green space. It added the removal of structures, such as sheds and storage containers would also improve the appearance. The garden centre has been on the site for 11 years and has 23 members of staff. Burcot Garden Centre owner Ian Gow said planning permission would not mean the end of the centre. He said: “we’re exploring the options available and will look at the situation.” Under the council’s planning regulations developments have to begin within three years. burcotgardencentre.co.uk

Garden Centre Retail April/May 2019

Haskins installs Spaciotempo temporary building

paciotempo is helping Haskins to grow thanks to the installation of a temporary store. Haskins at Snowhill chose Spaciotempo to provide the retail environment for its customers. This is while work to create a new permanent facility is underway. The 1,575m2 structure has proved popular since customers entered on March 2. Store manager Dave Lilley said the reaction of customers and employees is positive. He added: “We all love the building. The quality of the finish is so good that a lot of people have asked if it is the new permanent garden centre! “Spaciotempo’s product exceeded our expectations while remaining good priced. Particularly given the high spec that we opted for. We’re impressed with the whole

team who were professional from the start right through to the end.” The retail space comprises a trio of gutter-linked units with everything visitors expect to see. The facility also has a 180-seat café. The plant area is in a further two units, measuring 15m x 30m. Perforated walls and a special designed roof allow more air and light into the section. The building will stay in place for a year while a new store is constructed on the same site. Dean Ridley, operations manager at Haskins, added: “The temporary store is the perfect solution for us. We’re impressed with it. “We did a lot of homework on various suppliers before we decided to work with Spaciotempo. It was vital that the building was right.” www.haskins.co.uk

www.gardencentreretail.com

03/04/2019 16:08

magrini high chairs The Magrini Breeze commercial high chair stacks up to 8 high for easy storage and comes in a choice of colours that will not fade or peel. The strong, sturdy design allows your smallest customers to feel safe and the chair pushes up to the table to create a relaxed family mealtime. The Breeze high chair is manufactured in the U.K. by Magrini.

tried & trusted by young professionals safe - strong - stacks Tel:t:01543 sales@magrini.co.uk• • w: www.magrini.co.uk 01543375311 375311 • •Email: e: sales@magrini.co.uk www.magrini.co.uk

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02/04/2019 10:55

Advertorial

Liano Textile hose range

AquaRoll metal hose trolley

#Cleverwatering with GARDENA The right irrigation is essential to maintain a healthy, vibrant garden. GARDENA has everything you need to water your garden, from large lawns to balconies and terraces. No matter what size garden you have, you need a hose you can rely on. The GARDENA textile hose Liano range is not only lightweight and easy to manoeuvre, but incredibly strong. Covered in a highly durable, robust textile fabric, the hose will not kink puncture or rip even when being dragged through prickly Rose bushes. In addition, the 35-bar burst pressure means that the GARDENA Liano hose can handle any water pressure. When under pressure, the inner hose expands slightly to a diameter of 13 mm (1/2”) to ensure high water flow. With a 30 year warrantee, you can rest assured that the Liano hose will be by your side season after season. At GARDENA, we’re passionate about sustainability and believe that every drop counts when it comes to irrigation. The Wall Mounted Hose Box

Husqvarna Watering.indd 1

Comfort Cleaning Nozzle EcoPulse uses up to 40% less water than regular cleaning nozzles, while still ensuring powerful cleaning. The four spray settings allow you to switch easily between cleaning and irrigation settings from mist spray to hard cleaning. As with all GARDENA products comfort is important, the GARDENA EcoPulse nozzle has been specifically designed with an ergonomic handle, soft plastic components and a trigger lock to prevent hands getting tired or cramping. With frost protection guaranteed, a five year warrantee and compatibility with other leading brands the EcoPulse nozzle is the perfect solution for your watering needs. Handy and compact, the GARDENA Balcony Sprayer is perfect for smaller outdoor spaces. The reduced waterflow and soft spray feature allows for gentle irrigation. Designed with gardeners in mind, the Balcony Sprayer has been ergonomically designed with soft plastic components and like the GARDENA EcoPulse comes with a five year warrantee and frost protection. Looking for a sturdy hose trolley to keep up with demand season after season? Introducing the GARDENA AquaRoll Easy Metal set. The highly durable, tough wearing hose trolley features a foldable, sturdy metal crank and a patented fold-out foot meaning the trolley will stay put, even when the hose is pulled. The innovative hose

Comfort Cleaning Nozzle EcoPulse

guide ensures effortless winding up of the hose after use. The GARDENA AquaRoll Easy Metal set features an angled hose connection, which prevents the hose from bending, allowing maximum water flow. With an anti-drip device, frost protection and a five year warrantee the GARDENA AquaRoll Easy Metal set is fast becoming the passionate gardeners best friend. For a convenient, compact hose storing solution, the GARDENA Comfort Wall Mounted Hose Box is not only flexible and easy to manoeuvre, it also acts as a handy storage solution for all your hose accessories with the specially designed wall bracket. Gone are the days of bending cranking and dirty hands, to retract or pull the hose just gently pull. The GARDENA Comfort Wall Mounted Hose Box comes with the box, hose, connectors, nozzle and wall bracket means it’s ready to install when you are. For more information about GARDENA’s range of watering products, visit www.gardena.com/uk

02/04/2019 16:08

APRIL/MAY 2019

BUSINESS 12

THE INTERVIEW Charlie Groves of Groves Nurseries

CORPORATE SOCIAL RESPONSIBILITY CSR strategies

HOME DELIVERY Outsourcing logistics with Weengs

RAISING PROFILE Boosting your brand on a local level

GDPR UPDATE How GDPR changes are affecting retailers

CATERING FOCUS The latest summer lunch menu recipes

Business Cover.indd 11

03/04/2019 16:40

Business Interview

AN INTERVIEW WITH

CHARLIE GROVES GROVES NURSERIES

Six generations have steered Groves Nurseries through dramatic change and steady development; GCR discovers how this family business has stood the test of time

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Garden Centre Retail April/May 2019

www.gardencentreretail.com

03/04/2019 16:10

Interview Business

ocated amid the rolling hills and lush greenery of Bridport, Groves Nurseries is steeped in history and heritage. Originally set up in 1866, the nursery began as a mail order seed company before developing almost 100 years later into a plant-growing business. In the Eighties the A35 was built giving convenient access to the site and Groves Nurseries became a garden centre. Managing director Charlie Groves is the sixth generation of the family to be at the helm of the business. Recalling the past, he says: “Mum and dad ran it initially as a nursery before the A35 was built. Dad then turned the business into a garden centre. I grew up playing on the bags of compost and that kind of thing.” In the 1980s the business went through a transformation. “The A35 was built right past the garden centre,” explains Charlie. “Some of our land was purchased for that purpose. Ironically, dad was dead against the bypass coming through, he fought tooth and nail to try and stop it, but now of course it is the lifeblood of the business. “Using the money from the sale, he was able to build the ﬁrst part of the shop. Then he had to decide whether he wanted to run a nursery or a garden centre. At the time garden centres seemed to be doing well so he went that way.” History The business was ﬁrst conceived in the small village of Piddletrenthide, near Dorchester. Says Charlie: “It was my great, great, great grandfather that started the business. He was a thatcher, a miller, and a bible seller. He bought a house called

www.gardencentreretail.com

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Ivy House which had steep south facing slopes which were ideal for growing plants and he started up a seed business. The plants matured early, which meant he could harvest the seeds early. Making use of his contacts as a bible seller and the

As the A35 was built, the business went through a transformation

post ofﬁce he and his daughter owned, he started selling the seeds via mail order.” In the years that followed, the business was housed in several different properties, all in the local area. In the 1960s Charlie’s grandfather bought the land at the current location and run the business as a traditional nursery.

During World War Two, Charlie’s great, great grandfather went to India to fight, leaving the business in the hands of his wife. An archive of all the seed catalogues from 1937 onwards shows the importance the business placed on the Dig for Victory message. “During war time the focus was on grow your own,” says Charlie. “Accordingly, that message was promoted in our catalogues when we switched from selling flower seeds to vegetable seeds.” Getting into the business Charlie has been involved in the business from a young age when he worked in the shop before heading north to Leeds University to study plant science. He remained in Yorkshire once his degree was finished and gained experience working for Hayes Garden World in Leeds, learning about the commercial side of retailing. After a year, he returned to the business in Dorset, then in 2010 embarked on a three-year foundation degree in horticultural retail management at Kingston Maurward, Dorchester. “Part of our training involved spending a week in different garden centres around the country and seeing how they operated and handled finance, marketing, human resources, health and safety and so on. It showed me all the different aspects of the garden centre operation behind the scenes as well as on the floor and that really opened me up to the garden centre world. It also revealed the potential for 

Garden Centre Retail April/May 2019

03/04/2019 16:10

Business Interview

with Chris and Alex at Malcolm Scott Consultants, who suggested the new location for the restaurant. The project had its challenges says Charlie. In the absence of any services, electricity and gas mains had to be installed and foul water had to be pumped away – a considerable investment before building had even begun. Says Charlie: “We wanted to create an impressive stand-alone horticultural building, that looked attractive. Most of the investment is below the ground rather than in the visible frame of the building. When we compared the design to a more traditional looking building, there wasn’t a huge amount of difference in price, so we went for it.”

catering within a centre too. We looked at starting to develop the site and introduced our restaurant last year.” Investment The Ivy House restaurant is a real statement building, inspired by those at places such as the RHS Wisley Garden. “Before Ivy House we had a 38-seater restaurant which was inadequate for a £3m turnover garden centre. We wanted to grow our offering but the existing shop really wasn’t suitable; we couldn’t just bolt a restaurant onto the side of the building. We wanted to increase access throughout the centre and also be visible from the A35 to attract customers.” Groves Nurseries worked closely

Interview.indd 14

Garden Centre Retail April/May 2019

Customer base The aim of the new restaurant is to attract the younger generation in Bridport,” explains Charlie. “There is an older demographic here that we cater to but we want to appeal to the younger customer as well. We also want to encourage our customers to venture into the shop after they have visited the restaurant, so we are working on improving our gift offering too.” At the moment Groves has resisted introducing play areas believing this might extend customer dwell time and, in turn, increase longer car parking time. “I feel there is already plenty here in the centre to keep our young visitors happy – they enjoy playing in our display sheds, or looking at the ﬁsh in our pond.” Charlie isn’t focused on selling to the millennials either. “Although this has been the push of the industry in recent years, I am dubious that it applies to us,” he says. “This is partly because of our local area and also because people tend to get into gardening at an older age anyway. If you can get a balance between focusing on the core older gardener and attract the younger customer at the same time, then so much the better. The danger is to focus on just one and risk

If you can get a balance of focusing on the core gardeners, whilst also attracting younger ones, that’s great overlooking the other. We are lucky in that we have dedicated customers that visit us whatever the weather. When we compare our ﬁgures with other centres, we notice that in a good year, we tend to be a little below other places, but in a bad year, we tend to do a little better. We don’t seem to ﬂuctuate as much. If in the gardening season we have poor weather, we’re lucky, our customers still come in.”

www.gardencentreretail.com

03/04/2019 16:15

Interview Business

Current business The business now employs around 70 staff and is led by Charlie, his sister Becky and his mother. Staff numbers are kept constant throughout the year, although recruitment can be challenging in this location. “We’ve got a good mix of staff, young and old,” says Charlie. “We try and recruit from all over, although attracting staff to this area can be difficult as there are no major cities near us. “Even trying to find chefs is quite a challenge,” says Charlie. “We do try to retain staff all year round as a lot of garden centres do.” The future Following the recent investments, Charlie believes that by the end of 2019, Groves Nurseries will be in the position they want to be, at least for a while. “Once we’ve finished improvements to the shop, it will be business as usual for at least a couple of years to see how things develop.” “We also want to turn our attention to team training and get everyone to the next level of professional retail and support them with managing their teams – something that is more and more important as the business grows.” As for the future, the next generation is waiting in the wings to take the business forward. However this won’t happen for some time as the oldest is only eight. “I’ve told them they can’t join the business until they turn 30 – I want them to go off and cut their teeth somewhere else first!” w

We do try to retain staff all year round as a lot of garden centres do

Networking Sharing information in this sector is helpful says Charlie. The business is part of the Retail Development Forum, a member of the HTA and belongs to the Wessex Garden Centre Group – a collection of six local garden centres that share information and critique one another. “We go to each other’s garden centres once a month, and because we know each other quite well, we can be honest, harsh even in our critique, but it’s useful. It’s a very informal group, always friendly and a nice little network to have,” says Charlie. “If we have a business problem, we share it to help each other. For example, there was a recent issue about rates for the restaurant, so I asked the group who they use to review them and a few hours later I had a list of useful contacts.”

www.gardencentreretail.com Interview.indd 15

Garden Centre Retail April/May 2019 15

03/04/2019 16:15

LIVE

is taking to the road!

LIVE CHESHIRE

MAY 2019

KENT JUN

25 GCR Live.indd 1

LIVE

GCR Live is hitting the road this summer to educate and inspire the garden retail market throughout the UK. We invite you to join us at our Kent or Cheshire event for an afternoon of topical seminars, a delicious seasonal lunch and an exciting industry panel debate! Our day will wrap up with a drinks reception that will provide the perfect opportunity for networking with industry peers. These events are free to attend. For more information and to register for your complimentary tickets please contact Chris Anderson. chris.anderson@eljays44.com or call 01903 777 588

2019

03/04/2019 11:51

Corporate Social Responsibility Business

CORPORATE

SOCIAL RESPONSIBILITY It makes great business sense to get your CSR strategy right

orporate social responsibility (CSR) is a frequently used term, but what does it mean for your business? How do you turn CSR into something that has a positive impact on your company and its bottom line? CSR is deﬁned as the accountability a business must have to the people and community that it affects. This includes social, environmental and economic aspects. Its aim is to improve society in some way, and while it is not hard to get behind the concept of CSR, making time to put it into practice is not always easy. Engaging your employees to act with CSR in mind and sustain that focus can be challenging over time. The best way to drive these behaviours is to have a solid CSR strategy in place. Getting the right focus takes planning, attention and passion from the whole business to maintain energy. So, what does a CSR strategy look like and what should it include? There are three key elements to consider: planet, people and the public. It may be helpful to break your strategy down into these sections. Planet: think about those things that can have a positive impact on planetary resources and sustainability. Set goals regarding the conscious sourcing and manufacturing of products, how you deal with and support suppliers, have targets regarding recycling and potentially offering community recycling. Target ‘green’ suppliers. Look at energy saving opportunities, record energy usage statistics, try going paperless or set paper reduction targets. Look at your environmental policy and/or statement and how this is made known to your employees, customers and suppliers.

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People: investing in your workforce is probably the best thing you can do to support a CSR strategy. Employees are your biggest advocates and promotors, so having happy, motivated and helpful staff has a big impact. Promote diversity, pay a fair wage, encourage the development of your employees, allowing ﬂexible working, and reward your employees for doing well. You could also look at the ethics of the suppliers you work with: Do they treat their employees fairly? Do they have antislavery policies in place? Public: the people you and your business encounter should leave with a positive impression from that experience. Initially take a view of your impact area, whether this be the local footprint or global. Understand your community and their preferences or needs. Think about charities that either align with your business or with the impact area. Make products for the charity, ringfence money for charitable activities, have a donation matching scheme to encourage employees to fundraise, work with local schools, or sponsor local competitions and events.

Once you have created your strategy then communication is key. Define and keep track of your actions, promote your achievements and boost awareness of your CSR impact by including it in your packaging, marketing and as a part of your company value proposition so it is seen and heard loud and clear internally and externally. With research showing that 87% of customers consider CSR in their purchase decision, it makes sense to get this right. If customers are likely to align themselves with brands that do more for good causes and community projects there should be tangible benefits for the planet, for people and for your profit. Contact ViewHR on 01425 205390 or at hr@viewhr.co.uk. See the work we do to support the people in your business at www.viewhr.co.uk. ◗

Garden Centre Retail April/May 2019

03/04/2019 15:17

Business Home Delivery

OUTSOURCING LOGISTICS

FOR HOME DELIVERIES London-based start-up Weengs state they can save four hours a day dealing with the preparation, packing, logistics and delivery for online orders for retail stores. Garden centres could be in a prime position to take advantage of this

he digital market is growing, and you can future proof your business by getting online. The UK has the third largest e-commerce market in the world, as of 2015. The most recent UK government ﬁgures placed the value of e-commerce sales at £533 billion. In August 2018, The Telegraph reported that one in every £5 in the UK is now spent with online retailers. Businesses can no longer expect to thrive without an online offering. The market is growing and showing no signs of slowing down. A study by EmpathyBroker in 2018 showed that 55% of consumers shop more online than they did the previous year. On average, consumers will buy something online six times a month. The group of 25 to 34 year-olds are the most active consumers online and shop online an average of eight times per month.

As online sales grow, there are many tools and services that make it easier than ever to have an e-commerce offering as part of your business But it isn’t just young people shopping online. Research from digital marketing agency Greenlight shows that shoppers aged 55 or over are expected to make up two thirds of all retail activity by 2025. Despite only 22% of online retailers deliberately targeting the ‘grey pound’, Greenlight’s research found that 76% of over 55s make at least one purchase online

Garden Centre Retail April/May 2019

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a month, and that 9 out of 10 will use the internet to research and buy products. As online sales grow, there are many tools and services that make it easier than ever to have an e-commerce offering as part of your business. Tools like Magento and Shopify make it easier than ever to open and run your own online store. Social media posting tools make basic marketing trivial. When it comes to delivery, a service like Weengs can help streamline the process of packing and sending online orders. In a world where it is more important than ever to have great online services, consumer expectations are higher than ever. Currently operating in Greater London, Weengs collects items from wherever your business is based. Small and medium stores often have limited space for storage of stock and packing materials, and likely can’t afford to have stock for online orders sitting in a 3PL warehouse. Weengs takes this issue and solves it by collecting products directly from the retailer’s store and packing and sending from their dedicated warehouse. Dealing with packing items can be complex, particularly if you offer a range of items from small candles to bulky barbecues. Safe packaging is essential for great customer experience. Weengs aims to use the best quality packing materials and custom-made boxes and packaging for any item and pack it safely and deliver it in perfect condition. There’s no minimum collection, the company is dedicated to helping businesses of all sizes get to grips with e-commerce.

While online sales are booming, we also know that the ‘bricks and mortar’ experience is still important to customers. Looking at items in person and being able to choose when to have items delivered is part of raising customer satisfaction. Weengs is able to help retailers provide a seamless online and offline experience. They collect items on the same day, safely pack them and deliver to the customer’s home without any extra hassle for retailers. For retail business owners who need to get their e-commerce orders to their customers reliably and efficiently, Weengs’ staff collects their orders daily, packages them safely and ships them on time. Retail is changing. It’s no secret that more people are either discovering or buying products online. The smarter, forward-thinking businesses are creating a seamless experience between online and offline experience, generating more sales and building a sustainable futureproof business. Weengs is uniquely positioned to help small businesses create that experience. ◗

www.gardencentreretail.com

03/04/2019 15:09

QUICK TIPS

Public Relations Business

TO RAISE YOUR LOCAL PROFILE, BOOST YOUR BRAND AND GET MORE CUSTOMERS Effective promotion doesn’t have to be expensive, as Honest Communications’ Holly Daulby explains

ou want to raise your profile in your local community, drive footfall, reach new customers (whilst looking after the relationships you’ve built with existing ones), and develop loyalty to keep people spreading the word about how great your centre is. All without spending a fortune. It sounds impossible, right? Communicating with your customers needn’t cost the earth, it’s all about building relationships and investing time in nurturing them. Here are some quick tips to help raise your local profile that won’t break the bank. 1. Identify, locate, communicate - the who, what, where of marketing • Who do you want to reach? For most garden centres, customers are in a small catchment area, so location is easy. But also think about the demographic and the type of customer you’re wanting to attract. Are you wanting to appeal to keen gardeners? What about those with small spaces or those that simply want it to look nice without hours of work? • What do you want to say? Be sure to know what you want to say and be specific so that your message stands out. Also, think about your tone of voice and make sure what you’re saying reflects the personality you’re trying to convey. • Where can you reach them? With a customer base in a small localised area this used to just be the local newspaper, but now there are many more opportunities. Spend some time researching the best contacts at the local paper, but also look into any relevant bloggers or online outlets in your area.

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Armed with answers to those three questions and you’re ready to start. Reach out to those outlets and starting building relationships. Invite them to the centre for a tour and meet the team, then you can take it from there! 2. Get social The very nature of what you sell has perfect online, Instagram-worthy content. Don’t be afraid to make the most of it and harness the power of social media.

It’s all about building relationships and investing time in nurturing them The ﬁnal element is advertising. Social media advertising is relatively cheap and incredibly targeted. You set the budget – it can be as low as £1 per day. However, the beauty is you can pick the exact town of the people you want to see the advert. You can even tailor it based on their interests. 3. Invite people in! Events and workshops are a great way to get people talking, whilst also positioning you as the local “go-to” source. Your team are knowledgeable experts, so utilise that! Invite customers, but also use the event to make friends with the media, bloggers and local online outlets too. At the event, encourage and incentivise people to share it online using media, such as pictures or hashtags.

There are three levels to social media activity. The ﬁrst, and easiest, is simply having active pages. Whilst this can be time-consuming, there are quick tricks like scheduling tools so you can set your posts to go out at regular or speciﬁed times. But that’s not very sociable! Social media is about conversations and engagement. Take time to talk to people, chat to followers and engage with customers. Competitions and asking customers to share photos are quick and easy wins to get people talking! Asking people to share content from your page helps to reach new audiences too.

ABOUT Honest Communications is a PR and social media agency with vast experience in the home, garden and lifestyle sector. Services span the full media, marketing and communications spectrum to shape a brand’s media and online presence. The agency delivers award-winning campaigns that generate coverage, increase reach and put brands in front of the right people. E: holly@honestcommunications.co.uk T: 01332 653693 W: www.honestcommunications.co.uk

Garden Centre Retail April/May 2019

04/04/2019 09:32

Business GDPR Update

GDPR UPDATE

ARE YOU COMPLYING? Chris Corby of Corby & Fellas provides an update on how retailers have been affected by General Data Protection Regulations

ast year there was much trepidation and some confusion about how retailers would be affected by the General Data Protection Regulations (GDPR). But what is the feeling ten months later? For Corby & Fellas, a supplier of software to garden centres, all is quiet on the GDPR front with nothing of consequence to report. All our customers took the introduction of the regulations seriously, although some applied it with more rigour than others. Indeed, some were downright ‘laid back’ about it.

All our customers took the introduction of the regulations seriously, although some applied it with more rigour than others Most retailers seem to take the view that it’s essential to protect their customers’ personal data, but that the sensitivity and value of such data should be reﬂected in the precautions and effort taken to protect it. A typical garden centre customer’s records contain little or no sensitive data, (no credit/debit card or bank account numbers, and no details regarding state of health, sexual orientation, religion etc.); therefore, it is unlikely to be of much interest to those who would wish to use it for illicit or malevolent purposes. Nevertheless, as is so often the case, software security must be designed to meet the higher standards. Satisfying the demands of those that want a ‘reinforced steel door with triple locks’ approach, rather than those who would be happy with a ‘wooden door and two rusty bolts’. I’m glad to say that, thus far, we have had no issues with breaches of data

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Garden Centre Retail April/May 2019

security or the misuse of data. When it comes to the way in which a customer’s personal data is used for marketing, there seems to be two schools of thought: some stick to the part of the GDPR that states that data subjects (customers) must consent to their personal data being obtained and used. The regulation (GDPR Article 4, paragraph 11) states: “Consent of the data subject means any freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her”. In other words, marketing information will only be sent to customers who have positively affirmed that they wish to receive it and have ‘ticked’ the YES box. Others rely on the concept of ‘legitimate interest’, which is the most flexible lawful basis for processing, but which cannot always be assumed to be the most appropriate. It is likely to be suitable where people’s data is used in ways they could reasonably expect and which will

have a minimal impact on their privacy, or where there is a compelling justiﬁcation for the processing. Retailers who choose to rely on legitimate interests are taking on extra

Retailers who choose to rely on legitimate interests are taking on extra responsibility for considering and protecting people’s rights and interests responsibility for considering and protecting people’s rights and interests. So, caution must be exercised. In summary, garden centres seem to have had little or no trouble with GDPR, which I would like to think is down to good preparation rather than luck. For more information visit: www.corbyfellas.com ◗

www.gardencentreretail.com

03/04/2019 15:03

New customers receive a 10% discount off their first order TERRARIUMS

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PACKAGING

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Calipso are an importer of Garden and Floral products. Suppling Garden Centres and Florist Wholesalers throughout the UK. We have a wide range of products that we are consistently updating, we also cover all events such as Mothers Day and Christmas all at competitive prices. To see our full range of products please visit our webshop listed below. If you have any questions please email us. Come and visit our showroom in Suffolk: Calipso Roast Ltd, Crowcroft Road Industrial Estate, Nedging Tye, Ipswich, Suffolk, IP7 7HR EST 1974

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02/04/2019 11:55

Business Catering Focus

WHAT’S ON YOUR

SUMMER MENU? Some inspirational recipes for excellent summer meals that can easily be adapted to serve on your menu

Sussex Charmer souffle, wild mushroom and asparagus Serves 4 Ingredients 75g softened salted butter 50g plain flour 500ml milk 1 finely chopped shallot 1 teaspoon wholegrain mustard 6 eggs, separated 200g Sussex Charmer cheese 80g Parmesan 1 tablespoon Worcestershire sauce 1 teaspoon mustard powder 25g breadcrumbs

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Method 1. Pre-heat fan oven to 200 degrees. 2. Melt the butter in a pan and add the sieved ﬂour. Mix whilst cooking until it resembles sand. Add the milk, slowly mixing until smooth. Remove from the heat and leave to cool slightly. 3. Add the grated Sussex Charmer and half the grated parmesan. Whisk in the egg yolks, add Worcestershire sauce and the mustard. 4. Using a pastry brush in upwards brush strokes, brush ramekins with the remaining butter. Cover the buttered ramekins with the remaining parmesan and the breadcrumbs.

5. Whisk the egg whites to ﬁrm peaks and then whisk a third of the whisked whites to the cheese mix to loosen. 6. Carefully fold remaining whites into cheese mixture until well mixed but still light. 7. Spoon mixture into prepared ramekins and swipe the top with a knife to create a ﬂat top. Run your thumb around the top of the ramekin to create a collar. 8. Bake for 10 minutes without opening the door, reduce the oven temperature to 180 degrees and bake for a further 15–20 minutes. 9. Serve immediately with sautéed asparagus and wild mushrooms.

www.gardencentreretail.com

04/04/2019 09:52

Catering Focus Business

Salt beef croque madame Serves 4

Method

Ingredients

1. Pre-heat fan oven to 180 degrees. 2. To make the bechamel sauce, melt the butter, add the ﬂour and cook out on a low heat adding the milk and mustard and stirring until smooth. 3. Lightly toast the sourdough. 4. Spread the bechamel on all eight slices of the sourdough and place one slice of the Edam on top. 5. Place two slices of the salt beef on four of the slices and place the remaining slices on top. 6. Place the sandwiches on greaseproof paper. Bake for 5–10 mins, or until golden. 7. Serve with a fried egg on top of each sandwich.

For the sauce: 25g salted butter 25g sieved plain ﬂour 250ml milk 1 tablespoon wholegrain mustard For the sandwich: 8 slices of salt beef 8 slices of Edam 4 eggs 8 slices of sourdough

Potato and watercress soup with a poached egg Serves 4 Ingredients 1 large onion 6 cloves of garlic 3 medium potatoes 200g washed watercress 800ml vegetable stock 100ml double cream 4 eggs Method 1. Slice and fry the onion in oil and add a knob of butter, slice and then add the garlic. 2. Peel and slice potatoes and add to the onions. Fry until softened without browning, then season with salt. 3. Add vegetable stock and cook until potatoes are very soft. 4. Add cream, then bring back to the boil. Take off the heat then blitz with a blender with the watercress. 5. Poach four eggs in nearly boiling water. Divide soup into four bowls, add one poached egg on each and serve immediately. 

www.gardencentreretail.com

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Garden Centre Retail April/May 2019

04/04/2019 09:53

Business Catering Focus

Fig, Prosciutto ham and blue cheese Salad Serves 2 Ingredients 4 ﬁgs 100g Roquefort cheese 2 gem lettuce leaves 4 slices Prosciutto ham Salad dressing 50g rocket Method 1. Wash and spin salad and place in large mixing bowl 2. Quarter the ﬁgs and tear the ham, add to the salad. 3. Season and drizzle with the salad dressing. Add the diced Roquefort and serve.

Lamb koftas with lime yoghurt, cucumber and Pitta breads Serves 4 Ingredients 500g lamb mince 1 teaspoon of cumin 1 teaspoon ground coriander ¼ cucumber 2 limes 4 pitta breads 100g natural yoghurt 2 cloves of garlic Bunch of mint Method For the yoghurt: 1. Finely dice the cucumber, chop the mint and add to the yoghurt along with the zest of the limes. For the kofta: 1. Crush the garlic then mix with the lamb mince, cumin and coriander. 2. Divide mix into four and roll into a sausage shape, skewer and place in the fridge. 3. Barbecue lamb skewers until done, toast four pitta breads and serve with yoghurt, salad or cous cous.

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www.gardencentreretail.com

04/04/2019 09:56

APRIL/MAY 2019

PRODUCTS 27

GIMA A look into innovative garden machinery

OUTDOOR COOKING Unique options for eating outdoors

PEST CONTROL Products perfect for pest prevention

OUTDOOR HEATING Three unique heating options

WATERING The latest in essential watering gear

GARDEN MACHINERY Four maintenance choices

ANATOMY OF A PRODUCT Flymo’s C-Link range

TRADING WITH Bathgate’s Colin Sanders

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03/04/2019 16:27

Baytree Living SPRING OFFER

Starter package available • Best Selling Wire Plant Supports Included • Free Delivery Mainland England & Wales 1 x 1.9m Cone Obelisk 1 x 2.4m Cone Obelisk 1 x Small Crown 1 x Medium Crown 2 x Spring Climber 2 x 60cm Lobster Pot 2 x 75cm Lobster Pot 2 x 90cm Lobster Pot

Package price £500 Delivered free of charge

2 x Small Peony Support 2 x Medium Peony Support 2 x Medium Tulip Support 4 x Small Wraparound 4 x Large Wraparound 2 x Arch Support Panel 2 x 1.75m Round Obelisk 2 x 2.00m Round Obelisk

Wholesale Garden Specialist British-Made Wire Plant Supports For our full range of plant supports, zinc products and home decor items, visit:

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01458 442688 www.durstongardenproducts.co.uk

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DURSTON GARDEN PRODUCTS LTD, AVALON FARM, SHARPHAM, SOMERSET BA16 9SE

02/04/2019 11:57

Tools GIMA

INNOVATIVE PRODUCTS

Evolving cordless technology is starting a quiet revolution for powered garden kit, while creatively designed specialist tools give more choice, comfort and ﬂexibility than ever. Here’s a look at the latest on offer from GIMA members this spring

Stihl is expanding its lithiumion compact Stihl RMA cordless range with the 339 C launch of a new long reach hedge cutter. With a length of 2.10m, the Stihl HLA 56 features a cutter bar that can be adjusted from -45 to 90 degrees to reach tall hedges and also trim the top, too. The HLA 56 weighs only 3.8kg without the battery and is balanced for comfort. The handle provides greater control of the tool, which helps when reaching for higher branches. The HLA 56 (RRP £329) is powered by a 36V battery, which can be interchanged between other products within the lithium-ion compact cordless range. Stihl is also tapping into the expanding market for cordless lawnmowers with its RMA 339 C (RRP £459), a lightweight manoeuvrable mower ideal for mid-sized lawns up to 400m2. The RMA 339 C is powered by a choice of 36V lithium-ion batteries, which are also interchangable. Bosch Lawn & Garden is also throwing its weight behind cordless kit in a bid to appeal to consumers who seek convenience. The Indego S+ 400 lawnmower (RRP £949.99) is autonomous and can be controlled from anywhere Bosch Indego S+ 400

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via an app. SmartMowing ensures that it mows in the best conditions, using local weather information and a map of the garden. It also returns to ‘base’ on its own to recharge. Bosch’s EasyGrassCut 18–26 (RRP £125.99) and UniversalGrassCut 18–260 (RRP £144.99) cordless grass trimmers, along with the EasyPrune power-assisted secateurs (RRP £84.99), have been ergonomically designed, and are powerful for a pristine cut with minimal effort. With consumers looking to clean winter muck from outdoor surfaces, Bosch is also promoting its Fontus (RRP £269.99) and AdvancedAquatak 150 (RRP £379.99) pressure washers. In the garden tools sector, Ruth Posey, head of sales at Burgon & Ball, explains: “Container gardening is a key trend in gardens of all sizes. Burgon & Ball has created a new RHS-endorsed range of specialist container tools to make

for Wilkinson Sword, says customers are seeking quality tools that are easy to lift and handle. “Wilkinson Sword has answered this demand with its Ultralight collection. This range of 15 garden tools has been speciﬁcally designed to help make gardening easier for all. Tools within the range are up to 50% lighter than standard counterparts.” Darlac, the tool ﬁrm that is now part of the Mr Fothergill’s stable, has introduced a bright new tool range for the spring season. The four cutting tools are endorsed by gardening personality Sarah Raven. Brand manager, Kasia Krezel says: “The tools are perfect for everyday use, make beautiful gifts but also appeal to a sophisticated clientele.” Products feature coloured handles to suit the Sarah Raven brand image. There’s plenty of innovation when it comes to tools for watering, too. Westland’s irrigation brand Flopro has produced a professional range of watering kit to meet consumer demand for a highly styled, quality range of metal products. Head of content Natalie Searle explains: “We introduced a professional range because we wanted to meet consumer demand for a quality and stylish collection of watering kit that would not only look good on a patio but have supreme functionality.” Treadstone Products recently launched Clip Glove range is a joint venture with a manufacturer of Flopro Pro Hose 30m industrial PPE Safety Gloves. Dean Winters, head of brands, says: “Safety is paramount when handling any garden machinery or hand tools. It’s easy to forget to protect your hands from cuts, abrasion, impact, or just the strains of repetitive work with garden tools.” ◗ ABOUT

Burgon and Ball RHS-endorsed container tools group - lifestyle

gardening with pots easier and more enjoyable.” Promoting tools that make gardening simpler is also high on the agenda for EP Barrus, which is highlighting new tools from the Wilkinson Sword brand. Mark Hewett, divisional sales manager

The Garden Industry Manufacturer’s Association (GIMA) is a membership organisation of around 150 members representing the majority share of suppliers and manufacturers operating within the UK gardening industry. Formed in 1999, its goal is to promote the commercial, trading and industrial interests of UK and EU-based companies supplying the UK garden industry.

Garden Centre Retail April/May 2019

04/04/2019 10:24

Trends Outdoor Cooking

GCR lists some of the top-selling brands of outdoor equipment ahead of the summer season

Ember by The Alfresco Chef

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Summit International An increase in awareness of huge global issues, such as global warming and plastic pollution, has altered consumer buying habits according to Summit International. Consumers are becoming more mindful of their purchases and many are opting for eco-friendly alternatives. The B&Co smokeless grill offers the same great taste of traditional charcoal cooking, without the need for gas or electricity. In a matter of minutes, it can be ready to start cooking for up to six people. It’s a portable grill that is compact in size and will ﬁt neatly on table tops at garden parties so that everyone can get in on the action. Its stylish white cast iron casing remains cool to touch while cooking to reduce the risk of burns. The grill uses an eco-friendly, non-toxic lighting gel for a long, clean burn in all weather conditions; using 85% less charcoal than conventional barbecues, reducing ‘dirty smoke’ and CO2 emissions. Its battery-operated airﬂow system with rotary control allows the heat intensity to be adjustment, allowing guests to enjoy wellcooked (uncharred) food and smoke-free al fresco dining. The grill comes with its own carry case for convenient transportation

and is made up of individual components that can be dismantled and placed into a dishwasher for easy cleaning. www.summitint.co Char-Broil According to the company, the barbecue season is trending towards choosing locally sourced meats and interesting vegetarian options. The latter tops the list because not only are veggie dishes healthy, they are also cheaper and easier to prepare than most meat options: the usual side dishes at a barbecue – salads, vegetables, halloumi – can be chargrilled and become the main dish of the day with very little effort. The key is to experiment with unusual ideas too. Vegetables, such as corn on the cob, for instance, can be barbecued in the usual way, and the delicious chargrilled kernels added to a salad to incorporate their barbecue ﬂavour. Home-curing and smoking meat is also an extremely popular trend that is very easy to carry out and has excellent results. Fresh meat prepared in this way contains far less water and additives than the processed alternative and when ﬁnished off on the barbecue, the results are tasty and healthy. www.charbroil.com

www.gardencentreretail.com

03/04/2019 16:01

Outdoor Cooking Trends

Quoco Hardwood pellets by Traeger

Quoco

Norfolk Leisure The Cook King Garden fire bowls can be used in many different ways – combined with a campfire grill on a tripod or a grill plate. The fire bowl itself is a practical place for a campfire, mobile grill, heat source and also offer stylish lighting. The practical, concave shape of the fire bowl prevents the wood that is burning in it from being blown around, even in the case of a strong wind. The fire bowls are handmade of crude steel and their colour may slightly differ from the colour visible in the photographs. Practicality is combined with the elegant finishing of the product which can become an original decoration of your garden. www.norfolkleisure.com

CookPerfect

Traeger

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Tepro Tepro is about to introduce the new Toronto SteakGrill to the UK, following its successful entry to market in Germany. The grill heats to 800°C in less than two minutes to produce restaurant-quality ﬂavoured steak in just 90 seconds. There are two heavy-weight grill trays and two grill pans and comes complete with electric ignition, full 430 grade stainless steel construction and a two-year guarantee. This premium German brand is available from Homebase and Robert Dyas, and there are private label options are ready for 2020. www.tepro-gmbh.de

Garden Centre Retail April/May 2019

04/04/2019 09:28

Latest Products Outdoor heating.indd 32

www.gardencentreretail.com

03/04/2019 15:49

Watering Latest Products Rainwater Terrace Water Butt 2 Tier Design 4 Plastics • Stores 134L of rainwater • Waters planters on the way to collection • This flow through of water eliminates stagnation • Built in the UK • Packs down for storage and transportation RRP £139.00 www.rainwaterterrace.com Textile Hose Liano 20m Set Gardena UK

WATERING

• Has an inner hose covered in durable fabric •E asy to manoeuvre around a garden without kinking or twisting • Lighter than conventional PVC hose • UV resistant and frost proof • Can handle any water pressure RRP £54.99 www.gardena.com/uk

20m Soaker Hose Greenkey Garden & Home Ltd •P rovides even soaking either above ground or under mulch • Manufactured from recycled tyres • Supplied with all necessary snap fittings •U ses up to 70% less water than a conventional sprinkler • Ideal for vegetable plots RRP £21.99 www.greenkey-garden.co.uk RHS Everflow Garden Hose Copely • Made in the UK • Features patented technology which allows water through even if hose in kinked • Flexible and lightweight • UV resistant • Available in 25m, 50m and 100m RRP £29.99 www.copely.com

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03/04/2019 15:51

Advertorial

The new generation of wireless freedom GARDENA’S new range of battery operated devices offer cordless gardening convenience for the passionate gardener The new range of cordless devices for lawn care, shaping and hedge trimming feature the latest GARDENA Li-ion battery technology. With no memory effect, the battery can be charged at any time as required. And all batteries have a long life with consistently high performance. The handy GARDENA POWER info indicator provides easy battery life status, and best of all the range is extremely lightweight and robust. GARDENA Accu-Telescopic Hedge Trimmer Powered by a high quality 18V Li-Ion system battery, the lightweight handle is telescopic, and permits the safe trimming of hedges at heights of up to 3 metres. The tiltable head lets you conveniently cut hedge tops as well as groundcover, for the best ergonomic working position. It has optimal blade geometry, ensuring efficient, clean and quick cutting. GARDENA EasyCut Hedge Trimmer For effortless hedge trimming closer to the ground, the extremely lightweight yet powerful integrated battery and precise cutting results give the new GARDENA EasyCut cordless hedge trimmer an impressive edge. The device is fitted with a 40-cm-long knife and fits comfortably in your hand in any cutting position thanks to its ergonomically designed handles and perfect balance. GARDENA SmallCut Grass Trimmer For perfect lawn edge trimming or cutting grass in those harder-to-reach places, the new GARDENA SmallCut cordless trimmer also powered by an integrated battery, is light-weight, with a comfortable design and ergonomic handle. This trimmer is especially suited to smaller gardens, and has a running time of up to 40 minutes.

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GARDENA EasyCut Grass Trimmer The GARDENA EasyCut trimmer is powered by the 18V Li-Ion system battery and has a running time of up to 60 minutes. With clever features like the Plant guard which protects your precious flowers while edging borders, trimmer head angle adjustment for cutting under obstacles like benches or trampolines, and a telescopic handle and adjustable front handle for ergonomic working, this grass trimmer is guaranteed to become your favourite. GARDENA Grass Shears And to complete your lawn care tasks, the new range of battery integrated grass shears from GARDENA. Cordless, handy, compact and lightweight – the perfect finish for lawn edges and smaller shrubs/ boxwood. The grass shear blade comes with skid plate – for perfect cutting and maximum safety. Switch effortlessly between the grass and shrub blades. Pair this with the telescopic handle and wheels (only applies to the ClassicCut model), for cutting lawn edges and floor cover plants in an upright position, for the perfect ergonomic working position. The new GARDENA PowerMax™ Lawnmower, which is particularly suited to smaller gardens has plenty to offer in terms of convenience. Precision cutting quality, high manoeuvrability, convenient handling and ergonomics; this new lawnmower combines all of these characteristics for the highest mowing efficiency. Equipped with a CnC Plus System (Cut and Collect Plus System), which guarantees optimal cutting and collection at each use, the new GARDENA PowerMax™ draws its energy from a re-chargeable 18-volt lithium-ion battery.

For more information on the battery garden power range from GARDENA, please visit www.gardena.com/uk/ or see instore.

02/04/2019 16:08

Garden Machinery Latest Products

GARDEN MACHINERY RC308 Robomow

• 26cc full crank 2-stroke petrol engine • Blow speed: 114mph (183.6km/h) • Mulch ratio: 12:1 • Metal shredding blade • 40L debris bag with shoulder strap

• Sleek, streamlined and with a base station that can be hidden from sight • Discreet, compact and precise • Regulate when and how often lawn is mowed from a smartphone • A stronger cutting system compared with competing robomowers, designed for similar sized lawns • Completes a given lawn faster than competing robomowers, designed for similar sized lawns

RRP £139.99 www.handyonline.co.uk

RRP £1,499 www.robomow.com

26cc Petrol Blow Vac Webb

XT2 Cub Cadet • Turning circle of 17cm • Uses up to 25% less fuel than conventional carburettor engines • Collecting, rear/side-discharge and optional mulching 3-in-1 systems • Integrated 320L grass bag • Charge a smartphone whilst mowing RRP £4,549 www.cubcadet.co.uk 72V Lithium Ion Hedge trimmer WOLF-Garten • Running time of 60 minutes • Swivelling handle can rotate through 5 positions from -90 to 90 degrees • Transparent handle guard ensures a safe, clear view when cutting • Cutting length 55cm • Lightweight at just 4.5kg, including battery RRP £299.99 www.wolfgarten-tools.co.uk

www.gardencentreretail.com Latest Products Garden Machinery.indd 35

Garden Centre Retail April/May 2019 35

03/04/2019 15:25

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Flymo Products

FLYMO C-LINK RANGE Flymo has launched its new C-Link range, a lightweight power head which links to three interchangeable gardening tools. All three products within the collection work from a 20V lithium-lon battery.

The C-Link 20V grass trimmer has a cutting width of 30cm and weighs 2.7kg. It offers cordless functionality, has interchangeable capabilities, an adjustable handle, and can be easily stored.

With dual action blades, the C-Link 20V hedge trimmer ensures a clean cut. The trimmer has a 42cm blade length and 16mm blade gap.

The C-Link 20V blower has a jet fan for high air speed to clear any small to medium-sized space of debris, fallen leaves and grass cuttings. With a blow speed of 128km/h, the device is comfortable to operate with a 2.2kg total weight in blow mode.

The new Flymo lithium-ion battery products are also available in one bundle to allow customers to tackle a number of garden tasks – essentially with one tool. The 3-in-1 combi pack includes a power head with two rechargeable batteries, a grass trimmer, hedge trimmer and blower attachment.

The C-Link 20V Grass Trimmer: SSP £99.99 The C-Link 20V Hedge Trimmer: SSP £109.99 The C-Link 20V Blower: SSP £94.99 The C-Link 20V 3-in-1 Combi Pack: SSP £199.99 Tel: 0344 844 4558 Web: www.ﬂymo.com/uk

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Garden Centre Retail April/May 2019

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Trading With Bathgate

Can you give us a brief outline of the Bathgate brand? Bathgate Horticulture is a range of products from Bathgate Silica Sand, an independently-owned company that has been established for more than 100 years and is part of the Bathgate Group. Each group company provides a first-class service and always supplies the best products where possible. What makes it different to similar companies? Our customers are at the very centre of our business. We try to ensure that the customer experience is always a positive one. Our flexibility enables us to achieve our customers’ requirements, for example, offering the option of ordering fast nationwide delivery from a single pallet to a full load. What are the key selling points of the product? The Bathgate Horticulture product range is formulated to the highest standards and is attractively packaged to help encourage repeat business for our customers.

TRADING WITH

BATHGATE Colin Sanders of Bathgate Silica Sand explains how the Bathgate Horticulture brand stays efficient and high quality

What have you got planned this year? The brand has continued to grow over the past couple of years, so we plan to keep increasing the brand recognition and expanding our customer network.

What other brands do you sell? We sell a variety of products to a number of different market sectors – all of them under the Bathgate brand. Why should a garden centre work with Bathgate? If a garden centre is looking for consistent, high-quality products that are delivered quickly and efficiently, then they can rely on Bathgate Horticulture. What’s the next step for the brand? Our products have been very well received in the marketplace, and the feedback from our customers has been very encouraging. We will strive to continue building the brand and making it a recognised name for garden centres to choose.

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Who are the key contacts at the company? Technical sales manager Andrew Peers and commercial director Colin Sanders.

CONTACT Bathgate Silica Sand Ltd, Arclid Quarry, Congleton Road, Sandbach, Cheshire, CW11 4SN Tel: 01270 762 828 Web: bathgatehorticulture.co.uk Email: sales@bathgatesilica.co.uk

www.gardencentreretail.com

03/04/2019 15:04

Plantaria Supplement

Plantaria Cover.indd 1

03/04/2019 16:13

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A superb range of Crescent Garden planters and planter bowls. Traditional and contemporary styles in a range of colours and sizes 16” – 40” diam. Manufactured in polyethylene resin, lightweight, extremely robust, and guaranteed frost-proof and colour stable. Most are double-walled for extra insulation, and pre-drilled for drainage. Styles and sizes colour-match if selected in a common colour.

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02/04/2019 12:08

PLANTARIA 42 PLANTARIA NEWS

The latest plantaria headlines

44 NEW DIANTHUS

Lovania Nurseries’ exclusive range

45 PLANTARIA INSPIRATION

Great plantaria display examples

46 DIVERSIFY AND DRIVE YOUR SALES

Why having a diverse plant selection is essential

48 SELLING TO MILLENNIALS

Trends for a younger generation

lants. Are they the one thing that is keeping a garden centre, a garden centre? The diversification into new product categories including giftware, home interiors and pets and the introduction of proper catering facilities mean it is easy to forget what a garden centre is. We’re all embracing these new developments, and so we should be. It’s keeping garden centres out of the ‘retail is doomed’ spotlight, and it’s helping this market thrive where high streets have fallen away. On many sojourns to garden centres recently, a recurring theme in conversation has been experiential retailing. Shops offering an experience to a customer are the ones that are excelling. And as experiences go, there is nothing like taking a walk around the plantaria. The smells, shapes, colours and noises these departments offer lets customers experience nature and inspires them to create the same atmosphere in their own gardens. It’s fair to say that the internet is the biggest competitor to garden retail currently. But the internet doesn’t have the ability to provide the customer with these experiences. It doesn’t allow customers to visualise what their garden looks like. It doesn’t give them a solid idea of

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what might greet them on their back door as they step into their little haven. Garden centres should – and on the whole do – embrace this. This industry is rife with longstanding businesses, many of which started their life as growers of vegetables or other varieties of greenery. It seems that retailing these plants from a ‘garden centre’ became popular sometime in the Sixties. But even then, they were greenhouses stacked with plants. As our population is steadily aging, and gardening naturally becomes a hobby as people get older, there’s going to be a whole new set of challenges for the plantaria department. New varieties will be required, and some old favourites may start going out of fashion. But, this is exciting. The constant refreshment of varieties, colours, growing habits and the like leads to new experiences to create, new plants to enjoy and new plans for gardens created. Here’s to hoping this long continues.

Plantar ia

Supple

ment

Joe and the GCR team

Garden Centre Retail | Plantaria Supplement April/May 2019

04/04/2019 08:24

NEWS CENTRE Strong start to the year for Ball Colegrave outdoor plant sales releases 2019 Autumn portfolio Ball Colegrave has presented the 2019 Autumn Portfolio, bringing together recommended varieties for Autumn and Spring production along with highlights of some exciting new additions just released. Ball Colegrave’s commitment to extensively test new and existing varieties in their own trials facility is unrelenting. For those that visited the trials this past season will have seen first-hand this process and the great new varieties that have developed from this. Highlights include the large-flowered Bellis ‘Bam Bam’, superb silver-leaved Cyclamen Metalis and the mouth-watering colour of Trailing Pansy Cool Wave™ Raspberry Swirl, to name just a few. Building on the enormous popularity of Trixi®, their new Viola Sorbet™ Totally combinations feature 3 different coloured Sorbet™ Viola all in one plug, making planning and potting easy! With 7 colour combinations to choose from, these are perfect to drop into 13 to 15cm pots for high impulse colour sales. With such stunning new introductions, it’s always worth planning ahead and booking your plugs early to avoid disappointment. www.ballcolegrave.co.uk 42

Sales in the outdoor plant category were up 61.1% compared to the same month the previous year according to this month’s Barometer of Trade from the GCA. Iain Wylie, chief executive of the GCA, said: “This year’s outdoor plant sales ﬁgures prove what a diﬀerence the weather can make. “In February 2018 we had the ‘Beast from the East’, followed by an early Easter washout, making for a very miserable start to the year. This year the weather has been much milder, with only a dusting of snow early in the month.”

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Iain continued: “So far we have had a very positive start to the year, and long may it continue. “Both retailers and suppliers will be mindful of the big figures that came last year when the weather improved. Those figures will be difficult to beat.” This news follows December’s Barometer of Trade report’s news, which also stated that outdoor plant sales were strong for so late in the year. www.gca.org.uk

Bórd na Mona boosts its credentials with triple award win Bord na Móna has added three new ‘Best Buys’ to its credentials. This follows a triple award win in the latest Which? compost trials. The annual Which? compost trials test over 25 composts and growbags. Each formulation www.gardencentreretail.com

03/04/2019 16:23

is assessed based on its quality and performance. The winning trio of Bord na Móna ‘Best Buys’ for 2019 includes the company’s own-brand Pro 5 All-Purpose Compost. These saw sales growth of 262% last year as a result of the industry’s shift towards premium ranges. Bord na Móna’s own-label products in partnership with Wyevale Garden Centres also received ‘Best Buys’. Steve Harper, head of commercial and marketing, said: “Two main focus areas for us have been to grow our premium range and establish a stronger presence in the garden centre channel. We’re thrilled to see both targets met with esteemed Which? Best Buys. “As the largest garden centre group in the UK, Wyevale Garden Centres will remain in our growth strategy. We look to grow our UK distribution and sales for both branded and own-label product.” www.thegreenergardener.com

Fleurie Nursery buys Star Plants James Turner and Mike Tristram have signed a deal for Fleurie Nursery Ltd’s purchase of the site, stock and assets of Star Plants. Fleurie is part of the Tristram and the Farplants group. All Star Plants staﬀ, many of whom are very experienced and have served Star Plants loyally for years will be welcomed into the Fleurie Nursery team and who are looking forward to working with them to ensure a smooth transition. Having owned and ran Star Plants since 1983, James Turner developed the business over the years into a thriving hardy nursery stock enterprise, whilst also growing a number of successful promotional herbaceous lines. Steve Carter, director and technical manager at Fleurie Nursery, says: “There has been a history of close collaboration between the colleagues at Fleurie Nursery and Star Plants. We are now looking forward to realising the opportunities that will arise from working as one team”.

Brett Avery, managing director of Farplants Sales Ltd, says: “This development is extremely positive for Farplants and our valued customers. It ensures we can continue our aspiration of increasing production within the group and bring even more new products and quality UK grown plants to the market. Very exciting times ahead!” www.farplants.co.uk

Grape hyacinths named ‘Flower Bulb of the Year’ Grape hyacinths (Muscari) are one of the first flower bulbs to bloom in the spring and it has now been named ‘Flower Bulb of the Year for 2019’ by Bulb.com. They are known for their winter hardiness and the vibrant colour they add to a garden. There are around 40 different varieties of grape hyacinths, but the most familiar one is Muscari armeniacum. Although called grape hyacinth, not all varieties are purple. Some are blue, pink, or white or even display two colours. The original habitat of these popular little flower bulbs includes the Mediterranean, Central Asia and the Caucasus. Grape hyacinths can easily tolerate frost and are also easy to grow. The plant itself grows to a height of 10 to 25cm, with each little bulb producing more than one cluster of flowers. www.bulb.com www.gardencentreretail.com

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Garden Centre Retail | Plantaria Supplement April/May 2019

03/04/2019 16:24

Lovania Nurseries launches new range of Dianthus plants

here may be heightened interest in the Royal Family’s charity gardens at RHS Chelsea this year, but there is also an exclusive from Perennial Royalty at Lovania Nurseries: Dianthus ‘Cherry Burst’. Headlining Lovania Nurseries’ exclusive new Dianthus range, available from the end of May in garden retail, this is a Dianthus with a diﬀerence.

Dianthus ‘Cherry Burst’ Its unique grey-green foliage adds an extra silvery leaf shimmer to its already head-turning flower impact. Deliciously sweet-scented single flowers on shorter 15cm stems feature bold maroon centres encircled by and blended with a lighter pink border. It’s a true triple threat, right from the start: From its chocolatey buds, opening into striking first blooms and then continuing to flower repeatedly from May to September. British-bred by Whetman Plants International, full hardy and compact, this long-flowering option offers a welcome burst of cherry-red for borders, patios and beds and would make a great gift idea, too. Dianthus ‘Cherry Burst’ will stand bold and proud at RHS Chelsea this May and will provoke a high level of consumer interest for Summer sales in 2019 – available exclusively from Lovania Nurseries in 1 litre pots from the end of May 2019. Dianthus ‘Aztec Star’ Just as stunning and with equally delicate single flowers on shorter 15cm stems for compact hardy borders, Dianthus ‘Aztec Star’ has light magenta flowers with striking contrast at their centres with a darker magenta star-shaped eye. A hint of clove in its fragrance, shimmering grey foliage and repeatedly flowering from May to September, this stellar introduction is also available exclusively from Lovania Nurseries for garden retail sales from the end of May 2019.

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Dianthus ‘Blushing Star’ Completing this exclusive triumvirate of Dianthus this Spring, Dianthus ‘Blushing Star’ offers an airier, lighter pink blush flower, turning ultimately to white but with each single flower punctuated by a dark magenta star-shaped centre. Sweetly-scented just like its darker flowering counterparts, Dianthus ‘Blushing Star’ adds an extra dainty option to border, patio and beds this Summer. Available exclusively from Lovania Nurseries from the end of May 2019.

www.gardencentreretail.com

04/04/2019 09:41

Display inspiration Fresh and fragrant displays both inside and outside your garden centre tempt customers in store to make purchases of plants as well as of the gifts and homewares on oďŹ&#x20AC;er. Aside from your main display, there are plenty of opportunities to show oďŹ&#x20AC; a splash of colour or an interesting new specimen, such as in your cafe, restaurant, at the car park entrance, and at the till and exit of your store

www.gardencentreretail.com

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Garden Centre Retail | Plantaria Supplement April/May 2019

03/04/2019 16:47

Diversify and drive your sales

earch online for the definition of a garden centre and most often you’ll find: “a retail operation that sells plants and related products for the domestic garden as its primary business. It is a development from the concept of the retail plant nursery, but with a wider range of outdoor products and on-site facilities.” A fair description of the industry, at least as it stood 10 years ago. As garden retail has expanded, so have the ranges of giftware and homeware sold in our centres, along with an increase in catering offerings – both serving to mitigate the seasonality of the industry. But are garden centres at risk of losing their identity as they diversify their offering? Andy Merrick, head of sales at West Sussex plant supplier The Farplants Group, doesn’t think so. “I don’t know one good garden centre which doesn’t have a great plant offering at their core. “Diversification has been fantastic for garden centres and not only helps maintain footfall through the winter months, but can attract a broad range of consumers. Centres have transformed themselves into

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03/04/2019 16:33

destination shopping experiences which has been fantastic for the industry as a whole. An excellent plantaria is crucial to their identity and continued success.” Nick Haydon, the general manager at Norfolk-based Fakenham Garden Centre also thinks diversification is positive for the industry. “To drive sales in garden centres, we have to think of more ways of gaining footfall. The halo effect that a coffee shop or restaurant can bring can’t be underestimated. Not only do you put cash through the tills in the coffee shop, you are also hoping to put extra items in baskets when the customers leave. This has had the effect of putting more gift-based items inside the store around the coffee shop area.

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“We are still a gardeners’ garden centre and our focus has always been on plants and everything that is related. We try to add in gift products for the home and garden, locally produced food ranges, plus an extensive range of garden furniture and barbecues. “Trying to find the perfect balance between the word ‘garden’ and ‘centre’ is key to keeping our identity, otherwise we could quite easily drift towards becoming just another ‘retail centre’. There are still plenty of opportunities for garden centres to be the best at what they can be without having to diversify completely.” David Little, managing director at Poplars Garden Centre agrees. “Just because garden centres have diversified it does not mean we put any less importance on our plant offer. “We sell more plants now than we ever have. Yes, we have seen other departments grow from nothing or increase at a faster pace, but the green heart of a good garden centre is being stronger than ever. “Plant sales are constantly evolving. Whilst some may argue that we don’t stock the range we used to, this is not actually true. Twenty years ago, we may have stocked 20 different varieties of Cranesbill all year round and today we may carry no more than four or five at any one time.

“However, throughout the course of a year we may still offer 20 varieties – just not all at once as we sell batches of plants looking great at the point of purchase. “We also stock a much wider range of what were once considered tender or exotic plants as our winters have become milder. “Just like every other department, our plant areas are driven by customers. We sell daffodils in bud and flower, because that’s what the customer wants. In fact, we sell a much higher proportion of plants in bud and flower as customers want instant results. “New plant varieties and recent introductions of plants that out-perform older varieties mean change is inevitable. The rise of ornamental grasses and the grow-your-own revolution are great examples of new trends that we have embraced and made part of our everyday offer. “We’ve dropped bare root and root wrapped roses, root-balled autumn conifers and bare-root hedging and trees because our customers either don’t want them or don’t know what to do with them. I think it’s fair to say that customers use plants in a different way these days. There was a time when most front gardens had a bed full of annuals – now they are generally paved over for parking. Annuals are used primarily in containers and baskets. “Of course, the average garden size is much smaller these days and this again affects the plant range we offer. Our challenge is to keep plants under the noses of our customers as so

many products fight for attention. Restaurant outdoor seating areas should be surrounded by plants. They should feature strongly at the entrance to the car park and again at the entrance to the garden centre. “We know that our plant departments and our plant experts remain our main point of difference from other retailers and the day we forget that is the day we stop being a real garden centre.” Diversification appears to be key, and certainly instrumental in boosting plant sales and helping to reinforce the brand identity of a centre that customers have come to expect.

Garden Centre Retail | Plantaria Supplement April/May 2019

03/04/2019 16:34

Selling plants to Millennials

he millennial generation, those born 1981–1996, is a potentially proﬁtable group of young people among your customer base, but not always the most receptive when it comes to marketing. The reasons for this of course are varied and theoretical, such as the reluctance to invest in a garden space at a rented property, or simply that horticulture and gardening has had to make way for a range of other hobbies that interest this age group. Garden centre owners are aware that the millennial generation has a potential spending power and want to sell to them, but also that gardening tends to appeal to older age groups. Certainly, the generation born before the millennials: Generation X (1965–1980), hold greater spending power. Not only do they have

more disposable income, they also inﬂuence the purchases of their elderly parents or relatives and advise their children – millennials. But it’s wise to cover all bases and sell to both groups if you can. So, what are millennials looking for when it comes to plants? Handy houseplants With some quick online searching, you’ll see that houseplants such as Monstera, Calathea and Pilea are popular with millennials. But why? These houseplants are highly photogenic and make frequent appearances on social media posts, particularly instagram. From a practical point of view of course, they are a convenient choice for our mobile millennial customers – a houseplant is easier to move than a rose bush – when millennials up sticks and

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move to pastures new, so do their small and portable potted houseplants. Furthermore, this plant category is affordable, visually impressive and easy to care for – again a good fit for the millennial lifestyle. Colourful containers Talking of mobility, ready-planted containers also fall into this category. They provide instant colour and can be transferred when the need arises. Pots of abundantly coloured flowers and beautifully textured foliage are also photogenic and are just as attractive. Containers also fit neatly iin confined spaces, such as on a balcony or limited patio space. Hanging baskets Similar to containers, hanging baskets are easy

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03/04/2019 16:26

to a manoeuvre but also have the advantage of making use of limited space in our ever-shrinking gardens. Recent website articles from The Guardian and the Daily Mail claim that soaring sales in hanging baskets are accredited to millennials wanting to do just that: offer a point of interest in the garden at height without using up precious ground level space. Another reason hanging baskets are currently a favourite choice is because they offer millennials the chance the adapt and create the display with minimum fuss and cost. When the flowering season has finished, all that is required is a new bag of compost and a few different plants to create a totally new display. The opportunity to customize in line with fashion trends and interior decor are wide ranging. If you decide to specifically target this customer base now, not only is there potential for extra revenue in the short term, but also for the long term as this generation matures and becomes your main target audience in future.

www.gardencentreretail.com

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Garden Centre Retail | Plantaria Supplement April/May 2019

03/04/2019 16:31

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APRIL/MAY 2019

COMPANY PROFILES

PELARGONIUM FOR EUROPE

FLOWERTRIALS

MAGICAL HYDRANGEAS

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Company Profile Cover.indd 51

04/04/2019 09:23

Company Profile Pelargonium for Europe

PELARGONIUM FOR EUROPE

Pelargonium for Europe explains how they are raising consumer awareness and promoting sales of geraniums across the UK and nine other countries Can you give us a brief outline of the brand? Pelargonium for Europe is a marketing initiative founded by European geranium breeders Dümmen Orange, Elsner PAC, Florensis / P. van der Haak Handelskwekerij, Geranien Endisch and Selecta One to promote sales in Britain alongside nine other participating countries. What are the aims of the PfE campaign this year? Our media relations campaign is managed by J E Communications to increase consumer awareness of the geranium, by focusing on its long-lasting and colourful flowering period and as the perfect plant to create a ‘holiday mood’ at home – whether it be on balcony, terrace or in a garden border. Plant care tips are also included in all media releases. The trade campaign promotes the POS, alongside

concurrently with the launch of the installation, as well as ongoing editorial and third party promotions across multiple online consumer lifestyle titles from now throughout summer.

information and image bank, new for 2019, on our website. What support are you offering garden centres? There is a range of free downloadable POS in a range of styles, all highlighting the geranium’s vibrancy and colour: • Large banner (3.5 x 2.5m) • A1 poster • Tall flag (1.5 x 4m) • Wide banner (3 x 0.8m) • 8 page flyer (105 x 210 mm) The theme this year is: ‘Brilliant colour all Summer!’ We hope that garden centres will use this to create eyecatching display areas and drive sales. What are the next steps in the campaign? There is so much gardening inspiration on social media that much of the activity

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centres around connecting with influencers and sharing Pelargonium for Europe imagery. J E Communications has collaborated with award-winning garden designers Claudia de Yong and Ian Drummond to devise an installation to celebrate London’s Clerkenwell Design Week, the UK’s leading independent design festival, which takes place in May. ‘Geraniums in Coral’ will transform the entrance of the Zetter Townhouse in Clerkenwell, a hotel with a beautiful Georgian façade and one of the most photographed doorways in London. Over 100 geraniums will be used in varying hues of ‘Living Coral’ – Pantone’s Colour of the Year 2019. The fantasy plant sculpture will include a statuesque mermaid and oyster shell made from wire mesh and clad in flowers and moss. A media gifting programme will run

Any Geranium trends for 2019? Geranium favourites will always be the reds, whites and pinks, and we don’t expect that to radically change any time soon. What we are hoping, however, is that the UK media campaign will remind consumers that geraniums are available in a huge range of colours but also to look at creative ways to plant and enjoy them in their outdoor spaces whether that be a garden, a patio or a balcony. They are more droughtresistant than many flowering plants making them highly versatile when it comes to planting – particularly valuable during the record summer temperatures we saw last year! They can be used to create a wall of plants, dividers, decorate patio furniture, even kokedama. There are many step-by-step creative ideas on the website and inspiration on our Instagram: @mygeranium. w CONTACT

Pelargonium for Europe UK Press Office J E Communications 020 3805 1776 office@jeanegbunike.com pelargoniumforeurope.com

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02/04/2019 13:47

Company Profile FlowerTrials

FLOWERTRIALS 2019

A must-see for pot and bedding plant professionals, the FlowerTrials return this June to celebrate innovation in breeding From June 11 to 14, over 60 breeding companies in the Westland and Aalsmeer (The Netherlands) and Rheinland Westfalen (Germany) area will open their doors to show their latest assortment in pot and bedding plants to growers, exporters and buyers from across the world. Where plants meet people FlowerTrials is the key event at which to choose next season’s assortment. From petunias and phalaenopsis to pelargonium and primula, the latest breeding achievements in major crops as well as niche products are presented at 31 locations. The June event can be defined by its slogan: “Where plants meet people”. Over the years, FlowerTrials has become one of the main industry gatherings across the world. FlowerTrials can also be the moment to share business plans for next season. Gill Corless, chairwoman of the FlowerTrials Foundation says: “FlowerTrials is the

perfect place to make new contacts and maintain existing relationships. This event is not only about the latest novelties in the pot and bedding landscape, but also about the people that create, produce, buy and sell these varieties. “Growers, exporters and retailers can make the most of this event by visiting the FlowerTrials together. A grower will examine the production process, an exporter the logistics and retailers know about consumer choice at point of sale. Having all the relevant information at hand makes planning for the following season much easier.” A world of innovations gathered in three regions The FlowerTrials originally started out with Dutch and German pot and bedding plant breeders opening their doors, but now companies from Europe and beyond search for a presence in Westland and Aalsmeer and Rheinland Westfalen.

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Many exhibitors appreciate the event’s significance, importance and success. The FlowerTrials is one of the most important moments in the season where exhibitors can show their latest innovations to growers, wholesalers and retailers from across the world. Alongside this, the international scope of visitors is certainly one of the reasons why they may choose to take part.

Preparing your visit A detailed overview of each exhibitor’s assortment, including photos and videos, can be found on www.flowertrials.com. The website also offers further information on visiting addresses and opening times, as well as the possibility to preregister online. w CONTACT

+31 (0)71 - 364 91 01 organization@flowertrials.nl www.flowertrials.com

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11-14 June 2019

FlowerTrials

where plants meet people The International Pot and Bedding Plant event held at 31 locations in The Netherlands and Germany No fewer than 62 Pot and Bedding Plant breeders proudly present their innovations, creative concepts and an incredibly wide range of crop assortments. From technical information to retail inspiration, from breeding breakthroughs to latest trends, every professional in ornamental horticulture has a reason to meet at FlowerTrials®.

 Register online

For an overview of the participating companies, routes and free registration visit www.ﬂowertrials.com

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Company Profile Magical Hydrangea

MAGICAL

HYDRANGEA Magical Colours Your Home are challenging growers to get 150 days of indoor flower power with the colour-changing Magical Hydrangea With Spring finally here, Magical hydrangeas are making homes beautiful all over the UK once more. Shoppers have been rushing to garden centres to get their share of the ‘wow’ factor. Thanks to its vibrant, colour changing, natural beauty and super long lifespan, the

Magical hydrangea has always been a hugely popular UK house plant. And this year, the producers, Magical Colours Your Home, are challenging plant lovers to take part in a 150 day challenge to see who has the greenest fingers and can make their indoor Magical hydrangea last the longest. Beautiful changing colour The compact, richly-flowering house hydrangea comes in two

varieties: Magical Revolution and Magical Amethyst. Both are available in their clear starting colours, pink and blue, from Hills Plants in Sussex. When exposed to daylight, they slowly change colour. The many tiny flowers of the Magical Revolution change throughout the season, moving from light pink or blue to a lovely deep dark red. These are available in 14cm pots. The magical display of colours is the result of years of breeding, where the strong natural characteristics of various colour-changing hydrangeas were crossbred. This process took around ten years, but the results certainly look impressive. With proper care, garden centre customers can easily enjoy this rich-flowering, low maintenance Magical hydrangea for up to 150 days. Sussex based growers Sussex based Hills Plants, is the only UK licensed grower for the Magical hydrangeas ‘Magical Colours Your Home’ variety with the exclusive UK rights to grow and sell them under their consumer facing brand The Little Botanical. Greg Hill, managing director at Hills Plants and The Little Botanical said: “These bold and beautiful plants make a perfect gift for a special friend or family member, or as a delightful way to brighten your customer’s own home. “Simply keep the soil moist and add a bit of hydrangea plant nutrient once a

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month. and plant lovers will be rewarded with constant beautiful blooms, which, with proper care, can offer up to 150 days of pure flower power!” Customers can take part in the 150-day challenge and can

receive tips and tricks from the experts on how to help them thrive, as well as having the chance to share useful tips for styling and care with fellow challengers by following the Magical Colours Your Home on social media. Trade can register themselves for the challenge via the Magical Colours Your Home website. Challengers who take up the 150 days challenge can get involved through social media using #magical150dayschallenge and #magicalhydrangea. If you would like to place an order then please contact the sales team at Hills or The Little Botanical. Point of Sale material is also available to make a real impact. w CONTACT

hello@thelittlebotanical.com plantsales@hillbrothers.co.uk magicalcoloursyourhome.com

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150 days of floral magic with our one-of-a-kind Magical Hydrangea WWW.MAGICALHYDRANGEA.COM

ical to n a t o B Little e today r e t h n T e c t Contac your garden .com al or order f elittlebotanic th hello@ 240 56 01243 7

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02/04/2019 15:57

Company Profile Four Oaks Trade Show

FOUR OAKS

TRADE SHOW Garden Centre Retails looks forward to The Four Oaks Trade Show, the UK’s premier show for ornamental horticulture Why you should attend Four Oaks The Four Oaks Trade Show is the UK’s international showcase for commercial horticulture. Massive displays of plant material form the heart of the show with associated supplies and services from production to point of sale. More than 35% of participating companies are from overseas. European young plant growers such as Beekenkamp Plants join their British counterparts in using Four Oaks to showcase new varieties, winning Best New Bedding Plant Introduction for Helianthus SunBelievable ‘Brown Eyed Girl’ in 2018. “It is so good to have a place where this side of the industry comes together. The British market is very important to us. For Beekenkamp Plants it is the perfect time to launch the catalogue and introduce new lines for the season,” says marketing manager, Sirekit Mol.

An exciting new entrant to this category for the 2019 show is Danziger – an innovative floriculture company with one of the industry’s largest research and development departments. Mature stock dominates large sections of the show from Italy,

Heinje in the UK and Ireland. Holland, Belgium, Germany and Zenflora, part of the Danish Spain. Pistoia nurseries have Gasa group, always impresses been well represented for many with massive displays of years with Europlants (Vannucci in Europe), Magni Piante, Carlesi stunning pot plants and Christmas trees from all over Vivai, Consorzio Ortovivaisti the Continent, Pistoiesi, Zelari winning Piante, F.lli “We’ve exhibited at Four the Most Andreini Vivai Oaks for 20 years now and feel very much at home. We Innovative Piante and Covili find the staff very helpful and stand award in Franco among nice, which is important when 2018. those exhibiting exhibiting overseas. At the Sjaak van regularly. Four Oaks show it’s always der Vijver will Innocenti & a special time of the year double its Mangoni Piante where we meet again with our customers and get to space in 2019 will return with know new ones” to promote cut a large stand Gina Covili, Covili Franco flowers, plants in 2019, after a and sundries seven-year break. sold through its web shop. WM J Hooftman, a Dutch Impulse Plants’ Mari de Laat ornamental tree and shrub grower specialising in Japanese notes: “We exhibit annually at the Four Oaks Trade Show maples, has exhibited for 25 and supply an ever-growing years. Heinje from Germany customer base in the UK. With likes to exhibit plants that are a lot of uncertainty about a little different, including Brexit, we believe that it will garden bonsai, Bloombux, strengthen our relationships in Easydendron and Luckyberry. the long term.” “After 11 years of exhibiting at For GC Stolwijk: “Four Oaks Four Oaks we still think it is the is a very friendly show, a good best marketplace for Heinje to start for the autumn season for showcase our new production us to meet so many customers for immediate sales or reserve in a short time and for garden for the following spring,” says centres and nurseries to Ian Sadler, representative for

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keep updated with the new introductions.” Kees Cammeraat says Plantline has “participated for 15 years now. Every year the show gets better for us, which is fantastic, especially considering the uncertain times over the last few years, such as the credit crunch and now Brexit.” Supplies are an important segment of the exhibition, with companies from all over Europe joining those from the UK, including Pöppelmann Plastics, Soparco and Modiform. Shaun Herdsman of Modiform has championed the Dutch

company’s response to the growing shift away from single-use plastic and uses Four Oaks to showcase innovations. “Modiform started to exhibit 20 years ago, with the owner driving a few samples in a minivan. Over the years we’ve grown our stand and launched many new products. With the uncertainty surrounding Brexit one thing that is certain is the Four Oaks Trade Show. It is now more important than ever that international horticulture comes together, and Four Oaks is the perfect trade show for this.”w CONTACT

+44 (0)1477 571392 four-oaks-hort@btconnect.com www.fouroaks-tradeshow.com

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04/04/2019 11:21

2019

Sept 3-4th The UK’s Premier show for Ornamental Horticulture ■ Vast range of plants from the UK and Europe. ■ Supplies and services - production to point of sale.

Over 400 exhibitors

■ Garden Centre and Landscape Products. ■ Sponsored by

Growers, Garden Centres, Retailers Landscapers, Garden Designers Local Authorities, Florists

this is the show you can’t afford to miss! ☛ FREE Parking ☛ ☛

Over 40% Overseas Exhibitors

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Admission Catalogues Accommodation Guide Airport Coach Shuttle Rail Station Minibus Shuttle

☛ Caravan Park with Facilities ☛ Accommodation Booking Service PRE-REGISTER ON-LINE FOR YOUR FREE CATALOGUE

FOUR OAKS TRADE SHOW Farm Lane, Lower Withington Macclesfield, Cheshire SK11 9DU, UK. Tel: +44 (0)1477 571392 Fax: +44 (0)1477 571314 Email: four-oaks-hort@btconnect.com Mobile: 07767 640420 Pat Coutts, Event Director

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02/04/2019 11:22

OPENING Showroom

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02/04/2019 10:57