‘Something extra special’

Caroline Chatwin, buyer toys & recreation at Dobbies, explains how the garden centres cater for all cards buyers, from families visiting soft play to keen gardeners and design-savvy gift seekers

Can you tell us a little about your career background?

I have been with Dobbies for 12 years, starting in the gardening buying team.

Originally, I came from a woven textile design background. After having my two children, I moved into the lifestyle side of Dobbies, buying cards, stationery, wrap, books, and toys, which is a really exciting range mix, while still indulging my passion for design.

How do you decide where to display your card selection?

We always try to locate cards near (or en route to) the restaurant, as this is the highest footfall area. Seasonal cards are given another location near the entrance and mixed with inspirational gifts. Cards are always located with wrap and near gifts for that additional basket top-up!

How do you source products?

Trade fairs like PG Live are the best inspiration for

“I was expecting a shift into lower price point cards, but our customers are still shopping in that £2-£2.99 core price point for the perfect card’’

About Dobbies garden centres

We have 76 stores across the UK. The most recent additions are little dobbies Cheltenham and another large-format store due to open in Antrim, Northern Ireland, later in the year.

There is variation in store size from extra large, like our new store in Tewkesbury, with a whole card department, to a little dobbies, with two bays of cards.

Little dobbies is our urban store format and specialises in houseplants, home décor and gifts, with hot drinks to take away. These stores have a curated range of beautiful design-led cards.

sourcing new cards. We work with UK Greetings as our card broker to ensure we have the perfect mix for our customers. Publishers can submit product directly to our brokers for submission into new plans.

What is your selection criteria? Are there specific criteria you have to consider as a garden centre?

Our customers like something extra special. Whether that be an insert, embossing or foiling, it all adds to that quality special card that they are looking for. Humour is extremely important for the garden centre customer, while design-led cards are more important for little dobbies. We have to be mindful of the wide variety of customers we have, from families visiting soft play to keen gardeners and design-savvy gift seekers.

How is trading for you at the moment?

Really positive. Gardening season is well under way, which drives the footfall to our card and gift departments. Mother’s Day and Easter Cards have shown particularly strong sales this year.

How do you get word out there for your greeting cards?

Social posts are key for us, reminding customers to pick up their cards for key seasonal events. Marketing footfall drivers for plants and gardening will drive traffic to cards and stationery, too.

Do you sell both in the shop and online?

We have a small selection of cards online currently, however we are looking at a direct-tocustomer model going forward. The vast majority of our sales are in-store as we are a full day out experience.

Have you seen the average cost of your products go up - and if so how have you dealt with it?

We work with our suppliers to ensure the range mix still provides a good, better and best price offering to suit all budgets and we can adjust the mix offered in cards to suit the performance of the range.

Have you noticed a change in how the public shop for cards?

I was expecting a shift into lower price point cards, but our customers are still shopping in that £2-£2.99 core price point for the perfect card.

“Cards are always located with wrap and near gifts for that additional basket top-up!’’

Toasted Crumpet has had great success in little dobbies, with its lovely horticultural designs and smaller card formats.

UK Greetings Boofle cards are an unstoppable favourite across all occasions and with a new colour palette they look even more contemporary this year.

Bestsellers in female cards are also led by UK Greetings with its intricate laser-cut designs a firm favourite from both the Gibson and Carlton ranges.

Is there anything you haven’t been able to source that you would like to find?

UK Greetings

Do customers ask for eco-friendly product?

Customers don’t ask, rather I think they expect that retailers are considering their effect on the environment. Eco-friendly products are crucial to Dobbies. Where possible, our cards are supplied unwrapped or have recyclable wraps for any delicate cards needing protection. We have moved away from glitter on cards and use foiling to give that extra special touch instead.

What brands have been particularly popular with your customers?

Lucilla Lavender Birdiculous are firm favourites. Really cute and simple humour cards, which are fab ageless and unisex send.

I’m always looking for something extra special, something innovative! Made in the UK is important.

If you could choose the cards people sent youwhich would you choose to receive for Christmas or birthday or other special occasion?

I do love a funny card for a birthday or special occasion. I’d like to think that the person choosing has spent time a long time finding something that they know I’d find hilarious!