association comment A very special anniversary


Garden Centre Association (GCA) chairman Will Armitage looks ahead to January’s annual conference in the association’s golden jubilee year


With the festive season well and truly upon us, I imagine for many of you Christmas sales are in full swing with strong performers being gift products, decorations and, of course, Christmas trees.


Here at the GCA we are already looking ahead to the New Year, which brings with it our annual conference.


The event will take place at The Grand Hotel in Brighton from January 24 until 27, 2016 and we expect more than 300 delegates to attend, especially as it’s our golden jubilee year. As always our conference will provide attendees with pertinent information on key aspects of the garden centre industry to assist members in achieving their business goals. The information shared will focus on a wide range of topics, including merchandising, marketing and management. There will also be


plenty of opportunities for delegates to network and socialise.


Next year is an extra special one for us as 2016 will see us celebrate our 50th anniversary, so the annual dinner in particular will be a very special event.


As well as the celebrations, the conference will include analysis of inspections and garden centre best practice, and the unveiling of competition and award winners. We have a whole host of speakers lined up including British Olympic Silver and World Championship Gold Medallist Roger Black MBE and human resources specialist Lucy Adams. Lucy was the BBC’s HR Director during one of its most turbulent periods. Responsible for all aspects of employee relations, reward, training and development, she reduced the BBC management team by over 30%, saving the organisation £25m a year.


We will also be holding our annual fundraising event in aid of Greenfingers on the Sunday before the conference.


The schedule for the conference will be as


follows: • Sunday – Greenfingers Challenge Cup • Monday – inspection and competition round ups plus keynote speakers – based around operational issues. An evening dinner-themed networking event for garden centres and associate members.


• Tuesday – a day of strategy with keynote speakers on subjects such as the economy, challenges facing business and direction of future market trends with an emphasis on maintaining and enhancing profitability. In the afternoon there will be the supplier exhibition. In the evening we will host our Annual Gala Dinner and awards presentation, plus a special celebration of our 50th anniversary.


• For further details, please call us on 0118 930 8918, visit www.gca.org.uk, log on to www.facebook.com/pages/Garden-Centre- Association or follow us on Twitter at www.twitter.com/GC_Association


Animal instinct sells giftware and garden ornaments


The garden centre, for many consumers, is the number one giſtware destination - something that Garden Industry Manufacturers Association (GIMA) members are keen to see continue in 2016


With Christmas upon us we are able to judge the success of existing giftware ranges, and also look to trends for 2016. It’s also possible to see a definite seasonal crossover with decorative garden ornaments - especially those featuring animals.


Garden giftware company Fallen Fruits managing director Michael Hall says its range of giftware featuring animals is further bolstering its shop-in-shop retail offering. “These bold additions to our wildlife collection, together with our beautiful lovebirds umbrella, are extremely eye-catching and attractive, and are ideal for the animal lover and fashion conscious alike,” he says. “The products are of the highest quality, yet still reasonably priced, making them a well thought through gift proposition. Our 'shop within a shop' has proved extremely successful for those retailers already taking advantage of the offer, with many reporting an increase in customer interest, customer interaction and sales.”


Manufacturer of tools, gloves and giftware Burgon & Ball has long been a consumer favourite when it comes to garden gifts. Managing director Heather Culpan believes the company's new storage tins for animal lovers


GCU December 2015


have already become a success, saying: “Our Creaturewares storage tins - launched at Glee - are doing incredibly well in gift departments, as well as pet departments and garden sundries departments. It seems that everyone loves a quirky animal!”


Decorative aggregate specialist Deco-Pak's reputation as a supplier of decorative birdhouses and feeders has taken flight in recent years. Marketing manager Craig Hall explains: “It’s so important to make sure the consumer feels like they are buying a gift and not just a garden product. Obviously, the birdhouses themselves are anything but ordinary - partly why they have been so successful as gifts. Even so, the new heritage style packaging raises the perceived value further and will also make the range even easier to sell to customers shopping for giftware.”


Outdoor heating supplier La Hacienda has also found success in supplementing its core range with decorative metal animals, a range that continues to grow in popularity. Managing director Simon Goodwin says: “I think garden ornaments become more popular, especially during the winter as customers generally find it less practical to buy plants. It's easier for them to buy something that can be wrapped up and


popped under the tree - as well as adding instant colour and interest whatever the weather.”


However, there is still room for giving a gift that centres around the pleasure of growing, according to seed, bulb and decorative garden ornaments supplier G Plants. Director Alex Reihl says: “Our Patio Flavours range is a perfect example of how to sell gardening as a gift. Everything is included in the galvanised buckets and rattan hanging baskets, perfect for gardeners of all abilities to get growing with the absolute minimum of fuss. In addition, the grow sets are neatly packaged and clearly labelled making the product even easier to add to the trolley.”


GIMA director Vicky Nuttall adds: “A great deal of thought and care is put into developing giftware suitable for a garden centre audience. When I talk to members it is always an issue of what to provide to retailers to increase winter sales, what can keep consumers coming back and what can be done to make sure garden centres continue to retain their reputation as a popular shopping destination.” • To keep up to date with GIMA news, visit the GIMA website, get in touch with the GIMA office on 01959 564947 or email info@gima.org.uk


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