reader profile: ian richardson
Reader profile GHN SPOKE TO IAN RICHARDSON, MANAGING DIRECTOR OF GARSONS GARDEN CENTRES AND FARM SHOPS
Garsons dates back to 1871 when founder, George Henry, started up a farm in Esher from which he sold vegetables to London greengrocers. It has since been passed down through each generation of the family.
W
ith the growth of supermarkets in the 1970s, the business had
to diversify due to its customer the greengrocer slowly disappearing from the highstreet. It introduced its own farm shop and opened its fields up to Pick Your Own. Then came the introduction of the Garden Centre in the mid 1980’s which developed further in the early 90’s. In 1999 the business expanded to a second site in Titchfield. The Richardson and Thompson families now run the business, the Board comprising Peter Thompson, Ian Richardson, Clare Thompson, Alan Richardson and Derek Richardson. In 2010 Garsons had a turnover of £14 million. Garden retail wasn’t always part of Ian Richardson’s career plans; in fact he started out in accountancy! However the lure of the family business proved too strong and when planning permission for the re-development of the Esher site was granted in 1990 he joined to help grow the business. He worked his way up to the role of managing director, and has never looked back. “I think it’s important to work your way up in a business, particularly if
it’s family-owned, as that way you really learn the business and earn the respect of the team.” Ian says that business over the last year has been difficult, and that whilst 2009 saw an increase in sales, 2010 was much tougher. “Because disposable income was squeezed and the Pound was so weak against the Euro in 2009 less people went on holiday, which meant they were spending more time in their garden and so more money in store, but last year we really felt the squeeze”. Fortunately the area of Surrey that the garden centres are nestled in is part of the stockbroker belt and has thus coped better than some, despite the initial threat from the banking collapse. He reflects the outlook of many
retailers when it comes to the year ahead, “I think this year will be difficult, what with the budget cuts and unemployment on the rise. With price increases across the board I think it will be harder to upsell, particularly on big-ticket items.” Ian says that pricing issues can leave him frustrated, “Some of our products are up by 20 per cent already, but when the manufacturers set the trade price and the retail price they take the power out of our hands. It makes it hard for us to decide the price that we think customers will be happy to pay, and impossible when some flash-pack the packaging with the price. My buyers must then negotiate to
60 seconds with…
Ian Richardson By Naomi Davis
achieve the required margin.” For the future Ian says that the team will look at engaging with customers more, improving customer services and refreshing the product range, as well as launching a social networking campaign. “It’s something we haven’t really embraced yet but we want and need to be able to communicate with customers. It’s never been truer that if you stand still you fall behind”. The team will continue to host events such as petting zoos and tractor ploughing days to get the local community involved. “We need to make the offer about much more than price by injecting some theatre, keeping the quality of product the very best and offering the right expertise. If you have a lovely restaurant customers will come back for the experience and if you offer the best plants they will pay a little bit more.” They are also looking for a third site and have plans to review the layout of the Esher operation. Ian’s enthusiasm for his work is emphasised when I ask what he thinks about garden centres becoming more like high street department stores. “Some of the big garden centres are taking on lots of franchises and concessions, but it’s not where we want to be. Our restaurants along with our pet store at Titchfield are our only franchises, and other than that we want the Garsons brand to maintain its individuality. “People assume that because
garden centres are being compared to department stores that they no longer care about plants, which is wrong. At Garsons we are passionate about plants, but between October and January why would we put them at the front of the store? Gifts account for around 1/3 of our turnover and if we didn’t sell them we wouldn’t have a business in the winter. But ultimately you can’t get what garden centres do anywhere else!” For more information visit
www.garsons.co.uk ■
16 Garden & Hardware News
What were your bestsellers in 2010? “Levington Tomorite, Westland Aftercut Lawn Feed, six-pack bedding plants, Hartman furniture, and Alex Clark cards.”
Which is your favourite product in your stores? “Bedding plants: when the season starts and the plants have just come into colour – it’s beautiful!”
Which other retailer in the market do you think has the best offering? “Waitrose for food, John Lewis for home and I like what Barton Grange has done with its new site near Preston.”
Which brands would you associate most with your typical customers? “Westminster teak, Nigella Lawson and Orla Kiely.”
Which are your favourite trade shows or events? “Spring Fair, Glee and Solex. I like shows that focus on specific categories.”
What products or suppliers are you excited about for 2011? “Garden furniture and plants as we move into spring.”
What do you and your team look for when selecting a new product? “Something that is different and not already being sold everywhere.”
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