reader profile:marcus eyles
Reader profile GHN spoke to Marcus Eyles about his love of plants and getting gardening on TV!
The Garden Store was the brainchild of Marcus Eyles and Neil Stevens who were both working on the buying team for Country Gardens when it was taken over by Wyevale in 2000; they decided to launch their own business and have never looked back!
M
arcus is a true horticulturalist, having been gardening since he
was a teenager. “I have always loved plants. Growing up, I often helped out with neighbours' gardens. I originally planned to be a garden designer, but really enjoyed working for Hilliers and have stuck with garden retail.” This passion is reflected in the
business; The Garden Store maintains a focus on plants, flowers and associated products and has a reputation for offering expert advice. “I describe us as a horticultural retailer,” explains Marcus. “Many of the big garden centre chains focus more on the retail aspect of business, and less on horticultural expertise, but for us combining a love of plants with good business sense is the best way to be successful, and offer somewhere on which shoppers know they can rely for great plants. We aren’t a department store; we are a specialist retailer – and we aren’t afraid to say so!” One of the things that Marcus
prides himself on is that The Garden Store’s staff are extremely
knowledgeable about the products, meaning that customers can seek horticultural advice from any employee – whether the store manager, a shop assistant or a checkout operator. “Our staff are experts in their field and many of our customers know them by name and ask for them when they come in; they know they can get the information they need.” This has had a beneficial impact in attracting new gardeners seeking help in getting started in the garden. “We see every type of gardener, from the beginners through to the very experienced; often new gardeners will be recommended to pay us a visit by their friends and family who already shop here.” The company has been profitable
every year since 2001, an achievement that Marcus says he is very proud of and which has allowed him and Neil to buy the properties in Stratford upon Avon and Tamworth. This success is partly down to an ability to balance a love of horticulture with the needs of the company. “I have a business head but am also a plantsman – you need to have both to succeed. I love talking to people and being on the shop floor.” The Garden Store currently operates seven stores and is looking to expand, with the possibility of opening another new branch in the Midlands. The young company has been
perfectly placed to embrace digital media: Marcus maintains 'The Gardener’s Diary', a blog which is
60 seconds By Naomi Davis
integrated into The Garden Store’s main website and covers tips, special offers and product recommendations. He says that it is another medium through which they can engage with shoppers. “Our customers want to be able to find useful information and advice, and the blog is also a great way of adding a personal touch to the website. To make it even easier to access we also have a computer available to use in store.” This personal touch is developed through an About Us page, which introduces Marcus and Neil as well as the head office team. “It’s nice for shoppers to be able to see who we are and what we’re about,” says Marcus. He believes that, although
garden centres are beginning to embrace the power of the internet, the one thing they should be pushing for is more coverage in the media. “We aren’t doing enough as an industry. Gardening and cooking are both very popular hobbies, but look at the amount of airtime and publicity that cooking is given: we should be trying to emulate this. If we can get gardening enthusiasts on TV that really connect with today’s audience it will be a huge boost to business.” If there has ever been a time to
push gardening and focus on plants it is now; how do you think we can make the most of the media as an industry? I would love to hear your opinions: email me at
naomi.davis@onecoms.co.uk
with… Marcus Eyles
What were your bestsellers in 2010? “Box bedding and compost.”
Which is your favourite product in your stores? “A herbaceous which I developed for Country Garden and kept on afterwards.”
Which other retailer in the market do you think has the best offering? “I have a soft spot for Hilliers; it’s where I started and I like that it’s plant focused.”
Which brands would you associate most with your typical customers? “David Austen Roses, Scotts, Vitax and Thompson & Morgan.”
Which are your favourite trade shows or events? “The National Plant Show was a storming success. Woking, Glee, Autumn and Spring Fair are all important. The Edible Garden show was great.”
What products or suppliers are you excited about for 2011? “I’m really excited about the grow-your-own category as a whole – it’s still growing.”
What do you and your team look for when selecting a new product? “We look for suppliers that will work in partnership with us as an independent. We also look for things that people can really use, and things that will last.”
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