GRAINES D’OR REPORT
I like to call innovation going back to our origins, through an exhibit of modern and unique plants ”, Graziano reminds us. Considering the region’s weather, tropical plants are also largely represented in the centre. “For almost all indoor and outdoor plants, as well as seasonal ones, I would rather buy in Italy, in the regions of Sicily, Puglia, and in the town of Albenga located in Liguria, or in South America.” The store is linked to a central
purchasing office, called Giardinia made up of 24 garden centers of which Graziano is
CEO. Through this central office, plants are bought in Italy, Holland, Belgium and Germany. Tropical varieties come from South America. At his other store, located in
Massa Carrara, 20 km away, Graziano displays a complete range in home decorating, Christmas items, furniture, and a pet shop. In Pietrasanta, there is a wide range of finished products including containerised plants. Fifty years of experience at this store has been put to use in this new and more accomplished adventure. “Plants make up the centre of
our activity because until now nobody has been able to present a consistent and complete array to the public in Italy.” The store is situated on
25,000m², of which 7,000 m² are indoors, and it runs with a staff of 15 people. The store is built around the kitchen garden theme, offering a wide range of ecological fertilizers. The theme of aromatic plants is there to make people more aware of existing organic fertilizers. The garden center also offers landscaping classes in a public park geared towards hotels and restaurants, classes around a barbecue theme, or even around an efficient way to repel mosquitoes. The store e-mails out regular
The Awards Jury of industry professionals
offers to members of its loyalty card programme. In the Spring, the patio furniture theme is widely treated. The store has a quality policy around what is exceptional and beautiful. Customers are not impressed with discount campaigns. Rather the store grants price reductions according to an overall purchase, for example, minus 10%, 20%, or even 30% depending on the quantity bought. In this way,
Giovannelli
landscapers, buying in bulk, allow the store a good inventory renewal. For Christmas, the store hires
2 decorating professionals in order to create that ‘Christmassy’ feel. Graziano banks on plants and is convinced that the consumer will continue to shop for unique varieties and will always appreciate ready-to use solutions and advice from experts in the field. The company’s initial €6.000.000 investment is set to provide a steady return as consumers continue to seek refuge in plants!
For more information visit
www.giardinidellaversilia.com
Graziano
Owner
DIYRetailer.co.uk | Retail Plants & Shrubs | 43
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