search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
greenhouses and outdoor buildings


TREND 4: CITY DWELLING FAMILIES WITH YOUNG FAMILIES, NOT JUST THE RETIRED IN THE COUNTRY


In terms of customer demographic, Hartley Botanic’s customers are changing. From a group primarily composed of the over 50s and the retired to a more mixed customer base which includes younger consumers usually with children and the manufacturer expects this change to increase in 2019. This seems to be driven by both a desire for children to benefit from home-produced food (both from an experience and a health point of view) and by the fact that market conditions mean families are moving less and investing more in their existing properties. Families moving less frequently has also influenced interest from urban customers and in the last year there has been a renewed greenhouse demand from city dwellers. Christopher White, sales manager for Hartley Botanic says: “In general there is a growing demand amongst city dwellers for greenhouses – both in the UK and abroad. London, for example, is hugely diverse in terms of its ‘under glass’ growing tastes and the preferences of its homeowners. Commonly however, we are experiencing increased demand for larger and lean-to structures which we believe reflect a customer desire to invest long-term in their homes. We do still see a demand for small, practical greenhouse solutions for city dwellers but increasingly homeowners want something which makes a beautiful statement in their garden and will last over time, as well as serving a practical or hobbyist function.”


GCU July 2019


TREND 5: VICTORIAN-STYLE GREENHOUSES AND GLASSHOUSES During 2019, as with the last 22 years, Hartley Botanic foresees that its traditional Victorian range will still been the most popular greenhouse design and look chosen by customers. It is felt that this has been influenced by a trend for exotic plants and ferns which are perfectly set-off by a Victorian aesthetic. The largest Victorian glasshouse Hartley Botanic has produced for a customer in the past year was more than 150 square metres in size.


Of their Victorian range, Tom Barry, managing director of Hartley Botanic says: “It’s an iconic look which was somewhat set in an era when plant-hunters filled their greenhouses with exotic plants, ferns and giant palms. That’s still very covetable even today. It has classic beauty and style as well as a historic appeal.”


TREND 6: USING A GREENHOUSE FOR ENVIRONMENTAL REASONS As well as the ‘grow your own’ benefits of improved quality and taste, 2019 gardeners will be using a greenhouse for environmental reasons. Current Hartley Botanic customers cited a key motivation in using a greenhouse for food production was around reducing air miles and concerns for the environment. Modern greenhouse owners have concerns for the use of chemicals in the production of fruit and vegetables but also about the environmental effects of transporting produce over long distances. Many customers also felt


www.gardencentreupdate.com | 17


that using a greenhouse to produce their own fruit and vegetables had significantly reduced their day to day consumption of plastic packaging – an issue they were increasingly concerned about.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28