association comment Innovation, inspiration and excitement


Garden Centre Association (GCA) chairman Julian Winfield looks ahead to one of the biggest trading months in the calendar


As you know, Christmas has become a vital trading period for garden centres and all our members are now focused on delivering festive displays and sales figures that please in equal measures. For many members, December is one of the biggest trading months in their financial calendars and Christmas has evolved in the last 25 years from something that’s a bit of an ‘add on’ to a significant factor in a garden centre’s success. Gone are the days when it was just about selling fresh and artificial trees and a handful of decorations. The festive range now encompasses gifts galore, food and homeware items for creating that all important feel-good factor, and very few departments can escape a dusting of glitter at this time of year. To help celebrate the best displays countrywide and those garden centres that go that extra mile to delight their customers, here at the GCA we hold an annual Christmas competition. Judging is held end of October and the first three weeks November. The results are announced in December and the top two category garden centres receive their awards at


our annual conference in January. Members are judged on the innovation, inspiration and excitement created from the way their Christmas products are displayed. In an assessment of the overall commercial proposition, the range of items available, accessibility, how easy it is for customers to find and select products, and the ‘wow factor’ are all taken into consideration.


Feedback is then provided at each of our area meetings and garden centre teams who attend these events tend to return buoyed by new ideas they have been shown on how to improve their own Christmas offering for the next year.


Competitions like this help us shine a light on the very best in our industry and enable us all to gain invaluable insights into what works and what doesn’t, and why.


We believe in sharing information and experiences at all levels, from senior management to the shop floor, and we strive to achieve excellence in customer service. One of the great things about the GCA is the friendliness of all our members and their


willingness to share business experiences with each other, even when in direct competition. This is highlighted keenly every January when we hold our annual conference, which gives us all an opportunity to inspire and share ideas with fellow members. As always, our conference provides attendees with pertinent information on key aspects of the garden centre industry to assist members in achieving their business goals. The next one takes place at the Crowne Plaza Hotel in Stratford-upon-Avon from January 21 until 24, 2018 and you can now book a place at the event via the GCA website.


The speakers 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. • For further information, please call 01244 952170. Alternatively, please visit www.gca.org.uk, log on to


www.facebook.com/pages/GardenCentreAssoci ation or follow the organisation on Twitter at www.twitter.com/GC_Association


Future trends suggest steady growth


British Home Enhancement Trade Association (BHETA) home improvement director Paul Grinsell looks at key trends in garden retail for the next few years, with consistent growth predicted


With Glee well and truly over, supplier companies are well settled into follow up while garden centres get ready for Christmas, so it’s a busy time for all. If there is a spare moment however, it’s worth a few minutes looking at the future of garden retail – as outlined by all the latest market research.


The good news is that the garden market is projected to see consistent growth from now right through to 2022. Moreover, that end date is only the end date of the research – it’s not that anyone is predicting a sudden disaster at that point! So, all good for the foreseeable future. Within that general upward curve however, there are a mix of challenges and opportunities. One of the major challenges is the rise – and now maturity - of the so-called discounters. All those supermarket and general retailers are now firmly into gardening and they will continue to take share from garden centres as even AB consumers engage with the price benefits and elect to stick with these new retail players even when cash availability improves.


GCU November/December 2017


On the other hand, the entertainment and enjoyable day out potential of the ‘destination shopping experience’ continues to build appeal, so garden centres can hold their own against the discounted sector with the ‘in-store theatre’ of demonstrations, courses, restaurants and lifestyle experiences, well beyond the practical scope of discount stores. Gifting and treats are key ways to unlock the consumer purse.


The garden


market is projected to see consistent growth from now right through to 2022


Trends like ‘grow your own’ remain key as provenance and family and community gardening outlive times of thrift. Social media with its boasting and ‘how to’ potential will


continue to pull in the younger gardener, keen to show off with both vegetables and flowering plants. Not surprising then that growing media looks set to be a big growth area over the next five years. It’s also vital that garden centre retail starts to cater much more proactively for the non-specialist. Accessible, easy to plant, easy to grow and equally easy to build greenhouses and garden leisure features are key. On the subject of garden leisure, garden entertainment remains a big driver, making garden structures, furniture, BBQs and firepits all potentially desirable and lucrative. In careful times, the garden represents both the perfect low-cost hobby and the perfect, relatively predictable and rewarding indulgence. The key is matching value for money with expert credentials and a pleasurable overall experience. Garden centres retain great potential in a growth market, even as the uncertain future unfolds and whatever the weather. • For more information about BHETA, contact Member Services on 0121 237 1130 or visit the website at www.bheta.co.uk


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