‘Encouraging for the future’


In challenging economic times, this year proved generally positive for garden retailers. GCU talked to some of the industry’s member associations for their thoughts on how 2017 was for the industry


n a world which changes quickly, there were plenty of old adages which were found true once more this calendar year. Garden Centre Association (GCA) chief executive Iain Wylie comments: “2017 proved, if there was any doubt, that the weather is the single biggest influence on garden centre trade. For the first nine months of the year trading patterns followed the ups and downs in temperature, rainfall and sunshine. “When the weather was good for gardening and enjoying time in the garden, trade was buoyant and customers came out in force. Plant sales increased across the board on 2016. Overall the growth experienced in plant sales at GCA centres was approximately 5%, but when the weather was favourable, weekly increases were running at 20% or more. In a season, where, on the whole, the weather wasn’t particularly kind, these figures should be seen as encouraging for the future prosperity of the sector.” So which categories have enjoyed the best years? Thanks to the GCA’s Barometer of Trade reports, the organisation can track monthly performances, as well as overall annual growth or decline.


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Iain comments: “Of course, the ‘rising star’ of recent years, catering, continued to shine in 2017. Growth from restaurants and cafés was very positive and many garden centres invested in projects, to expand the number of covers and capability of their kitchens, which came to fruition in 2017, or will do in 2018. It seems the nation’s desire to grab a coffee wherever they go hasn’t reached saturation yet and garden centres continue to capitalise on their strengths in this area - great environments, easy parking and the ability to


16 | www.gardencentreupdate.com offer great food and drink.


“There were a couple of ‘new’ highlights for garden centres though. Houseplants have been in the shadows over recent years, with supermarkets and cut flowers stealing the show, but there are signs of a resurgence. Double digit growth has not been uncommon and with the early signs being seen in 2016, many centres have increased the size of their houseplant area footprint and increased their retail prominence.


“Particularly encouraging in 2017 was the reported purchases by a younger demographic; there were even confirmed sightings of teenagers buying cacti and succulents.” Iain adds: “Clothing has also become an important department and sales have increased in centres by 15%. Our members have realised that there is a demand, not necessarily for high fashion, but for stylish casual clothing. Gone are the days of a few wellies, fleeces and gilets in the old ‘garden clothing’ category.”


Building relationships


With retail a fast-paced enterprise at the best of times, it is no surprise that industry bodies have also seen change this year.


For the British Home Enhancement Trade Association (BHETA), 2017 was all about retailer/supplier relationships.


With market pressures accentuating post- Brexit, in 2017 BHETA has not only maintained its successful Meet the Buyer (MTB) programme, but expanded into many other initiatives. A MTB took place most recently in association with GIMA, hosting Home Hardware and enabling 69 meetings with


suppliers. A BHETA networking forum with Amazon and Decco attracted over 325 delegates from across the home improvement, garden, and housewares sectors. Amazon UK treated a packed house to terrific insights into plans to expand with additional suppliers, while Charlie Lacey, chief operating officer of Decco, outlined the company’s logistical attractions for suppliers and retailers interested in its wholly branded portfolio.


When the weather was good for gardening and enjoying time in the garden, trade was buoyant and


customers came out in force


BHETA’s international direct marketing initiative, aimed at 800 of the top buyers from across the UK, USA, Australia, the Netherlands and France yielded a 41.5% response rate and a new Export Committee was formed to encourage BHETA members to start exporting or build existing export business. An export mission to Ljubljana in Slovenia proved such a success that it is to form the model for similar future events, including an export visit to Romania and a UK-based forum with key Balkans retailer, Merkur.


GCU November/December 2017


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