housewares for garden centres Staying one step ahead
Bents Garden and Home junior buyer Zack Sargent explains how the award-winning garden centre has embraced housewares retailing
“Competition in this area of the business is
strong within the region,” points out Zack. “Our close proximity to the Trafford Centre [in Greater Manchester] sees Bents’ Cook Shop competing with the main players of John Lewis, Selfridges, Debenhams and Lakeland. “As such, we are always looking for new ways
to differentiate ourselves, seeking out new, innovative and unique products and providing a high level of customer service; that’s a top priority for all our colleagues.”
TOP 10 BEST SELLERS B
ents’ trading history began in 1937 when founders Alfred and Margaret Bent started selling roses from their
front garden, just yards from the centre’s current location at Glazebury in the Cheshire town of Warrington.
The business is still family owned and run, and managed by the third generation of the Bent family. Over the years, the retailer has diversified to include a wide range of home and leisure departments.
In 2014, Bents opened a 3,300sq ft Cook Shop next to the centre’s 9,000sq ft Food Hall in a “strategic move which has proved successful in creating footfall and interest,” according to junior buyer Zack Sargent. The Cook Shop accounts for approximately
3% of retail sales and the range is “comprehensive and inspirational”, he says. He explains: “We try to cater for our key
customer groups, ensuring we have good, better and best options to cover all budgets. We carry many lines with approximately 2,500 products and work with lots of companies - large and small - to get the balance of products right, with a combination including al fresco, textiles, bakeware, crockery, serveware, glassware, preparation, gadgets and electricals. We are seeing the biggest growth in cleaning and baking.” Key suppliers to the Cook Shop include Ultimate Products and KitchenCraft and brands
include Denby, Nespresso, Salter, Dunoon, Swan and Dualit. The current top five performing products are the Beldray Airgility Cordless Vac (£74.99), Ladies Gin Glass (£4.99), Tower Cordless Steam Iron (£24.99), Slate Platter with Text (£9.99), and Smart Cook Microwave Steamer (£5.99).
“We’re always looking for new ways to
differentiate ourselves”
To source new merchandise, Zack and his colleagues regularly attend trade shows and visit suppliers overseas “and we spend time considering all ranges,” he says. “It’s important to consider all options to ensure we are constantly inspiring our customers. We also look for local suppliers and like to support products made in the UK.” He notes that the Cook Shop has a dedicated kitchen area where the team regularly showcase and demonstrate products, and hold cookery demos and BBQ workshops, taking advantage of the department’s proximity to the Food Hall “and turning increased footfall into direct sales”. Bents has a strong social media presence, and uses Facebook and Twitter to inform customers of these events, and update them on new lines and products. It also hosts promotion-led events for members of its ‘be inspired’ privilege club and communicates via targeted emails and seasonal magazines. In addition, customers can shop online and
take advantage of services such as gift wrap, vouchers, click and collect, personal shoppers and a range of home delivery services.
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HousewaresLive.net
Beldray Airgility Cordless Vac: our customers love this lightweight Cordless Vac which sells really well
Morphy Richards Nutrigo Blender: a personal blender that’s easy to use and sells well with our fresh fruit and veg
Creative Products The Squidgy Thing: this reusable silicone sponge is really popular with our customers. It lasts longer than most sponges and is a lot more hygienic
Crepe Pancake Pan: we did lots of demos in-store to promote Pancake Day and this pan proved very popular
Smart Cook Microwave Steamer: this microwave steamer with an adjustable vented lid creates healthy meals in minutes
Salter 1.6L Soup Maker: another great link sale with our Food Hall - our customers love soup makers
Smeg small domestic appliances: this trendy range is extremely popular with customers, adding a designer touch to their kitchen.
RCR Alkemist Aperitif set of 6 glasses: one of our many boxed glass ranges with a traditional style. This crystal glassware has sold really well recently
Ladies/Gents Gin Glass: our most popular line in 2018 - and these gin glasses are still selling well
Morphy Richards Hand Blender Set: a really good product with multiple functions and speeds
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twitter.com/Housewaresnews March/April 2020
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