housewares for garden centres
The home and garden experience
help SAVE our AT A TIME
ONE PAN PLANET
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Kate Murphy, managing director of Brookes & Co, looks at the garden and hardware channel
suppliers battening down accordingly. The stress in the sector is inevitably immense and
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it’s not always easy to think about what happens whenever this extraordinary situation starts to resolve itself. One development that gives us a clue to the future
is the recognition by the government that the human benefits of home enhancement are real, especially at times of crisis - hence the decision to deem hardware stores ‘essential’ retail. In the short term, this news is only partially beneficial to the housewares
sector, helping only those suppliers who have already explored and sold into the burgeoning hardware and garden routes to market. But longer term, it does illustrate two facts: the importance of appreciating
cross-sector sales opportunities; and equally, just how much wellbeing and personal achievement are going to account for housewares purchases in the coming months and years.
“Housewares departments are bankers for garden centres”
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Even before the current crisis, ‘non-garden’ products accounted for a significant and growing percentage of garden (and hardware) retail sales. We know this is because home and garden improvement is part of the
‘experience economy’ - a trip out, maybe even eating out, and perfect for engaging demonstration - with less of the stress associated with town centre parking and the ferrying of purchases to the car. Consumers in garden retail are usually in more of a mood to treat themselves
and to buy gifts for others, and housewares products such as cookware, bakeware and tabletop make great, multi-occasion presents. They are also adaptable to trends like outdoor kitchen, alfresco dining and
‘grow your own’; all of which cross borders between kitchen, garden, home, food preparation, family, leisure and home entertaining. Housewares, food and cookshop departments are also bankers for garden
centres, offsetting the obvious downsides of traditional garden retail like disappointing British weather, and providing a reliable year-round income stream.
The new factor in the mix will be how consumers feel after the pandemic is
over. A likely period of home-based self-protection and nurture will play well for cautious but committed reinvestment in the home and garden experience. The housewares sector needs to engage with garden and hardware. We will all need each other.
• Brookes & Co is a home and garden marketing and PR agency, specialising in strategy communications, content creation, traditional and online PR, as well as trade marketing, digital communication and design. Kate’s contact details are: 07768 714406
kate@brookesandco.net
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housewareslive.net •
HousewaresLive.net •
twitter.com/Housewaresnews March/April 2020
s I write this, we are in Covid-19 lockdown - and traditional bricks-and-mortar housewares retailers are closed, with
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