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Dobbies Garden Centres, the UK’s leading garden centre retailer, has opened its new little dobbies store in the heart of Cheltenham.
ocated at 106 Promenade, the 2,200sq ft store is the largest little dobbies in the UK.
The sixth of its kind, the Cheltenham store boasts an impressive
mezzanine floor, a curated range of houseplants, plant care, small space gardening products and home décor, as well as gifting and seasonal products. “little dobbies was created to offer the Dobbies’ experience in towns and cities, meeting the growing demand to shop locally and to respond to consumers seeking convenience retail. We undertake a lot of research into our little dobbies’ locations, taking into account factors such as the local audience, population within a suitable drivetime, as well as other brands and retailers within the locale. We consider the building itself and if it can be adapted to suit the customer experience we want to deliver. The Promenade is a fantastic location in Cheltenham. We wanted to cater to the increase in gardening and houseplant enthusiasts across the country, as well as for gardens of all shapes and sizes, including those who have a balcony, windowsill or terrace. Gardening and enjoying plants are not exclusively for those with large gardens – with little dobbies we are striving to be inclusive,” said Dobbies CEO, Graeme Jenkins.
Going green Following Dobbies’ recognisable urban store format, the layout of the new little dobbies store has been designed with a specific green focus. Jenkins said “The popularity of houseplants is rising and looks set to continue. Not everyone has access to gardens, particularly in urban areas like large towns and cities. We believe, however, that regardless of the space available, that everyone should be able to enjoy greenery at home. Research we commissioned revealed that indoor plants can cheer us up, with 4 in 10 of Brits (40%) saying that colourful houseplants make them feel happier and 42% saying that houseplants make a house a home. Almost 1 in 5 Brits (18%) said that caring for a houseplant improved their mood and sense of wellbeing. A quarter (24%) said that looking after plants made them feel more in control and 17% said that taking care of houseplants lifted their mood. The survey also reveals the nation’s favourite houseplants, with 19% saying that low maintenance plants like a Cactus or Succulent make the best houseplant.” The new store is home to a Green Team Hub where the horticulturally-
trained team can advise and support customers on caring for houseplants. “The core offering of little dobbies is horticulture and lifestyle focused with a carefully curated range of houseplants and pots. Small space and sustainable gardening products are also available, complemented by a range of selected home décor, gifts, and seasonal products, which just now is outdoor living items such as bistro sets, BBQs and pizza ovens. There is educational point of sale for an enhanced customer experience with top tips on what houseplants will work where, and how to look after them. This is amplified by our Green Team who can provide advice on caring for houseplants,” added Jenkins.
Moving forward Following its grand opening, the new little dobbies store will focus on creating an enhanced experience for its customers as well as its role in the community. The retailer is currently supporting BBC Radio 2’s Let it Grow initiative by handing out 75,000 free packets of seeds across the UK, and looks forward to partnering with local community projects. Jenkins said: “The reaction has been overwhelmingly positive. Since opening little dobbies Stockbridge in Edinburgh, this location and those that have followed are all thriving. The team focus on being part of the community, as well as a shopping experience, which is really important to us. We are taking a considered approach to our little dobbies locations, ensuring they meet with our criteria. We are reviewing other locations and hope to announce more in the future.”
housewareslive.net
June/July 2023 | 15
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