DID YOU SEE AT GLEE? What next for Glee?
Glee will make its debut at Spring Fair, February 4-8 at the NEC Birmingham.
Glee at Spring Fair will give
retailers the opportunity to see new and best-selling ranges ahead of the spring season. A second addition at this time of year will give retailers an additional destination to refresh their ranges for key retail spikes. Categories that retailers can look
forward to sourcing will include garden care, landscaping and garden decoration, and outdoor entertaining.
Westland marketing director Keith Nicholson told DIY Week there is an even greater focus on wellbeing and using products that are better for them and their environment. SBM Life showcased its Solabiol brand of natural garden care products that carries the strap ‘In Tune with Nature’. Lawncare supplier DJ Turfcare excitedly announced the launch of its first-ever RHS endorsed range of chemical-free lawn fertiliser products: MO Bacter, Bio-Lime and Recovery, Meanwhile Fallen Fruits was championing the use of bamboo fibre, with bird nesting boxes and hanging feeders (pictured above) in contemporary designs on display on its stand.
“Inspired by the way retailers keep their store interesting, Glee’s refreshed layout will breathe new life into the show”
The spring edition will provide Glee exhibitors with a secondary revenue opportunity in the year and an additional touchpoint to meet with new and existing customers, while enabling Spring Fair to benefit from having a dedicated garden centre hub at its heart.
Glee @ Spring Fair will take prime location in Hall 3, considered to be in the main thoroughfare, and have the signature wide boulevard synonymous with the September layout.
TV presenter and horticulturalist Nick Bailey gave the keynote presentation at Glee on Monday. Talking about what drives trends in the sector, he said: “TV still has a significant influence on people’s activities. I remember a time that we used to watch Gardeners World on a Friday to see what the plant of the moment is ahead of the weekend.”
He added that climate change also has an impact: “I can say that nothing is normal anymore,” as well as what he described as ‘the pursuit of the novel’. “As a garden retailer, if you can put that bizarre new thing up front like the blue rose or salvia habit, it will work.”
Mr Bailey identified three key trends that will impact the garden sector:
Shifting demographic - millennials are going to make a big difference to the way we sell and who we sell to. Ipsos Mori figures reveal 89% of UK under 25s have a garden or grow plants. There is a trend for holistic millennials, with 92% saying they think that gardening helps to relax and de-stress. The mindfulness trend reaches horticulture, especially among the young . Millennials greater sensitivity to the planet and a desire to grow. What can garden retailer do to make it profitable? Social media and targeted marketing aimed at renters Sponsor school horticulture programmes - catch them young Many garden retailers run a pensioners day, why not run a millennials day?
Organics - Nematode sales have increased 20% year on year. It is a massive growing market – if you can find a way to tap into this you are on to a winner. Iconic gardens are setting an example. What can garden retailer do to make it profitable? Stock a wider range of organic chemical-free products. Incentivise sales of organic products, with deals like BOGOF
LED and GYO - 10 times more LLED lights sold this year than three years ago. Sales of LEDs for mini greenhouses and indoor growing are booming. LED lighting is a real innovation and there is huge potential for it. What can garden retailer do to make it profitable? Affordable set-up packages with lights, planters, seed, food, etc. Ongoing in-store demos and time-lapse films Look to niche micro-greens seed to counter falling seed sales
24 DIY WEEK 13 OCTOBER 2017
www.diyweek.net Glee 2018
Next year Glee will be relocating to NEC Halls 6-8 and 19-20, providing the show with a much bigger footprint and an even larger and more exciting exhibition. Exhibitors will be able to relocate, while visitors will be walking an updated floorplan; discovering new products and companies at every turn. The overall effect will be a refreshed, revitalised event, as Matthew Mein explains: “Glee has been growing at a significant rate and that means we’ve outgrown our current home. Glee has
successfully relocated before and we hope that this next move will be received with the same level of industry support. Not only will the exhibition be able to better accommodate more exhibitors and visitors, but its refreshed layout will breathe new life into the show. This move is inspired by the way that retailers keep their store interesting for customers by constantly revising the layout. This way customers discover more and ultimately spend more – something we know our exhibitors and visitors want to replicate during their time at Glee.”
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