INDUSTRY COMMENT: BHETA
GARDEN RETAIL IS A BIG OPPORTUNITY
The key to retail garden success is diversification therefore The British Home Enhancement Trade Association (BHETA) is offering more and more garden sector knowledge not only for garden supplier members but also for the wider membership, as Will Jones, Chief Operating Officer of BHETA explains…
idea of diverse retail hubs. This is not only an opportunity for home and DIY suppliers but also for DIY retailers who might want to look at garden retail diversification as a model for something similar. The overlap between garden and DIY has long been present, but as consumers’ needs and interests expand, and bricks and mortar shopping becomes ever more about ‘experience’ and ‘destination’, then the garden retail sector is one to watch and potentially emulate. This is certainly the thinking at BHETA, which is mapping the diversified garden sector not only as a model to follow, but also as an incremental income opportunity for suppliers in allied categories such as DIY, homeware and gift. Savvy garden retailers can thrive even in economic downturns because they offer more than just products; they provide an immersive experience that nurtures both plants and the soul. In tough economic times, they stand resilient by transforming shopping into an experiential journey, blending nature, community, and relaxation
G
arden retail was once synonymous with plants, soil, and gardening tools, but is now blossoming into the
going to support the principle of diversification into the allied and non-seasonal categories.
Increased sales In March 2024, the Garden Centre Association’s barometer of trade data showed significant improvement compared to the same month last year.
All categories experienced
in a way few other retail spaces can match.
Diversification is key
Key to such success is diversification, with garden retailers transforming to cater to consumer aspiration for destination beyond the core season -with a variety of products, including, DIY, cleaning and laundry, kitchenware, tableware, housewares, and small domestic electricals. As a consequence, BHETA is offering more and more
garden sector knowledge not only for Performance: Gardening and Outdoor breakdown Q1 2424
garden supplier members, but for the wider membership also. As an example, BHETA has invested in data for nine more garden and outdoor leisure categories to be included in its popular Quarterly Economic Report. The comprehensive analysis which pulls together multiple sources of data on the home improvement, DIY, housewares, garden, and small domestic appliances sectors has always covered garden, but never in such granular detail. The document is free and aimed at both supplier members and sector retailers. As a result, BHETA now has a unique insight into the garden market from a multi-category perspective and in its most recent report from 2024, there are some interesting trends.
Despite the unseasonal weather,
Gardening and Outdoor has performed well overall with +0.7% growth in Q1, with all key garden sub-categories including Greenstock & Growing Media, Garden Tools and Garden Utensils registering around 2.0% growth compared to a year ago. The Outdoor category continue to be a dampener, with decline of 2.5% in Q1. All outdoor sub-categories continue to show a declining trend as bad weather impacts sales, all
22 DIY WEEK JUNE 2024
growth, with a year-to-date variance of +9.12%. Customer engagement in gardening, especially hard landscaping, drove increased sales. Garden centres of all sizes showed positive results, with the under £3 million turnover bracket experiencing the largest percentage increase at +27.17%. DIY & gardening is expected to grow by 1.5% in 2024 as the housing market begins to recover and consumer spending power improves, boosting demand for DIY.
By integrating diversified non-
core categories into their product mix, garden retail is transforming, offering something for every family member and making each visit a memorable outing. Expanding beyond traditional gardening supplies enhances reputation as holistic destinations where shopping becomes an enjoyable experience for all ages, broadening the traditional demographic as well as overcoming seasonality. It’s an interesting model for the future. For suppliers keen to access the
garden retail opportunity, BHETA provides a valuable resource for companies right across the home and garden industry in its broadest sense. From retailer meetings to data to lobbying, BHETA can really deliver.
For more information,
contact the BHETA Member Services team on 0121 237 1130 or visit the BHETA website
www.bheta.co.uk.
For more information about BHETA and BHETA lobbying, contact the BHETA Member Services team on 0121 237 1130 or visit the BHETA website www.
bheta.co.uk.
www.diyweek.net
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