The modern customer is more demanding than ever – they know what they want, how they want it and when they want it. What does this mean for garden centres? Can we still do good by trying to serve all of the people? Or do we have to make better choices in who we want as our customer? To better serve specifically them and their lifestyle?

Addressing this point Laurens Doesborgh, Commercial Director of De Haan Group, will showcase how they use the 500 sqm Concept Store at the Spoga Gafa Fair in Cologne to demonstrate ways of interacting with customers and reaching out to new ones.

De Haan Group is a consulting and shop fitting company focussing only on garden centres.  Laurens Doesborgh worked in a big garden centre for 12 years while doing his MSc Industrial Design study at the Eindhoven University of Technology. Developing shop concepts and store layouts is what he has been doing at De Haan Group for 6 years now. 

“Implementing local characteristics, but with respect to the increasing connected world and customers who see so much more makes a lot of fun, and still has so much potential to create different types of garden centres!”