The GTN team have been musing over the festive period as to what 2017 may have instore for us all after another busy year of industry events in 2016.
The big question is what will happen with Wyevale Garden Centres this year? Since Tesco sold Dobbies, not to Wyevale, it appears the group owned by Terra Firma has stalled if not completely stopped on its acquisition strategy. So what next? Can the new Wyevale management team deliver the returns required by the investors from the existing portfolio of sites or will they be tempted to start a sell off process that could lead to the sale of the century?
There would be plenty of interest in the bigger sites from the likes of Dobbies, Blue Diamond, Haskins or Notcutts. Growing groups such as British Garden Centres and Hillview would probably be interested in many of the smaller sites. Independents with multi-site operations such as Longacres, Langlands and Webbs may wish to make further strategic acquisitions and smaller independents looking to add to their own buying power and expand their brand locally may also see opportunity in casting their way of trading over a Wyevale site.
Or we could see a new player come in and buy the whole group from Terra Firma. The continued good performance of the garden centre retail sector must be attractive to many other retail operators.
One thing we do know that will happen in 2017 is the launch of the first Bunnings style garden related operation at St Albans in the spring. It will be interesting to see how that impacts on the future of garden retailing in the UK. Will B&Q up its game to compete? How will the discount traders such as B&M and The Range handle gardening?
2017 will be a record for Container Plant Sales
Whatever happens regarding ownership of garden centres one thing we are sure about is that where retailers get it right by offering superb plants planted up in great pots, that inspiration will lead to record sales. From all we’ve seen at Greatest Award winning centres and in the GTN Bestsellers charts during 2016 customers are buying things (that includes plants) that look good, are convenient (minimum work) and give them the best chance of success.
Unless you are a keen gardener (spending more than 10 hours a week in your garden) our garden centre customers are looking more at “decorating” their garden rather than doing any hard work.
30 years ago the concept of the “outside room” was conceived. Now with smaller gardens, beautiful products and plants always on sale that are “looking good” it is a reality. So it’s no surprise that buying trends are following closer lines to homewares than garden sundries. Just look at the volumes of garden lighting that were sold in the Christmas period this year – people wanted to decorate their garden as well as decorate the inside of their house.
The Experience will be everything
The Christmas period has once again confirmed to us that where garden centres create memorable events and experiences to attract customers, their retailing skills, which are in many cases better than the high street, allow them to maximise on sales opportunities.
How many other centres will follow the lead of Hayes Garden World to create a Fairy Grotto to attract families during the summer? What other experiences, including special restaurant events can garden centres develop to keep footfall high and drawn away from other retail opportunities?
Garden Re-Leaf Day on Friday March 17th is a growing opportunity to drive footfall, awareness and sales. We predict Garden Re-Leaf Day 2017 will raise more money than ever for Greenfingers as we know many retailers and suppliers are already planning their involvement. The sponsored walk in Cambridge will have record numbers of walkers and more than double the number of 24 hour Plantathons are being set up. You can find out more at www.gardenreleaf.co.uk.
Just think; a memorable 24 hour Plantathon with loads of unique marketing opportunities, that creates plenty of planted pots that customers can buy to “decorate” their garden with and raise funds to create more much needed gardens at children’s hospices. What better way to start the gardening year!
What are your thoughts looking ahead to 2017? Use the comments link below or please e-mail trevor.pfeiffer@tgcmc.co.uk.
