Tesco are trialling Dobbies-branded garden offerings at 10 of their stores this summer.

In a move widely anticipated since the supermarket giant acquired the garden centre chain seven years ago, Dobbies plant displays on wooden fixtures have been set up at entrances, along with high-volume pick-up lines such as compost in lobby areas. In-store, the fleximat or grocery seasonal aisles are carrying an edited range of gardening, home and outdoor living products. The trial runs until mid-July.

In a press statement, Jill Easterbrook, developing businesses MD at Tesco, said: “We know that gardening and home-making matters to many of our customers, whether for recreation or as part of everyday family life. We want to make it easier for them to create the gardens and homes they want by giving them access to a great range of gardening, plant and outdoor living products through the convenience of our Tesco stores. At the same time, we can make it better for customers by inspiring them and sharing knowledge and expertise for which Dobbies is well known.”

Staff from the trial stores have received training at Dobbies to bring them up-to-speed on gardening, plants and the Dobbies business. “This will really help differentiate our offer and from the colleagues I’ve already met in stores I know it will bring the Dobbies brand and experience to life for our customers,” Easterbrook says. 

“This is a great opportunity to see how we can use a Tesco family brand to give customers more reasons to come and shop with us, at the same time as bringing Dobbies to a wider audience.”