Garden Trading's latest results demonstrate how a customer-centric approach is helping drive growth across key performance metrics, while strengthening brand loyalty in an increasingly crowded marketplace.
The Wiltshire-based premium home and garden retailer reported a record second quarter, 20% LFL growth, driven by strong performance across its direct-to-consumer and wholesale channels, with sales accelerating throughout the period. This growth was supported by standout Easter trading and a 40% uplift YoY in May, alongside gains across acquisition, retention, and customer value metrics.
The results reflect a company-wide focus on deepening engagement with both existing and new customers, against a backdrop of continued investment in their Home and Garden categories.
Garden Trading delivered growth across all key customer volume indicators during the quarter, while improvements in spend and frequency also increased average customer value by 15%. An overhaul of their CRM is credited as the main driver behind this, capitalising on traffic gains from more top of funnel brand activity.
Lead acquisition also increased by 26%, driven by highly successful brand partnerships with Seasalt Cornwall, and Gozney, helping to introduce the Garden Trading brand to new audiences.
Additionally, web stats strengthened significantly with click-to-open rates increasing by 25%, reflecting stronger content relevance, customer engagement, and service excellence.
As well as the marketing and creative execution behind it, a major driver of Garden Trading's year-to-date growth has been the success of new and expanded product collections across furniture, garden living, and home categories.
Demand for outdoor living products remained exceptionally strong, with standout performances from:
- Rattan Garden Furniture collections: +130%
- Teak Garden Furniture collections: +65%
- Bistro Sets: +50%
The furniture category continued to gain momentum as customers invested in their homes:
- Dining Chairs: +65%
- Occasional Chairs: +55%
And new product launches and expanded ranges generated significant growth across the home category:
- Throws, Seat Pads and Floor Cushions: +225%
- Mugs: +185%
- Tableware: +95%
Richard Bell, Managing Director at Garden Trading, commented, "Our Q2 performance demonstrates the strength of the brand, our proposition, and the effectiveness of our customer-first strategy. Every area of the business has been working towards the same objective: improving customer engagement and lifetime value."
“This progress demonstrates increased positive brand awareness and a more effective online customer journey, meaning that customers not only arrive with greater intent, but are increasingly satisfied with their experience from beginning to end. It’s validation of the team’s hard work and the growing reputation we have within the homeware market.”
With demand for home and garden categories remaining resilient despite ongoing pressure across the wider retail landscape, Garden Trading has stated it will continue to invest in its customer-first approach as it looks to build on first-half momentum and strengthen long-term customer value across both retail and wholesale channels.
