Garden centres rebrand as garden and home centres

Changing retail mixes is behind the increasing number of garden centres adding the word 'home' to their title - but they mustn't lose the plant focus say experts.

Redfields Home of Garden & Living
Redfields Home of Garden & Living

The John Lewis-effect is driving garden centres to change their names and title themselves as home and garden centres.

Blue Diamond has renamed Redfields Garden Centre as Redfields Home of Garden and Living, while Armitage Home & Garden, Bents Garden and Home, Gordale Garden & Home Centre and Marlows Home & Garden Centre are examples of the trend, which Country Homes and Gardens perhaps started a decade ago.

Retail consultant Neville Stein said, with gardening now at less than half of sales in many centres: "Garden and Lifestyle Centres...this name typically describes many modern garden centres."

"With a decreasing amount of sales coming from gardening products and an increasing amount of sales coming from lifestyle products (kitchenware, soft furnishings, home decor etc) clearly many garden centres have morphed into a garden and leisure/home centre.

"The challenge is to try and grow the gardening category rather than let sales slip. It's understandable that garden centres have diversified into new product categories as it seemed hard to grow plant sales in recent years."

Blue Diamond managing director Alan Roper said: "If as an operator you can protect and continually strengthen your gardening offer whilst at the same time embracing the opportunities of restaurants and non-gardening offer you have a strong future. Neglect the gardening offer at your peril."


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