Waitrose launches gardening magazine

Waitrose aims to build on its growing share of the horticultural market by launching its first ever customer magazine dedicated entirely to gardening.

The 132 page magazine, called Waitrose Garden, is the first issue in a seasonal series, with issue two following later this year. The magazine will be available for free to all myWaitrose members. Adam Pasco is editor, as revealed by HW last week.

The main section features five gardens, accompanied by a shopping spread for customers to recreate the look themselves, with recommendations from the Waitrose specialist online gardening shop, waitrosegarden.com.

The new Spring issue sees Simon Calder explore the Essex countryside, Julia Bradbury invite readers on a walk through Epping Forest and Waitrose Good Food Guide Editor, Liz Carter, recommend the finest local South East eateries.

The second part of Waitrose Garden, in the centre of the magazine, is a smaller 24 page pull-out contributed by Alan Titchmarsh, featuring expert tips, advice and step-by-step projects to try at home.

Titchmarsh said: "I'm thrilled to be a part of the new Waitrose Garden magazine and I can't wait to share my gardening tips and tricks with Waitrose customers in my Garden Know-How section."

Rupert Thomas, Waitrose marketing director, says: "We know that gardening is the second most popular pastime for our customers after cooking, so this represents a real opportunity for our brand. Waitrose Garden is full of varied and captivating content, so whether the reader is new to gardening or a long-term enthusiast, we hope that it is a magazine they will enjoy."

Waitrose has seen a 13 per cent growth in outdoor plants in the past year, with perennials up 40 per cent. Bedding plants, up 24 per cent, have also driven growth in this area, with Geraniums being the top choice for Waitrose customers.


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