A Homebase representative said:
"Anything with celebrity branding is going to be very big at Homebase. Products will be across several different categories, including gardening."
Channel Four broadcast 12 programmes in the series Jamie at Home, about growing and cooking, in late 2007. A second series of 14 programmes went out in early 2008.
Jamieoliver.com recently introduced a dedicated gardening section. The site had 2.4m hits last year. Oliver says on the site:
"A lot of you are well into growing your own…if you’re a new gardener just have a go. One of the best things in the world is to grow, cook and eat."
Jamie Oliver has been the face of Sainsbury's since 2000.
Alan Titchmarsh fronted B&Q's new spring ranges at an event last month but was careful to say he is only offering B&Q gardening advice so as not to compromise his BBC TV gardening work.