Horticulture Week Business Award - Best Sales or Marketing Campaign

Winner - Small Plants for Small Spaces, Farplants

The largest product launch in Farplants’ history, "Small Plants for Small Spaces", is a new concept for selling small hardy plants targeted to appeal to the consumer who although limited by space still wants impact. The innovative new range helps shoppers to instantly relate and see how it will work in their garden.

The Small Plants for Small Spaces range was designed to modernise the promotion of a traditional alpine collection and inspire gardening shoppers to make the most of their small spaces. Reserves have far outstripped initial projections.

Small Plants for Small Spaces was born out of the desire to help gardening consumers find the right plants to match their modern plots. A study by market research organisation Ipsos MORI for the HTA found that the average garden size is 14sq m, with this reducing to 12sq m for those aged 22-44.

With the average age of the first-time buyer increasing, this impacts gardening habits because renters are less likely to invest in a garden they do not own.

Container planting and gardening in smaller plots create their own challenges and Farplants explains that it wants to help gardeners easily find plants that are perfect for these locations. Consumers are looking for solutions to their modern gardening needs, delivered in an accessible format, it adds.

The general public’s gardening knowledge can be limited — for instance, alpines is a term that is increasingly being lost in translation for the modern gardener.

The aim of the Small Plants for Small Spaces range is to give retailers the perfect collection and promotional materials to create a dedicated area to promote plants that are perfect for smaller garden spaces. The range provides incremental sales to support increased profits for garden centres.

Farplants selected some 200 varieties that all have excellent garden performance. It includes alpines, grasses, herbs, perennials, shrubs and succulents — anything that does not grow too large.

The range is designed to be updated throughout the season to provide the best plants for the specific time and ensure that retailers have a broad and enticing display. The strong, bold branding and icons were designed to be striking and instantly communicate the benefits of the range.

The new concept has captured the imagination of garden retailers, with more than a third of Farplants’ garden centre customers dedicating bench space to the range.

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