Swedish retailers advised on niche markets

Consultant advises Swedish retailers on finding a niche

The Swedish garden centre market is looking to learn lessons from the UK industry, which an expert says is more than a decade ahead. Gardening industry consultant Andy Campbell, who will address Swedish centre owners later this month, said: “The market in Sweden is following a similar pattern to that of the UK 15 years ago. The emergence of garden centre groups and DIY multiples challenge individual garden centres to differentiate products rather than meet head on. I’m going to highlight the major lessons experienced in the UK in terms of differentiating products and talk about marketing — offering quality service rather than meeting head-on on price. It may lead to further work with garden centre clients in Sweden.” Former Homebase head of horticulture Campbell has been engaged to speak to 200 independent garden centre operators at leading Swedish nursery Splendor Plant’s annual sales fair, taking place in Gonstorp, Sweden, on 18-19 August. The interactive sessions will look at the impact of multiple retailers on evolving gardening markets and how independent garden centres can differentiate and compete successfully. The sessions will be delivered in English and simultaneously translated into Swedish. A government export organisation Trade Partners UK representative said British horticultural expertise is highly valued in Sweden: “Sweden has been identified as a high priority market for the gardening sector. Private gardening is becoming increasingly popular, and the sales of garden tools and decorative items have overtaken the value of plant sales in many garden centres. Britain is seen as the world’s leading gardening country by Swedes. British garden products are viewed of being high quality.”

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