The Blooms name will remain a part of the garden centre industry, with Wyevale Garden Centres announcing a chain of “local, traditional garden centres” to be created under Blooms branding.
Wyevale, whose owner Sir Tom Hunter bought the 10-store Blooms of Bressingham for £30m in February, is to develop a “twin-trading strategy” separating its destination stores from its smaller, horticulture-based outlets. The firm now operates 118 outlets.
Seven former Blooms stores, including the new 10.5ha Bicester development, which opens in May, will be rebranded as Wyevale stores and converted into destination centres with expanded ranges.
The other three, along with up to 30 smaller Wyevale stores, will be rebranded over the next 18 months under the “Blooms” name. They will focus on horticulture, plants and gardening equipment and accessories and be run by former Blooms chief executive Jon Kitching. Former Blooms chairman Charles Good will join Wyevale’s advisory board.
Wyevale chief executive Barry Stevenson said the new Blooms format would create a different shopping experience, more focused on plants and gardening products.
Wyevale chairman Jim Hodkinson said: “We will shortly be commencing a programme to roll-out our new store format across the full chain. These new acquisitions will receive the same treatment.”
Glendale has opened its first retail plant centre.
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