Waitrose launches gardening range
Waitrose is to branch out into the horticulture market this week with the launch of 6,000 gardening products in its stores and online.
The supermarket is aiming for a “significant” increase in its 6% share of the horticulture market with the launch of a gardening and floristry range called Waitrose Flower Garden and a website called Waitrosegarden.com
The Waitrose Flower Garden range will comprise 850 different flowers, plants, bulbs and seeds over the coming year as well as 80 gardening tools and garden care products. Elements of the range will be launched in core shops by mid-April with 41 branches dedicating a minimum of 120 sq ft of outdoor space to the range.
The range will include topiary, herbs, fruit trees and herbaceous flowering plants with prices ranging from £3 to £75. A total of 40% of the in-shop flower range will be British while 20% will support the Waitrose Foundation in Kenya.
Never Miss a Retail Update!Customers will be able to pay for gardening purchases made outdoors using a cashless mobile till.
In addition, the supermarket will see its online offering waitrosegardencom sell more than 5,000 horticulture products including pots, gardening tools, plants and seeds in association with established online garden supplier Crocus.
Last month, Waitrose appointed celebrity gardener Alan Titchmarsh as the face of the new range. The supermarket said the gardening expert would emphasise the links between producing good food and eating well through TV appearances, articles in Waitrose publications and appearances on the supermarket’s website.
Gardening has been shown to be the second most popular pastime for Waitrose customers after cooking and the move builds on the success of the supermarket’s fresh-cut flower and bouquet range Blossom & Bloom.
Waitrose marketing director, Rupert Thomas, said: “We are pleased to be able to offer such an inspirational range of floristry and gardening products. This will make us a serious player in what is already a hugely successful category for us.
“Together, Waitrosegarden.com and the Waitrose Flower Garden range will offer something for everyone – from those who are keen to grow their own flowers, fruit and veg but aren’t sure where to start, to those with greener fingers. The offer will change frequently throughout the seasons to give customers new ideas during the year.”
