Notcutts Garden Centres

GL
EE
from First Franchise
T
FRANCH
IS
WELCOME!
A
RY
E
FIRS
ISSUE 8 AUTUMN 2009
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Welcome to the GLEE edition of
Concession News. Having launched at
GLEE 2004 when we represented 6
companies with have a special affinity
for the show and this year we celebrate
our 5th Anniversary with a portfolio of
40 long-term concessions and 100’s of
national brands interested in short-term
promotional space.
Our specialist short-term company
FF Promotions, was launched at GLEE
2008 and during the last 12 months it has
generated short-term concession income
for 100’s of garden centres, in addition to
providing garden centre customers with
new and interesting brands to consider.
FF Promotions operates as a FREE service
for garden centres and its team will be
available throughout the show to discuss
the service and advise on how to maximise
income from this revenue stream.
So, if you are still wondering if concessions
will fit into your retail strategy, come and
see us in HALL 5 STAND G40/H41 and we
will talk you through the process and if
you would like to meet the people behind
the brands, simply call us to arrange a
convenient appointment. We look forward
to meeting you at GLEE and hope you
have a successful show.
HALL 5
STAND
G40/H41
Notcutts Garden Centres
CHANGING, ADAPTING & THRIVING
As the acquisition of North West Farmers
by Notcutts Garden Centres nears the end
of the first twelve months we take a look at
the role that concessions are playing in the
‘new look’ Notcutts …
In the dynamic world of retailing things rarely
stay the same for long. In the high street, loved
and trusted brands like Woolworths disappeared
last year in the space of a few months. The
pace of change in the garden retail sector may
not have been as dramatic, but change has
occurred. We have noted the passing of some
great horticultural names such as LR Russell’s
and Fromow’s, both of Windlesham, Surrey,
and more recently Gardenstore – and seen
other long established businesses permanently
close their doors. In these uncertain times it is
encouraging to hear about businesses such as
Notcutts, changing, adapting, and thriving.
Established in 1897, Notcutts has grown to be
one of the most respected companies in the
garden retail sector. Whilst still owned by the
Notcutt family - Charles Notcutt, remains lifelong
president - this once traditional business has
undergone a major makeover resulting in a
modern, dynamic, and focused organisation.
What has changed? The formation of a new
board has been of main significance, with the
experienced Andy King now CEO, (ex Global
Marketing Director for Bodyshop), William
Kendall (who sold his company Green and Blacks
to Cadbury’s) and George Paul (previously
Chairman of Norwich Union) acting as non
executive directors, and brother and sister,
William and Caroline Notcutt sitting on the
board. This new focus has seen less profitable
parts of the business such as the wholesale
nursery and landscape company being
divested, allowing the company to concentrate
entirely on garden retail. As Retail Operations
Director South, Michael Cole, comments,
“We do not have the distraction of a nursery or
landscape department now allowing us to have
solely a retail focus. We have also become much
more commercial.” A return to profitability is has
09
more than justified this strategy and this board
inspired renaissance has led to the purchase of
6 garden centres from North West farmers in
October 2008, and now with 19 stores
throughout the UK Notcutts has become one
of the largest garden retailers in the country.
So, there have been huge changes at this once
traditional company. But how do concessions fit
in with the new corporate strategy? Even before
the purchase of North West Farmers, Andy King
recognised that Notcutts could improve the use
of space at many of their stores, and identified
concessions as a high priority. Why? Simply, as
Michael Cole, states, “Revenue from concessions is
an important contributor to the bottom line and
from a strategic perspective we want to increase
the number of concessions operating at various
stores.” In addition to making a valuable
contribution to net profit Cole also believes
that concessions provide customers with an
alternative reason to visit a Notcutts centre, and
can therefore drive an increase in footfall. Also
as Cole comments, “We have aligned ourselves
with top specialists such as Maidenhead Aquatics.
The standard of their shop fit, range of products and
customer service provides the aquatic enthusiast
with all they need to make a success of their indoor
aquarium or garden pond and in truth they are
also provide another good reason to choose to
visit Notcutts over other venues.”
Perhaps though, the most compelling reason
for establishing concessions at a garden centre
is that they provide regular and guaranteed
revenue for 12 months of the year and as Cole
says, “This can help off set the vagaries of garden
“Revenue from concessions is an
important contributor to the bottom line
and from a strategic perspective we want
to increase the number of concessions
operating at various stores.”
Michael Cole
retail trading which is seasonal and dependent
upon the weather.” Neil Jones, Formerly with
NWF and now Retail Operations Director North
agrees, believing that concessions encourage
a longer dwell time amongst customers at the
garden centre.
What concessions should a garden centre
consider? Do they weaken the core brand?
These are important questions to consider when
implementing a concession strategy. In Notcutts’
situation concessions are mainly about
enhancing the shopping experience for their
customers. Neil Jones, previously Operations
Director of NWF and now the Northern Retail
Operations Director for Notcutts believes that
brands should compliment the overall appeal
of the garden centre. Cole agrees saying, “Not
only must a brand fit in with the stores image
but it must be located in a logical area within the
customer’s journey.” Jones and Cole’s experience
of managing concessions suggests that when
considering installing concessions three
questions should be asked. Which ones fit the
existing core brand? Where should they go
within the garden centre footprint? What are
their standards like?
Notcutts concession strategy has led to an
interesting mixture of national brands and local
specialists at many of their 19 stores. Traditional
type garden associated concessions have existed
at Notcutts stores for many years. Companies
offering conservatories, garden buildings, play
equipment, hot tubs and garden machinery
have been an essential part of the retail mix and
Cole suggests that having local concessions
helps attract a local audience and says, “It is part
of being embedded in the local community and
people respond positively to them. It is difficult to
measure the benefit but it feels right to have them
as concessions.” Local concessions at Notcutts
include a soon to be established beauty saloon
at Booker, an existing farm shop at Norwich and
a specialist bicycle retailer in Cambridge.
Complimenting these local brands are well-known
high street names specialising in clothing such
as Cotton Traders, Dash, Edinburgh Wollen Mills,
customers want, and what is not available in the
area? This means that we do not really have a
regional bias to which concessions go where –
it’s more about whether the brand fits into a
particular centre”.
Moshulu and non-clothing concessions such as
Yeomans Outdoors. This mix of local and national
concessions is thought by Cole to be a good
point of differentiation from other large garden
centres and says, “If there is a high quality
concession installed at one of our garden centres
this can imply to our customers that our core
offering is of high quality too.”
In his role as Retail Operations Director with
North West Farmers, Neil Jones was responsible
for establishing concessions at their six stores.
Working in conjunction with First Franchise
Jones added into the retail mix a range of
concessions including Cotton Traders and
Edinburgh Wollen Mills. Like Cole at Notcutts
he was keen to provide customers with
products that the company did not specialise
in. Jones believes that, “Concessions do not have
to compliment the core gardening offer because
customers go to a garden centre for many things
– not just for gardening. It’s more about adjusting
the retail mix to suit the local demographics and
you have to ask the question, what do your local
“The attraction of NWF was that the
majority of their centres had a large
footprint and created a greater level of
opportunity and encouraged a drive to
get more concessions into the business.”
Michael Cole
Prior to Notcutts purchase of North West Farmers,
Cole and Jones had similar concession strategies.
These led to maximising the retail space at
each of their stores by utilising a blend of local
or regional concessions and major brands. Has
anything changed in this strategy since the
purchase of NWF? It’s business as usual according
to Cole, who notes however that “The attraction
of NWF was that the majority of their centres had
a large footprint and created a greater level of
opportunity and encouraged a drive to get more
concessions into the business.” Other stores have
now also taken up several concessions in place
at NWF prior to their purchase by Notcutts such as Edinburgh Wollen Mills - in the original
Notcutt portfolio.
Developing a concessions strategy is key for
any business but of course it needs to be
implemented effectively. Delivering on the
Notcutts strategy involves a four party team.
First Franchise, Michael Cole in his role as Retail
Operations Director South, Neil Jones in his role
as Retail Operations Director North, and Erica
McDonald, a property expert employed by
Notcutts. Cole and Jones identify potential
space at each of their respective stores and
then work with First Franchise to find suitable
tenants. Once the terms have been negotiated
McDonald manages the legal aspects of the
deal. Having an in house property expert suits
the company well according to Jones and is
better than outsourcing the facilitation of the
legal arrangements, as the process is speeded
up. “But the work doesn’t stop there”, Cole says,
“Rental income from concessions is not money for
old rope. Once the tenant is established you need
to make them feel part of the business and nurture
the relationship.” This as Jones believes will
eventually involve joint marketing opportunities
with both parties contributing to the costs.
there are many short term concession
opportunities that can be considered and
during the last year Notcutts have introduced
new brands from FF Promotions in addition to
the local companies that come back each year.
These short-term concessions add local interest
for short periods and are often supported by
marketing campaigns designed to encourage
custom for specific weekends or days.
So what of the future for Notcutts? – well it
certainly looks rosy, a return to healthier profits,
a strategy of introducing highly respected retail
concessions to compliment the garden centre
expertise, it’s all good news and if the last year
is anything to go by the name ‘Notcutts’ is
certainly going to be one to watch out for in the
future and as one of the most respected groups
in the industry, its heritage also appears to be in
very good hands!
The common perception is that concessions are
a long-term feature of the retail mix, particularly
as rents are often negotiated and agreed for long
periods. However as Notcutts have discovered,
ONE OF THE UK’S BEST KNOWN
CLOTHING BRANDS & THE LEADING
CLOTHING COMPANY FOR THE
GARDEN CENTRE INDUSTRY
Tailored ranges for fully manned
concessions or direct supply for clothing
departments.
Founded on a pedigree of International
Rugby for strength and durability.
Over 1.6 million established customers.
200 million direct mailings each year.
VISIT US AT GLEE
Hall 5, Stand G40/H41
www.cottontraders.co.uk
Going
Places!
Despite reports that the travel industry has
been affected by the recession harder than
some industries, Antler the country’s leading
luggage company has continued to see sales
growth throughout its routes to market this
year, with its garden centre concessions
enjoying the biggest increases. During the last
year the company has steadily been expanding
its portfolio of garden centre concessions and
now operates over twenty outlets and has set
its sights on many new opening in the next
eighteen months.
constantly being refreshed and refined by
Antler’s in-house design team, to suit the ever
changing market. Individual styles are designed
to be collectable and fashionable with customers
often buying an entire range, which brings
repeat business to the concessions and host
stores. In addition to the comprehensive and
stylish collection of luggage their extensive
range of travel accessories such as handbags
and wallets, are consistently good sellers.
Antler concessions are fitted to very high
standards with light wooden fixtures which are
branded stylishly to reflect the high quality of
the products on offer. The concessions are
generally open fronted, light, bright and
fashionable with fun POS and special offers that
compliment a garden centre clothing and
giftware departments perfectly.
Antler concessions can be operated from a
minimum of 800 sq ft and are ideally located
alongside a main walkway or near to a
restaurant. The Antler brand awareness is one
of the highest of any UK retailer and with over
90 years of design innovation the brand is one
that consumers trust. Antler products appeal
directly to the garden centre core consumers
with female customers being the largest
purchasers of their products and with travel
and leisure still high on the “must do” list for the
majority of people, Antler concessions are fast
becoming top of the “must introduce” list for
many garden centre operators!
Antler will be on the First Franchise stand at
GLEE throughout the show or call 01737 735041
for further details.
Travel and tourism is fast losing its traditional
seasonal patterns, and is now popular in every
month, driven by the low cost airlines and
increased leisure time amongst early retirees.
Garden centres free parking and 7 days a week
trade are ideal for luggage purchases and
customers have been quick to respond to the
introduction of the concessions, which have
brought additional trade to the host garden
centres, from the more traditional Antler locations
of departmental stores and high streets.
Antler’s products include traditional and
contemporary designs and its ranges are
A TANK FULL OF
TECHNOLOGY!
company which is passed onto its customers,
whether they are existing fish-keepers or novices
interested in keeping an aquarium for the first
time. The senior partners are all passionate
about their company and each one looks after a
portfolio of stores that they continually develop
and improve to ensure they are operated to the
highest standards.
Maidenhead Aquatics was founded back in
1984 when the company opened its first shop
in Kings Street, Maidenhead and since then it
has grown to be the largest specialist aquatic
retailer in the World with over 90 stores, almost
all retailing Aquatics from garden centres. The
company has a policy of continual investment
in its staff and equipment and it is these two
factors that have been the backbone of its
astonishing success.
Maidenhead Aquatics staff are all aquatic
enthusiasts and many are specialists in specific
fields, so there is a tremendous source of
knowledge, experience and enthusiasm in the
All new stores are constructed using the latest
state-of-the-art aquatic systems which allow
them to stock the widest range of fish. Today’s
filtration systems are fascinating pieces of
engineering that add to the spectacle and magic
of any visit to one of the groups concessions,
but the early days were quite different. In the
1980’s each aquarium would have been
operating on its own very basic filter and the
constant fluctuation of stocking levels made
keeping good water quality a major challenge.
Maidenhead Aquatics were one of the early
pioneers who developed the central filtration
and heating systems, which keep fish stocks in
the best of health, control disease and greatly
reduced the amount of time that staff spend
cleaning and maintaining tanks, allowing them
to focus on customers.
The filtration system allows the company to run
as many as 400 aquariums from a single system
providing a stunning display of marine, tropical
and coldwater fish and giving the “wow” factor
that sets each store aside from the local
competitors.
Maidenhead Aquatics are a family attraction in
their own right and to the majority of their
customers they are their local aquatic specialist....
but next time you visit a Maidenhead Aquatics
take another look at the clarity of the water and
the heating and filtration systems because one
thing is for sure, the department is buzzing with
technological expertise and behind the scenes
the staff and partners of Maidenhead Aquatics
will be quietly working on the next phase of this
company’s exciting development.
If you are interested in considering Maidenhead
Aquatics for your garden centre come and meet
them at GLEE on the First Franchise stand or call
01737 735041.
From camping exhibitions to ice-cream
vans, since the launch of FF Promotions
at GLEE 2008, the specialist ‘short-term’
concession team have placed over 1,000
promotions in garden centres.
A YEAR OF SHORT-TERM GROWTH?
Richard Lewis, FF Promotions Business
Manager, reviews the last 12 months for the
specialist short-term concession company.
“A new office in Reigate Surrey, 100’s of brands
on our books and an ever growing database of
garden centres registering for our service,
considering it was a difficult year to launch a
new business, we are pleased at the progress we
have made since GLEE 2008”.
In the previous edition of Concession News we
explained how FF Promotions has progressed
from its launch at GLEE 2008. The garden centres
featured on the FF Promotions website have
received numerous bookings and many
companies complimentary to the sector have
arranged promotions and exhibitions for the
first time and most importantly the number of
repeat bookings has been significant.
Internal concessions in high footfall locations
have been the most requested opportunities
and garden centres that have released space
for these activities have been pleased with
the professional representation, excellent
service, attractions and income these events
have generated.
Promotions involving external space have
always been an excellent additional revenue
generator for garden centres and in fact, the first
promotion that FF Promotions managed was
the May 2007 Mitsubishi ‘Garden Gift Voucher’
campaign that installed into 95 garden centres.
Since that promotion the importance of car
park areas and external space for promotions
has been highlighted, as they create theatre
and interest for customers before they enter
the store or can be used to encourage
customers to shop in areas away from the
main shopping hub.
A more recent example of this type of event was
organised during the spring by FF Promotions,
when a well known outdoor clothing retailer
booked a three week ‘sales event’ at a leading
garden centre. The garden centre’s management
allowed the retailer to position a large
marquee (used as a temporary shop) on a grass
area adjacent to the garden centres car park,
and the retailer publicised the event locally to
create interest. The retailer was delighted
with the results as they recorded record sales
for this type of event and the garden centre
reported a significant uplift in business.
The event was a success for all involved and
consequently dates have been discussed
already for next year.
Using established names such as Yeomans
Outdoors has proved to be a successful
strategy for FF Promotions. As a result they
target nationally recognised brands and
franchise operations such as A Bit of Green,
Venture Portraits and Granite Transformations,
to ensure that a professional service is offered
to garden centres and their customers.
As the targeting and success of the promotions
has led to more and more repeat bookings and
enquiries FF Promotions has created a database
which contains the details of companies
interested in particular geographical and
demographic locations. When new garden
centres register, all of the enquiries that are
generated for the site are logged and contacted
after each promotion for feedback and hopefully
repeat business. The database also contains
details of garden centres short-term promotion
rates and space availability, to speed up the
process from enquiry to installation.
FF Promotions has an automated booking system
that ensures all opportunities are processed
quickly and efficiently and that the necessary
paperwork is produced and payments collected
prior to installation.
As retailers continue to experience a difficult
trading period, external events and internal
concessions that enhance the appeal of garden
centres are a great way of creating new interest
and income for host stores. FF Promotions offer
a fully outsourced service that brings together
national brands and garden centres for the
benefit of all parties and as the service is FREE
to garden centres there really is no better time
to register your interest.
For more information or to let FF Promotions
know where you have available display space
please call 01737 735041
or email info@ffpromotions.com
Alternatively why not visit their web site
www.ffpromotions.com for new opportunities
and further examples of their promotional
activities.
www.ffpromotions.com
Top Clothing Retailer Set to Expand Concessions
One of the high street’s top retailers,
The Edinburgh Woollen Mill, is set to open
six new concession outlets this September in
garden centres and is on the lookout for
additional sites to expand its concessions
operation in 2010.
Edinburgh Woollen Mill was the first major
clothing retailer to appreciate the importance
of garden centres as a ‘route to market’ and
to recognise that its products were perfectly
aligned to the core garden centre consumer.
From an initial ten installations in Wyevale in
1998 the company has grown its portfolio of
concessions to fifty stores and is rightly proud
of its successful track record as an ideal partner
for garden centres.
The company is now embarking on a major
expansion project with garden centres at the
forefront of the new initiative. Its most recent
opening is at Byrkley Garden Centre in
Staffordshire and Mike Thompstone the owner
of the garden centre is happy with the initial
trading period, he said “we felt that our
customers would be pleased to see the Edinburgh
Woollen Mill introduced at Byrkley because we are
a destination site, with a strong restaurant
business and our core consumer is predominantly
40+. We located the concession on a main
walkway adjacent to our own clothing and gift
departments and it has been noticeable how
our sales on those items have increased and the
amount customers that are now shopping in the
departments. It is early days as the concession
has only been trading for two months, but I must
say we have been delighted with the whole setup
process and the quality of the shop fit which has
surpassed our expectations.”
Edinburgh Woollen Mill operates concessions
from some of the country’s leading garden
centre groups and it is a testimony to the
Edinburgh Woollen Mill retail format that all
of the initial installations in Wyevale now The
Garden Centre Group which have been trading
now for eleven years are still firmly established
as destination businesses in their own right.
Edinburgh Woollen Mill concessions are fitted
out to a very high standard and indeed one
would say their installations are built to last,
demonstrating the confidence the company
has in its products as being right for the
garden centre market and the trust they have
in the host stores. The concessions sell luxury,
high quality fashionable goods offering
great value-for-money targeted at the
over 40 market and the retailer is proud of its
reputation as a specialist in luxury cashmere,
ladies and men’s fashions and cosy knitwear
and fleeces. Complementing these product
ranges is the company’s extensive golf clothing
and equipment shop which operates under
The Golf Company brand.
In addition to the benefit of having one of the
country’s leading clothing retailers and most
recognisable clothing brands on their site,
garden centres that host an Edinburgh Woollen
Mill concession also benefit from a number of
significant marketing initiatives the company
undertakes. Each year the company runs a
number of national TV commercials and
distributes millions of targeted marketing
communications to its customer database, in
the catchment of each of its concession stores.
Edinburgh Woollen Mill also participate in press
and radio advertising and on-site events in
conjunction with the host stores whenever
appropriate. Many of the stores regularly hold
fashions shows for local women’s groups and the
local management and staff are always eager to
hold events within their own concessions.
From the company’s financial data Edinburgh
Woollen Mill are able to track their customers
shopping patterns. They can identify regular
customers visiting Edinburgh Woollen Mill
shops whilst on holiday and they have noted
some trying to visit numerous Edinburgh
Woollen Mill shops across the country within a
specific time frame; a true sign of brand loyalty
if ever there was one!
Recently the company launched its e-commerce
web site, and have seen sales online grow
significantly week on week. The web site contains
the full address details of all the Edinburgh
Woollen Mill stores including garden centres
and Leisure and Lifestyle centres.
Not many people will know that Edinburgh
Woollen Mill can boast that they operate the
largest coach driver database in the country?
This may at first seem a bit of a strange thing to
brag about but with the groups extensive
experience operating its coach driver network
of “Simply the Best” destination shopping sites,
it means that garden centre hosting an
Edinburgh Woollen Mill concession will benefit
from significant coach driver traffic! The company
offers a range of incentives for drivers bringing
passengers into its existing destination stores
and the scheme is so popular that the company
now has a database of fifteen thousand
drivers who have registered with its “Simply
the Best” Travel Club.
Steve Simpson (Group National sales manager)
who is responsible for all new business and the
existing stores said; “We have proved that having
a well-established and respected clothing brand
such as The Edinburgh Woollen Mill within a
suitable shopping environment will help to attract
significant additional footfall and repeat custom
for the outlet. We have over a decade’s experience
operating the concessions side of our business
and have a considerable track record of successful
partnership working in this area.”
hour of the day, allowing staff rotas to be
planned so that cover is always available to
ensure excellent customer service.
He continued; “Our concessions have provided
landlords with a greater return in rental income
than they would have otherwise achieve from
their normal retail operations, in the same space
Our track record shows that we work with our
hosts for the benefit of the site by bringing
substantial new business to our concessions and
those customers then make purchases in other
areas of the sites. We are prepared to sign a
10 year lease on all new sites and again this
demonstrates our commitment to the garden
centres that we choose to work with.”
A recent £100,000 investment in the design
of new equipment for shop-fits means that all
Edinburgh Woollen Mill concessions are
beautifully finished to provide maximum shopper
appeal. Curved brushed nickel combines with
a light timber finish on rounded or circular
shelves and fittings to produce a high quality
shopping environment.
Steve Simpson oversees all new openings
personally and from an initial meeting with him
an Edinburgh Woollen Mill Concession can be
opened within eight weeks. Stores follow all
garden centre rules and regulations and will
operate during the garden centre’s regular
opening hours. Concessions are manned by
highly trained Edinburgh Woollen Mill employees
and state of the art sales controls including
footfall cameras are in place, which give detailed
information such as average spend for each
As well as being the first major clothing company
to recognise the importance of garden centres in
England, Scotland and Wales as a good route to
market the group is also the first major concession
retailer to move into Ireland. Edinburgh Woollen
Mill now trades from five sites in Ireland including
Arboretum, which was their first installation in
Southern Ireland. The Edinburgh Woollen Mill
concession in Arboretum has proved so successful
that it has recently been extended from
1800 sq ft to 5500 sq ft. The owners of Arboretum
are delighted with the trade and relationship
they have with Edinburgh Woollen Mill.
“Edinburgh Woollen Mills moved to Arboretum
Lifestyle & Garden Centre in November 2008,
thanks to the professional attitude & synergy
with our garden centre they have added an
extra dimension and have now extended in
September 2009 with the Golf Company, and
Ponder Home Interiors. They have brought a
new clientele and we are delighted to have
them on board”.
Rachel Doyle, Managing Director.
Home Sweet Home
Edinburgh Woollen Mill have also recently
launched a dedicated soft furnishings division
which will be operating a number of concession
outlets. Ponden Home Interiors is the result of
an amalgamation of the company’s Ponden Mill
store network and a recent buyout of Rosebys
Interiors. The new brand will sell a host of
beautiful products for the home ranging from
cushions, curtains and throws to bed linen,
Egyptian cotton towels, pillows and duvets.
All Smiles
Currently fronting The Edinburgh Woollen Mill’s
latest clothing collections is gorgeous Scottish
celebrity Carol Smillie. Famous for TV shows
including the Changing Rooms series, Carol,
who has an expert eye for style and design,
has given the Edinburgh Woollen Mill’s new
ranges her seal of approval.
Steve Simpson from The Edinburgh Woollen Mill
said: “Carol is beautiful, bubbly and shows our
clothing off to perfection. She modelled our new
Spring/Summer ranges earlier this year with
great success and recently took part in a photo
session to highlight our 2009 Autumn/Winter
collections. These have been created to appeal
to women who want to look and feel good. They
are younger, more vibrant and are designed to
be both flattering and comfortable.”
Carol Smillie said; “I think people who haven’t
been into an Edinburgh Woollen Mill store for
a while will be surprised by the new collections.
They have a really fresh and funky look and feel.”
Many of the new ranges are available in
concession outlets. For further details, contact
First Franchise Ltd, Tel: 01737 735041 or visit
www.ewm.co.uk.
Steve Simpson said; “We believe that Ponden
Home Interiors has huge potential for our
concessions business with its offer of beautifully
designed products for the home. We hope to
replicate the success of our existing Edinburgh
Woollen Mill concessions and so we are looking for
outlets where we believe a Ponden Home Interiors
concession would thrive.”
Garden Centres interested in finding out further
details on either Edinburgh Woollen Mill or
Ponden Mill Interiors concessions should contact
First Franchise Ltd, Tel: 01737 735041.
When the founders of English Heritage
Buildings recognised the growing interest in
quality traditional oak frame buildings, they
realised the challenge was to draw on the
inspiration of centuries old construction
methods, to produce traditional designs using
a framing system with mortice and tenon
joints and wooden pegs, (tree nails).
The knowledge of those old production
methods has been invested in today’s techniques
and the result is a versatile framing construction
system which allows all pieces of the framework
to be put together, with an infinite amount of
permutations. This alleviates the need for
load bearing internal walls and gives designers
unlimited options on how they use the
space created.
English Heritage Buildings use this traditional
method in all of their bespoke ranges of
outbuildings, courtyard complexes, houses,
extensions, individual buildings and garden
rooms. It has enabled the assembly to create
endless varieties of designs to suit individual
needs and with this technical innovation the
company produces much sought after products
that have become aspirational and sought after
in their own right.
English Heritage Buildings recognised at an
early stage that a perfect ‘route to market’ to
compliment the company’s manufacturing
Centuries of traditional
design and innovation
for today’s modern
garden centres?
operation in Sussex was to develop garden
centre concession show sites, and they opened
their first manned operation in Bury St Edmonds,
Suffolk and the next at Cranleigh in Surrey.
Both of these sites are staffed with experienced
personnel and they have been very successful
at generating interest and new business, with
customer drive times significantly higher than
one would usually expect due to the exclusive
nature of the products on offer.
Having developed a successful show-site
operation English Heritage Buildings have now
created a range of buildings specifically tailored
to the garden centre market, to cater for the
growing interest from garden centre consumers.
The range includes buildings that can be used
for as home offices, summer houses, annexes,
gazebo’s and garages.
These new buildings are constructed using the
traditional English Heritage methods however
they have been simplified so they have many
standard features throughout. Customers can
still choose from different roof coverings and
external finishes and of course all the attention
to detail and technical backup we have come
to expect from English Heritage Buildings is
included in the products.
The buildings are supplied direct to garden
centres to be included either within an existing
garden building sales area or as features for sale
in their own right. English Heritage Buildings
provide full training and support for garden
centres to be able to confidently promote and
sell the buildings. Once orders are taken English
Heritage Buildings have details of specialist
builders that will undertake the installations
and see the project through to completion.
English Heritage Buildings is a company that
exudes quality with every aspect of the
products it produces. The link with the garden
centre market is well known and now the
company has produced a range of buildings
aimed at catering for the significant interest it
has generated from garden centre consumers,
the name historic name of English Heritage is
set to be appreciated by modern consumers
for many years to come.
To find out more about English Heritage
Buildings contact First Franchise or meet
the company’s representative on the
First Franchise stand at GLEE.
IRELAND
What are the opportunities in Ireland
for prospective concessionaires?
- the opportunity
Alistair Lorimer, an independent garden retail
development consultant gives his view...
In the 17 years that I have been involved in
providing advice to Garden Centre owners
in the Irish Republic, the topic of renting
space to concessions has, to be honest,
rarely arisen.
However, circumstances have changed.
Maidenhead Aquatics are due to open their
first concession in Ireland in the Autumn and
Edinburgh Woollen Mill have been steadily
gaining market share by taking space in a
number of the leading sites. At Arboretum the
Edinburgh Woollen Mill format has worked
perfectly as an additional attraction to bring
customers to the site and to appeal to the
existing customer base. However the overriding
principles of the garden centre remains
focused on horticulture and education and its
stunning Inspirational Gardens have been
created to ensure that on each visit there is
something new to see and enjoy, as
Arboretum is a site that truly lives up to its
name. The 10 years of the Celtic Tiger has sped
up the rate of Garden Centre development in
Ireland. They have physically enhanced and
expanded. Product logistics and management
have improved, resulting in greater customer
choice of goods and services. This has seen a
corresponding rise in the appeal of many
Garden Centres to a wider audience, an
audience that is enthralled as much by
shopping as gardening.
During the same decade, on the other side of
the Irish Sea, the UK was leading the Garden
Centre world in the level and sophistication of
concession retailing and was showing this to
be a very successful formula for both landlord
and tenant alike. As a consequence a growing
number of retailers are now expert in operating
concessions within Garden Centres.
So, for Irish Garden Centre owners,
what are the opportunities?
From a financial perspective, concessions
can offer two benefits. Firstly they can help
to iron out seasonal cash flow by providing a
guaranteed steady monthly income.
Secondly they can improve the return on
your land investment by generating a higher
profit per square metre than you may be able
to do on your own.
From a marketing point of view they offer the
opportunity to attract new customer types,
broaden the appeal of your business and extend
the busy months beyond the March - June
window. They can also increase the promotion
and marketing exposure of your site.
From a customer viewpoint they may allow you
to instantly attain levels of technical expertise
that would otherwise take many years of
anguish and lost profits to attain – pets and
aquatics are a good example of this.
A few words of warning also need sounding.
Make sure that a concession’s marketing
strategy complements that of your business
and that it will not dilute the reasons why
customers come to your site in the first place;
that a good lease benefiting both parties is
negotiated from the outset and that a concession
is seen by you and your team as a business
partner rather than just a source of income.
As in the UK, Garden Centres can offer
relatively low space rentals with (in most cases)
plenty of free parking and a customer group
with a characteristic range and mix of ages
and lifestyles.
As far as Garden Centre numbers are concerned,
Bord Bia, the Irish Food Board, run the Garden
Centre Quality Awards Scheme which is aimed
at improving overall Garden Centre standards.
They currently list 31 Garden Centres who
have received Gold star awards, with 11 of
these attaining the 4 and 5 star levels. Some of
these are very small businesses but there are
also some important players missing from this
group. I estimate there may be around 30 - 40
Garden Centres with concession opportunities.
Admittedly the country is in “the midst of an
unprecedented economic correction” but as in
the UK, Irish Garden Centres are also showing
that they are “recession resistant” in comparison
to most of the High Street.
Ireland has become a highly educated, fashion
and consumer orientated society with a free
and open economy. Numerous commentators
are expecting these characteristics to resurface
in time. This is illustrated by the long awaited
opening of Ikea in July on the outskirts of Dublin.
In the 6 months prior to the launch, Ikea
prudently downgraded their expectations but
are still anticipating sales of €100 million from
2.75 million customers in the first 12 months.
The Irish Times recently reported that during
the first week of opening, the new store
managed to shift 137,000 meatballs.
That’s food for thought.
Alistair can be contacted at:
alistair.lorimer@virgin.net or on
00 44 1789205702
Advert
Thriving in an
emotionally
involved business...
In a specialised business like pet retailing,
customers rely on a retailer they trust. Many
customers’ pet can be their only companions,
so their relationship with their pet supplier can
be somewhat involved!
When you consider that as a nation we spend
around ten times as much on pet food as we do
on bedding plants, and as much on bird food as
we do on bulbs, the importance of the garden
centre’s pet department is obvious. However
with pet retailing becoming more specialist
and customers demanding higher standards of
expertise, how can garden centres keep pace
with the changes without making expensive
mistakes, and yet still remain competitive?
Pets Corner opened its first garden centre site at
Country Gardens in Brighton way back in 1991.
Nicholas Marshall the chief executive of Country
Gardens at that time was so impressed with
Pets Corner and the rental return they provided
that he asked them to open as many concessions
as possible within his centres and there began a
business relationship that was the start of
Pets Corner’s growth and specialisation in the
garden centre industry.
Pets Corner is now the largest garden centre
based pet retailer in the UK with nearly 40
concessions within garden centres (and over 50
retail sites in the UK). Pets Corner trades with
many different garden centre brands including
Bents, Blooms, Country Gardens, Frosts, Stewarts
Garden Lands, Squires, Wyevale & Van Hage.
They also operate concessions in a significant
number of independent garden centres.
Pets Corner with a greater emphasis on service
and staff knowledge. Its young management
team passionately promote ethical practices,
offers expert unbiased advice and unrivalled
service, and their staff strive to educate
customers on the best care and products for
their pets. They have two dedicated staff trainers
and a training facility at their base in Sussex and
staff are trained on all types of animal care and
specifically how to ‘convert’ customers to
Pets Corner’s unique, quality products.
Pets Corner’s managing director Dean Richmond
believes there is only one way to keep and sell
animals: “The right way!” he explains. “We don’t
sell dogs and cats because a pet shop is not the
right environment to keep them. We do sell small
animals and birds that make ideal pets in some of
our stores but not all of them, it just depends on
whether we have the space to install our special
animal unit. Of course we sell everything that
owners need to give their pets long, happy and
healthy lives. We have long recognised that pet
retailing is a specialised and emotionally involved
business where a customer’s dog, cat or budgie
might be their only companion and is certainly
seen as an important part of the family. We never
treat animals as mere commodities, so their
owners form a lasting and trusting relationship
with Pets Corner.”
86% of all pet food is purchased in supermarkets
and with the pet market worth in excess of
£4 billion there is still a massive slice of business
Pets Corner can take from the big grocery boys.
This is where garden centres benefit as Pets Corner
take customers from the supermarkets and
turn them into ‘once a month’ shoppers visiting
Pets Corner. With an average footfall of 50,000
paying customers each year that’s a significant
number of customers to liven up a slow, wet
gardening day.
Pets Corner creates a dedicated pet store which
pulls customers to the garden centre, all year round.
Their shops are fitted out to a very high standard
to complement the service levels of the business
and pricing is keen on grocery lines to lure
customers. Most other products are selected
on their quality rather than price – Pets Corner
customers expect to find the best product
available not the cheapest.
Pets Corner also offer unique services to further
enhance customer perception including
Woof Watchers (a weight management program
for pets), Pet Micrchipping and SQP trained staff
which means customers can buy veterinary
treatments.
If you are interested in finding out more about
Pets Corner and whether their concept could
work in your garden centre please contact
First Franchise on 01737 735041 or come along
to the First Franchise stand at GLEE and meet
the representatives for Pets Corner.
Pets Corner is looking for sites in England
south of Manchester.
www.petscorner.co.uk
Pets Corner is proud to be associated with the UK’s leading garden centres
The new merchandising concept shows the
products on a single spinner display stand which
houses the entire range of nameplates, numbers,
mail boxes, pet products and door accessories.
The stand can be located in a 475mm x 475mm
square, minimising storage areas and the
products are only purchased by the garden centre
when they are sold, via a simple replenishment
system. The stand also holds the House Nameplate
Company’s bespoke range of house signs.
Customers choose the complete design
guaranteeing their finished purchase is unique.
All orders are delivered direct to customers
doors and so garden centres are only involved
in the reordering procedure.
“ The Finishing
Touch to a Home”?
Established in 1986 the House Nameplate
Company is the UK’s leading manufacturer of
house signs, printed signs and letter boxes.
They are traditional manufacturing company,
operating from a foundry in Wrexham, and are
renowned for their attention to detail and
customer service. The company takes great
pride in the handmade products it produces
because i recognises that they are the finishing
touch to a home and whether it be slate,
brass, ceramic, acrylic or aluminium the
House Nameplate Company love them all!
At a time where garden centre retailers are very
aware of the return on profit from their floor
space and are looking to bring in exciting new
ranges to widen the appeal of their garden
centres The House Nameplate Company range
of products ticks the boxes.
As we know garden centres have been retailing
nameplates numbers and associated products
for many years and in order to compete with
the DIY sheds, they have often chosen to provide
large display areas for the products to show
extensive ranges as a point of difference.
Recognising the opportunity to revamp this
type of arrangement First Franchise has been
working with the House Nameplate Company
With attractive margins on all products and
excellent commission rates available on the
bespoke ranges contact First Franchise today
on 01737 735041, info@firstfranchise.com or
visit their stand at GLEE, Hall 4 Stand G40/H41
to hear more.
to develop a unique offer, custom-made for
garden centre customers, that does not take
up the extensive display areas of the traditional
house name and number displays, thereby
reducing stockholding and investment.
In addition to the range of names and number
systems the House Nameplate Company also
offer mail and newspaper boxes that can either
be used externally or internally for flats and
apartments. Pet products are new for 2009 and
their unique range includes pet name plaques,
memorial signs and pet tags.
daylesfordorganic
our own organic farms, our own organic animals, our own organic crops
VITAL STATISTICS
•
•
•
•
•
•
Stand and opening stock delivered FOC
Stock paid for only when sold
Dimensions of stand 1750mm high
x 475mm wide x 475mm deep
(smaller options available)
Bespoke signs made to order signs available
delivered direct to the customers door
Excellent quality of aluminium, slate, brass,
ceramic and acrylic
All handmade in the UK factory
Take advantage
of untapped potential
The independent living market is one with huge potential
in the early stages of development.
Estimated to be worth around
£450 million, you could be at the
forefront of this market, offering
simple, high quality solutions for
the over 60s who need that
little bit of extra help living
independently at home.
At Daylesford Organic we are dedicated to growing, producing and cooking real
food, organically. It must be fresh, and full of texture, succulence and flavour
– with the full complement of vitamins and minerals that can only come from
natural and organic food that is produced at its best: in season.
Our ambient range of products, many from the Kitchens of Daylesford is
produced in accordance with this philosophy, without depleting the earth’s
resources. The result is real food, produced by passionate people, working
together, sharing a vision.
TO ENQUIRE ABOUT BECOMING A STOCKIST AND SECURING A CABINET ON A FREE TRIAL PERIOD,
PLEASE CONTACT PAUL STEVENS ON 01737 735 041; EMAIL PAUL.STEVENS@FIRSTFRANCHISE.COM,
OR VISIT THE FIRST FRANCHISE STAND AT GLEE 2009.
a5 ad.indd 1
25/08/2009 14:33
Mangar International is one of the
UK’s top suppliers of independent
living solutions. Their products,
including bath lifts, pill boxes and
support rails, are simple,
practical and stylish.
Call…..today
to find out about putting a retail display from
Mangar International in your store
Visit our new
interactive web site!
www.ffpromotions.com
Search for short-term
concession opportunities
by region.
Companies interested in running
Short Term promotions and
marketing campaigns can view
a list of the registered garden
centres by region and then view
the individual site details. All
enquiries are handled by our
experienced team.
Join up! Register your
details with us.
Register your garden centre with
us today and we will manage
your Short Term enquiries, handle
the whole process including a
promotional calendar, and we
guarantee settlement of the fees!
FOR ALL YOUR PLANNING
REQUIREMENTS
Come and see us at the Glee Exhibition
in Hall 5, Stand H40 next to the
First Franchise Stand.
GLEE SHOW OFFER
Malcolm Scott Consultants Ltd
Grove House, 1 Loves Grove, Worcester WR1 3BU
Tel: 01905 726353 Fax: 01905 611221
Email: inmail@malcolmscottcons.co.uk
or visit our web site
www.malcolmscottcons.co.uk
Register with FF Promotions to locate a Seasons Holidays Display Stand in a
high footfall area in your garden centre* and FF Promotions will guarantee
the financial return for the duration of the promotion... it really is that simple!
Additionally, for the first 50 stands installed, Seasons Holidays are offering a
choice of either a free 3 night weekend break for 2 people at any one of the
7 Seasons UK resorts, or receive 2 Club enclosure tickets to see the
Seasons Holidays Champion Chase
during 2010 Cheltenham Festival*.
*Offers subject to availability, terms & conditions apply.
PHOTO-ME INTERNATIONAL
Maidenhead Aquatics will open their first
garden centre concession in Ireland in the
Autumn. David Lawrence the groups Managing
Director said “this is a very important move for us,
we see the market in Ireland as a new territory and
we are very excited about the prospects this gives
us for further expansion”.
Yeomans Outdoors are in the process of
opening a number of stores of around
1000 sq ft as their first concessions dedicated
to outdoor clothing.
Alexon, the UK’s largest concession operator
has opened its first Dash clothing concessions
with Notcutts and Wyevale are now in the
process of opening a number of new concessions
during the Autumn. The company is looking
for further opportunities on footprints of
around 500 sq ft.
Daylesford Organic have recently opened a
number of new accounts with their Ambient
product range including Stewarts Gardenland
in Christchurch.
Cotton Traders have opened 23 new stores this
year and the group is set to continue with its
expansion programme in early 2010.
First Franchise is a
member of the HTA and
Garden Centre Association
•All machines supplied on a
FREE on-loan basis
•Fully managed service
•Up to 40% commission payable
•Guaranteed 100% secure
payment collections
•FREE consultancy site visits to
identify best in-store locations
•Dedicated service engineers
provide 48 hour breakdown cover
•Volume control on all equipment
For further information
contact First Franchise on
01737 735041
or visit our stand at GLEE
Castle Court 41 London Road Reigate Surrey RH2 9RJ
Tel: 01737 735041 Fax: 01737 735042 Mobile: 07768 767776 or 07884 001591
info@firstfranchise.com www.firstfranchise.com www.ffpromotions.com
Designed & produced by John Foley, www.johnfoley.co.uk
Early Shoots
The world’s leading leisure vending provider of ‘family
orientated’ kiddie rides, photo booths, toy vending
and digital print kiosks for garden centres