The retailer will aim to significantly increase its 6% share of the horticulture market with the launch this week of a gardening and floristry range in shops called Waitrose Flower Garden and a website called Waitrosegarden.com.
Waitrose Flower Garden 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 Waitrose Flower Garden range will launch in all core shops by mid-April and a total of 41 branches will also dedicate outdoor space each to the range including an outdoor gardening ‘shed’ selling plants and gardening accessories.
Waitrosegarden.com, in association with garden supplier Crocus, will sell more than 5,000 horticulture products including pots, gardening tools, plants and seeds.
Alan Titchmarsh, who earlier this month came on board at Waitrose to help raise the profile of British agriculture and horticulture, will offer his expert gardening tips.
Source: Waitrose
© FoodBev Media Ltd 2024