Plants are at the centre of Glee 2016
The Green Heart section at GLEE aims to put plants centre stage for visitors
Print11 June 2016
Plants remain the green heart of any garden retailer, which is why Glee’s very own Green Heart has proven to be such a popular part of the exhibition since its formation in 2014. Returning once again in 2016, the show’s organisers – i2i Events – share more details about the latest developments which will be shaping this area come September.
Matthew Mein, Glee’s Event Director said: “The Green Heart is really starting to take shape. We currently have 60% of our allocated benches sold, with many more growers shortly to confirm their presence. This is a really important part of Glee, and is designed to put plants right at the centre of the show, but more than this we want to arm retailers and growers with a platform to communicate – whether in regards to what’s new or how to better drive sales in-store. It’s set to be a great showcase of UK and international growers, so I urge plant buyers and garden retailers to make this their first port of call at Glee 2016.”
Key names already confirmed for the Green Heart include Chessum Plants, Quality Ornamentals, Javado, Anglia Group of Nurseries, New Leaf Plants, Chamberlain Nurseries, Chapel Cottage Plants, Channel Island Plants, Kilworth Conifers, Gardeners Kitchen, Topbuxus B.V., and Wyevale Nurseries. New exhibitors for 2016 includeArmlee Nurseries and Butters Group, suppliers of houseplants, garden plants and planted materials to supermarkets and garden centres.
Working in conjunction with The HTA’s Market Information Manager, David Denny, this year’s Green Heart will also feature three unique consumer profile areas. Drawing on the HTA’s own market research, the profile areas will focus on three key consumer demographics – Gardening Elders, Garden Proud and Family Focus. These reports have identified the buying habits of each consumer, and therefore how they can be addressed in-store. At the Green Heart this year, these reports will be recreated as three large product areas, drawing product inspiration from across Glee’s eight core sectors. Demonstrating cross merchandising, these inspirational displays will add real and tangible value for visiting retailers, and help them identify ways to reach out to key consumers at the point of sale.
Led by The Garden Works’ independent garden centre consultant, Kevin Waters, the Green Heart will benefit from an increased interactive and live element in 2016.
Each day Kevin will lead three guided tours around the Green Heart to demonstrate how cross merchandising can highlight a continual year-round association with the plant offer. Showcasing how plants can take centre stage, Kevin’s tour will inspire action by giving ideas, help to make the buying decision easy, and ensure subsequent success for the customer, through linked sales ideas from across the retail floor.
Glee is the UK’s leading garden retail show, focussing on building year-round profits within core product categories including garden care, landscaping, outdoor living, garden design, pet, speciality food and catering, home, gift and clothing, and plants. Each year the show attracts thousands of buyers from top retailers, such as leading UK garden centres, builders’ merchants, multiple retailers, and DIY stores.
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