With a 52% non-garden product mix, BLUE DIAMOND proved a fascinating presence at BHETA’s latest retailer networking forum. It took place on June 15th with Alan Roper, Managing Director of Blue Diamond and Thomas Grinnall, Blue Diamond’s Head of Home.
As Blue Diamond explained, kitchen and dining is 41% up on 2019 as a category, alongside increases in many other non-horticultural product areas. Across the board the brand’s ethos is ‘aggressively aspirational’ as distinct ‘aggressively price driven’ and the webinar outlined the key qualifications for potential listings in Blue Diamond garden centres. These included new product not already listed elsewhere and particularly not in mass consumer outlets or garden centre groups. Point of difference from other garden centre groups and mainstream garden retailers is key as is consumer engagement, meaning emotional engagement which is measured per square foot.
Tom explained further: “While Blue Diamond consumers – typically AB1 – are price-aware- cross-checking with Amazon – they are typically driven by inspiration. They are entertainers rather than super-cooks; they are impulsive, and they love demos and specialist gadgets they may not have seen before.”
26% and rising of Blue Diamond product is Blue Diamond branded, but the company welcomes small and local suppliers if they have something different to offer.
Blue Diamond is now one of the UK’s largest garden centre groups having acquired seventeen garden centres from Wyevale in 2018 and 2019. It now trades from 40 locations and posted revenue of over £180m in 2019.
Chief Operating Officer of BHETA, Will Jones commented, “This webinar was a real insight for our many homewares members and also very valuable for garden suppliers with something different to offer the retailer.”
Missed it? BHETA members can email Helen Farnell in BHETA member Services for a link to the video
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