HGTV Collection Looks Like A Home Run

The HGTV Collection is soft launching this May and June at 375 charter locations.

We’ve been hearing about the HGTV Home Plant Collection for months, dating back to late 2011 when select breeders were chosen to make their pitch to HGTV. Ultimately, Dümmen USA won the exclusive rights to produce the first annuals for the collection. For the first time Tuesday at the California Spring Trials, we saw which Dümmen genetics are featured in it and how the Agricola Management Group is positioning it.

Coming from Southern California where we started our Spring Trials run four days earlier, the HGTV launch is one of the greatest stories of the week. By now, everyone knows the HGTV brand is heavily skewed to the “Home” and not so much the “Garden.” So the launch of this plant collection should help refocus the brand and elevate the concept of gardening to those who may not know much about plants but at least know HGTV.

“The good thing is HGTV does realize the ‘G’ in HGTV has been silent,” says Maria Zampini, director of plant development for Agricola. “I think this collection has to drive the shift and balance the name.”

Zampini adds that the collection will be available to an assortment of retailers, including independent garden centers. The collection will launch this May and June at 375 locations across the United States, including select Meijer, Menards and other stores. HGTV may ultimately have a presence at the box stores, but if that’s the case it is likely that one retail channel or another will get some exclusive genetics or a unique presentation to differentiate their offering from a competitor.

“HGTV has an expectation that this line will be made available to all retailers,” Zampini says.

Beyond this spring, HGTV will launch a holiday program at stores late this year called Poinsettia Perfection. This particular program will launch with three Dümmen-bred poinsettias, including ‘Bravo,’ ‘Premium Crystal Ice’ and an impressive white called ‘Glace’ that truly looks white on HGTV’s literature. The program will feature 6 ½-inch pots, a custom-woven pot cover and a branded sleeve.

Pots used for the May-June soft launch will have an attractive look, too. HGTV is launching the program with a pure white pot that sports the HGTV Home logo plastered on its side. Thirty-four varieties will be grown for the soft launch, and varieties will be available in gallons, hanging baskets and patio containers.

The collection will expand next year with some of Dümmen’s top genetics. The hit Confetti Garden program will play a role in HGTV, as will the Garden Party combos Dümmen unveiled at the 2011 Spring Trials. Garden Party will be called Friendly Fusions under the HGTV label. Some other existing Dümmen genetics will shift over to HGTV, as well.

The launch with annuals is only the beginning for Dümmen and HGTV. Although Dümmen is currently the program’s exclusive source on annuals, HGTV is interested in expanding into a larger assortment of annuals – including those Dümmen does not currently breed. So Dümmen is tasked with finding new genetics to expand the annuals program in the coming years. In the future, Dümmen will also be asked to help find the best genetics in perennials, edibles and other categories in which HGTV wants to explore.

Overall, launching a program with HGTV is a no-brainer. Ask the woman on the street to name her favorite plant brand, and you’ll probably hear names like Proven Winners or Wave from a few. But generations like mine (Generation Y) know little about gardening, so it’s going to take recognizable names like HGTV to get us excited about gardening.  We’re already looking to HGTV for ways to deck out our homes; hopefully now we can look there for ways dress up our gardens.

Leave a Reply

More From Grow Initiative...
Aquaponics At Brogue Hydroponics

March 30, 2015

Aquaponics Is Making A Splash At Brogue Hydroponics

The owners of Brogue Hydroponics explain why they expanded into aquaponics, and how the shift has helped them uncover a new market opportunity.

Read More

March 26, 2015

10 Greenhouse Products For First-Rate Growing Environments

From coverings to fork-lifts, greenhouse suppliers offer a variety of products to make growing easier. Check out the slideshow to learn more about these, plus several other products that can offer you value, versatility and durability.

Read More
Rose rosette on Knockout rose, April 2012. Photo credit: Alan Windham, University of Tennessee

March 25, 2015

$58 Million In APHIS Farm Bill Funding Will Support Horticulture Priorities

Nearly $58 million as been allocated by the USDA's Animal and Plant Health Inspection Service (APHIS) to support the industry's Plant Pest and Disease Management and Disaster Prevention Program, under Farm Bill Section 10007. The program will support mitigation efforts for specialty crops, including providing research and other funding to address plant pest and disease priorities for the specialty crop industry, including floriculture and nursery crops.

Read More
Latest Stories
Bloomtown_Screen Shot 2015-03-10

March 24, 2015

Bloomtown Exposes Consumers To The World Of Horticultur…

A new web series called Bloomtown is all about the mud, sweat and tears of horticulture. Filmed in St. Louis, Mo., it chronicles the world of horticulture using local flower growers, greenhouses, wholesalers, florists, consumers, retail shops and arborists, with the goal of opening consumers’ eyes to the world of horticulture around them.

Read More

March 18, 2015

Growers Ask For Immigration And Healthcare Reform Durin…

Nearly 90 growers, retailers, suppliers and wholesales attended the Society of American Florists' (SAF) 2015 Congressional Action Days March 9-10. The delegation, representing 18 states, arrived on Capitol Hill at a time when two major industry issues - immigration and healthcare reform - are especially prominent in national headlines.

Read More
Nexus Corporation's Cheryl Longtin Encourages Women To Seek Volunteer Leadership Opportunities

March 4, 2015

Nexus Corporation’s Cheryl Longtin Encourages Wom…

When Cheryl Longtin came to the horticulture business in 1994, she applied her experience in the automotive industry to promote the adoption of more technology in greenhouse production. Longtin says horticulture, with its rich family tradition, has long promoted women in the industry compared to other industries, but women in horticulture must continue to seek out opportunities to provide volunteer leadership in organizations that shape the future of the business.

Read More
Smart Herb Garden

March 2, 2015

Smartpot Uses Sensors And Cartridges To Ensure Success …

Click & Grow helps make it simple for consumers to grow their own herbs and spices at home, even if they have little experience with plants.

Read More

March 2, 2015

Student Flash Mob At TPIE Has Roots In Floriculture

The local FFA students who entertained TPIE attendees in 2014 and 2015 received industry donations of plants and a greenhouse structure to help expand their horticultural program.

Read More

February 12, 2015

GROW Perspective: What Is It You Do Again?

The industry is very good at talking about what we do and how we do it, but has almost completely lost touch with talking about why this work is important. As an industry, we need to promote our professions as vital to healthier living.

Read More
bee photo

February 11, 2015

26 Ways Growers Improve The Green Industry

In Greenhouse Grower’s annual State Of The Industry Survey, we asked how your operation is living the GROW Initiative’s five pillars: How are you driving consumer success, cultivating new customers, demanding quality, investing in the industry and sharpening business management? Through your candid responses, we learned about some of the ideas you’ve implemented and steps you’re taking for 2015. Here are just a few.

Read More
Noble Foundation

February 3, 2015

Lloyd Noble Scholars Program Application Period Now Ope…

The Samuel Roberts Noble Foundation is offering college students an opportunity to work side-by-side with the Noble Foundation’s renowned agricultural consultants and researchers through the Lloyd Noble Scholars in Agriculture program, a summer internship that provides students the opportunity to enhance their in-class education with real-world application and experiences.

Read More

January 7, 2015

GROW Summit 2014 Homes In On The Issues That Keep You U…

During Greenhouse Grower’s third annual GROW Summit in December a number of ideas, questions and calls-to-action transpired. Here are a few of the highlights.

Read More

January 6, 2015

Growers Resolve To Educate Public About Their Operation…

See what growers plan to work on for their 2015 business resolutions.

Read More

December 22, 2014

National Garden Bureau Launches Therapeutic Garden Prog…

National Garden Bureau has chosen the Growing Solutions Farm in Chicago as the first beneficiary of its annual fundraising effort "Growing For Futures."

Read More

December 19, 2014

Hydroponic Food Production Course Serves Up Life Lesson…

Students in the new HORT 331X Hydroponic Food Crop Production course at Iowa State University are producing more food than they can eat, so they began donating the vegetables they produce to a local food pantry and free meal program.

Read More

December 8, 2014

“The Cheapest Generation” Will Be Tomorrow&…

Members of the Millennial generation aren’t buying cars and houses the way their parents did, and according to a recent article from The Atlantic titled “The Cheapest Generation,” it might be more than an effect of a bad economy. So what does this mean for horticulture? Industry members weigh in.

Read More
Katie Nickolaus

November 25, 2014

Proven Winners Names 2014 Scholarship Winners

Looking to promote industry leaders of the future, Proven Winners has established a $15,000 scholarship program that awards students in three distinct areas - breeding, marketing and growing.

Read More

November 24, 2014

GROW Perspective: We Need To Think Bigger

Garry Grueber of Cultivaris and Global Breadfruit says the horticulture industry must evolve to help solve the problems of world hunger and food insecurity.

Read More

November 13, 2014

NY SunWorks’ Greenhouse Project Aims To Build 100 Labs …

NY SunWork's Greenhouse Project aims to build 100 labs by 2020. With 15 greenhouse project labs built and 11 more in development, it’s on its way to reaching that goal.

Read More

November 4, 2014

Millennials Rank Gardening Among Top 5 Leisure Activiti…

United Kingdom consumers, aged 25 to 35, have rated gardening as a top five favorite leisure activity.

Read More
Ken Altman

October 27, 2014

GROW Perspective: Why I Give Back To The Industry

Ken Altman of Altman Plants knows a thing or two about the green industry, including the importance of contributing to the industry he loves.

Read More