Montgomery’s Los Angeles Retail Report

Slideshow: Los Angeles Retailers

The weather in Southern California has been erratic and sales are slow with the exception of vegetables that are experiencing unprecedented growth. The weather Friday, May 1 was in the 50s in the morning and into the high 70s by the mid-afternoon hours–ideal weather for gardening. For a Friday, there was minimal traffic in all stores visited with the exception of Armstrong Garden Center in Claremont, Calif.

Home Depot

Home Depot has a different model in this market versus what I’ve observed in other parts of the country, using multiple vendors in each store compared to a single-source supply. In some stores, we counted up to three annual and three perennial vendors. This leads to lack of continuity and makes the job of managing the plan-o-grams difficult. Stores have a primary supplier for annuals and perennials with one or two backups.

Lowe’s

Lowe’s really excels in merchandising the outdoor aprons, always having high-impact, colorful items that clearly let the consumer know they are in the plant business. Lowe’s also has tapped into the hanging basket market with high-impact offerings and a nice range of price points.  Lowe’s is particularly strong in the annuals category with an array of sizes, price points and very consistent quality store to store

Walmart

Los Angeles is another place where both the product quality and merchandising has made vast improvements. The Walmart store in Covina (No. 2202) was one of the best I’ve ever seen. The product quality was way above average and the assortment offered a nice range of sizes and prices. Walmart uses the new Calliope Geranium in the perfect sizes– 12-inch hanging baskets and a 10-inch patio that allows the horizontal growth of this variety to fill out containers. It creates a great look and value for the consumer.

Armstrong Garden Center

As you drive down the street, no garden center grabs your attention like Armstrong with attractive landscaping and lots of color between annuals, perennials and roses. Its huge flowering baskets atop fencing create a dramatic effect, as well.

Armstrong had the best traffic count of any store visited during this day tour. It had some really attractive vignettes, including a separate one for The Suntory Collection and Always in Bloom, the Armstrong concept of selecting a container and then selecting pre-made combination liners that fits inside. Then, during other seasons of the year, consumers can buy seasonal pre-planted refills while using the same container. It’s a brilliant way to sell plants, and it practically guarantees the consumer will return each season.

Sam’s Club

Sam’s had only one item, a 16-inch patio pot, retailing at $25.64. Plants were not in bloom and were obviously left over from the weekend before.

Costco

Costco offered several really nice items that were great values:

- 12-inch Proven Winners hanging basket retailing at $11.89
–16-inch patio pot retailing at $21.49
–10-inch hibiscus retailing at $9.99

Vegetables

As in other areas, vegetables are leading the way in sales gains for everyone. Typically, you see more cross-selling with items that include tomato cages, bagged soil, fertilizer and insect control. In some cases, large containers are selling, too, because many vegetables are destined to be used in patio gardens.

I have seen some creativity relative to vegetable marketing, too. Colorama introduced a line of vegetables and herbs that are being produced under organic standards to comply with USDA’s organic certification program. The program is called Healthy Habit. Vegetables are produced in the first rice pot to have a tag-locking feature, because Colorama knows unlabeled vegetables don’t sell. The program includes a very attractive label with plenty of instructions. 

At Home Depot, Coast Nursery offered an heirloom tomato program. Tomatoes are produced in a 1-gallon container with four color graphics, but tomatoes seemed to be somewhat on the low end of the vegetable pricing scale. Armstrong Garden Centers offered the Organix line of vegetables, along with an extensive line of generic vegetables.

Eco-Products

Colorama launched its Healthy Habit vegetable and herb line in a rice pot with locking labels that is or will soon be all USDA-certified organic. El Modeno was offering quart perennials in rice pots without any promotional activities. And, of course, Bonnie vegetables were available under the Eco-Options concept at The Home Depot. Armstrong offered the Organix line of USDA-certified vegetables.

The Market

Traffic seemed to be down from what you would expect this time of year, and some merchandise was starting to show signs of aging. Still, for the most part, merchandise was good quality.

Home Depot was promoting 6-inch annuals at $1.50 each but there was not heavy movement with them, unlike the three 4.5-inch annuals for $1.00 promotion several weeks ago that had great success.

The stores we visited were in the area known as the Inland Empire. It has been hit particularly hard by mortgage foreclosures and may not entirely reflect the market in coastal areas.

Retailers Visited
Retailer Store No. City Annuals Perennials Vegetables
Home Depot 6369 Fontana Colorama Bordier Nakase Bonnie
Home Depot 0645 Rancho Cucamonga Colorama Bordier Nakase Bonnie
Home Depot 0687 Upland Colorama Bordier Nakase Bonnie
Home Depot 1084 Mira Loma Altman Hines Nakase Bonnie
Home Depot 6617 Glendora Coast Bordier Nakase Bonnie
Home Depot 0607 City of Industry Coast Bordier Nakase Bonnie
Home Depot 6884 Ontario Colorama Bordier Nakase Bonnie
Home Depot 8463 West Covina Coast Bordier Nakase Bonnie
Lowe’s (1) 1041 Upland Color Spot El Modeno Bonnie
Lowe’s 0316 Chino Hills Color Spot El Modeno Bonnie
Lowe’s 1872 City of Industry Color Spot El Modeno Bonnie
Lowe’s 1170 San Dimas Color Spot El Modeno Bonnie
Lowe’s 0774 Rancho Cucamonga Color Spot El Modeno Bonnie
Lowe’s 1700 Fontana Color Spot El Modeno Bonnie
Lowe’s 2473 Chino Color Spot El Modeno Bonnie
Lowe’s 2270 Ontario Color Spot El Modeno Bonnie
Walmart 2202 Covina Altman Altman Bonnie
Walmart 1947 Glendora Color Spot El Modeno Bonnie
Walmart 2288 Pomona Color Spot El Modeno Bonnie
Walmart 3522 Baldwin Park Altman Altman Bonnie
Walmart 2401 Duarte Altman Altman Bonnie
Walmart 2251 City of Industry Altman Altman Bonnie
Walmart 3464 Chino Color Spot El Modeno Bonnie
Armstrong   Claremont Armstrong Monrovia Armstrong
Sam’s Club 6610 Chino Color Spot n/a n/a
Costco   Cerritos n/a n/a n/a

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

(1) CMA supplies hanging baskets to Lowe’s but Color Spot is the primary annuals vendor.

Retail Prices Los Angeles Metro
Item Size Home Depot Lowe’s Walmart Armstrong
Annuals Basic 806 1.99 1.99 1.80 2.79
  4-inch 0.99 0.98 1.25 1.49-0.97
  6-inch 2.97 2.98 2.50  
  1G 2.97 2.98    
Delphinium-Foxglove 1G     5.00  
  8-inch     4.50  
  T-18 15.98 14.98    
  1/2 9.97 9.98    
Premium Annuals Quart       3.99
  1G 4.98   4.50 5.99
Geraniums 4-inch 3.29 1.98   2.99
Cora Vinca 6-inch     3.00  
Geraniums 1G 4.98 3.98 4.50  
  Quart       3.99
Plants That Work 4 Quart       3.99
Nooks & Crannies 3-inch       2.99
Garden Club Select Quart   3.48-3.78    
  1G   4.86    
GCS Perennials 8-inch   11.98    
VIVA! Quart        
  1G 5.98      
Proven Winners Quart 3.49      
  1G 6.47      
Wave 306   7.98 6.00  
  6-inch   3.48 4.50  
Tidal Wave 8-inch   5.48    
Vigoro Quart 3.49      
  1G 4.48      
Perennials Quart 3.98 3.47 2.50  
  1G 4.98 4.47-4.98 3.98 6.99-19.99
Hanging Baskets          
Basic 10-inch 12.98   10.00  
Premium 10-inch 14.97 14.98 13.00  
Proven Winners 12-inch 17.97   16.00 19.99
Calliope Geranium 12-inch 17.97 19.98 20.00  
Fiber 13-inch 19.98 24.98 20.50  
Garden Club Select 12-inch   22.68    
  14-inch   24.98   39.99
Patio Pots 10-inch 12.98 12.98 13.50  
Urn 8-inch     10.00  
Item Size Home Depot Lowe’s Walmart Armstrong
Geranium Calliope 12-inch   14.98 19.00  
  13-inch   24.98 20.00  
Proven Winners 12-inch 17.97      
Color Bowl 12-inch 9.97      
  14-inch 12.98   14.00 12.99
Bonnie Vegetables 9-pack   3.48    
  3-inch 1.19 1.19 1.00  
  4-inch 2.98 3.00 3.00  
  5-inch 3.48 3.50 3.50  
  1G 5.98 5.00 5.00  
Local Vegetables 806 2.27 2.09    
  4-inch 1.49 1.36    
  1G 3.34      
Heirloom Tomatoes 1G 2.97      
Healthy Habit Herbs Quart 3.34      
  4-inch 1.98 1.98    

Leave a Reply

More From Marketing...

May 22, 2015

Nexus Greenhouses Is Optimistic For Expansion Into New Markets

Cheryl Longtin and Mike Porter, who own Nexus Corporation, say they were excited to attend the grand opening of Gotham Greens’ new structure atop the new Whole Foods grocery store in the Gowanus neighborhood in Brooklyn, N.Y., when it opened in December 2013. The project is just one example of some of the new and expanding markets that Nexus Corporation has expanded into over the past few years. Jeff Warschauer, vice president of sales for Nexus, says the company has enjoyed getting to know and working with the founders of Gotham Greens, Viraj Puri and Eric Haley, and Jennifer Nelkin Frymark, the chief agriculture officer, on their innovative approach to business. “They are very excited and work hard internally – just great people,” he says. “From our perspective, it’s great to see that excitement and vision. The employees there are happy and there’s no turnover; they’re only adding new people […]

Read More
Farwest2015

May 20, 2015

2015 Farwest Show Announces Second Annual Equipment Innovation Day

The second annual Equipment Innovation Day will be Tuesday, Aug. 25, prior to the 2015 Farwest show, which will be August 27-29 in Portland, Ore. Equipment Innovation Day, which was enthusiastically received in 2014, offers a real-time opportunity to see new heavy and automated nursery equipment in action. The demonstrations take place in manufacturing and nursery settings, adding value to the showcase. Attendees will be able to talk with participating manufacturers and learn first-hand from innovative growers who use the equipment in daily operations. The day-long event will be held at the main manufacturing plant of GK Machines, Inc., Donald, Ore. Further demonstrations of field equipment will take place at the nearby nursery of A&R Spada Farms, LLC. Bus travel to and from the event is planned, starting at and returning to the Oregon Convention Center. Attendees are welcome to provide their own travel to and from the site. Preregistration is required. The cost […]

Read More
Bee On Flower

May 20, 2015

White House Task Force Releases Pollinator Health Strategy

An interagency Pollinator Health Task Force commissioned by President Obama released its “Strategy to Promote the Health of Honey Bees and Other Pollinators” on May 19. The strategy, released in accordance with the Presidential Memorandum issued last June, is accompanied by a Pollinator Research Action Plan, which outlines needs and priority actions to better understand pollinator losses and improve pollinator health. The recommended actions will be supported by a coordination of existing federal research efforts and accompanied by a request to Congress for additional resources to respond to losses in pollinator populations. Pages 47 through 52 specifically address pesticides and pollinators. The report calls out plant production, native plants, mosquito control and all urban uses in its Pollinator Action Plan. RISE (Responsible Industry for a Sound Environment) says it supports the goals of improving pollinator health and habitat contained in the White House Pollinator Task Force’s release of its National […]

Read More
Latest Stories
New Guinea Impatiens

May 14, 2015

10 Tips To Improve Retail Shelf Life Of Bedding Plants

Good-looking plants at retail lead to stronger sales and less postharvest shrink. Try these 10 ideas for maintaining quality and keeping plants looking beautiful.

Read More
GrowIt! App Wins Gold At Design100 2014 US Mobile & App Design Awards

May 12, 2015

Suntory And GrowIt! Garden Socially Partner On A New Se…

Suntory Flowers and GrowIt! Garden Socially are working together on a new photo contest that both retailers and their customers can get involved in. GrowIt! Garden Socially is a free garden photo sharing app, and the photo contest is designed to promote Suntory’s plant brands and help consumers interested in those plants find them at local garden centers. Consumers who want to enter the contest can take these four steps: 1. Download GrowIt! for free from the App Store or Google Play store 2. Sign up with a username 3. In the app, add a photo of their favorite Senetti plant 4. In the comments, tag it #SenettiRocks The first photo contest featuring ‘Senetti’ pericallis runs from May 7-18. Three entrants will win gift certificates from their favorite local garden retailer — one $100 prize and two $50 prizes. After Senetti, the next featured brand will be ‘Million Bells’ calibrachoas […]

Read More

May 6, 2015

Orange Is The New Green: An Interview With Dümmen Orang…

The day the news came out about the name change of DNA Green Group to Dümmen Orange, and everything that meant for the large flower breeding conglomerate, Greenhouse Grower Editor Laura Drotleff talked with Dümmen Orange Operations Manager Kate Santos about what the identity shift would mean for the company, its customers and ultimately for consumers. What’s going to happen to the brands and what was behind the decision to do away with those brands and consolidate? A key objective for our organization in moving to one corporate brand is to continue to stay true to the heritage and history of the individual brands that have made us what we are today and what we will build the future of our company upon. For this reason, some of those brands that have a deep-rooted history and much more recognition within the market, will have a longer persistence in our overall […]

Read More

May 1, 2015

Restoration Landscapes: A Specialized Market For Nativ…

Restoration landscapes, depending on their purpose, often require straight native species, along with a confirmation of their known provenance. Research is key in this area and good recordkeeping is a must.

Read More
Dummen_Begonia_UnbelieveableFirstKiss

April 29, 2015

Dümmen Orange Is The New Name For DNA Green Group

DNA Green Group has a new name: Dümmen Orange. The company revealed its new name, logo and brand values at all of its facilities in 16 countries on Thursday, April 23. The well-known corporate brands Lex+, Bartels, Terra Nigra, Dümmen Group, Agribio China, Agribio Colombia, Oro, PLA, as well as the production locations, are changing their identities immediately to Dümmen Orange. Other established brands like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over limited time. The company’s CEO Biense Visser calls it a logical next step. “All companies that have been acquired have a rich and successful history,” Visser says. “We have always tried to respect that heritage. Doing so, we created confusion for our customers. Our employees expressed a preference for a more uniform approach to the market, too. That is why we have chosen one large umbrella brand that embraces the entire product […]

Read More

April 15, 2015

Redesigned SunPatiens Website Offers New Tools For Saka…

Sakata Seed America's new and improved SunPatiens website launched March 1, 2015 and provides growing information, marketing support, product location and many more tools to encourage consumer success with SunPatiens.

Read More
Keenland

April 13, 2015

Proven Winners Partners With Award-Winning Designer Jon…

Proven Winners will partner with award-winning garden designer, author and fine living expert Jon Carloftis on a new series of four LIFE + STYLE events in 2015. In true Carloftis style, food and spirits will be paired with inspiring architecture and innovative garden designs featuring Proven Winners plants.

Read More

April 13, 2015

New Consumer Website Makes Buying Roses Easier

A new website has been created as a resource tool for gardeners who are looking for a rose that fits their needs. This website is 100% consumer focused and will inspire confidence and promote rose gardening to the next generation of gardeners. Visitors will also find links to connect on social networks, such as Facebook and Pinterest. The website promotes roses, not specific brands, and that is what makes it unique.

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 Hor…

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
National Floriculture Forum 2015 029

March 18, 2015

2015 National Floriculture Forum Focuses On Marketing I…

The 2015 National Floriculture Forum, held March 6 to 7 in Minneapolis, Minn., zeroed in on the topic of marketing in horticulture and included visits to Gertens Greenhouses and Garden Center, Bailey Nurseries, Bachman’s Floral, Home and Garden and Tangletown Gardens. The annual meeting allows greenhouse and floriculture faculty, graduate students and industry partners to meet and share updates on current research, issues and initiatives.

Read More

February 18, 2015

Range Of Nursery Inspections To Protect Patented Plants…

Plant patents are under protection, and breeders are fighting for their rights to keep growers from illegally propagating protected varieties. It's something you don't want to take a chance on, because the risk is far higher than the reward. More than 300 inspections were carried out last year from New York to British Columbia and from Ontario to Florida to protect plant patents, Plant Breeders’ Rights (PBR) and branded programs.

Read More

February 4, 2015

TPIE 2015: An Electrified Industry Vibe Boosts Cool New…

The general feeling at the Florida Nursery Growers and Landscape Association's 2015 Tropical Industry Exhibition (TPIE) was upbeat and positive. Attendees were inspired by exciting new products and varieties, as well as creative new displays and innovative ideas and left energized for the season ahead.

Read More
Costa Farms Website

January 21, 2015

Costa Farms’ Launches New Interactive Website

Costa Farms is making efforts to educate consumers while pushing horticultural digital marketing forward with the re-design of its website. The new website features a fresh design and improved navigation, as well as a plant finder that gives gardeners easy access to plant information.

Read More

January 5, 2015

Growers Are Successfully Marketing The Benefits Of Pla…

Growers who are already marketing plant benefits and gardening as a lifestyle say they think this could be the best angle for the floriculture industry to promote our products.

Read More

January 5, 2015

Plants Love You Campaign Raises Plant Benefits To Foref…

Plants make us feel good. It’s a no-brainer, backed by numerous studies, but there’s more to the story. And it’s one the Canadian Ornamental Horticulture Alliance (COHA) hopes its Plants Love You campaign will tell in such a way that it will inspire people to make plants a part of their life, and on a bigger scale. COHA is an alliance between the Canadian Nursery Landscape Association (CNLA), the Fédération Interdisciplinaire De L’Horticulture Ornementqale Du Québec (FIHOQ) and Flowers Canada Growers (FCG). Inspiration for The Plants Love You campaign came from COHA’s research, which revealed that 96 percent of consumers surveyed have a favorable attitude toward plants. When COHA delved deeper into the numbers, one thing stood out loud and clear. “It quickly became apparent that while consumers like plants because they are pretty and make them feel good, few understood the environmental and health benefits plants offer.” says Frank […]

Read More

December 9, 2014

New Website For PanAmerican Seed

PanAmerican Seed's new website is mobile-friendly and has a fresh look and enhanced navigation.

Read More
What’s a pumpulent? It’s a pumpkin planted with succulents, and it’s also one of the ways Altum’s is catching customers’ attention with new products and modern marketing.

December 1, 2014

9 Digital Marketing Resolutions For 2015

Whatever your experience with digital marketing, here’s some advice for keeping your business progressing into the new year.

Read More

November 25, 2014

Conley’s Launches New Website

Conley’s Manufacturing and Sales recently launched its newly designed website, which was redesigned to create a user-friendly digital environment for customers to explore Conley's products.

Read More