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...
dummen-orange

October 18, 2016

Dümmen Orange Buys Rose Breeder, Participates In Petal It Forward Program

Dümmen Orange will be hitting the streets of Columbus, OH, this week, handing out some of its favorite flowers as part of the Petal it Forward program in partnership with the Society of American Florists.

Read More
media-day-at-altman-plants

October 17, 2016

Altman Plants Hosts Media Day To Highlight Its Water Saving Programs

This month, Altman celebrated more than 100 million gallons of water saved since its water recycling program began operation.

Read More
OSU ATI Greenhouse

September 21, 2016

Your Support Is Essential For Current And Future Students

September is back to school time, and that means renewed opportunity to support the young people who are electing to pursue careers in horticulture. I continue to hear from growers of all sizes, from all over the country, that there just are not enough qualified graduates of two- or four-year horticulture programs. We also need to be active in promoting careers in horticulture to those who are not aware of the opportunities available. There have been some great success stories in this area recently. At University of Florida (UF) last fall, Anna Ball and Dr. Marvin Miller of Ball Horticultural Co. joined UF’s Dr. David Clark in an introductory environmental horticulture couse that’s open to any major. After the class, the line of students waiting to talk with Ball, Miller, and Clark was out the door. It is so important, Ball says, for each of us, individually and collectively to […]

Read More
Latest Stories
dummen-orange

October 18, 2016

Dümmen Orange Buys Rose Breeder, Participates In Petal …

Dümmen Orange will be hitting the streets of Columbus, OH, this week, handing out some of its favorite flowers as part of the Petal it Forward program in partnership with the Society of American Florists.

Read More
media-day-at-altman-plants

October 17, 2016

Altman Plants Hosts Media Day To Highlight Its Water Sa…

This month, Altman celebrated more than 100 million gallons of water saved since its water recycling program began operation.

Read More
OSU ATI Greenhouse

September 21, 2016

Your Support Is Essential For Current And Future Studen…

September is back to school time, and that means renewed opportunity to support the young people who are electing to pursue careers in horticulture. I continue to hear from growers of all sizes, from all over the country, that there just are not enough qualified graduates of two- or four-year horticulture programs. We also need to be active in promoting careers in horticulture to those who are not aware of the opportunities available. There have been some great success stories in this area recently. At University of Florida (UF) last fall, Anna Ball and Dr. Marvin Miller of Ball Horticultural Co. joined UF’s Dr. David Clark in an introductory environmental horticulture couse that’s open to any major. After the class, the line of students waiting to talk with Ball, Miller, and Clark was out the door. It is so important, Ball says, for each of us, individually and collectively to […]

Read More
Dual Income No Kids (DINK) Young Couple

September 16, 2016

What You Need To Know About DINKs

DINKs (Dual Income, No Kids) are quickly becoming one of the fastest-growing demographics that marketers are targeting.

Read More
Cavicchio Greenhouses

September 6, 2016

Cavicchio Greenhouses Wins Inaugural Sustainability Awa…

The Sudbury, MA, growing operation sustains more than 250 acres of annuals, perennials, and nursery stock, with a number of practices to mitigate its impact on the environment.

Read More
Laura Drotleff

August 10, 2016

Customers Need Hand-Holding And TLC [Opinion]

If we want customers to use our plants, we need to provide basic information about the plants we produce.

Read More
Luxflora Flower Run

July 20, 2016

First-Ever Flower Run Was A Big Success, Luxflora Says

Kicking off Cultivate’16 on Sunday, July 10, Luxflora’s first annual 5K saw nearly 150 participants racing through the picturesque Scioto Audubon Park in Columbus under clear blue skies and perfect conditions. It was a great way to start the week, participants said. Congratulations to the winners of the first-ever Flower Run: First Place: Jacob Griffith Gardner Second Place: Mike Goyette Third Place: Jack Ford The top three winners — and all of the Flower Run participants — were showered with flower petals when they crossed the finish line, making for a colorful and fragrant finish to an invigorating experience. “Personally, I would consider it a grand success,” says Luxflora President Rebecca Lusk. “The overall mood was fantastic, from start to finish. There were many high fives and group hugs, numerous duo phone selfies and postings to social media, while participants enjoyed their bananas and bottled water donated by Experience Columbus. Most […]

Read More
PrairieSplendor_CompactRose Syngenta Flowers March 2016

May 16, 2016

New “Generations Of Flowers” Study Tracks How And Why C…

The Society of American Florists and the American Floral Endowment have released an update and analysis of this study, which first began in 2009.

Read More
Webinar Photo from Flickr

May 7, 2016

How You Can Connect With A Broader Audience Through Web…

Webinars are time-saving and effective marketing tools that can extend your reach to a greater audience.

Read More

April 27, 2016

Use Your Data To Make Smarter Marketing Decisions

Learn which marketing metrics are important to your business, measure successes, and learn where changes are needed.

Read More

April 26, 2016

“Bee-Friendly” Labels Matter To Plant Consumers, Accord…

Research at Michigan State University shows ornamental plant buyers understand and respond to bee-friendly production practices.

Read More
Krause Berry Farms Farm To Table Dinner

April 20, 2016

What The Floriculture Industry Can Learn From Farm Mark…

Although we have a lot in common with the produce industry, there is much we can learn from one another.

Read More
Costa Farms Container Ideas E-Book

April 12, 2016

Costa Farms Targets Consumers With New Container Garden…

The electronic book offers tips on container selection, design, and plant care for millennials looking to grow in small spaces.

Read More
Tropical Fruit Tree Selection (Hopkins Tropical Fruit Nursery)

April 7, 2016

University Of Florida Research Shows Consumers Value Lo…

Compared to conventional plants, consumers reported a higher purchasing likelihood for certified organic or organically produced fruit plants.

Read More
Random Acts Of Flowers

March 31, 2016

The Floriculture Industry Needs A Unified Message To Pr…

Seeing the sneak preview of the new varieties that will be presented at California Spring Trials (CAST) spurs a visceral reaction in me. I’m giddy and excited about these gorgeous plants, having taken in some of their beauty and excellent performance already at Costa Farms’ Season Premier. I’m excited to travel to Spring Trials and that spring is coming, and I’m ready to dig in and get gardening. I’m guessing many of you feel the same way. And it’s likely that consumers do, too. Nearly a year ago, upon returning from California Spring Trials, I lamented the absence of ideas translated from CAST to retail. The beautiful displays, the breathtaking combinations, the clever marketing — somehow, all of that effort and enthusiasm focused on business-to-business promotion is not being funneled effectively to the consumer. As an industry, we are not good at working together to market our products in a clear, […]

Read More
Sakata Seed America President David Armstrong

March 30, 2016

Sakata Signs Agreement With Indonesian Government To Co…

This week, Sakata Seed Corp. announced internationally that it has signed an agreement with the Republic of Indonesia to cooperate in the further development and production of its line of SunPatiens interspecific hybrid impatiens, based on the principles of the Convention on Biological Diversity (CBD). Under an agreement based on the CBD, Sakata Seed has worked with the Indonesian government since the early 2000s to identify the origin of the native germplasm collected in Indonesia to develop SunPatiens, and the two parties have agreed on how the indigenous genetic resources will be used for the further development of SunPatiens. There are currently only a few cases in the world of such an agreement, based on the CBD in the category of horticultural plants, made between a resource-rich country and a commercial seed company. Greenhouse Grower contacted Sakata Seed CEO David Armstrong to provide context about this agreement, what it means […]

Read More
NGI-SunPatiens-Compact-Hot-Coral-Sakata

March 23, 2016

P. Allen Smith Says SunPatiens Are Hero Plants For Cons…

Plants that ensure consumer success with disease resistance bred into their genetics, and ease of use in a variety of conditions, are heroes for gardeners, especially beginners, and they should be celebrated and supported to promote gardening success and interest. These are the messages the award-winning designer, gardening, and lifestyle expert P. Allen Smith wants the horticulture industry to know, with the recent announcement of his expanded partnership with Sakata Seed. In an exclusive interview with Greenhouse Grower, P. Allen Smith describes his expanded partnership with Sakata Seed to promote SunPatiens and why the now 10-year-old series helps both novice and expert gardeners to be successful. Smith also collaborates with Sakata to promote the HomeGrown Collection of vegetables. SunPatiens Set Consumers Up For Success, Smith Says As a plantsman first, Smith has extensively trialed SunPatiens in his gardens at Moss Mountain Farm in Little Rock, AR, and says he is […]

Read More
Suzanne McKee

March 18, 2016

4 Pitfalls To Avoid With Responsive Web Design

When implementing responsive design on your website, sidestep these common problems with some advance planning.

Read More
[gravityform id="35" title="false" description="false"]