Montgomery’s New York Retail Report

I visited 57 retail garden centers in New York City and Long Island from June 4-8 to determine the performance of these garden centers and their vendors. The weather for the most part was ideal, except when it rained all day June 5.

The weather was ideal for the weekend and the traffic in the garden centers was heavy, with many consumers still buying lots of vegetables. The other items that seemed to be selling well were annual packs, annual flats–1801, 2401 and 3201–as well as 10-inch basic and premium hanging baskets.

The breakdown of the stores visited is as follows:

– Home Depot 29 (14 Ivy Acres, 15 Weiss)
–Lowe’s 9
–Walmart 10
–Kmart 3
–Costco 2
–Sam’s Club 2
–Independent garden centers 2

Home Depot

Home Depot, of course, is the most dominant retailer in lawn and garden in this area because of its store density. There are three Home Depots for every Lowe’s. Home Depot is also the clear leader in the New York City and Long Island markets in overall shopping experience. And it appears Home Depot has made significant improvements in product quality and merchandising since Spring 2008.

Ivy Acres is one of Home Depot’s most outstanding suppliers with great product quality that always has lots of color and the right size plants for the container they’re produced in.

Ivy Acres has shown some innovative leadership with the development of the Straw Pot, an environmentally friendly container that is used for bedding plants and vegetables. Ivy Acres is now producing Knock Out roses in the eco-friendly container. It’s one of the best merchandisers, understanding how to utilize the end caps and aprons for maximize impact.

Ivy Acres offered some of the most consistent hanging baskets in 10-inch basic and 11-inch premium that I’ve seen at Home Depots around the country.

Lowe’s

Lowe’s did not have the color impact seen at Home Depot, especially in the hanging basket category. Lowe’s had some interesting programs with the Color of Coleus, Yellow Petunia and Colors of Caladiums, all produced in a 1-gallon colored container. The retailer still uses the Garden Club Select brand as its main vehicle for premium annuals, but I did see limited quantities of Proven Winners and large quantities of Wave in three different sizes and price points.

Walmart

Staying with its basic strategy of “less is more” focusing on the basics and eliminating the “cute stuff” has led to more orderly stores and a simplified shopping experience. In this area, it seems as though Walmart’s traffic was much lower in the garden centers versus other markets I visited this year.

Kmart

Kmart offered a limited portfolio of items that was mostly merchandised outside the garden center on the sidewalks and aprons. I visited the Kmart stores on Monday morning, and it appeared as though there was little product movement over the weekend. It seems as though there is not enough traffic to support the sales velocity necessary to create enough scale that is necessary for the green goods sector.

Costco (Westbury, N.Y.)

Costco had a nice selection of items that provided some reasonable consumer values:

– Ten 4-inch premium annuals retailing at $24.99
–Two 8-inch perennials retailing at $15.99
–12-inch coco hanging basket retailing at $17.99
–10-inch tomato cages retailing at $12.59
–12-inch patio pots retailing at $15.99

Costco (Commack, N.Y.)

– Six 6-inch basic annuals retailing at $16.99, more than the same products at Home Depot
–Three 306 annuals retailing at $14.99
–16-inch patio pots retailing at $29.99
–Two 8-inch perennials retailing at $15.99
–12-inch patio squares retailing at $15.99

Sam’s Club

Sam’s Club had huge displays outside the store featuring three annual items that were not overly impressive

– 10-inch basic hanging baskets retailing at $6.36
–Three 4.5-inch annuals premium retailing at $10.26
–Flats of 606 annuals retailing at $9.88

Martin Viette Nurseries (East Norwich, N.Y.)

This independent garden center is an established family business catering to the upper-income crowd. It has a following of long-time loyal customers.

In the annuals category, Martin Viette offered a limited selection of sizes and varieties. Geraniums were all Oglevee genetics.

The bedding plants were of reasonable quality but not the kind of “wow” products you come to expect from independent retailers. It is a perfect example of customers who are more interested in the shopping experience versus the perfect product. Annuals were priced at a premium.

This is a garden center were you can find almost anything for the garden and patio with a huge inventory of upscale containers and very expensive patio furniture. You will never find a better shopping experience at a garden center anywhere–at least among the places I’ve visited.

Bayport Flower Houses (Bayport, N.Y.)

Bayport is another great family-owned business that is long established and has a very loyal following with many customers whom I saw store employees calling by name. The retailer offers impeccable service and a huge selection of nursery plants, but not an overwhelming offering of annuals. It has a nice selection, but actually less SKUs than the home centers.

This is another place for a great shopping experience. If you want personal attention this is the place.

Summary

Home Depot was very impressive both in New York City and Long Island, exhibiting great product quality, outstanding merchandising and a well-rounded portfolio of products. Clearly, Ivy Acres is a well-managed vendor that specializes in great execution and must realize there is a lot more to success than growing good plants.

Products that appeared to be the fastest selling were packs, flats of annuals, hanging baskets under $20 and, of course, vegetables. The interesting thing about vegetables is when a consumer buys vegetables: The associated hard goods sales jump significantly. Items that seem to benefit from vegetable tie-in sales are bagged soil, cow manure, fertilizers, tomato cages, fertilizers and insecticides.

Stores Visited with Vendors
Retailer Store No. City Annual Vendor Perennial Vendor
Home Depot 6957 Brooklyn Ivy Acres Ivy Acres
Home Depot 1232 Brooklyn Ivy Acres Ivy Acres
Home Depot 1249 Staten Island Ivy Acres Ivy Acres
Home Depot 6150 Staten Island Ivy Acres Ivy Acres
Home Depot 1281 Staten Island Ivy Acres Ivy Acres
Home Depot 1225 East Elmhurst Ivy Acres Ivy Acres
Home Depot 1285 Long Island City Ivy Acres Ivy Acres
Home Depot 6152 Brooklyn Weiss Weiss
Home Depot 1225 South Ozone Park Weiss Weiss
Home Depot 1216 Valley Stream Weiss Weiss
Home Depot 1274 Hempstead Weiss Weiss
Home Depot 8465 Westbury Weiss Weiss
Home Depot 1201 East Meadows Weiss Weiss
Home Depot 1213 Jericho Weiss Weiss
Home Depot 8466 Syosset Weiss Weiss
Home Depot 1272 Huntington Weiss Weiss
Home Depot 1202 Commack Weiss Weiss
Retailer Store No.  City  Annual Vendor  Perennial Vendor 
Home Depot 6167 Commack Weiss Weiss
Home Depot 1285 Deer Park  Weiss Weiss
Home Depot 1267 Farmingdale Weiss Weiss
Home Depot 1218 Copiague Weiss Weiss
Home Depot 1211 Bay Shore Weiss Weiss 
Home Depot 1222  Riverhead Ivy Acres  Ivy Acres  
Home Depot  1282  Shirley Ivy Acres   Ivy Acres 
Home Depot 8958 Bellport Ivy Acres  Ivy Acres 
Home Depot 1258 Patchogue Ivy Acres  Ivy Acres 
Home Depot 1229 Coram Ivy Acres  Ivy Acres 
Home Depot 1209 Selden Ivy Acres  Ivy Acres 
Home Depot 1265 Setauket Ivy Acres  Ivy Acres  
Retailer Store No.  City  Annual Vendor  Perennial Vendor 
Lowe’s 1658 Staten Island CK Stacy’s
Lowe’s 1624 Garden City CK Stacy’s 
Lowe’s 2612 Hicksville CK Stacy’s
Lowe’s 2371 Patchogue CK Stacy’s
Lowe’s 1189 Medford CK Stacy’s
Lowe’s 2233 Stony Brook CK Stacy’s
Lowe’s 1674 Brooklyn CK Stacy’s
Lowe’s 1709 Bayport CK Stacy’s
Lowe’s 1917  Farmingdale CK Stacy’s
Retailer Store No.  City Annual Vendor  Perennial Vendor 
Walmart 3420 Westbury Garden State Garden State 
Walmart 2916 E. Meadows No Plants  Garden State 
Walmart 5293 Valley Stream Garden State Garden State 
Walmart 5205  Commack Garden State Garden State 
Walmart 2917 Islandia Garden State Garden State 
Walmart 2906 Riverhead Garden State Garden State 
Walmart 2286 Centereach Garden State Garden State 
Walmart 5295 Farmingdale Garden State Garden State 
Walmart 2156 Middle Island Garden State Garden State 
Walmart 2915  E. Setauket Garden State Garden State 
Kmart   Riverhead Weiss Weiss
Kmart   Farmingville Weiss Weiss
Kmart   Bohemia Weiss Weiss
Costco   Westbury N & O N & O
Costco   Commack N & O N & O
Sam’s Club 6674 Elmsford Grower Direct na
Sam’s Club 6428 Medford Grower Direct na
Martin Viette   East Norwich local local
Bayport   Bayport local local

Leave a Reply

12 comments on “Montgomery’s New York Retail Report

  1. Just wanted to say thanks for the reports you have provided all Spring. As soon as the greenhouse grower email arrives, I am opening your article to see what insights you can provide for the weekend in sales. Keep up the good work!

  2. Dear Anonymous
    I would love to have converstaion but I don’t respond to anonymous comments.
    If you care to idnetify yourself we could have an exchange of view points.

  3. Jerry,

    I think the reason GG, allows it’s readers to send in comments anonymously is so that they will feel free to make comments without the fear of retribution. You must understand the power of the printed word, and the responsibilities related to assuming this power.

    The reason these other readers made these comments about your report is because it is clearly biased.
    Simply because of the fact that you visited 29 Home Depots, more than all the other retailers combined! This reason alone is enough for someone to questions your motives.

    I suggest that in the future you ask yourself these few simple questions before you write.

    1) Is it true?
    2) Is it necessary?
    3) Is it kind?

    Last but not least, check your spelling !

  4. Thank you for visiting Long Island. With a high number of quality growers and many small to medium sized independant garden centers, I hope your next trip shows us more than the world of the big box.

    Regards,
    Fred Hammerle

  5. Just wanted to say thanks for the reports you have provided all Spring. As soon as the greenhouse grower email arrives, I am opening your article to see what insights you can provide for the weekend in sales. Keep up the good work!

  6. Dear Anonymous
    I would love to have converstaion but I don’t respond to anonymous comments.
    If you care to idnetify yourself we could have an exchange of view points.

  7. Jerry,

    I think the reason GG, allows it’s readers to send in comments anonymously is so that they will feel free to make comments without the fear of retribution. You must understand the power of the printed word, and the responsibilities related to assuming this power.

    The reason these other readers made these comments about your report is because it is clearly biased.
    Simply because of the fact that you visited 29 Home Depots, more than all the other retailers combined! This reason alone is enough for someone to questions your motives.

    I suggest that in the future you ask yourself these few simple questions before you write.

    1) Is it true?
    2) Is it necessary?
    3) Is it kind?

    Last but not least, check your spelling !

  8. Thank you for visiting Long Island. With a high number of quality growers and many small to medium sized independant garden centers, I hope your next trip shows us more than the world of the big box.

    Regards,
    Fred Hammerle

More From Marketing...
GrowIt! Logo

February 9, 2016

GrowIt! And MasterTag Partner To Enhance Plant Care Information On The GrowIt! App

The partnership allows MasterTag to provide plant care instructions to the wide catalog of plants available on GrowIt!, which helps consumers find plants in their area.

Read More

January 27, 2016

Costa Farms’ Season Premier Provides Sneak Peek At New Varieties For 2017

Costa Farms presented the 2016 Season Premier at its 2-acre Trial Gardens in Miami, FL, in the third week of January. The event showcases varieties from breeders of all sizes to growers and major retail buyers, providing a look at what genetics are coming to the market and how they’ll perform in retail settings and in the landscape, when consumers bring them home. The mild winter climate in South Florida allows Costa Farms’ Research and Development Department to simulate the spring growing conditions of various regions in the country. Because each group of visitors to Costa Farms’ Trial Gardens wants to see what the new plants look like in the environments that matter to them, Season Premier offers several areas within the Trial Gardens that highlight different ways to look at the wealth of new varieties. The New Product Showcase offers a way for retailers to see how plants will […]

Read More

January 26, 2016

Beekenkamp And Danziger Partner To Distribute Poinsettias In North America

Danziger is continuing to expand its portfolio of products to the U.S. market with the addition of poinsettia cuttings of Beekenkamp’s varieties.

Read More
Latest Stories
GrowIt! Logo

February 9, 2016

GrowIt! And MasterTag Partner To Enhance Plant Care Inf…

The partnership allows MasterTag to provide plant care instructions to the wide catalog of plants available on GrowIt!, which helps consumers find plants in their area.

Read More

January 27, 2016

Costa Farms’ Season Premier Provides Sneak Peek A…

Costa Farms presented the 2016 Season Premier at its 2-acre Trial Gardens in Miami, FL, in the third week of January. The event showcases varieties from breeders of all sizes to growers and major retail buyers, providing a look at what genetics are coming to the market and how they’ll perform in retail settings and in the landscape, when consumers bring them home. The mild winter climate in South Florida allows Costa Farms’ Research and Development Department to simulate the spring growing conditions of various regions in the country. Because each group of visitors to Costa Farms’ Trial Gardens wants to see what the new plants look like in the environments that matter to them, Season Premier offers several areas within the Trial Gardens that highlight different ways to look at the wealth of new varieties. The New Product Showcase offers a way for retailers to see how plants will […]

Read More

January 26, 2016

Beekenkamp And Danziger Partner To Distribute Poinsetti…

Danziger is continuing to expand its portfolio of products to the U.S. market with the addition of poinsettia cuttings of Beekenkamp’s varieties.

Read More
Houseplant Featured Image

January 21, 2016

How To Improve Consumer Interest In Indoor Foliage Plan…

Researchers discover why there is decreasing consumer demand for indoor foliage plants and suggest ways to overcome hurdles to purchasing.

Read More
Bee On Flower

December 29, 2015

Scotts Miracle-Gro To Fund 50 Pollinator Gardens In 201…

In an effort to help combat the loss of pollinator habitats in recent years, the Scotts Miracle-Gro Co. announced plans in mid-December for a year-long effort to improve consumer education about pollinators and promote the creation of backyard and urban habitats where they can thrive. The “Pollinator Promise” will fund the establishment of at least 50 pollinator gardens throughout the U.S. in 2016, as part of the company’s GRO1000 community gardening initiative. The GRO1000 initiative, now in its sixth year, partners with the U.S. Conference of Mayors, the Pollinator Stewardship Council, The Franklin Park Conservatory, and others, to promote the availability of additional grants for gardens and green spaces throughout the country. “The importance of pollinators is unquestionable and it is easier than most people think to create a habitat where they can thrive,” says Jim King, Senior Vice President of Corporate Affairs at Scotts Miracle-Gro. “The Pollinator Promise is […]

Read More
Viraj Puri (left) and Eric Hadley (right) of Gotham Greens with Martha Stewart (middle)

December 17, 2015

Congratulations To The 2015 Martha Stewart American Mad…

Each year, Martha Stewart and the editors of Martha Stewart Living honor American entrepreneurs and small business owners for their dedication to producing innovative, high-quality products. This year, three companies from the green industry made the list.

Read More
Laura Drotleff

December 8, 2015

Develop New Habits To Change Your Greenhouse Business

Grower Homework: Don’t let your product mix become habit. Opportunities abound for the horticulture industry to evolve its reach beyond traditional plants. People have an inherent need to be in and around nature, and they’re looking for new ways to use plants, even if they don’t know it yet. Let’s study trends and habits to get ahead of the curve and create some new demand. Share your ideas by writing to me at ldrotleff@meistermedia.com or tweet @Laura_GG_TGC. Over the past few years since I came back to work full time, I’ve been studying habits, and admittedly trying to change my own. As a full-time, working, married mother, I’m still getting used to the challenges of “having it all,” and I’ve reluctantly realized that changing my habits is an absolute must to maintain a sustainable level of sanity and success. Thus, I’ve been consuming books about habit, and how it plays […]

Read More

November 23, 2015

Content Marketing: Buzzword Or Here To Stay?

A solid content marketing strategy provides valuable information that educates your consumers and builds trust.

Read More
Gotham Greens Chicago Rooftop Greenhouse

November 23, 2015

Gotham Greens Expands Into Chicago With New Rooftop Gre…

Touted as the world’s largest rooftop greenhouse, the company’s fourth facility is its first outside of New York and will produce nearly 10 million annual crops of local, premium-quality leafy greens and herbs.

Read More

October 21, 2015

Dümmen Orange Creates Fashion With Flowers At Fashion W…

As a feature sponsor for Fashion Week Columbus in Ohio, Dümmen Orange North America made a statement with its flower genetics in the spotlight. This was the first time Dümmen Orange partnered with Fashion Week Columbus in its 2015 events, held the week of October 3-10, 2015. Fashion Week Columbus is a non-profit organization showcasing local and emerging fashion designers while providing scholarships to fashion design students. Each year, Fashion Week Columbus hosts a week of fashion-related events to feature local talent in the Columbus, Ohio area. “A leader in the floriculture industry, Dümmen Orange is committed to breeding, distributing and promoting superior flower genetics,” says Dümmen Orange Operations Manager Kate Santos. “To do this, we strive to be in touch with contemporaries in the lifestyle industries. A large focus of this mission is to translate trends from fashion.” With more than 500 working fashion designers in the Columbus market, […]

Read More

October 4, 2015

ePlantSource Adds 5 New Partner Companies

ePlantSource has announced an additional five companies that have been added to its partner distribution list. Not only do the additional partners offer more supplier options to ePlantSource customers, but the website now also provides a more diverse product list with the addition of bulbs, clematis and many new varieties. New partners added for the 2015 – 2016 season: A.D.R. Bulbs Lennon Farm Greenhouses Micandy Gardens Pacific Growers Roseville Farms “We make it a priority to respond to our customers, and we have had many requests for additional options and a more diverse product line, so we are continually evaluating suppliers that work well with our non-traditional approach to the sale of live goods,” says Gary Falkenstein, President and CEO of ePlantSource. “We feel that it is good for our company, our customers and the industry as a whole to keep looking forward and seeing how we can improve and expand how […]

Read More

October 2, 2015

How To Make Your Website More Google-Friendly

During a presentation at Cultivate’15 this past July, Katie Dubow of the Garden Media Group offered several tips on how you can use search engine optimization (SEO) tactics and Google’s search features and updates to your advantage.

Read More

September 28, 2015

Filmmakers Release “Field To Vase, The Documentar…

“The Field to Vase Dinner Tour is a series of meals set on flower farms across the country. Each dinner is curated by a local chef and floral designer, highlighting the region’s produce and flowers. This is the story of Santa Cruz, California.” These opening lines introduce “Field to Vase: Santa Cruz,” a new documentary filmed, written and produced by the Los Angeles-based husband-and-wife team, Hyunsoo Moon and Haejung Kim. This past June, Haejung and Moon traveled to Santa Cruz in pursuit of a visual narrative that had captured their creative imaginations. They were enamored with the storytelling potential of the Field to Vase Dinner Tour and wanted to document their observations on film. The result of their efforts is “Field to Vase: Santa Cruz,” a documentary about the American grown flower movement and the people involved in the floral renaissance that is taking place on farms and in flower […]

Read More
Gerbera Revolution Series (Kieft Seed)

September 23, 2015

Join SAF And Other Growers To #PetalItForward And Sprea…

Next month, the Society of American Florists (SAF) will tap into the popularity of random acts of kindness with its latest public relations campaign, "Petal It Forward." Find out how you can join SAF and other growers to take part in this campaign and spread happiness with the power of flowers.

Read More
Retailers declined a coupon deal for hanging baskets because of timing

September 19, 2015

Retailer To Grower: Why Aren’t Garden Stores Letting Gr…

Have you ever sat around at a family gathering and heard someone recount a story from your childhood, except knowing your own version of the story, it’s something that casts an entirely new light on everything you think you experienced? It seems like that dynamic happens a lot between growers and retailers. Both sides know the same story, but each version is so different, it’s like two unconnected stories. This came to mind when I was talking with a regional grower, Elmer Grosser, who owns Cincinnati-based Diefenbacher Greenhouses. The operation serves about 50 customers — an even mix of local garden stores and landscapers. Grosser first came to my attention last fall, when one of his customers, Chris McKeown of Bloomin’ Garden Centre, told me I needed to call Grosser, because he was a great example of a grower who cares about retail. When Grosser and I connected, he was […]

Read More
eMailMarketing feature image

July 23, 2015

Is eMail Dead?

Email as a marketing technique may seem outdated, but when done well, it is still an effective way to share content and market your brand.

Read More
HGTV HOME CAST 2015

July 22, 2015

Cultivate’15: Keynote Nancy Fire Says Use Passion…

In the second keynote presentation at Cultivate’15, Nancy Fire, founder and creative director of Design Works International, discussed how the horticulture industry can capitalize on the latest design and lifestyle trends. Fire works with companies to help bring their designs to the next level, and she has expertise with textiles and surface design, market analysis and corporate rebranding. She was appointed as design director for HGTV HOME in 2011. Fire says customers today are interested in companies that show passion for what they do. That, combined with following the general direction of trends and maintaining a brand, are what will keep horticulture businesses relevant to their customers. A trend isn’t just a passing fad, Fire says, but rather, it indicates that something is developing or changing in a certain direction. Plants are important to consumers today, and fit into current trends, both inside and outside the home, Fire says. “I don’t […]

Read More
LuxFlora logo feature image

July 21, 2015

Luxflora Launches With Cultivate Speaker Event, New Web…

A new organization for women in horticulture that aims to change the way consumers think about flowers, launched at Cultivate’15 by sponsoring Ketty Maisonrouge, a marketing expert, who presented “How To Create A Luxury Brand.” Luxflora recently launched its website, as well as a page on LinkedIn, to facilitate networking among women in horticulture. The organization is working on next steps, including setting up a board of directors and officers. Updates and information on future events will be available at the Luxflora website as they are scheduled. Read about Luxflora’s mission and what it hopes to accomplish in “Luxflora Wants To Create A Lifestyle Movement.” In the session during Cultivate, Ketty Maisonrouge, owner of KM & Company, adjunct professor of luxury strategy at the Columbia University Business School and the author of “The Luxury Alchemist,” presented her ideas and expertise on luxury strategy marketing, and how it applies to horticulture. […]

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