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 Greenhouse Grower's GROW...
Seed-Your-Future-feature

November 9, 2017

Dümmen Orange Throws Support Behind Seed Your Future Initiative

Dümmen Orange has announced it will pledge $450,000 over the next three years to Seed Your Future, the non-profit organization whose mission is to promote horticulture in the U.S. and inspire people to pursue careers working with plants.

Read More
Marshall Dirks, Proven Winners

October 28, 2017

5 Rules for Creating a Lifetime of Outdoor Garden Memories

Many customers are time starved. Their most important asset is time, not money, so be realistic about the investment of both when they are buying plants.

Read More
Living Umbrellas

October 25, 2017

Why Living Umbrellas May Have a Bright Future

Sometimes innovation strikes by chance. Such was the case with David Tilley, developer of the “Living Umbrella.”

Read More
Latest Stories
Seed-Your-Future-feature

November 9, 2017

Dümmen Orange Throws Support Behind Seed Your Future In…

Dümmen Orange has announced it will pledge $450,000 over the next three years to Seed Your Future, the non-profit organization whose mission is to promote horticulture in the U.S. and inspire people to pursue careers working with plants.

Read More
Marshall Dirks, Proven Winners

October 28, 2017

5 Rules for Creating a Lifetime of Outdoor Garden Memor…

Many customers are time starved. Their most important asset is time, not money, so be realistic about the investment of both when they are buying plants.

Read More
Living Umbrellas

October 25, 2017

Why Living Umbrellas May Have a Bright Future

Sometimes innovation strikes by chance. Such was the case with David Tilley, developer of the “Living Umbrella.”

Read More
Luxflora Paris Trip

October 20, 2017

Luxflora Paris Trip Offers Insights on Trends Shaping H…

Each year, Luxflora hosts an international trip that allows participants to gain insights on trends and gather inspiration that ultimately will shape and support our industry in many ways. This year’s event took the group to Maison & Objet and Design Week in the City of Lights – Paris, France.

Read More
Steve Garvey, Dallas Johnson Greenhouses

September 23, 2017

Producing Quality Plants in the Greenhouse Starts From …

It's common for growers to make mistakes. What you learn from those mistakes is what sets you apart as a grower and where quality starts.

Read More
Quality in the Greenhouse

September 21, 2017

Two Head Growers and a Retail Live Goods Buyer Talk Bes…

Ultimately, the quality of the plants you grow will be responsible for the success of the consumer, and consumer success will ideally translate to repeat sales. That’s why quality must be a top priority for all growers, according to Brad Julian, a Live Goods Buyer for Lowe’s Home Improvement, and Head Growers Dennis Crum of Four Star Greenhouse and Joe Moore of Lucas Greenhouses.

Read More
Jan Gulley, Gulley Greenhouses

August 25, 2017

Why It’s Important to Educate and Engage the New Hortic…

Young adults entering the workforce have more professional choices than ever before, and many want to work in environments in which their work has a clear purpose for both the organization and society at large.

Read More
Seed Your Future feature

July 26, 2017

Seed Your Future Aims to Inspire Careers in Plants

Who will be the next generation of horticulturists? The answer lies in helping to change the perception of horticulture and using contemporary new language to tell our stories.

Read More
Albert Grimm, Jefferys Greenhouses

July 8, 2017

How You Can Use Lifestyle Marketing to Sell Plants

Should we be trying to educate consumers into loving what we like to produce, or should we allow consumers to educate us into producing what they love?

Read More
Metrolina Make a Wish Greenhouse

July 7, 2017

Metrolina Builds, Decorates Greenhouse for Young Cancer…

When Michael VanWingerden and his wife Courtney heard through their work with the Make-A-Wish foundation that 11-year-old Jason wanted a greenhouse to grow vegetables in, they knew Metrolina Greenhouses could help.

Read More
Metrolina Greenhouses Dig and Swig Event

June 25, 2017

Consumers Revel in Gardening at Metrolina Greenhouses’ …

Metrolina wanted to promote plants, gardening, and creating a sense of community, so it decided to host Dig & Swig events at a local brewery.

Read More

May 23, 2017

6 Simple Ways to Acquire New Customers

Even the most successful brands need new customers if they want to grow their business, or stay profitable.

Read More
Tyler Beasley

May 21, 2017

Final California Spring Trials Thoughts From Allan Armi…

“I went home from California Spring Trials realizing that the students enrolled in our Greenhouse Management program at Spokane Community College need to experience the trials. Attending opened many doors of opportunity for me.”

Read More
Cannabis Adobe Stock feature

May 1, 2017

Why I Turned Down a High-Paying Offer to Grow Cannabis …

Young growers have passion for all aspects of organic and sustainable growing. The key to not losing them to the cannabis industry, according to Kelly Vance, a Technical Consultant for Beneficial Insectary, may be nurturing their interests in these fields by aligning greenhouse production with sustainable growing practices.

Read More
National Collegiate Landscape Competition Feature

April 27, 2017

Hoffman Nursery Cheers On the Next Generation of Hortic…

Hoffman Nursery was a sponsor of the recent 41st National Collegiate Landscape Competition, an event that offers several opportunities for companies in the green industry to meet and recruit the next-generation of horticulturists.

Read More
Kaylee South

April 22, 2017

American Floral Endowment Announces Winners of 2017 Pau…

Four students pursuing careers in horticulture now have scholarships to help them along the way, thanks to the American Floral Endowment.

Read More
Basil Planting feature

March 29, 2017

How You Can Embrace Greenhouse Food Production With Con…

Maintaining balance, learning continuously, and seeking support will help make your transition into producing greenhouse food crops a smooth one.

Read More
If your Wi-Fi is truly secure, your staff can help customers on the sales floor starting today

March 25, 2017

What Marketing Approach Can Attracts the Most Customers…

Inc.com surveyed more than a thousand customers to find out which marketing strategies worked best to entice them to try out a new business

Read More