Monrovia Brand Will Be In Lowe’s

Monrovia will begin selling its branded plants in Lowe’s stores in 2013. As a result of an exclusive agreement with Lowe’s, Monrovia plants, currently sold in Home Depot in plain pots, will pull out of Home Depot.

The new relationship differs significantly from what the industry expects of a mass merchant agreement. The Monrovia plants will not be sold to Lowe’s at a deep discount, and Lowe’s will not have access to exclusive varieties.

“They will have the standard trade discount that applies to all our customers. So, no additional sideline pricing for Lowe’s,” says David Kirby, Monrovia’s new vice president of sales.

Kirby says that Lowe’s agreeing to maintain the premium brand image, partly through pricing, was key to Monrovia making the agreement.

Until 2010, Monrovia had sold exclusively to independent garden centers.

In late 2010, Monrovia’s lenders demanded the grower prove its current business mode was viable by selling $20 million worth of product to its current customers by January 31, 2011. When Monrovia fell short of that benchmark, the grower agreed to begin selling its non-branded plants in Home Depot.

“We came to the position where we had just so much material on the ground and a limited customer base. We had literally put ourselves in the position where we had independents as our one and only channel,” Kirby says.

Kirby says Lowe’s will not be selling an exclusive line or special brand of plants. “We will be offering plants in our Monrovia branded container with our Monrovia info-label,” Kirby says. Independents, however, will be the only channel with access to 2013 introductions in 2013.

The Monrovia/Lowe’s relationship will roll out gradually. Monrovia will be in only 120 to 150 Lowe’s stores in spring 2013; Lowe’s has more than 1,700 stores.

“It’s a relationship that is necessary for Monrovia in order to diversify our customer base. We feel it is important, long term, to have these types of relationships. And key points for us are that Lowe’s does want to honor the Monrovia brand through premium retail and a premium product offering,” Kirby says.

Topics:

Leave a Reply

6 comments on “Monrovia Brand Will Be In Lowe’s

  1. For many years, we carried Monrovia product in our Texas store. Then, a few years ago, it became very difficult for us to do business with Monrovia — no service from any sales reps, huge freight costs and such high minimum orders that we finally gave up on trying to carry the brand. We are a very large independent, with a very long history with Monrovia. I'm not surprised that they could not reach their sales goal to independdents with the type of service we received in the past few years.

  2. YA KNOW, A BUSINESS JUST HAS TO DO WHAT IT HAS TO DO TO STAY ALIVE. IT SOUNDS LIKE A GOOD VENTURE BETWEEN THE TWO COMPANIES. I WONDER IF LOWE'S HAS TALKED MONROVIA INTO (SCAN & PAY)———-100% GUARANTEED ON SALE LIVEABLILITY OF PRODUCT??? !!! I HAVE ALSO HEARD AND SEEN WHERE SOME OF THE BEDDING PLANT GROWERS HAVE EVEN PUT THEIR OWN PEOPLE IN AT THE RETAIL LOCATIONS TO WATER, CARE FOR, AND SO MUCH AS WAITING ON CUSTOMERS !!!!!!!!!!!! HUMMMMMMMMMMM ! WHATS WRONG WITH THIS PICTURE????

  3. As the story goes two Aggies were going in the watermelon business. They loaded the truck with melons that they paid #5.00 apiece for. They found them a prime spot and put up a big sign WATERMELONS $5.00 each. By the end of the day they had sold out. But after calculating all their expenses right down to the dime, they found that they had made nothing. In fact they had lost money. They sat scratching their heads trying to figure out how to keep from going broke. Then the smarter one said "I know, we need a bigger truck!" As with landing a customer like Lowe's, getting a "bigger truck" is not the answer. If Monrovia was going broke before, simply selling more product with the same business model isn't going to help. And I guarantee you Lowe's is getting a reduced price, more services, "scan & pay", or some other form of additional value for their dollar. And that's just going to cut into Monrovia's bottom line even more. All too often I've seen a wholesale nursery's products show up at the big box stores one year and see them go out of business the next year. I hate to see this happen to a great company like Monrovia.

  4. I dont see Monrovia making any profit in a Retail situation. They have great producks but are very expensive.Homeowners are pinching pennys these days and I do not think they will be able to pay a premium price for anything.

  5. scan and pay or vmi is killing this industry. many of us have gone chapter 11 because of it. our plants disappear and are not cared for by the stores or hired third party. if monrovia is doing scan and pay with lowes they will surely go under. monrovia is clearly desperate and lowes will make them do what they have to do. poor guys. they were once mighty. now they are going to get screwed by the boxes. the big boxes always win but soon will have no vendors.

More From State of the Industry...

May 23, 2017

USDA-APHIS Bulletin on Unauthorized Distribution of Genetically Engineered Petunias

On May 2, 2017, USDA-APHIS was informed that an orange petunia variety was potentially genetically engineered and had been imported and moved interstate without required authorization by APHIS. This led to testing of numerous petunia varieties, which confirmed this particular variety and several others are genetically engineered, and meet the regulatory definition of a regulated article under APHIS regulations. APHIS continues to work with the industry to ensure unauthorized GE petunias are not distributed in the United States.

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Available for Download

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand Viewing

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More
Latest Stories

May 23, 2017

USDA-APHIS Bulletin on Unauthorized Distribution of Gen…

On May 2, 2017, USDA-APHIS was informed that an orange petunia variety was potentially genetically engineered and had been imported and moved interstate without required authorization by APHIS. This led to testing of numerous petunia varieties, which confirmed this particular variety and several others are genetically engineered, and meet the regulatory definition of a regulated article under APHIS regulations. APHIS continues to work with the industry to ensure unauthorized GE petunias are not distributed in the United States.

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Avai…

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand V…

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More

February 11, 2017

Poinsettia Survey Reveals Growers Increased Poinsettia …

On average, growers responding to Greenhouse Grower’s 2016 Poinsettia Survey said the poinsettia season was “good,”Here’s a glance at the outlook for poinsettias in the marketplace.

Read More

January 25, 2017

59 New Members of Congress Need to Hear from You, SAF S…

Retailers, wholesalers, suppliers, and growers coming to the Society of American Florists' (SAF) 37th Annual Congressional Action Days, March 13-14 in Washington, DC, have a lot of explaining to do. There are 59 new congressmen and senators on Capitol Hill, and this freshmen class needs a lesson about floriculture.

Read More
bouldin-lawson-pro-sticking-line-at-north-creek-nurseries

January 25, 2017

State of the Industry 2017: Growers are Ready to Invest…

Greenhouse Grower's 2017 State of the Industry Survey revealed that grower investment in technology is imminent due to the cost and availability of labor, to improve efficiency, expand their growing operations, and allow employees to concentrate on higher value jobs that are less labor-intensive.

Read More

January 24, 2017

Growers are an Aging Demographic, 2017 State of the Ind…

Owners and upper management of growing operations in the horticulture industry, not unlike others in agriculture, are aging, according to Greenhouse Grower’s 2017 State of the Industry Survey.

Read More
Biocontrols and beneficials absolutely can be used in outdoor production, with the use of banker plant systems

January 24, 2017

Growers Becoming More Sustainable but Most Think Climat…

Greenhouse Grower's 2017 State of the Industry Survey revealed that growers are adopting biocontrols and organic production, yet 58% of growers said they don't believe humans can control climate change.

Read More

January 24, 2017

State of the Industry Survey Says 2017 Will be a Year o…

Growers, suppliers, and researchers who took Greenhouse Grower’s 2017 State Of The Industry Survey say they are ready to drive change and profitability in horticultural businesses.

Read More
Moana plant yard

January 4, 2017

Green Industry Poised for Continued Economic Growth in …

Positive economic indicators point to 2017 being a year of modest growth for the green industry, according to economist Charlie Hall.

Read More

January 3, 2017

Growing Optimism for the Horticulture Industry in 2017

With a new administration and a new Congress, AmericanHort's Craig Regelbrugge says the horticulture industry has reason to be cautiously optimistic that regulatory relief could be on the horizon.

Read More
Bees on flowers

October 11, 2016

Bees Endangered? Here’s The Rest Of The Story

Recently, mainstream media reported that certain bee species have been placed on the endangered species list, but the situation isn’t as dire as one might think.

Read More
cuttings-facility

September 27, 2016

How Global Suppliers Of Unrooted Cuttings Are Working T…

The world’s top vegetative producers discuss how they continue to evolve to overcome challenges and embrace opportunities to help growers and the varieties supply chain.

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
young-plants

September 20, 2016

The Top Young Plant Growers, And Four Critical Challeng…

In Greenhouse Grower’s 2016 Top Young Plant Growers Survey, growers discuss the latest challenges and opportunities in fulfillment, shipping, labor, and crop protection.

Read More

August 13, 2016

Plants Sales Are Up For Fourth Straight Year, According…

Growers declared spring 2016 to be a success in Greenhouse Grower’s 2016 State Of The Industry: Spring Crops Recap Survey.

Read More
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Adv…

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More

July 26, 2016

AFE Releases New Videos Highlighting Industry Successes

The American Floral Endowment (AFE) recently released five new videos, created to highlight floriculture successes through industry collaboration, support, and participation. “Each video shares real stories from industry members on career development through scholarships and internships, and true examples of research solutions that have shaped how the industry operates today,” says Laura Shinall, President of Syndicate Sales, Inc., and AFE Public Relations and Development Chair. “We’re excited to be able to share some great success stories in an effort to increase industry participation.” The introductory video “Heard of the American Floral Endowment?” helps educate those who aren’t currently aware of AFE’s programs, while other segmented videos (retail, wholesale, grower) share how Endowment programs complement each group and why it’s so important that everyone in the industry participates: Retail Florists Share Why They Turn to AFE New Resources for Floral Wholesalers and Suppliers AFE Helping Growers Profit Ready for a Career in Floriculture or Horticulture? […]

Read More