August 14, 2012

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 […]

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