HGTV Home Plant Collection Arrives In Garden Centers

The HGTV Collection is soft launching this May and June at 375 charter locations.

After months of promotions, the HGTV Home Plant Collection arrived in garden centers across the country last week, just in time for Mother’s Day.

“A small amount arrived in the retail stores on Tuesday with the larger push happening this week,” says Bachman’s Floral, Gift & Garden’s Jeff Pilla. Minneapolis-based Bachman’s is one of the more than 375 stores nationwide that have begun receiving the plant collection.

This first collection from HGTV, dubbed “Expressions,” is aiming for a premium niche, with plants in quart and gallon pots, in 14-inch hanging baskets and 12-inch mixed plantings in urns. No smaller pots are currently included.

The Expressions collection of 34 annuals varieties is just the first that HGTV plans to roll out over the next couple of years. The next collection to debut will be perennials, currently scheduled for 2013. Other plant groups like trees and edibles are likely in the future as well.

As for the current collection, Expressions has been subdivided into four groups, well matched in color, bloom timing and growth:

Confetti Craze

Confetti Craze is made up of petunias in bold, saturated purples, red, pinks and yellows. HGTV created two mixes within this group (which can be sold in a hanging basket or an urn) – Bold Primary, with red, purple and yellow petunias, and Tropical Blowout, with red, purple and pink petunias.

Friendly Fusions

This grouping is the most varied, with delicate whites and yellows, as well as large purple and salmon blooms. There are three mix plantings in Friendly Fusions – Orange Bliss, made up with soft corals, salmon and whites, Purple Genius, with three shades of purple and a touch of white, and Glow Yellow, which has muted yellows and whites.

Sassy Sweethearts

 Sassy Sweethearts is the most color-coordinated of the groupings, with only reds, pinks and whites. It includes a range of plants, including euphorbia, ipomoea, geraniums and petunias. It’s mixed planting is called Pink Flirt and balances frilly whites with romantic reds and pinks.

Big & Bold

Big & Bold lives up to its name, with large flowers like dahlias and geraniums included. The colors are front and center, with sharp yellows, reds blending with rich burgandy and purple. The mixed plantings focus on one main color, the appropriately named Brilliant Burgundy and Gorgeous Gold.

Participating retailers had to meet a three criteria in order to qualify for the program.

  1. There needs to be a minimum of 250 square feet of floor space in a prominent location devoted to the HGTV Home Plant Collection.
  2. Retailers are to use the POP materials provided.
  3. HGTV supplied a style guide to displaying its products, which is to be followed.

How Is The Collection Performing So Far?

This is a tricky question to answer, since the collection hasn’t been in stores for even a week.

“Most of the [plants in quart and gallon pots] that arrived last week have already sold through and there is only a small amount of the urns left,” Pilla says. He added that he would be in a better position to assess the Collection after another week had passed.

One reason only the annuals collection is available in 2012 is that this is a soft launch. The program is being taken out into real world situation in order see how it performs and make adjustments before the full launch in 2013.

“It’s a mistake to push something out and expect it to work flawlessly,” says Agricola’s marketing manager, Sarah Hayes. Agricola Management Group is the exclusive licensee for the HGTV Home Plant Collection.

Which proved true for one retailer in the Midwest, who told us she wanted to work with Agricola with some initial feedback on pot size and the quality of urns. Yet she likes the concept of the program and intends to continue participating.

“We have a huge brand to protect, we wanted to make sure we are doing our due diligence,” says Hayes.

Hayes and Agricola’s CEO Randy Hunter discussed the nuances of matching a product line to an established brand like HGTV.

First, Hunter pointed out, HGTV is viewed as having trust-worthy and obtainable programming. For products to match that image, they would need to offer quality and style, but not luxury.

That translates into mid-range prices for good quality, the same niche most independents aim for. The mixed containers were selling for $39, well shy of upper end containers which can be more than $100, but also above cheap mixes that run for less than $20.

“The overall concept is, no matter where you are on the scale from obsessive gardener to novice, this collection offers something for you,” says Hunter.

Leave a Reply

More From Varieties...

April 20, 2018

California Dreaming Takes on a Whole New Meaning at CAST 2018

At California Spring Trials 2018, the Greenhouse Grower team witnessed the revitalization of a company, plus some awesome merchandising displays, and efforts toward automation.

Read More

April 19, 2018

California Spring Trials 2018: New Intros from Syngenta Flowers, Hishtil, Jaldety, Cohen Propagators, Bailey Nurseries, and More

Check out the newest 2018 plant introductions from Syngenta Flowers, Hishtil, Jaldety, Cohen Propagators, Nir Nursery, Bailey Nurseries, and Sunset Western/Southern Living Plants.

Read More

April 19, 2018

CAST 2018: Dr. A’s Favorites From Syngenta Flowers, Bailey Nurseries, and More

From an exciting perennial to a new white begonia, Allan Armitage says these showstoppers deserve recognition.

Read More
Latest Stories

April 20, 2018

California Dreaming Takes on a Whole New Meaning at CAS…

At California Spring Trials 2018, the Greenhouse Grower team witnessed the revitalization of a company, plus some awesome merchandising displays, and efforts toward automation.

Read More

April 19, 2018

California Spring Trials 2018: New Intros from Syngenta…

Check out the newest 2018 plant introductions from Syngenta Flowers, Hishtil, Jaldety, Cohen Propagators, Nir Nursery, Bailey Nurseries, and Sunset Western/Southern Living Plants.

Read More

April 19, 2018

CAST 2018: Dr. A’s Favorites From Syngenta Flowers, Bai…

From an exciting perennial to a new white begonia, Allan Armitage says these showstoppers deserve recognition.

Read More
GG-and-Benary-Team

April 19, 2018

Spring Trials Rookie Inspired by Connections

The Allan Armitage Scholarship recipient has added a number of industry connections during his time at California Spring Trials, and discusses what that means to him and his career.

Read More
Benary 2018

April 18, 2018

At CAST 2018, Sakata Captures Consumer Attention Spans,…

More than halfway through the California Spring Trials, the Greenhouse Grower team had a busy but fantastic day seeing dozens of our friends at American Takii and Benary, and spending time talking about the industry's past and its bright future.

Read More

April 18, 2018

California Spring Trials 2018: New Varieties to Watch F…

Check out the newest 2018 plant introductions from American Takii, Hilverdakooijj, Hem Genetics, Thompson & Morgan, Sakata Ornamentals, and Ernst Benary of America.

Read More

April 18, 2018

How the Horticulture Industry’s Past Shaped Its P…

Andrew Scheldorf, the winner of Dr. Allan Armitage’s California Spring Trials Scholarship, says the stories of plant origins help ground our industry to the people and places that have changed us.

Read More

April 18, 2018

Dr. A Weighs in on His CAST Favorites From American Tak…

Here are some of the top variety introductions for 2019 that have pleased Dr. A during California Spring Trials 2018.

Read More
Dummen-Christmas-Decorating

April 17, 2018

Dümmen Orange’s New Gamechanger, Plants for All S…

Greenhouse Grower's California Spring Trials Team headed north on Day 3, with stops at Dümmen Orange in picturesque San Luis Obispo and Floricultura in fertile Salinas.

Read More
Verwer-Dahlias

April 17, 2018

Syngenta Flowers Acquires Netherlands-Based Dahlia Bree…

Syngenta Flowers has reached an agreement with Verwer Dahlia BV to acquire the company’s dahlia assortment and breeding program. Both companies expect to finalize the acquisition in the coming weeks.

Read More

April 17, 2018

Armitage Scholarship Winner Weighs in on Plant Breeding…

Andrew Scheldorf, the winner of Dr. Allan Armitage’s California Spring Trials Scholarship, says breeders' persistence in making small and large breeding improvements is a testament to their passion and dedication to excellence.

Read More

April 17, 2018

California Spring Trials 2018: Stand-Out New Plants fro…

Check out these new plant introductions from the California Spring Trials 2018 trail featuring breeding from Dümmen Orange , Westhoff, Beekenkamp, and Plug Connection.

Read More

April 17, 2018

Allan Armitage’s Noteworthy 2018 Plant Intros fro…

Here are some of the top variety introductions for 2019 that have pleased Dr. A during California Spring Trials 2018.

Read More
Artemisia-Plant-Display-at-Terra-Nova

April 16, 2018

CAST 2018 Provides Fresh Inspiration for Infusing Marke…

The  second day of California Spring Trials took the Greenhouse Grower Team to GroLink in Oxnard, CA, and then up the coast to Windmill Nursery in Buellton. Here are some of the marketing, display, trend, and people highlights we saw at those locations, as well as some beautiful scenery from our evening in Pismo Beach.

Read More
Lavender-Madrid-Lavish-Green-Fuse-Botanicals

April 16, 2018

Allan Armitage’s Spring Trials Favorites From Green Fus…

Here are some of the top variety introductions for 2019 that have pleased Dr. A during California Spring Trials 2018.

Read More
Echinacea-Kismet-White-Terra-Nova-Nurseries

April 16, 2018

Terra Nova Nurseries Debuting New Heuchera, Echinacea V…

Terra Nova Nurseries has created profile pages for these new varieties on its website to help growers learn about growing habits, plant characteristics, and other insights provided by the breeding team.

Read More
Danny-Takao-Allan-Armitage-Andrew-Scheldorf

April 16, 2018

Armitage Scholarship Recipient Reflects on Conversation…

Andrew Scheldorf, the winner of Dr. Allan Armitage’s California Spring Trials Scholarship, is realizing the power of networking and building relationships in the floriculture industry.

Read More

April 15, 2018

California Spring Trials 2018: New Plants From Green Fu…

Breeders at Green Fuse Botanicals, Floranova, Vegetalis, and Ball Horticulture featured new plant varieties at the 2018 California Spring Trials with vibrant color and unique patterns that are easy for growers to produce and ship, as well as small-space friendly vegetables for patio and container growing.

Read More