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...

February 11, 2016

Succulents: A Mainstay Of The Green Revolution

Succulents offer many options for growers to provide waterwise, low-maintenance plants that work well for green infrastructure and other environmentally focused projects.

Read More

February 10, 2016

Poinsettia Production On The Decline

Poinsettia production is on the decline in several of the top 15 poinsettia-producing states.

Read More
Dr Allan Armitage

February 8, 2016

Why Succulents Have Become The Hippest Plants On The Market

Allan Armitage says succulents used to be relegated to the far end of the display bench, but their adaptability, decorative value, and low maintenance requirements have now made them a staple.

Read More
Latest Stories

February 11, 2016

Succulents: A Mainstay Of The Green Revolution

Succulents offer many options for growers to provide waterwise, low-maintenance plants that work well for green infrastructure and other environmentally focused projects.

Read More

February 10, 2016

Poinsettia Production On The Decline

Poinsettia production is on the decline in several of the top 15 poinsettia-producing states.

Read More
Dr Allan Armitage

February 8, 2016

Why Succulents Have Become The Hippest Plants On The Ma…

Allan Armitage says succulents used to be relegated to the far end of the display bench, but their adaptability, decorative value, and low maintenance requirements have now made them a staple.

Read More

February 4, 2016

Poinsettia Growers Discuss Their Recent Trials And Triu…

Growers from Pennsylvania, Illinois, and North Carolina describer their experiences trialing everyone’s favorite holiday season flora.

Read More
Rhododendron ‘Dandy Man’ (Proven Winners ColorChoice Shrubs)

February 2, 2016

Spring Meadow Nursery Partnering With Proven Winners Eu…

The expansion creates a cohesive brand for what is now a global market, immediately introducing more than 24 shrubs to the European market, with the potential for 125 or more in the future.

Read More

February 1, 2016

12 New Poinsettias For Holiday Growing

Poinsettias are still a consumer favorite during the holidays for home décor and gift giving. For greenhouse growers looking to get a jumpstart on purchasing young plants for the 2016 poinsettia growing season, there is no shortage of great varieties to choose from. Here are 12 new varieties to keep in mind for holiday product offerings.

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

January 24, 2016

Positive Consumer Experiences Help Advance The Orchid C…

HGTV HOME Plant Collection plans to expand its Fresh Style product line through a partnership with Green Circle Growers (Oberlin, Ohio), which will supply decorative orchids, tropical plants, and indoor garden combinations. Greenhouse Grower asked Maxwell Sherer about Green Circle's orchid program, the latest trends he’s seeing, and where he thinks orchid growing is headed in the future.

Read More
Sansevieria in Corner of home

January 21, 2016

Tropical And Indoor Foliage Plants Emerge As A Lifestyl…

Consumers are incorporating houseplants into their everyday lives, which is driving the trends toward smaller-size plants and unique products that appeal to a younger demographic.

Read More
Pollinator-Conference-NC State

January 20, 2016

How To Promote Pollinator-Friendly Plants This Spring

Following last year’s launch of the National Pollinator Garden Network, groups like the National Garden Bureau and others remind growers that offering pollinator-friendly plants is a great way to keep up with consumer demand.

Read More
Caladium Painted Frog Series (Plants Nouveau)

January 17, 2016

16 New Foliage Plants To Round Out The Garden

Every garden needs a good mix of flowering and foliage plants for an attention-grabbing show of thrillers, fillers, and spillers. These new foliage varieties will not only act as a lush backdrop for colorful blooms, they can also stand on their own with their noteworthy textures and colors.

Read More
California Coast

January 13, 2016

Mark Your Calendars For The 2016 California Spring Tri…

It’s time to think about registering for the 2016 California Spring Trials. You won’t want to miss any stops along the way, so use this quick reference to help with planning for your trip.

Read More
David Roberts Bailey Nuseries Feature Image

January 12, 2016

Bailey Nurseries’ David Roberts Says New, Novel Varieti…

Roberts was recently hired by Bailey Nurseries to be the General Manager and Breeder for Plant Introductions, Inc., which Bailey acquired last year.

Read More
Kelly Norris - feature

January 11, 2016

Kelly Norris: Questioning The Purpose Of New Plants

Norris asks if the time has come to rethink new plant introductions, or how we market them to consumers.

Read More
Weeks Roses Miss Congeniality

January 11, 2016

Weeks Roses Introduces New Lineup Of Roses For 2016

Weeks breeds and grows a wide range of rose bushes, all of which are field tested for many factors.

Read More
CAST2015_Floranova_Vegetalis_Ageratum Cloud Nine Blue

January 8, 2016

Floranova Opening New Chile-Based Research Station, For…

Floranova has announced it is building a new research station in Chile that will open in mid-2016. As a result, the company will not participate in the 2016 California Spring Trials, but says it will be back in 2017.

Read More
Streptocarpus 'Yellow Blue Eye' (Green Fuse Botanicals)

January 5, 2016

15 Flowering Foliage And Tropical Plants For The Home A…

Tropical and foliage plants are the ultimate lifestyle plants because they enrich the environment and provide mood-boosting benefits. Take into account some of these new introductions for a crop mix that helps your customers realize the true benefits of plants.

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