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...
Hendriks-Half-Open-Roof_GGS

March 26, 2015

10 Greenhouse Products For First-Rate Growing Environments

From coverings to fork-lifts, greenhouse suppliers offer a variety of products to make growing easier. Check out the slideshow to learn more about these, plus several other products that can offer you value, versatility and durability.

Read More
Rose rosette on Knockout rose, April 2012. Photo credit: Alan Windham, University of Tennessee

March 25, 2015

$58 Million In APHIS Farm Bill Funding Will Support Horticulture Priorities

Nearly $58 million as been allocated by the USDA's Animal and Plant Health Inspection Service (APHIS) to support the industry's Plant Pest and Disease Management and Disaster Prevention Program, under Farm Bill Section 10007. The program will support mitigation efforts for specialty crops, including providing research and other funding to address plant pest and disease priorities for the specialty crop industry, including floriculture and nursery crops.

Read More
AFE scholarship_Ryan Dickson

March 25, 2015

AFE Educational Grant And Scholarship Application Deadlines Approaching

Apply now for American Floral Endowment (AFE) scholarships or educational grants. Applications can be found online. For educational grants for 2015-2016, applications must be submitted no later than June 1. Scholarship applications are due May 1. AFE will award $40,000 in scholarships for 2015.

Read More
Latest Stories

March 25, 2015

13 New Shrubs You’ll Find At The 2015 California …

Woody ornamentals serve as the foundation of many great landscapes, but beyond their traditional uses, shrubs also add color, structure, texture and interest to small gardens and even containers. Check out this slideshow to see some of the newest introductions you’ll get to see at this year’s California Spring Trials.

Read More

March 23, 2015

Update To Armitage’s Greatest Perennials & Annuals …

A new update to the Greatest Perennials & Annuals app narrows the gap between consumers and grower-retailers, while providing more of Armitage’s top picks and growing advice for success with plants.

Read More
2014 Poinsettia Season Report

March 18, 2015

Download Greenhouse Grower’s 2014 Poinsettia Seas…

Poinsettia growers report a strong year in 2014, thanks to a few conditions. Seasonal cold at just the right time put consumers in a festive mood to buy early and often, and with no big snowstorms to hold up shipments and a reduction of supply available in the market, the season was strong from start to finish. Greenhouse Grower’s 2014 Poinsettia Survey received 143 responses from growers around the country. Here, you can download the complete results of the survey, by filling out the form.

Read More
Hydrangea 'Endless Summer BloomStruck' from Bailey Nurseries

March 17, 2015

Michael Dirr Slated To Address Attendees At Hydrangeas …

Dr. Michael Dirr to deliver the keynote address at Hydrangeas 2015 conference, hosted by the Cape Cod Hydrangea Society in partnership with Endless Summer Hydrangeas. The conference will take place at the historic Heritage Museums and Gardens in Sandwich, Mass.

Read More

March 17, 2015

16 New Blooming Potted Plants You’ll See At The 2…

Blooming potted plants are perfect gift items, and they put the finishing touch on any style of home decor. So when new varieties come on the market, growers and retailers alike take note of plants they know are going to make consumers happy. Check out the slideshow to see some of the new blooming potted plants making their debut to the trade this spring.

Read More
Salvia 'Ember's Wish'

March 11, 2015

Annual Salvias – Not Just Red Bedding Plants Anym…

Salvias are popular — and they need not all be the same. Here are a few you know well, and perhaps a few you do not. All are easy to grow and may be found through a broker or grower.

Read More
Dr Allan Armitage

March 11, 2015

Memoirs Of A Plantsman: Q & A With Allan Armitage

In light of the upcoming release of Dr. Allan Armitage's memoir, "It’s Not Just About the Hat — The Unlikely Journey of a Plantsman," Greenhouse Grower caught up with him for an in-depth Q & A about his newest work and what he’s planning next.

Read More
Lavandula-Superblue

March 10, 2015

How To Determine When To Buy Herbaceous Perennials In V…

Exposing herbaceous perennials to cold temperatures, also known as vernalization, can yield a range of effects, especially on flowering. Beth Engle of SHS Griffin covers whether vernalized liners or unvernalized plants make the best sense for your sales windows.

Read More

March 4, 2015

California Spring Trials Preview: 32 New Perennials For…

Perennials are hot and if this preview of the 2015 California Spring Trials is any indication, there are going to be some great new perennial introductions for 2016. We contacted the breeders who will be displaying their new varieties in California in April, and they gave us a sneak peek. Check out the slideshow to see some of the new perennials making their debut to the trade this spring.

Read More
Lavandula 'Meerlo' (Sunset Western Garden Collection)

March 3, 2015

Why You Will Still Grow Today’s Big Perennial 10 Years …

What will be the next big perennial? Breeders say it takes more than a splashy plant to distinguish itself in the market. Therefore, the question is not what will be the next big perennial, but rather what perennial performs well enough in the garden to have staying power in the market for years to come.

Read More
Heuch Pink Fizz_featured

March 2, 2015

Intergeneric Crosses Are A New Perennial Trend

Intergeneric crosses, oddities some botanists say are an impossibility, have made serious inroads in the perennial world.

Read More
Gaillardia x grandiflora 'Arizona Apricot'

February 25, 2015

National Garden Bureau Designates 2015 As Year Of The G…

Gaillardia, also known as the blanket flower, is a member of the sunflower family (Asteraceae) and a long-blooming pollinator plant. It is fitting that the National Garden Bureau has specified 2015 as The Year of the Gaillardia.

Read More

February 18, 2015

California Spring Trials Sneak Peek: New Annuals For 20…

If you're like us and you can't wait until the 2015 California Spring Trials to see some of the new genetics that will be hitting the market in 2016, never fear. We contacted the breeders who will be displaying their new varieties in California in April, and they gave us a sneak peek. Check out our slideshow to see some of the new annuals making their debut to the trade this spring.

Read More
Athena Brazil Salvia 'Brazilian Purple'

February 18, 2015

ForemostCo And Athena Brazil Unite To Supply Unrooted P…

ForemostCo, Inc. and Athena Brazil have forged a working relationship to support each other in the unrooted perennial cuttings market for North America. The partnership, geared toward accommodating increasing demand for unrooted perennial cuttings in North America, adds diversity to a recently consolidated market.

Read More

February 17, 2015

Poinsettias Had Their Best Year In Many In 2014

Poinsettia growers report a strong year in 2014, thanks to a few conditions. Growers were encouraged by high plant quality, enthusiastic shoppers and a stronger, less saturated market for poinsettias throughout the selling season. Seasonal cold at just the right time put consumers in a festive mood to buy early and often, and with no big snowstorms to hold up shipments and a reduction of supply available in the market, the season was strong from start to finish.

Read More
Geranium x cantabrigiense 'Biokovo'

February 17, 2015

Geranium Hybrid ‘Biokovo’ Dubbed 2015 Peren…

Geranium xcantabrigiense ‘Biokovo,' a naturally occurring hybrid of G. dalmaticum and G. macrorrhizum, is the Perennial Plant Association's top pick for 2015 Perennial of the Year. Learn why this tough, landscape geranium took home the prize.

Read More
Costa Farms' Season Premier 2015

February 4, 2015

Costa Farms’ 2015 Season Premier Reveals Newest V…

The annual Season Premier at Costa Farms in Miami, Fla., is the industry's very first peek at new varieties for debut the following year, even before the California Spring Trials, heralded widely as the jumping off point for new varieties. This year's event revealed breeders' best and brightest new varieties for 2016, shown in field trials, landscape trials and containers at Costa Farms tropical trial gardens. Plant breeders presented their new varieties to buyers and members of Lowe’s grower panel. Growers, brokers and other allied industry members, including Home Depot growers and buyers, were also able to peruse the grounds to see how the new varieties fared in the winter trials. Later this season, the hot and humid conditions at Costa’s summer trials will help identify the true performers.

Read More

January 28, 2015

All-America Selections Introduces Additional 2015 Winne…

All-America Selections has announced more 2015 AAS Winners, bringing the grand total of introductions for the 2015 gardening year to 25. The seven winners join the 12 announced last November and six announced last July. This year, AAS has had the most winners in one year since 1939.

Read More