HGTV HOME Plant Collection Will Deliver $200 Million Worth Of Plants At Retail In Its Third Year

HGTV Home Heavy Metal
This combination illustrates the Heavy Metal trend.

Just three years into its launch, the HGTV HOME Plant Collection has built a network of 30 growers, with more coming on soon, and wants to continue to sign on more growers, says Maria Zampini, the brand’s product development manager. This year, HGTV HOME Plant Collection will deliver more than $200 million in plants to the retail marketplace, which includes local garden centers, grocery stores and regional chains like Meijer and Menard’s, but not big box stores.

This is the second year for its Expressions Annuals program, sourced from the Dummen Group pool of genetics. It’s also the first year for the Smart & Stylish Shrub program, supplied by Ball Ornamentals and others. This year, HGTV HOME is launching the Essential Perennials program, highlighting genetics from several perennial breeders. The company is also launching the Patio Ready vegetable and herb line this year.

At its spring trials display, HGTV highlighted recent research that states up to 86 percent of consumers would buy HGTV HOME products. That means that after only three years since it launched, the HGTV HOME brand has come to be seen as a trusted brand.

Additionally, its trends expert, Nancy Fire, identified five consumer trends: Deluxe, The Softer Side, Heavy Metal, Treasure Chest and Energy. These trends were illustrated with colorful combinations that reflected different elements of style consumers want to decorate their homes and gardens. For instance, the Energy trend shows customers want bold, bright colors in their combinations. The Heavy Metals trend incorporates bronze and copper foliage and bright accents like coral and spring green into metallic containers.

HGTV HOME Plant Collection wants consumers to know how easy it is to grow a beautiful container with pre-planted mixes.
HGTV HOME Plant Collection wants consumers to know how easy it is to grow a beautiful container with pre-planted mixes.

In the spring trials displays, HGTV HOME Plant Collection incorporated HGTV HOME-branded paint on its house façade, fabric and other accents. Zampini says the growers in the network are so excited about the brand, they started building their own point-of-purchase displays for retailers, and the excitement is building as growers even begin to compete to have the best displays.

The HGTV HOME website includes information on all products, including plants, but there is also a dedicated HGTV HOME Plant Collection website, which includes a know-how blog to teach consumers how to successfully use plants. The brand is advertising in several consumer publications throughout 2014, including national print campaigns in HGTV Magazine throughout spring and summer, as well as regional print ads in state-by-state magazines throughout the Midwest and South this spring and summer, Zampini says. The brand will also air 30-second spots on national television and select local spots.

Holiday mixes like this one for Labor Day will debut in 2015.
Holiday mixes like this one for Labor Day will debut in 2015.

Online, HGTV HOME Plant Collection will run geographically targeted ads, plans full social media engagement and, through its eNewsletter, will offer consumers a chance to win a $100 gift certificate for the brand’s plants at a local retailer.

Growers and retailers can find more information on joining the network or carrying HGTV HOME Plant Collection products, respectively, at the HGTV HOME Plant Collection website.

Topics: ,

Leave a Reply

4 comments on “HGTV HOME Plant Collection Will Deliver $200 Million Worth Of Plants At Retail In Its Third Year

  1. So. Menards and Meijer are not considered “box stores”? Ever been in a Menards and Meijer too see their product mix? They have it all just like Home Deport, Lowes and Walmart. If HGTV want’s to remain successful I would strongly urge them to not sell these two mega/mini’s for 2015. Just another kick in the face to the independents. HGTV is only looking for a fast buck in my opinion. Independent’s, stand up to HGTV and tell them your position.

    1. I agree. Once again the independents are getting pushed out and I don’t buy 200 million in sales. Lake County failed last year with this program

      1. Hopefully more independents will pay attention. Remember Monrovia and it’s problems just in the past few years? Once they get in bed with the boxes, they lose all control, although they think they are in control. Go into these Menards and Meijer type stores and see how poorly they take care of the crops.

  2. I am in the same battle. I don’t care who has the line personally. I got in the program in the annual line and the shrub line last year. If any grower can successfully make money and sell HGTV plants to Menards good luck. I am saturated with Menards all within 2 to 30 miles from all 11 of my stores and all 11 have the full line for annuls and shrubs. Last year in mid May in Illinois I was checking Menards and I knew they would have the line, but I was told by Aricola who is the company launching HGTV Home plant line that they will have the line but in a very small foot print and they would have to stick to the minimum advertized price. But when I was at Menards they were selling the plants 25% below my cost. I was told it’s too late in the year to change anything this year but next year they will be at MAP pricing. Well MAP pricing to Menards is $7.48 for a true gallon but I am still paying more than this for the same plant. I don’t mind going head to head with any box store I sell a better quality plant and most of all we sell service and service is something a box store treats as a bad word. Well I hope the three Michigan growers well with Menards because it’s about to cost Aricola a 100k plus customer.

More From Varieties...

August 23, 2016

Kick Spring Sales Up A Notch With 18 New Plant Introductions For 2017

It’s time to look forward to the spring season and what plants will get your business off to the right start. These 18 new cultivars have all the traits of good breeding — uniform habits, bold colors, showy blooms, good vigor, and excellent branching.

Read More

August 23, 2016

Gardens Alive! Parent Company Buys Zelenka Farms

  Zelenka Farms, which has been in Chapter 11 bankruptcy, says LM Farms, which owns Gardens Alive!, has purchased the company and all of its assets. BFN Operations LLC and its affiliated entities, d/b/a Zelenka Farms, operated one of the largest wholesale nurseries in the U.S. Its products include shrubs, trees, perennials, roses, and groundcovers. The owners of Gardens Alive! have successfully purchased several other companies from bankruptcy and are experienced nursery managers. Niles Kinerk, Chairman of LM Farms, stated that “the opportunity to purchase Zelenka Farms assets and to continue the turnaround that is well underway is exactly the kind of opportunity that we look for. We understand the efforts of the management team led by Eric Ek and others have been successful, and we will support the management team in the coming months and years.” Zelenka Farms operates its six facilities across the key growing regions in the […]

Read More
Coreopsis-UpTickCream-19793-DarwinPerennials

August 20, 2016

Growing Tips On Coreopsis UpTick Series From John Wilson At Seville Farms

Editor’s Note: In this new feature, the Greenhouse Grower varieties team will choose one noteworthy variety each month we think is worth bringing to your attention. Then we’ll share growers’ and breeders’ perspectives on the best ways to produce it successfully at your operation. This month we focus on the hardy Coreopsis UpTick series, winner of Greenhouse Grower’s 2016 Industry’s Choice Medal of Excellence for Breeding. Growing Tips From John Wilson, Seville Farms When asked about producing Coreopsis UpTick, John Wilson says he doesn’t have much to say because it was so easy to grow. Wilson, a Corporate Grower for Seville Farms, says based on the new series’ strong performance during the trialing he has done so far, the nursery ordered a large quantity of the plants for future growing. “If breeders were looking to come up with something that says ‘wow,’ they have done it with the UpTick Series,” […]

Read More
Latest Stories

August 23, 2016

Kick Spring Sales Up A Notch With 18 New Plant Introduc…

It’s time to look forward to the spring season and what plants will get your business off to the right start. These 18 new cultivars have all the traits of good breeding — uniform habits, bold colors, showy blooms, good vigor, and excellent branching.

Read More

August 23, 2016

Gardens Alive! Parent Company Buys Zelenka Farms

  Zelenka Farms, which has been in Chapter 11 bankruptcy, says LM Farms, which owns Gardens Alive!, has purchased the company and all of its assets. BFN Operations LLC and its affiliated entities, d/b/a Zelenka Farms, operated one of the largest wholesale nurseries in the U.S. Its products include shrubs, trees, perennials, roses, and groundcovers. The owners of Gardens Alive! have successfully purchased several other companies from bankruptcy and are experienced nursery managers. Niles Kinerk, Chairman of LM Farms, stated that “the opportunity to purchase Zelenka Farms assets and to continue the turnaround that is well underway is exactly the kind of opportunity that we look for. We understand the efforts of the management team led by Eric Ek and others have been successful, and we will support the management team in the coming months and years.” Zelenka Farms operates its six facilities across the key growing regions in the […]

Read More
Coreopsis-UpTickCream-19793-DarwinPerennials

August 20, 2016

Growing Tips On Coreopsis UpTick Series From John Wilso…

Editor’s Note: In this new feature, the Greenhouse Grower varieties team will choose one noteworthy variety each month we think is worth bringing to your attention. Then we’ll share growers’ and breeders’ perspectives on the best ways to produce it successfully at your operation. This month we focus on the hardy Coreopsis UpTick series, winner of Greenhouse Grower’s 2016 Industry’s Choice Medal of Excellence for Breeding. Growing Tips From John Wilson, Seville Farms When asked about producing Coreopsis UpTick, John Wilson says he doesn’t have much to say because it was so easy to grow. Wilson, a Corporate Grower for Seville Farms, says based on the new series’ strong performance during the trialing he has done so far, the nursery ordered a large quantity of the plants for future growing. “If breeders were looking to come up with something that says ‘wow,’ they have done it with the UpTick Series,” […]

Read More
Eucomis arrangement from Golden State Bulb

August 19, 2016

What’s New With Blooming Potted Plants

From exotic orchids and lilies to flashy red cyclamen and jaunty gerberas, new blooming potted plants come in every shape, size, and color.

Read More
Craspedia Golf Ball Beauty (Danziger)

August 19, 2016

Learn How Unconventional Plants Can Be Hidden Gems

According to Kelly Norris, plant breeding inspired by consumer motivations and interests restores our connection with consumers thirsty for out-of-the-ordinary plants.

Read More
Petunia 'Moonstruck' (2015 Welby Gardens Field Trials)

August 9, 2016

Welby Gardens Names Top Selections From Its Trial Garde…

Welby Gardens, an exclusive grower of Hardy Boy Plants, tested more than 900 varieties this year in its field and container trials. Find out which varieties were the cream of the crop.

Read More

August 6, 2016

Growing Tips On Petunia ‘Night Sky’ From Da…

Production tips for Petunia ‘Night Sky’ from Dan Chaney, Vice President of Production, at Ivy Acres.

Read More
Janeen Wright

August 5, 2016

Deliver Plant Performance As Promised

It would be ludicrous to promise more than you can deliver. But you can deliver more than you promise to your greenhouse customers.

Read More
OSU 2016 In-Ground trials

August 2, 2016

Ohio State University 2016 Plant Trials Offer Real-Time…

The Ohio State University (OSU) displayed more than 500 cultivars for evaluation this year at the Chadwick Arboretum and Learning Gardens in Columbus, OH. Several Cultivate'16 attendees took the opportunity to wander the trial grounds and evaluate in-ground entries and those in sun and shade containers and hanging baskets.

Read More
Bellis Speedster (Benary)

August 2, 2016

How Fall Can Be About More Than Pansies

Allan Armitage suggests a few notable plants for the fall shoulder, fall sales, and spring shoulder seasons.

Read More
Petunia 'Amore Queen of Hearts' from Danziger

August 1, 2016

Danziger Targets Future Growth With Recent Management C…

The changes will provide a foundation of growth, creativity, and innovation, notes Micha Danziger, who will now serve as chairman of the Board of Directors.

Read More
Griffin 2017 Seed and Plant catalog

July 31, 2016

Griffin 2017 Plant Catalog Now Available In Print And D…

The print catalog features more than 280 new varieties, while the digital edition has several bonus resources.

Read More
Westhoff-Florist Holland combos

July 30, 2016

Pair New Spring Crops With Fresh Ideas For Increased Sa…

There are plenty of exciting, new spring crops to consider incorporating into your crop selection. What will set your operation apart is how creative you are about what plants you select, and how you promote them.

Read More
Pleasant View Gardens Savor Edibles

July 22, 2016

Pleasant View Gardens Targets Millennials With Savor Ed…

Taking something as ubiquitous as vegetables and herbs and giving it a fresh new look is no easy task, but Pleasant View Gardens took on the challenge with extensive research and creative marketing.

Read More
Dummen New Columbus Office

July 21, 2016

Dümmen Orange Opens New North American Headquarters In …

The new office, which officially opened during Cultivate’16, supports the company’s vision to be integrated into a vibrant and inspiring community, and provides a bright, modern workspace for its approximately 30 local employees.

Read More
Pollen Free Lisianthus

July 20, 2016

Sakata Seed Develops World’s First Pollen-Free Lisianth…

With no stamen to produce pollen, the new Lisianthus varieties have improved flower durability and the benefit of no scattered pollen that can cause staining of flowers and machines.

Read More

July 19, 2016

17 New Vegetable Intros For Greenhouse Production

New varieties of edibles introduced at 2016 California Spring Trials offer something for every type of gardener, from the beginning do-it-yourselfer to the hardcore, heirloom-only type. Check out some of the new varieties we saw at Spring Trials this year that will be available for retail in 2017.

Read More
One Earth Edibles From Peace Tree Farm

July 16, 2016

How To Capture Your Share Of The Edibles Market

At Peace Tree Farm, One Earth Edibles represent healthy living on a healthy planet.

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