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.
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.
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.