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.

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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.

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