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...
Aquaponics At Brogue Hydroponics

March 30, 2015

Aquaponics Is Making A Splash At Brogue Hydroponics

The owners of Brogue Hydroponics explain why they expanded into aquaponics, and how the shift has helped them uncover a new market opportunity.

Read More
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
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