Hort Couture Has Arrived

Hort Couture Has Arrived

While Hort Couture is heading into its fourth year with plans for Spring 2011, in many ways this year marks the rebirth and relaunch of the brand. Developed by Jim and Jennifer Monroe of Greenbriar Nurseries in West Virginia, the fashion-forward brand is designed for independent garden centers and grower-retailers like themselves. The idea was to give plants and gardening a more hip or chic image. The focus is more on container plantings than landscaping.

Through a joint venture with Gerry and Patty Raker of C. Raker & Sons in Michigan, the Monroes and the Rakers have created a comprehensive supply chain alliance with key breeders, young plant producers, brokers and retailers. “This is big-picture stuff,” Gerry Raker says. “We’re trying to create a strategic alliance with suppliers, vendors and sales reps. Our focus is the independent garden centers and innovative small businesses, to work with each other and become as strong as larger companies. We want this to be win-win both ways, a two-way street, with each partner. We ask each other, what irritates you? What would you like to see? What do you need? I’m trying to take what I learned building teams at Raker and spreading that across companies.”

Reflecting on branding initiatives that have not succeeded with other companies, Raker says the limitation was the perspective being too narrow, with just one entity running the show versus a true collaborative partnership.

These are small businesses that are thinking big. One progressive innovation that is being tested at Greenbriar Nurseries and Calloway garden centers in Texas this spring are smart tags activated by smart phones and opening consumers to a world of support and information driven by digital content. It could be as simple as receiving a printable coupon at the store with your phone or receiving a recipe for the herb or vegetable you are buying. Or bookmark the plant and go home and watch a video with planting and care instructions. Hort Couture is on the cutting edge of a new frontier in marketing.

Leave a Reply

More From Variety Trials...
Begonia at Oklahoma State University field trials

November 26, 2016

2016 Oklahoma State University Field Trials Results

Check out the 2016 field trials results for Oklahoma State University in Oklahoma City.

Read More
Petunia 'Tidal Wave Cherry'

November 25, 2016

2016 North Dakota State University Field Trials Results

Check out the 2016 field trials results from North Dakota State University in Fargo, ND.

Read More
Scaevola 'Scala Bicolor Blue'

November 24, 2016

2016 North Carolina State University Field Trials Results

Check out the 2016 field trial results at North Carolina State University/J.C. Raulston Arboretum in Raleigh, NC.

Read More
Latest Stories
Begonia at Oklahoma State University field trials

November 26, 2016

2016 Oklahoma State University Field Trials Results

Check out the 2016 field trials results for Oklahoma State University in Oklahoma City.

Read More
Petunia 'Tidal Wave Cherry'

November 25, 2016

2016 North Dakota State University Field Trials Results

Check out the 2016 field trials results from North Dakota State University in Fargo, ND.

Read More
Scaevola 'Scala Bicolor Blue'

November 24, 2016

2016 North Carolina State University Field Trials Resul…

Check out the 2016 field trial results at North Carolina State University/J.C. Raulston Arboretum in Raleigh, NC.

Read More
2016 Missouri Botanical Garden Flower Trials

November 23, 2016

2016 Missouri Botanical Garden Field Trials Results

Check out the 2016 field trials results for the Missouri Botanical Garden in St. Louis, MO.

Read More
Coleus 'Main Street River Walk'

November 21, 2016

2016 Michigan State University Field Trials Results

Check out the 2016 field trials results for Michigan State University in East Lansing, MI.

Read More
Field trials at Lucas Greenhouses

November 20, 2016

2016 Lucas Greenhouses Field Trials Results

Check out the 2016 Field Trials results for Lucas Greenhouses in Monroeville, NJ.

Read More
Catharanthus 'Soiree Kawaii Coral'

November 19, 2016

Kansas State University 2016 Field Trials Results

Check out the 2016 field trial results for Kansas State University in Lawrence, KS.

Read More
2016 Massachusetts Horticultural Society field trials

November 18, 2016

2016 Massachusetts Horticultural Society Field Trials R…

Check out the 2016 field trials results for the Massachusetts Horticultural Society in Wellesley, MA.

Read More
Vinca 'Valiant Lilac'

November 17, 2016

2016 Metrolina Greenhouses Field Trials Results

Check out the 2016 field trials results for Metrolina Greenhouses in Huntersville, NC.

Read More
Dahlia 'Hypnotica Lavender'

November 16, 2016

D.S. Cole Growers 2016 Field Trials Results

Check out the 2016 field trial results for D.S. Cole Growers in Loudon, NH.

Read More

November 15, 2016

2016 Mast Young Plants Field Trials Results

Check out the 2016 field trials results for Mast Young Plants in Grand Rapids, MI.

Read More
Coleus 'French Quarter'

November 14, 2016

2016 Louisiana State University Field Trials Results

Check out the 2016 field trial results for Louisiana State University in Hammond, LA.

Read More
national-plant-trials-database

November 14, 2016

National Plant Trials Database Tops 50,000 Plant Rating…

As the 2016 trialing season comes to an end, the National Plant Trials database, which was launched in 2012, added more than 11,600 ratings from 20 trial grounds this year.

Read More
geranium-interspecific-caliente-fire

November 13, 2016

Colorado State University 2016 Field Trials Results

Check out the 2016 field trial results for Colorado State University in Fort Collins, CO.

Read More
Costa Farms’ Trial Gardens mimic spring garden conditions across the U.S. to test the metal of new varieties - Feature

November 7, 2016

Costa Farms 2016 Field Trial Results

Check out the 2016 field trial results for Costa Farms in Miami, FL.

Read More
Calibrachoa Superbells Pomegranate Punch

November 7, 2016

Cornell University 2016 Field Trial Results

Check out the field trial results for plant varieties trialed at Cornell University in Ithaca, NY.

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