Garden center owners draw from their experience to create Hort Couture brand

Retailers rely on plant brands to increase the perceived value of their products. Jim and Jennifer Monroe, owners of Greenbrier Nurseries, with locations in Virginia and West Virginia, are no exception. About five years the ago, the duo saw the need for a plant brand that blended superior genetics with a “Neiman Marcus” merchandising sensibility.

The Monroes decided to take matters into their own hands and began developing a program that would meet these needs. Their vision took shape last year with the official introduction of Hort Couture, a program offering an extensive plant palette and eye-catching marketing materials.

“We’re really the only brand to come from the retail side of the industry,” Jim said. “We feel we have a somewhat unique perspective of things.”

Hitting the runway

Plant selection was the top concern as the Monroes developed the program. Jim said they wanted to bring high-quality, yet underutilized cultivars to the market. They also wanted to recruit the best people to produce the plants.

“We’re actually licensing growers who are handpicked by us,” Jim said. “That’s an important element. We’ve also tried to go for the best growers in each segment.”

A fashion-influenced marketing theme completes the package. The Hort Couture program includes several elements that give the plants an upscale feel.

Lady Hort Couture. A paper doll-style tag accompanies each plant. Decorative elements on the tag are also printed on branded pots.

Backdrop display. A backdrop display resembling the façade of a fashion boutique is available to retailers. The backdrop helps create a destination shopping locale in the garden center.

The Fashion Plate. This self-locking tray holds one 6 1/2-inch pot in the center surrounded by seven 4 1/2-inch pots. It’s a simple way to sell mixed containers, Jim said.

The Haute Tote. The tote is a branded plant sleeve designed to fit 6- and 8-inch pots. Handles at the top make it easy for customers to carry and present as a gift.

“The marketing makes a beautiful display in the store,” Jim said. “The fashion idea leads to a lot of unique ways to merchandise things. People are having fashion shows, even hiring models to show the plants.”

Brand impact

Jim offered a few tips for fellow retailers on making the most of branded programs.

Ditch the A-to-Z mentality. Don’t dilute a brand by succumbing to alphabetical organization. “That would be like putting Kellogg cereal in three different places in a grocery store,” Jim said.

Instead, keep products together and create a destination area for the brand.

Use point-of-purchase materials. Signs, bench tape and props help create a dedicated space for branded plants. Jim encouraged retailers to take cues from department stores where clothing sections are grouped according to brands (Nautica, Polo, Tommy Hilfiger, etc.).

“That’s the way garden centers need to look at merchandising,” he said.

Up the perceived value. Don’t be afraid to charge a premium price for branded plants.

“We want retailers to charge more for this,” Jim said. “We need to create this perception in our stores.”

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For more: Hort Couture, (866) 955-4678; www.hortcoutureplants.com.

- Sarah Martinez

July 2008