Waitrose to Plant a Gardening Private Brand

TitchmarshUK supermarket Waitrose is branching out with the launch of a 6,000-strong gardening Private Brand range designed to help customers grow their own flowers, fruit and vegetables

The group, which is owned by the John Lewis Partnership, will this week unveil its new gardening and floristry range in-store, called Waitrose Flower Garden, as well online through Waitrosegarden.com.

Broadcaster and gardening expert Alan Titchmarsh was signed up by Waitrose earlier this month to promote its new ranges and offer tips and green-fingered advice on the site.

Waitrose Flower Garden – which will offer 850 different flowers, plants, bulbs and seeds, plus 80 gardening tools and garden care products – will launch in all main stores by mid-April while the group is also installing outdoor gardening “sheds” alongside 41 branches selling accessories and plants.

Its online offering, Waitrosegarden.com, is being launched in association with garden supplier Crocus and will sell more than 5,000 products.

Rupert Thomas, Waitrose marketing director, said: “This will make us a serious player in what is already a hugely successful category for us.

“Together, Waitrosegarden.com and the Waitrose Flower Garden range will offer something for everyone – from those who are keen to grow their own flowers, fruit and veg but aren’t sure where to start, to those with greener fingers.”


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.