UK 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.”