Selfridges has launched garden centres at several of its stores in a bid to benefit from the pandemic-driven gardening boom.
The department store chain has opened garden centres at stores in London, Manchester and Birmingham, and sells own-label compost and an exclusive themed clothing range from Prada.
The retailer will also feature a range of own-brand gardening merchandise for sale both in-store and online, and a range of clothing inspired by rock band The Grateful Dead.
The new centres are part of a theme for the year for the retailer called Good Nature. The centres will also feature a ‘potting shed’ where customers can talk to experts, and take part in workshops and events that will run between June 25 and July 11.
“A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively,” said Selfridges creative director Hannah Emslie.
“We know our customers are more interested in gardening and greening than they ever have been. And so we are playing with the idea by bringing the essentials of a typical garden centre to our stores.”
Selfridges added: “We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense of fun and imagination as we continue to explore pleasure in nature this year.”
The department store chain is looking to tap into the pandemic-driven gardening boom, with the Office for National Statistics recording a 7.7% rise in sales at “other” non-food stores last week.
According to the Horticultural Trades Association, the number of gardeners rose by 3 million last year, with nearly half of them aged under 45.
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