Why business is blooming for garden centres in the region

Gardening has boomed in popularity since the pandemic, with the public spending £8bn on garden products last year. 

But garden centres in the East say the secret to their continued success is rooted in much more than plant and gardening gear sales.

Across the country in-house cafés and restaurants account for 20pc of garden centre profits, with many now also offering a wide range of products and experiences. 

These include farm shops, garden furniture, pet supplies, children’s play areas and seasonal concessions.

A trip to the garden centre has now become a full family day out, more so than ever over the Christmas period. 

A FAMILY DAY OUT

“Rather than seeing ourselves as a retail destination we’re becoming a leisure destination and a legitimate day out,” said Darren Brooks, general manager of Notcutts garden centre in Norwich. 

Darren Brooks, general manager of Notcutts Norwich (Image: Notcutts) Founded in Woodbridge, Notcutts now operates 19 garden centres across the country.

The family-owned business has seen its turnover rise by 4.1pc and its operating profit reach £1.6m in the past year, despite difficult trading conditions.

Mr Brooks believes that by diversifying their offering, garden centres have been able to “weatherproof” their future.

“Having multiple departments gives people a reason to keep coming in, which guarantees our footfall,” he said.

“During Covid, garden centres were one of the only places that you could visit. We ended up welcoming a lot of people who had never been to a garden centre before.

“I think it was then that people realised it’s not just plants. It opened their eyes to what garden centres offer.”

Christmas displays at Notcutts Norwich (Image: Supplied) Stacey East, general manager at Notcutts Woodbridge, said the pandemic triggered a mindset shift towards gardening as a way of improving mental health. 

"The beauty of gardening is anybody can do it, it's good for your wellbeing and mental health," she said. 

Stacey East, general manager at Notcutts Woodbridge (Image: Notcutts)

"We've diversified so we've now got a really good a restaurant on site, a growing gift department, homeware, a food hall and we're now branching out into clothing. 

"We also run events like a festive trail, afternoon teas and traditional Christmas dinners.

"There really is something for everybody."

Office for National Statistics (ONS) (Image: Office for National Statistics (ONS)) PIZZERIAS, YURTS AND PLAY AREAS

“It has become a family day out,” Julian Chittock, operations director at Thetford Garden Centre, said.

Since the pandemic the store has opened an outdoor pizzeria made from converted shipping containers, a yurt with a log fire, and an outdoor children’s play area.

Julian Chittock, operations director at Thetford Garden Centre (Image: Sophie Stogdon) The team at Thetford Garden Centre (Image: Neil James Media) “Garden centres have changed and have had to change over the years,” he said.

“The high street has evolved and people want more from their experience.

“It’s all about diversity and the experience that we offer.”

Norfolk Pizza Co and the yurt at Thetford Garden Centre 

The outdoor play area at Thetford Garden Centre (Image: Sophie Stogdon)

The Christmas period is Thetford Garden Centre’s second busiest time of year, behind only spring.

“We start building our Christmas display in September,” Mr Chittock said.

“We offer breakfast and supper with Santa, festive menus at our restaurant and a Santa’s grotto.

"It’s those traditional things and the experience that families like. There’s something for everyone.”

Christmas lights at Thetford Garden Centre (Image: Sophie Stogdon) 'NOT WHAT THEY USED TO BE'

"Garden centres are not what they used to be," says Brenda Groucott, who owns both Wymondham and Aylsham garden centres with her husband Gary and two sons, Harvey and Charlie. 

"They used to be nurseries where you could get plants and bedding during the spring and summer, but now we offer everything. 

Brenda and Gary Groucott, who own both Wymondham and Aylsham garden centres (Image: Supplied) "Restaurants keep customers coming in all year round. Years ago, nurseries would have been closed this time of year because there wouldn't be any business for them.

"They might have sold a few Christmas trees, but that would be it."

CHANGING EXPECTATIONS

Matthew Steel, manager of Taverham Nursery Centre, said people's expectations have changed.

Matthew Steel, manager of Taverham Nursery Centre (Image: Supplied) "Garden centres are getting more like department stores to offer more things to hold people here for longer," he said.

"If you went back 20 years ago, you could just put a pallet on the shop floor and it would sell straight away. Things have changed as there are more garden centres about now.

"We've had to expand our offering to still get people coming. People's expectations have changed and we've had to adapt to stay in business."Taverham Nursery Centre (Image: Supplied)