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Waitrose To Launch Waitrose Flower Garden

March 18, 2013

John Lewis-owned Waitrose in the UK will launch a line of 6,000 gardening products this week to help customers grow their own flowers, fruit and vegetables. The Waitrose Flower Garden range will comprise 850 different flowers, plants, bulbs and seeds over the coming year as well as 80 gardening tools and garden care products.


Elements of the Waitrose Flower Garden range will launch in all core shops by mid-April. A total of 41 branches will also dedicate at least 120 square feet of outdoor space each to the range including an outdoor gardening ‘shed’ selling plants and gardening accessories. Customers will be able to pay for gardening purchases made outdoors using a cashless mobile till.

In addition,, in association with the UK’s leading online garden supplier Crocus, will sell more than 5,000 horticulture products including pots, gardening tools, plants and seeds.


Waitrose marketing director, Rupert Thomas, said in a press release: “We are pleased to be able to offer such an inspirational range of floristry and gardening products. This will make us a serious player in what is already a hugely successful category for us.

“Together, 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. The offer will change frequently throughout the seasons to give customers new ideas during the year."

Alan Titchmarsh, who earlier this month came on board at Waitrose to help raise the profile of British agriculture and horticulture, will offer his expert gardening tips and advice to Waitrose shoppers on the site. Customers will also be able to sign up for a monthly e-newsletter containing exclusive access to seasonally relevant content.

“The nation’s favourite gardener Alan Titchmarsh will provide invaluable tips and, combined with the excellent service you can expect from our Partners who have received extra training in this area, customers can feel confident having a go at cultivating that empty patch of outdoor space or trying something new to brighten up their garden," said Thomas.

Alan Titchmarsh commented in an earlier press release: “Having spent almost my entire life growing everything from fruit and vegetables to flowers and plants I am delighted to have this opportunity of working with Waitrose to help raise the profile of British agriculture and horticulture.

“There is a real need to promote a greater understanding of just what is involved in producing healthy, well-grown produce and transporting it from field to fork so that it arrives with the consumer in the best possible condition."

Gardening is the second most popular pastime for Waitrose customers after cooking and the move builds on the success of Waitrose’s fresh-cut flowers and bouquets range Blossom & Bloom.