The garden centre industry has long been a cornerstone of the UK’s retail and horticultural economy, but as with all sectors, it faces significant change and fresh challenges. In a recent episode of The Underground Podcast, we sat down with Peter Burks, CEO of the Garden Centre Association (GCA), to explore how the sector is evolving, what’s driving success, and the major financial pressures garden retailers will be facing in 2024.
For businesses operating in this space, understanding these shifts is crucial—not just to survive but to thrive in an increasingly competitive and complex retail landscape.
Retail Evolution: The Rise of Experiential Garden Centres
Garden centres have transformed dramatically in recent years. While traditionally seen as seasonal, plant-focused retailers, many have expanded into lifestyle hubs, offering everything from cafés and farm shops to high-end homeware and gifts. This diversification isn’t just a trend—it’s a necessity.
As one garden centre owner once told me: “My customers garden twice a year, but they eat every day,” Peter shared, highlighting why food and drink are now critical revenue drivers. In fact, according to GCA data, garden centre restaurants have seen a 12% rise in sales over the past year—a significant figure in a time of economic uncertainty.
For brands and retailers in the home and garden space, this evolution presents a wealth of opportunities:
- Enhancing customer dwell time – A great café can turn a routine visit into a social experience
- Diversifying revenue streams – From locally sourced produce to exclusive homewares, there’s potential beyond plants
- Strengthening brand loyalty – Creating a destination experience encourages repeat visits and deeper customer engagement
At WrightObara, we’ve worked with clients who are embracing this experiential retail shift, ensuring their brands and marketing strategies are aligned with this changing customer journey.
Peat-Free: A Necessary Shift, But a Retail Challenge
Sustainability continues to shape the industry, with the transition to peat-free compost being one of the biggest shifts in horticultural retail. While the environmental benefits are clear, it’s also proving a difficult adjustment for both retailers and consumers.
“Peat has been the most fantastic product to use for growing, and I think we appreciate now, more than ever, just how difficult it is to find a consistent alternative,” Peter explained.
The GCA is responding with education-led initiatives, including staff training, consumer guidance, and in-store video content to ensure that customers understand how to successfully garden with peat-free alternatives.
For brands operating in this space, the key takeaway is the power of education in driving product adoption. If you’re launching a sustainable or innovative product, success often hinges on how well you can communicate its benefits and address consumer concerns—something WrightObara champions in our client strategies
The Biggest Threat to Garden Retail in 2025: Rising Costs
While changing customer behaviours and sustainability challenges are important, the most pressing issue facing garden centre businesses right now is the financial pressure caused by rising costs.
Discussions at the upcoming GCA Conference will no doubt focus heavily on the impact of increased National Insurance (NI) contributions and minimum wage rises, which are set to add an enormous financial burden to garden centres across the country.
For some businesses, particularly larger chains, this could mean additional annual costs of up to £1 million.
“The figures I’m hearing from members are staggering. This isn’t just another cost increase—it’s a fundamental challenge to profitability,” Peter stated.
What Can Garden Centres Do to Adapt?
Operational efficiencies:
Reviewing staffing structures, optimising workflows, and ensuring every customer interaction delivers value.
Revenue diversification:
Leaning further into catering, events, and alternative product categories to spread financial risk.
Maximising customer spend:
Enhancing merchandising, upselling, and bundling strategies to increase average transaction values.
This financial pressure isn’t unique to garden centres—it’s affecting retail and hospitality businesses across the board. The brands and businesses that adapt proactively will be the ones that weather the storm.
How Should Garden Sector Businesses Respond?
If there’s one major takeaway from our conversation with Peter Burks, it’s this: the garden retail industry is changing fast, and those who don’t evolve will struggle to keep up.
For businesses in the sector, the key areas of focus should be:
- Investing in the customer experience – Whether that’s through better hospitality, in-store experiences, or seamless omnichannel retail
- Educating consumers on new product innovations – Ensuring that peat-free products, sustainable solutions, and new gardening methods are well understood
- Future-proofing against financial pressures – Finding smart, strategic ways to manage rising costs while maintaining customer loyalty
Inspired by this conversation?
At WrightObara, we work with brands to navigate these industry shifts, ensuring their marketing, branding, and commercial strategies are aligned with the realities of today’s retail environment.
If you’re in the garden sector and want to discuss how we can help your brand adapt, evolve, and thrive, get in touch.
Contact us today to find out how we can support your growth in 2025.
Check out the full episode of The Underground Podcast, featuring Peter Burks below: