BLUE DIAMOND’S TRENTHAM GARDEN CENTRE WINS
RETAIL OUTLET OF THE YEAR
“The achievements at Trentham have been nothing short of magnificent”
Horticulture Week Awards judge.
On Tuesday night (04.10.05) the Horticulture Week Awards 2005 took place at the Riverbank Park Plaza, London. Blue Diamond’s Trentham Garden Centre won Retail Outlet of the Year – Multiple.
(This award was awarded to best garden retail outlet that was part of a chain or multiple group that most impressed the judges).
Today’s retail environment offers two main routes to success. A company should either be aggressively price driven or it should create an environment that appeals to the potential customer’s aspirations.
Blue Diamond’s objective with Trentham Garden Centre, in Stoke-on-Trent, was to design and operate a very large garden centre adopting the aspirational strategy. Its Italian flavour reflects the magnificent £100 million redevelopment of the adjoining Trentham gardens.
Adopting high levels of design and the creation of restaurant facilities outside the garden centre were important to Blue Diamond’s strategy to attract a broad range of customers. But plants remain the most important element in the retail strategy.
The contract to design and operate the centre was awarded to Blue Diamond despite fierce competition from Dobbies and Garden & Leisure amongst others. The developer recognised Blue Diamond’s ability to deliver a unique proposition without endangering the high levels of turnover necessary for the financial success that was demanded.
All the design work, merchandising, product selections and constructing the three restaurants have been achieved at Trentham without the use of industry consultants. Investment in the latest information technology systems has enhanced the budgeting and operational procedures not only at Trentham but across the Blue Diamond group of eight garden centres.
The Trentham project has created awareness in the local community of the Trentham gardens. For years the 400ha estate had been in decline due to failure of the previous owners.
Blue Diamond believes that Trentham Garden Centre, with its unique features and high standards, has set new targets for the garden centre industry.
Back to previous page..
