British Garden Centres has launched a brand-new homeware department at its flagship branch.

Last month, the 61-strong chain unveiled Home at British Garden Centres, billed as ‘a true destination for everything you could ever want to turn your house into your home’ at Brigg Garden Centre in Lincolnshire. Measuring 267,600 sq ft, Brigg is the biggest centre in the chain and one of the largest garden centres in the UK.

Group gift buyer Lizzie Lloyd and assistant group buyer Emma Davis said: “We had an amazing time creating this department and bringing it to life in Brigg with the visual merchandising team. Homeware allows you to shape your home and create a unique personal style. This new department houses everything from kitchen essentials to furniture.

“We really believe our customers will love this new department with its new lines of homeware. The department presents four key themes – Botanical, Pure, Coastal and Glam – full of soft blankets, pillows, stunning bedding, and furniture to fill every room in your home. Our homes are one of the main aspects of our lives and following the past few years of being at home every day, the demand for homeware has increased.”

British Garden Centres’ PR & communications co-ordinator Lucy Hewitt said the department’s launch was “extremely successful, with a private influencer event, and was positively received on social media. They felt the prices were competitive, the products looked inspiring, and they enjoyed the shopping experience.” 

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She added: “Since opening, the department overall has been received really well by customers. We’ve had great feedback from them in person and on social media. Sales have been strong since the launch and continue to thrive each week. The top performers so far are foliage/florals, soft furnishings and home accessories – they are our main pick-up lines in the department.”

Image Credit: Ian Hutchinson, group brand manager at British Garden Centres

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