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However for his peers Yves Bénard is a genuine baronIt runs first to a question from perimeterEach floor of Ingolstadt its torture chambersTwo budding entrepreneurs within the gloveA project also denounced by Impala which jWill it succeed The short answer is Yes but with the forcepsIt is the highest monthly increase for eight yearsEach institution has thus equipped with laptop computersAcquisition Broadens Pressure Sensitive Adhesives OfferingSTHumira sales jumped almost 42 percent to 1It exceeds in value PC and television-hi-fi equipment market, trailing that of sport. With 7.6 billion euros of turnover, the garden boosts consumption of households. More than two thirds of French households have a space of gardening related to their main habitat, the real plot of land at the edge of window, and events on this theme are multiplying. Two weeks ago, the days of the plants of Courson away 30,000 visitors including a half of Ile-de-France. The garden is also the happiness of communication and public relations. New "chestnut" in the magazine press which has coverage on this topic, it also delights the "people". Julie Depardieu does not rate an opportunity to talk about his passion for Begonias! On the show "Silence it grows!" on France 5, the told much in vogue in the Marais district in Paris.
"Within the current degradation of air quality, nature appears as a necessity and parks are no longer enough to fill the Green madness thrust which the Metropolitan is reached", note Monique Wahlen and Benoît Héry, the leaders of Grrrey! in a study of this population. Another explanation for this trend: "gardening is part in the popularity of creative recreation and the need to find a balance of life more close to nature and its roots", said Frédéric Boucher, Director of communication of the Jardiland sign. Association of professionals in the sector Promojardin has also launched with the Ministry of health "Garden it is health" to promote this activity of relaxation.
All conducive to maintain this market a virtuous dynamic. Suddenly, the linear are the beautiful potted plants and gardening tools and rustic decoration accompanies the movement in the stores. Leroy Merlin, at les Halles, Paris, doubled the surface of its RADIUS gardening in three years. Botanic has just opened in edge of river Seine, in Suresnes, with a special offer balcony, terrace and patio for Parisians. Jardiland, number one in the garden, was a network of 113 surfaces in twenty years. It opens seven to ten outlets per year since 2002, a market that has registered a growth of 17 in five years. Truffaut, subsidiary of the Belgian group Louis Delhaize (Cora and France Match), opened 3 stores in March and April, reaching 45 units. Delbard, he comes to Gally gardening activity, will pass the Cape of 40 stores by the end of the year and seeks 100 million euros of turnover this year, an increase of almost 50 in two years.
Impulse purchases
To market the Fourplay, the balconies and terraces has increased by half in ten years. 13 million households would have a balcony or a terrace, or even both. "If one adds the window edges, the potential quad." "It is not a fashion but a good consumption pattern effect established", note Promojardin. Thus, the average basket of plants for balconies and terraces represents 48,97 of which is devoted to garden plants. The balconies are beginning to allow aromatic plants and fruit trees but also vegetables. Side plants, the most popular of the time remain the olivier and Bougainville, evocation of the sunny holiday. As bêcheurs apprentices target purchases: perennials requiring little maintenance, scented ornamental shrubs, exotic plants with the dream of distant lands. A minimum of constraints for maximum effect: "purchases for the garden are dominated by the pulse while yesterday they were rather programmed." The Saint Catherine where the saying says that all wood takes root, it is finished. Trees are buying flowers, rhododendron sells in April and may. Buy a plant, is like to acquire a beautiful object. "Therefore we must have in our garden a response to all immediately," explains Henri de Jouvencel, Director General of Jardiland. He is preparing an offer of "budget Council" for a first installation of green space. Losers of the effects of mode, the grass and seeds that require too much maintenance.
The garden is therefore more marketing. Signs and suppliers are the color of the flowers, aesthetics and perfumes, but also the presentations. The containers out of the banality of plastic cups to offer zinc or color. With boxwood in a zinc pot, Castorama made the equivalent of a year of sales in three months! The gardening world has even a decryption tool to help meet the new consumer desires. Created by Jardiland under the aegis of the field of Courson, the Observatory of trends in the garden (JTB) feeds speech professionals and the media on what should be and Courson presents a composition by a young landscape. In this spring, Navy Duvivier and imagined gardens around the theme of respect. "Instead of the dominate, the man must learn to respect the nature." "I wanted help to introduce a new more responsible report to his garden," says the young woman who has built one of the JTB on different regional climates.
This positioning in the straight line of sustainable development offers the garden a new source of growth allowing him to enter in the pedagogy. Hobbyhorse of signs, education and the education of the consumer are Flores through workshops for adults and children. An axis selects from the outset by the founders of Botanic, of savoyards horticulturalists who say as militant gardeners focused on the protection of the environment and the Council. 57 Stores already offer 700 products eco-gardener and want "to walk and learning places where there is family", said Luc Blanchet, CEO. Its turnover increased by 15 three years and stood at EUR 275 million for 2005. From surfer on the trend of bamboo or olive, Botanic prefers to explain to clients the virtues of plants that use less water.
But, tomorrow, the garden could also become a new field to operate the business. It is the ambition of the organizers of the demonstration of this weekend, in the Tuileries "Gardens, Garden", where brands such as the Laurent Perrier champagne and caterer Potel & Chabot demonstrating the garden as a promotional tool. "By entering in this type of event, marks are a very qualitative rather than ephemeral public relations", defends Xavier Laureau, co-organizer of this appointment and Co-Director of the farm of Gally. Evidence that the garden earns its stripes in the more affluent socioprofessional categories last chic is now offering a tour of his plantations before moving on to table. In business, is to provide employees and visitors service invented by the Gally Orchard fresh fruit baskets.
