‘RECTELLA’ – A Soft Furnishings Concession for Garden Centres
In this week’s edition of Concession News, we introduce soft furnishings retailer ‘Rectella’ who are the latest name to expand their stand alone store format within garden centres.
Traditionally, the key to the success of garden centres has always been the high level of expertise they provide through the selection of specialist ranges and the knowledge of the staff on site. The expertly picked variety that the ranges enjoy, in addition to the well maintained displays, has meant that customers visit garden centres to have access to the best items and advice, as they look to find the right solution for their individual home and gardening needs.
Therefore, in order to develop garden centres needed to continually add new products and ranges which complement their customer base to enhance their product mix. They have done this through introducing new departments to provide a year round day out destination of constantly changing and seasonally updating ranges.
The introduction of footfall driving, third party, retail partners trading as Concessions, has assisted this development in recent times. The introduction of Pets, Aquatics, Clothing, Crafts, Camping, Restaurants and Home Improvement companies provide customers with more reasons to visit, to have access to new ideas and inspiration.
As a result, high street retailers are looking at the garden centre customer base and are realising that the ABC1, 35+, affluent, home owning , female bias customer that visit garden centres regularly, are an ideal outlet for their product or service.
‘Rectella’ are one of these companies and are launching their soft furnishings Concession into garden centres as they look to expand their retail operation across the UK. ‘Rectella’ currently trade from approximately 70 outlets across the UK, predominantly within national and independent department stores with manned and unmanned units.
The ‘Rectella’ offer incorporates a number of different brands and ranges including ‘Inspired’ – plain dyed duvet covers, sheets, pillowcases and 4/5 piece bed in a bag concept. ‘Rectella’ – fully lined curtains, from vertical stripes to leaf trails, eyelet and pencil pleat headings. ‘Rectella Twos Company’ – on trend printed bedding with co-ordinating curtains, in an array of designs and colours. ‘Julian Charles’ – a luxury brand which offers exquisite bedding and curtains collections, using the highest quality jacquards and cottons.
‘Rectella’ has recently opened their stand alone (manned) stores within Bicester Avenue Garden Centre and Blooms Garden Centre in Rugby and are looking for more garden centre locations as their retail offer continues to develop.
Francis Greibach Owner of Rectella Ltd comments “We were interested to consider garden centres as we recognise that the customer base is ideally suited to our own. The expertise that you get on site at a garden centre creates an environment where you have more time to discuss your product with the customers and as such we thought our proposition suits this format perfectly.”
The ‘Rectella’ brand offers garden centres the opportunity to provide their customers access to a specialist retailer who will create a unique department with knowledgeable and passionate staff. The carefully priced and quality of the ranges they introduce are perfect for the customer base and an excellent addition for the entire site.
Looking for retail units of 1,200sqft – 2,000sqft ‘Rectella’ are able to create an instore presence which ensures the well maintained displays showcase the products and provide excellent inspiration for customers’ homes.
Francis Greibach adds: “The store format we are looking to place within garden centres incorporates displays of the product in room formats so that the customers can enjoy browsing the stores and see the products showcased for themselves. We think our ranges offer garden centres something new and complementary to their core departments, so we are confident we can help to drive footfall to the sites.”
The presence that ‘Rectella’ add to the host will offer customers a reason to visit the site to see more of a perfectly aligned product type, which will be very well received by the customer base.
Keith McIntyre, Managing Director of First Franchise Ltd added: “‘Rectella’ are an excellent brand we are pleased to introduce to the garden centre sector. They have an excellent, well priced range, ideal for garden centres and they offer something not currently available within the market. The displays they install are very well laid out and managed, so the proposition will be an excellent addition.”
For more information on the ‘Rectella’ offer within garden centres, or other concession ideas contact Keith McIntyre at First Franchise. firstname.lastname@example.org