From role model to rival

The German garden centre market is being shaken up – from outside. Intratuin, the Dutch franchise group, has acquired its first franchisee in Germany. Hitherto the Dutch with their stylish, trendy garden centres were always regarded as a major role model for their German counterparts; now they have become rivals.
Intratuin has taken its first step into the German market with the family firm and garden centre operator Moubis, which runs two outlets close to Münster in the north-west of the country. Moubis was previously a member of the biggest German garden centre cooperative Sagaflor. At the beginning of 2015 it switched both stores to the Intratuin system.
Although the German stores are using the Intratuin logo for market presentation purposes, they are not using the brand name. German consumers don’t know the brand and wouldn’t even know how to pronounce it.
With a market share of 33 per cent, Intratuin claims to be the market leader in garden centres in the Netherlands. The franchise group is also active in Belgium. It has 51 stores in the Netherlands and five in Belgium, with an overall retail area of more than 500 000 m².
Intratuin’s declared aim is to grow beyond the first two new stores in Germany and acquire further members. As in Belgium, it intends to develop country-specific ranges for its new market. When asked by DIY International, managing director Peter Paul Kleinbussink denied that the group had plans to expand into other countries.

“We offer a complete solution”
Intratuin managing director Peter Paul Kleinbussink speaks in the interview about the concept, differentiation and the aims of the new player in the German market
The German retail market is already very congested and is considered one of the toughest in Europe. Why is it a good idea to expand specifically into this market?
Peter Paul Kleinbussink: The Dutch retail market is also very congested, but there is always room for new and different concepts. We will not open any new garden centres in Germany, but will rather work with existing garden centres and entrepreneurs.
What can Intratuin offer German franchise partners that they cannot get from a German speciality cooperative?
Intratuin is a cooperative with a different philosophy from the German cooperatives. Our German…