Green pioneer

With 27 outlets and net annual sales most recently of EUR 83.5 mio, Bellaflora is the biggest pure garden centre chain in Austria. It is under private ownership and regards itself as Austria's leading company for natural gardeners.
The company acquired its reputation as a pioneer of sustainability not least due to the fact that in 2013 it became the first big garden centre group in the German-speaking countries to ban chemical/synthetic herbicides completely from its shelves. According to Bellaflora, customers expressed their approval of this move in the first year through increased sales, encouraging the company to display its sustainable credentials in other range segments too. In addition to near-natural herbicides, these include natural fertilisers, peat-free substrates, plant growth aids such as effective microorganisms, stringent controls as part of a bold pesticide reduction programme, strict production standards for suppliers and the sale of edible plants exclusively of organic origin.
This focus on sustainability, however, doesn't mean that Bellaflora would neglect classic aspects of green business, and the best example of this is the modernisation and reopening of the store in Villach in the state of Carinthia, not far from the border with Italy and Slovenia.
Here the company has realised a new interior plant design concept. This aims to show customers how versatile plants are for use in the living space, how they enhance the home office and how companies can create a more relaxed ambience in their premises. In addition to offering advice, the store will deliver and install as well as providing an aftercare service for consumers and companies.
The launch by Bellaflora of such a novel concept for the indoor plant category is no accident: the company has reported a very satisfactory trend in this segment already. It also perceives its consummate skill to lie in the plant sphere, which is essential for the plant business. After all, the garden centre chain generates more than two thirds of its sales with plants.
The revamp in Villach came just at the right time, because the redesigned store provided the opportunity to demonstrate the concept properly. The store was extended to a total retail area of 5 400 m², comprising an indoor area of 3 200 m² and outdoor area covering 2 200 m². It has also been given an attractive appearance with a modern front façade design featuring glass and multi-wall panels.