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Mr Kleinbussink, 2019 was another year with a hot summer. How did it go for Interatuin?
Peter Paul Kleinbussink: We are very satisfied; 2019 was a very good year for us. We ended it with an increase in sales of six to seven per cent in all affiliated garden centres. Yes, it was hot, but then people also buy lots of garden furniture, pools etc. And because we are not just a plant business, but actually an all-season store, we can switch faster between the product groups.
What do you perceive to be the success factors for Intratuin with reference to the ranges of plants versus hard goods, atypical garden centre assortments and the pet segment?
We have converted our stores over the last ten years from a plant centre to a one-stop supplier of everything in and around the home and for pets. We now have two seasons: Christmas and the garden season from April to May, which is still the most important. But we have also added new products and are now a 365-day business.
Our success factor is the combination of plants and hard goods. It isn't just about hard goods - consumers can buy those everywhere. It is the combination with plants that makes our stores different.
It is also the combination with a food service - and pets. After all, pets have to be fed every day, regardless of the weather, and the big sack of pet food gets emptied every month. That's a good reason to visit Intratuin, wander around the store, find out about products, seek inspiration and buy other stuff while stocking up on pet requisites.
Our success factor is the combination of plants and hard goods. It isn't just about hard goods - consumers can buy those everywhere. It is the combination with plants that makes our stores different.
It is also the combination with a food service - and pets. After all, pets have to be fed every day, regardless of the weather, and the big sack of pet food gets emptied every month. That's a good reason to visit Intratuin, wander around the store, find out about products, seek inspiration and buy other stuff while stocking up on pet requisites.
What proportion of sales do plants account for?
Approximately 35 to 40 per cent.
How do you differentiate your company from your competitors in terms of marketing?
Inspiration plays a major part in our marketing. We produce our own magazine 22 times a year, and it is chiefly about inspiration: what can I do in the home and garden? And it always features a combination of plants and hard goods. Price is not the key aspect.
When customers visit our store, it is also an experience: workshops, presentations - we do everything to create a conducive atmosphere in store to encourage people to while away a couple of hours.
When customers visit our store, it is also an experience: workshops, presentations - we do everything to create a conducive atmosphere in store to encourage people to while away a couple of hours.
Which target groups do you appeal to?
Women are still our most important customers. To be more accurate, the most important customers are women over 40, but we are getting more and more female consumers between 30 and 40.
Are you succeeding in this?
Yes, increasingly so. Because house plants are currently very trendy in Holland, younger women are visiting too, even…
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