GW_cover_FINAL.ai 29/8/10 12:36:14 Showguide edition World

Gourmet grillers fuel barbeque boom Garden World grills BBQ boss

Oasis spaces Focus on garden furniture trends

The great outdoors A look at outdoor homing

Playing the same tune Orchestra chief on conducting business Rattan Revival WWF’s sustainability plan for over-exploited resources

INTRODUCTION Welcome to Garden World magazine

Dear Reader, Welcome to the first edition of Garden World magazine. I hope it will be of value to visitors and exhibitors at this year’s spoga+gafa Fair. And through the pages of the official publication, let me welcome you to Cologne for the biggest and best garden trade fair with more than 2,000 exhibitors and 45,000 visitors. From Egyptian tombs paintings of landscape design to the Hanging of Babylon, the history of spans at least 4,000 years of human civilization. And it has grown into an that we celebrate still here today. The market has enjoyed sizeable growth over the last decade buoyed by changes in lifestyle and disposable incomes. Social and economic conditions have helped favor the gardening industry with an increase in home ownership, higher disposable incomes and an ageing population. In addition, more consumers are becoming better-informed and are more demanding, requiring better service and value. Gardening has become a in its own right and the popularity of the grow-your-own movement is a reflection to the society’s increased interest in their environment, the garden as a refuge and a greater desire to connect with the natural world. These themes of garden living, sustainability and high-quality choices and products for consumers are topics you will see featured time and again in the pages of Garden World. I would like to take this opportunity to thank all the trade associations, companies, individual experts and advertisers who helped make this publication possible by agreeing to be interviewed and for their passion and expertise that I hope you will enjoy reading. Wishing you an enjoyable read and a successful spoga+gafa Fair at Koelnmesse.

Chris McGachy Managing Editor Garden World

Garden World 3 www.spogagafa.de www.spogagafa.com enjoy the gardening of today and tomorrow

The world‘s leading garden trade fair welcomes you to Cologne for the spoga+gafa 2010 and would like to invite you now to next year‘s spoga+gafa from 4th to 6th September 2011. SECTION HEADER SECTION HEADER HERE Welcome to Garden World

BY OLIVER P. KUHRT, EXECUTIVE VICE PRESIDENT OF KOELNMESSE GMBH

Dear Visitors, Exhibitors and Readers, Koelnmesse is welcoming the international garden and leisure sector at spoga+gafa 2010. The garden trade fair is now showcasing a range of products for the garden and leisure market that is unrivalled anywhere in the world. More than 2,000 suppliers from over 50 countries are presenting their new products and services for all aspects of garden maintenance and garden lifestyle in the segments garden creation, garden living, garden care, garden excellence and garden basic. As a result, the world’s leading fair for the garden and leisure market is once again offering a comprehensive global market overview for trade visitors. Around the exhibitors’ stands, specialist trade competence and expertise along with new impulses for product range planning are the focal point. Along the new “boulevard of ideas” we invite trade visitors to embark on an informative journey through the garden year. There, we are showing point-of-sale concepts for large-space outlets and the retail trade. The special presentation areas “Barbecue Park”, “Beach and Water Sports Park” and “Garden Furniture Park” once again serve as showcases for the top in the respective segments and at the same time invite all interested parties to an exchange in a relaxed, informal atmosphere. The “green image” of spoga+gafa is rounded off by the “ Parc” in Hall 9. As you can see, trends for garden and leisure activities are flourishing at the sector’s international meeting place. Not only can you obtain comprehensive information here, but you also make many contacts on both a national as well as international level and enter into an exchange. I wish you all a successful trade fair and a nice time in Cologne!

Best regards,

Oliver P. Kuhrt Vice President of Koelnmesse

Garden World 5 MORE , MORE LIFE.

More than 1500 200 hectares 45 hectares under varieties of in open ground protection ornamental plants 175 hectares Exporting to 50 in pot countries WeWe wwereere cchosenhosen bbyy tthehe MMinistryinistry ooff FForeignoreign AAffairsffairs ttoo ssupplyupply pplantslants ttoo ddecorateecorate tthehe ggardenarden Pistoia (Italy)taly) iinn ffrontront ooff tthehe IItaliantalian tel. +39 0573 797019701 ppavilionavilion aatt EExpoxpo 22010010 ffax +39 0573 735975 inn SShanghai.hanghai. [email protected]@vannuccipiante.it www.vawww.vannuccipiante.itnnuccipiante.it GARDEN WORLD Contents

39 The great outdoors A new trend towards outdoor homing is leading to a 14 News round up more dynamic gardening market – BBE report. A round up of all the latest news from the gardening industry. 41 Global home improvement market valued in almost £360 million say industry experts, 22 WWF: Focus on Sustainability EDRA. Rattan Revival. 45 We love our gardens 26 Uncovering the Leisure Fair history BHB explains how garden tools generate retail Charting the history of the spoga+gafa Fair turnover.

28 Big-hitters and quality visitors: 47 Garden still the focus A review of spoga 2009. Amanda Sizer Barrett from Gardenex explains how the grow-your-own is greening the garden market. 32 Home from home Koelnmesse chief, Oliver P. Kuhrt, reveals why 48 Oasis spaces gardens are becoming second living room. Focus on garden furniture trends.

34 Industry outlook 54 Soul survivors defied the crisis. Michael Cuypers from the German Garden Industry Association (IVG) says the garden market has soul. 36 Playing the same tune Orchestra chief, Christian Gansch, reveals the 56 Moves in store for DIY sector similarities between conducting business and In-depth report from the first ever joint conducting an orchestra. retail/manufacturers’ conference.

8 Garden World

GARDEN WORLD Contents

61 Purring along nicely The Association for motorized garden appliance retailers (VdM) reports on the increasing demand for operator-friendly appliances. 70 Heart and soil Promoting active growth with -free soil. 63 Gourmet grillers help fuel barbeque boom Kurt Schlieper, Barbecue Industry Association (BIAG), 72 Outside in gives his assessment of the sector. Plant varieties for the new season.

67 Eveything in the garden centre is coming up 74 Cologne: Tradition meets rosy Tourist insiders highlight what’s on offer in the Association of German Garden Centres says the Cathedral City beyond the Fair grounds. future if the green market is in safe hands.

Managing Editor Customer Support © Garden World 2010. All material in Garden World is Chris McGachy Zuzy Vajdova Garden World strictly copyright and all rights are reserved. No part of this publication may be reproduced or transmitted in any Garden World is the magazine for Spoga+Gafa form or by any means, electronic or mechanical, including Publisher & Project Services published under contract by photocopying, recording, or any information storage or retrieval system without prior permission of the publishers. Managing Director James Lang International Media Organisation (IMO), for and Alexander Collis David Cross Colour transparencies and photographs submitted for on behalf of Koelnmesse GmbH publication are sent at the owners’ risk and while every care Mark Smith is taken, neither the publishers nor their agents accept Art Director International Media Organisation Ltd liability for loss or damage however caused. The publishers, Simon Marriott Partnerships & Alliances Koeln messe GmbH and Spoga+Gafa, can accept no 145–157 St John Street liability whatsoever of nature arising out of nor in connection Tony Parker London EC1V 4PY UK with the contents of this publication. Financial Director Opinions expressed within the articles are not necessarily those of Garden World or Spoga+Gafa and Koeln messe Martin Reece Circulation and Distribution Tel: +44 (0)208 731 0344 Jon Ray GmbH and any issue arising there from should be taken up Fax: +44 (0)208 731 0345 directly with the contributor. Manager Project Services Alex David Webmaster Product enquiries email: Peter Toole email: [email protected] Sales Manager Lewis Sherman Corporate and business enquiries email: [email protected] Production Manager Coco Khan

10 Garden World

HALL PLAN

FUx quarter.ai 29/8/10 10:19:53

tel.: 048 95 73 26 290 fax: 048 95 73 26 292 tel.kom.: 509 495 514 e-mail: [email protected] http://www.fuxsystem.pl 12 Garden World HALL PLAN

Garden World 13 NEWS NEWS

A ROUND-UP OF THE LATEST NEWS FROM ALL THE THEMES AND TOPICS UP FOR DISCUSSION AT THE SPOGA+GAFA FAIR AND FROM THE WORLD OF GARDENING AND LEISURE

€14 MILLION GARDEN RESTORATION UNVEILED B&Q PLANS SMALLER STORES IN CITY CENTRES The birthplace of the English Landscape Movement, Chiswick House Gardens, has been unveiled after a multi-million euro restoration. It is a site of international importance both as the B&Q is set to expand birthplace of the English Landscape Movement, and as the setting for one of the most beautiful into city centres houses in London. with smaller-format The garden restoration, managed by English Heritage who manage the house, and supported by stores after a Heritage Lottery Fund grant reinstates the original vistas and design from decades of disrepair and successful pilots run underfunding, and also repairs and restores the statuary and garden buildings. The result is an by parent company inspiring balance between a historic landscape and a public park. Kingfisher overseas. Among the highlights are the planting of over 1,600 , including trees propagated from the Kingfisher chief executive Ian Cheshire original 18th century cedars of Lebanon; the opening up of historic views from the Classic Bridge, said that home improvement chain the complete restoration of the 19th century conservatory housing a rare and internationally hopes to bring the concept to the UK important collection of camellias; the planting of native trees and in the Northern Wilderness, within 18 months, following and the restoration of the Walled Gardens, which will be open to the public on special days. successful trials in France and Russia. Chiswick House Gardens, spread over 65 acres, are known throughout the world as the He said the stores would be about birthplace of the English Landscape Movement and have inspired countless designed landscapes 35,000-40,000 square foot in size, from Blenheim Palace in Oxford, to Central Park in New York. which is smaller than B&Q’s current They were originally created by Lord Burlington and William Kent who worked on them mini format, and would have a throughout the 1720s and 1730s as a setting for Lord Burlington’s magnificent Chiswick House, the greater focus on housewares first and one of the finest examples of neo-Palladian design in England. products. “There’s 60 catchments where there isn’t a B&Q within 20 minutes’ drive time where you have got more than 40,000 people,” Mr Cheshire revealed, adding that these were mostly in densely populated areas such as London or market towns. The new stores will step up B&Q’s challenge to rivals Focus and , which have a strong presence around London. Speaking at the Reuters Consumer and Retail Summit, Mr Cheshire also said he was optimistic the global economy was improving, but added that he saw little prospect for growth in the DIY market and “wouldn't be at all surprised to see slightly minus markets for the next two years” in the UK.

14 Garden World NEWS

Retailers urged to GARDENING GROWS AT FASTER RATE THAN DIY SECTOR bee friendly Sales of gardening products in the UK increased 10 percent in 2009 according to Verdict With bee colonies under threat, Research. The "increasingly frugal consumer has driven demand for gardening products," garden centres, plant producers and Verdict Research has found. supply chain retailers are being urged Spending on products for the garden by 10 percent in 2009, outstripping overall growth in the to help the plight of the bumblebee. DIY and gardening sector. Gardening sales were €4.4 billion, while DIY sales were €9.7 billion, down Now plant sellers are being enlisted 3.1 per cent on 2008. Gardening sales fell 4.1 percent in 2008 to €4 billion. Comparatively, and encouraged to stock a new expenditure on non-food products fell by 4.2 per cent in 2009; so gardening has bucked the trend. information leaflet alongside plants “The impact of recession on the consumer mindset will be a lasting fillip to the gardening sub that bees…make a bee-line for. sector,” Verdict retail analyst Joseph Robinson told Week. “A heightened austerity is The “PlantforLife” guide provides a list driving a trend towards 'grow your own', while the inexpensive nature of gardening as a pastime saw of plants – together with tips and it grow in popularity amongst more frugal consumers. In addition, with more consumers choosing not how to care for them – that will to holiday abroad in 2009, the garden became an important social venue that merited investment. encourage bees back into our “The onset of recession served to compound the weakness in demand for DIY products that was gardens. already prevalent thanks to a depressed housing market and a general decline in consumers' The plants featured include: affiliation with do-it-yourself,” says Robinson. “While conditions were tough in DIY, everything fell into buddleja, cornflowers, corn poppies, place for the gardening market in 2009. In addition to its increasing popularity and the general trends flowering currants, foxgloves, towards ‘grow your own’, favourable weather in spring and early summer, coupled with the recession heathers, honeysuckle, lamb’s ear, impacted consumer holidaying at home, made the garden an important social venue, boosting lavender, sea holly, sedum and sales,” added Robinson. sunflowers. An gardening will continue to benefit from positive trends. The analyst says an ageing population Across Europe there has been a profile, rising environmental concerns, the increasing popularity of garden centres and attempts by mysterious and devastating drop in DIY superstores to offset the impact of weak DIY categories by focusing more heavily on gardening the number of bee colonies. In 2007, are positive trends. the German national association of He added: “The recession has had a long lasting implication on the consumer psyche. beekeepers reported the death of 40 Consumers’ frivolous percent of the country’s colonies. spending habits have The collapse in the global honeybee been replaced by a more population is a major threat to . measured and cautious It is estimated that a third of attitude, with gardening everything we eat depends upon one of the beneficiaries of honeybee pollination, which means this heightened austerity. that bees contribute some £26bn to As the aging population the global economy. takes their spending PIETRO STONEWARE COMBINES ADVANCED TECHNOLOGY IN Flowering plants require insects for habits with them, this GLASS REINFORCED CONCRETE WITH UNIQUE DESIGNS TO pollination. The most effective is the attitude will remain, which PRODUCE INDOOR & OUTDOOR DECOR PIECES THAT ARE honeybee, which pollinates 90 per coupled with an LIGHTWEIGHT, DURABLE, AND INDIVIDUALLY HAND-FINISHED WORKS OF ART. cent of commercial crops worldwide. increasing concern for the As well as most and vegetables environment, will help visit us at – including apples, oranges, drive long term growth in , onions and carrots – the popularity of they pollinate nuts, sunflowers and gardening and the garden oil- rape. Coffee, soya beans, as an extension of the cologne clovers – like alfafa, which is used for home.” September 5-7, 2010 cattle feed – and even are all “A trip to the local hall 9.1 dependent on honeybee pollination garden centre is booth e055 to increase yields. increasingly representing The leaflet is available to download an attractive day-out for at www.plantforlife. info/bees and British consumers of garden retailers are encouraged to varying ages, with many print them out and display next to garden centres bee-friendly plants such as lavender, representing much more corn poppies and sedum. than merely an outlet for buying plants and furniture for the garden," says Robinson.

www.pietrostoneware.com for inquiries, email us at [email protected] NEWS

GARDEN BIRDS AT RISK FROM FEEDERS Flexible exhibitor packages help Researchers at a top agricultural boost Fair bookings college have raised concerns that garden bird feeders could be New flexible booking packages, more complimentary visitor tickets, an anti-copyright putting birds at risk. theft initiative and better opening times are among the measures that helped booking A 13-year study by the Scottish figures jump to 80 percent as early as six months ago, Fair organizers have revealed. Agricultural College (SAC) found that As far back as April 2010, spoga+gafa was able to report that four out of five available exhibiting the salmonella infection can build up spaces had already been booked for this year’s show. on feeders and then spread among Organizers say it’s clear that the sector’s market leaders appreciate the major innovations that birds. have been jointly worked out by the associations, key exhibitors and buyers, as well as Gardeners and bird lovers are being Koelnmesse. advised to disinfect feeders regularly The changes include cost-reducing measures such as a new set of staggered rental prices, the to minimise the risk of infection. “early bird” offer, travel packages at special rates and visitor promotion packages for the exhibiting The study revealed that companies. greenfinches and house sparrows The increased efforts to combat product piracy, the restructuring of interactive innovation forums, appeared to be particularly vulnerable more convenient trade fair opening times and the integration of the “plants” product group are to the disease. further strengthening measures that resulted from the revision of the concept. Experts have called on gardeners to Among the top industry players already committed to using the trade fair as an innovation help monitor the spread of disease. platform in Cologne this autumn are: Alexander Rose, AL-KO, Aqualung, Arrow Group, ASB “Members of the public can play a key Grünland, Barbecook, Best, Biohort, BM Massivholz, Brill/Gloria, Compo, Dacore, Deroma, Elho, role in all this, by maintaining good EMSA, EMU, Esschert Design, Euro3Plast, Fiskars/Ebert, Fitt, Friedola, Garvida, Grosfillex, hygiene at bird feeders and by alerting Hartman, Heissner, Hozelock, Idealspaten, IPV, Intex, Juwel, Kawasaki, Kersten, Keter, Kettler, us if they find unusually large Koopman, Landmann, Lechuza, Marchioro, Messner, Neudorff, Outdoor-Chef, Scancom, numbers of dead birds.” Scheurich, Sieger, Soendgen Keramik, Stern, Terrasan, Ubbink, Vitavia, Weber Stephen, Weishäupl, WEKA and many more. Spoga+gafa says: “Although some manufacturers are unable to participate because of the current difficult economic conditions, in  2010 all areas of the world of gardening will be presented by top-   class companies on the Koelnmesse exhibition grounds. 333(# .0&3 4(!,*  “In order to save costs and support the companies’ efforts to present themselves attractively and successfully at the trade fair, we are offering a new visitor promotion package, which includes an unlimited number of complimentary ticket vouchers so that exhibitors can invite their customers to the trade fair.” This flat rate means that for the first time exhibitors will have the opportunity to invite all their customers to the trade fair. Additionally, the new set of staggered prices will ensure that exhibitors who occupy a large stand area will enjoy discount rates. In addition, Koelnmesse will also be actively supporting the exhibiting companies in the fight against the violation of intellectual property rights: The -.# "#./ +" -. 4#./ $,. initiative: “No Copy! – Pro Original”, in collaboration with the German  ."#+  +"/! -# ,**#.!' ) Patent and Trademark Office (DPMA), will once again operate an assistance and consulting centre in the halls of spoga+gafa. +" .,$#//',+ ) /#./ Koelnmesse aims to raise awareness of the centre even more actively among the exhibitors at this year’s trade fair. Organizers say that the new concept of the innovation forums allows exhibitors to make a more active presentation of their latest 333(!& -'+*$%(!,* products and also allows the innovations to be directly experienced by the visitors, thanks to more interactive elements such as the Live Barbecue event. At spoga 2009, the topic of plants celebrated a renaissance with a small product segment – a segment that is now being expanded. This year, visitors will be able to avoid the Cologne morning rush hour and can arrive at the fair in the morning hours without losing any valuable time for their trade fair meetings thanks to spoga+gafa’s new opening times (10.00-19.00 daily). The extended evening hours also mean that visitors and exhibitors will not have    any long waits before the evening events begin. #)      &* ') / )#/"**-(!,(1( #  333("**-(!,(1( NEWS

A GARDEN YEAR ON THE BOULEVARD OF The Specialist in IDEAS Barbecue, Grilling and

Outdoor lifestyle trends and trade concepts for spring, Outdoor Cooking summer, autumn and winter will be on show at this year’s Fair. ##24DPVU(NC)XBTFTUBCMJTIFEJOBOETQFDJBMJTFTJONBSLFUJOH The expertise of the specialist trade and new momentum CBSCFDVFBOEPVUEPPSQSPEVDUT8JUIJOBTIPSUUJNFUIFDPNQBOZGSPN-BHF for product range planning will be in the spotlight around the JO(FSNBOZµTFBTUFSO8FTUQIBMJBSFHJPOIBTNBEFBOBNFBNPOHDMJFOUTBOE exhibitors’ stands at spoga+gafa 2010. SFUBJMFSTBT(FSNBOZµTMFBEJOH##2TQFDJBMJTU And trade visitors can set out on an informative journey 5IFDPNQBOZJTUIFBVUIPSJTFE&VSPQFBOJNQPSUFSPGGBNPVT$IBS(SJMMFS through the gardening year. Along the new "boulevard of ##2(SJMMT4NPLFSTGSPNUIF64"BOEBMTPPG¾DJBM(FSNBO JNQPSUFSPG$BNQ$IFG"NFSJDBO0VUEPPS ideas", the garden fair and the trading agency "Kom:pakt" will $PPLJOH1SPEVDUTBOE1SJNP$FSBNJD present innovative point-of-sale concepts for large-scale (SJMMT4NPLFST*OBEEJUJPOUP stores and the retail trade. The six attractively designed UIFTFCSBOET ##24DPVUPGGFST areas, from the Piazza to the Entrance North, provide BCSPBESBOHFPGCBSCFDVF practical inspiration for the presentation of products from all BOEPVUEPPSDPPLJOHQSPEVDUT categories, and in all four seasons. GSPNPUIFSNBOVGBDUVSFST Explaining the concept, Oliver P. Kuhrt, Koelnmesse 5IFDPNQBOZBMTPGVSUIFS EFWFMPQTJUTPXOJEFBTGPS Executive Vice President, said: “The challenge is to ensure QSPEVDUT XIJDIBSFUIFO that customers begin to experience the garden lifestyle while NBOVGBDUVSFEJOUIF'BS&BTU they are still walking through the furniture store, garden "OBHSFFNFOUSFBDIFEJONJE centre or DIY store. On the Boulevard at spoga+gafa this HBWF$BSM8BSSMJDI(NC)GSPN5SFGGVSU year there will be many innovative ideas and inspirations BIPMEJOHJO##24DPVU(NC)5IFQBSUOFSTIJQCFUXFFOUIFMFBEJOH showing how product ranges that belong together can be NBOVGBDUVSFSPGCBSCFDVFBOE¾SFQMBDFMJHIUFST 'MBNNBU BOE##24DPVU jointly presented.” HJWFTCPUIDPNQBOJFTOFXPQQPSUVOJUJFTGPSNBSLFUQFOFUSBUJPOBOE BUUIF “Striking presentations at the POS are intended to help the TBNFUJNF HFOFSBUFTQSBDUJDBMTZOFSHJFT spoga+gafa visitors gain access to new target groups and *ODJEFOUBMMZ UIF5#5IF##24DPVUTUFBN XIJDIJTPSHBOJTFEBOETQPOTPSFE create new sales incentives. Gardens are still in season when CZ##24DPVU DBNF¾STUJOCPUIUIF8PSME#BSCFDVF$IBNQJPOTIJQIFMEJO the cold weather arrives, and customers can be made #FMHJVNJO4FQUFNCFSBOEJOUIF(FSNBOQSPGFTTJPOBM##2$IBNQJPOTIJQ conscious of this fact. This will be demonstrated by the JO0TUFSIPM[4DIBSNCFDLJO.BZ experts, for example, at a station where ideas such as winter barbecuing will be presented. “And the vegetable garden, which is enjoying a renaissance thanks to trends including sustainability and the demand for organic products, is also a focal point on the boulevard of ideas. To raise awareness of how much potential the garden theme has for events and for boosting sales, the summer stations – where the living room is moved outdoors – will show that outdoor cooking can be about more than just barbecuing.” 1SJNP07"-9- For small areas like the balconies of singles’ apartments, 4NPLJOH4UBS the experts also will provide concepts that will appeal to this target group – in addition to offering tips on how to transform TJUVTBU even the smallest outdoor refuge into a “midsummer night’s 7J dream”. By integrating unusual offerings like artworks in their )BMM POS concepts, garden centres or DIY stores can raise their % profiles and attract special target groups. Ideas for achieving this are to be found at the station “Nature and art – values that shape gardens”. Visitors will find the six stations on the ##24DPVU(NC) northern and middle sections of the Boulevard and at the &JDIFOBMMFF %-BHF Piazza. 'PO    'BY    NBJMJOGP!CCRTDPVUEF XXXCCRTDPVUEF

Garden World 17 AmaziQJ OUTDOOR FURNITURE

the young and trendy trademark

See you at 6SRJD WK September Hall 2.1 A030

3DFLÀF&UHDWLRQVEY - Veldweg 6-i – NL-5321 JE Hedel - tel. +31 73 5990105 fax +31 73 5990111 [email protected] - ZZZEHDFK7QO NEWS

WOMEN OPT FOR DIYERS OVER Sales of upmarket sheds shoot up GREEN-FINGERED MEN Sales of upmarket garden sheds and summerhouses, costing €1,100 or more, have doubled as the outdoor living phenomenon catches on. Many consumers and parents are installing them as outside offices or as extra rooms for teenagers and grown-up children. Top retailers are impressed by the high-specification of recent models are seeing a doubling in sales. In the UK, B&Q said sales of its Tenbieight Shack Up, priced £1,149, had jumped by 550 percent, while sales of its £1,299 Cannock summer cabin, complete with french windows, has quadrupled. In total, all of its sheds over £1,000 have at least doubled. John Lewis has been so impressed by the demand for high-spec sheds it has started selling a new range of summer houses, some of which cost more than £11,000, and come not just with windows, but double-glazing and brass door fittings. The trend has been fuelled by he need for extra living space, without building an extension or conservatory, according to experts who said many of the sheds were being used to give teenage or grown up children space of their own. Gurinder Jellehwallia, a buyer from B&Q said: “More and more of us want to reclaim some personal space in our homes so whether we’re retreating to our , home working from our sheds or playing in our summer houses this trend looks set to continue.” The Future Foundation, a consultancy, predicts that in a decade's time nearly two thirds of 20-24 year old men and a quarter of 25-29 year old women will be living with their parents, further increasing the need for many households to find extra space. Suzanne Imre, editor of Living Etc magazine reinforces this trend: “I think there will be need for retreats. If more and more people are working from home you will need to have areas you can section off and go to where it’s quiet.” A new survey reveals that women prefer men who can tackle jobs around the home to those who are handy in the garden, despite just 38 percent of male respondents admitting they enjoy DIY. GARDENING CLUBS REPORT JUMP IN The survey by Bosch revealed that 37 percent of MEMBERSHIP FIGURES women want a man who can easily put up a shelf or fix a wonky door knob, but just 16 percent want a green- fingered partner. RHS survey reveals a 'gardening renaissance' with increasing Just over a third of women also said they would like numbers of people joining their local garden and their man to know his way around a car engine. clubs. Bosch DIY expert Chris Tidy said: “While all women The survey of 100 of the Royal Horticultural Society’s affiliated love to be romanced, it seems your DIY skills are the gardening clubs found that 73 per cent of clubs saw their membership thing that they are really looking for. increase or stabilise over the past year. Some clubs are now full to “When looking for a man, knowing they will be able capacity with potential recruits on waiting lists hoping to join. to take care of the practical jobs that will need doing According to respondents, members love the social aspects of the around the house can be a very attractive feature. You clubs, as well as the opportunity to swap advice and plants. never know, next time you're in a bar, try talking to her RHS community horticulture manager, Stephanie Eynon, said: “Our about the bathroom cabinet you just fixed – it could be survey reveals people have been joining or even forming their own the way to her heart.” gardening and allotment clubs for a variety of reasons – from wanting However, despite the female’s love for a man who's to grow their own food and plants; to saving cash due to the credit handy with his toolbox, just 38 percent of men actually crunch; to wanting expert gardening knowledge and swap tips; but by enjoy a spot of DIY. Of the 1,000 respondents, 43 far the biggest benefit for joining up is the social aspect – which is percent of men said they were worried about DIY jobs great.” going wrong, while 21 percent admit they are simply too The positive findings are a complete turnaround from a couple of lazy and another 38 percent said they were too busy to years ago, said the RHS, when low membership threatened the future see tasks through to the end. of many clubs.

Garden World 19 NEWS

KINGFISHER NETS ENVIRONMENTAL Gardening ‘makes children happy AWARD and teaches new skills’

Taking part in gardening can make a child feel happy and boost their development, new research suggests. The study of 1,300 teachers and ten schools was commissioned by the UK’s Royal Horticultural Society (RHS). Retail giant, , has The survey said that youngsters in schools that encouraged gardening became more resilient, been recognised for its confident and lived healthier lives. commitment to spearheading The Society says school gardening should be used as a key teaching tool, rather than as an sustainable timber sourcing extra-curricular activity. practices at this year’s Business Researchers at the National Foundation for Educational Research carried out the study and Commitment to the Environment found teachers who used gardening as part of learning said it helped improve children’s (BCE) Environmental Leadership readiness to learn. They also said it encouraged pupils to become more active in solving Awards. problems, as well as boosting literacy and numeracy skills. The company landed the Sir Peter The report said: “Fundamental to the success of school gardens in stimulating a love of Parker Award, which recognises and learning was their ability to translate sometimes dry academic subjects into practical, real world rewards companies that protect experiences. and enhance the environment “Children were encouraged to get their hands dirty, in every sense. Teachers involved in the without compromising on business research said the result was a more inquisitive approach to learning. performance. “The changeable nature of gardening projects – where anything from the weather to plant Kingfisher received the accolade disease can affect the outcome – forced children to become more flexible and better able to in recognition of its leadership role think on their feet and solve problems.” since the early 1990s in ensuring Researchers also said that exposing small children to insects helped them to overcome their that its wood products come from fears, while waiting for crops to grow taught children patience. well-managed, sustainable sources. And gardening also The judges particularly praised helped teach about Kingfisher's UK operations B&Q and healthy living and healthy for their role in eating, with children more encouraging the UK timber industry willing to try new to move towards Forest vegetables if they had Stewardship Council (FSC) grown their own crops, certification, a lead they said. now being followed Dr Simon Thornton by all Kingfisher Wood, director of science GrowCamp - der perfekte Gemüsegarten... overseas operations. and learning at the RHS, Acknowledging said: “As the new the award, chief coalition government executive Ian considers a new Cheshire said: “At approach to the primary Kingfisher, we curriculum, we hope they believe that working on acknowledge the striking environmental sustainability is conclusions of our simply part and parcel of being a research and that gardens leading business. Through our enable a creative, flexible ‘Future Homes’ strategy, we are approach to teaching that committed to helping our has significant benefits. customers make their homes more “Schools which MitMit einemeinem GrowCampGrowCamp - üübergedecktesberrggedecktes HHochbeetochbeet - kkönnenönnen SSieie IIhrhr GGemüseemüse ssehrehr efficient at a lower cost, whilst integrate gardens into the leichtleicht anbauenanbauen ohneohne VVeVerlusteerluste uundnd oohnehne GGiftanwendung.iifffttanwendung. ensuring the sustainability of our curriculum are developing own business and supply chains.” children who are much TreffenTTrreeffffffeen SieSie unsuns aufauuff SpogagafaSSppogagaafffaa He added: “I am absolutely more responsive to the delighted that we have won the Sir challenges of adult life.” HalleHHaalle 8.1,8.1, GangGang CC,, SStandtand 005050 Peter Parker Award, as this More information about recognition gives us the confidence the campaign for school we are heading in the right gardening can be found direction.” be visiting www.rhs.org.uk DoppelterDoppeltteer PrPreiswinnerreeiswwinner bebeii GLEE BirBirminghamrmminghamm 20092009

20 Garden World GrowCamp A/S • Denmark • Tel. +45 59 48 70 00 • www.growcamp.com NEWS

GARDEN FAIR SET TO BLOOM EVERY YEAR The spoga+gafa Fair will take place annually from 2011, €60 organizers have revealed. From next year the world’s leading trade fair for the garden sector MILLION LOST will once again take place annually under the banner of spoga+gafa. And it means that the annual change of the name and logo of PLANT BILL Cologne’s garden trade fair will be a thing of the past. THE coldest winter for nearly Announcing the decision, Executive Vice President of Koelnmesse, 30 years has cost gardeners an Oliver P. Kuhrt, said: “Many exhibitors whose product ranges estimated €60 million in lost actually belong in the traditional gafa segments already use the plants and flowers, experts garden trade fair in Cologne every year as a presentation platform for their innovations. have claimed. “Many buyers and traders were confused by the trade fair only being called spoga in the Exotic and non-hardy plants odd years. were wiped out as temperatures “In addition to garden furniture and barbecue manufacturers, numerous leading plummeted as low as 17 degrees international suppliers from segments such as floristry supplies, decorations, plant care, centigrade in parts of the northern lighting and garden sheds would also come to Cologne in the spoga years.” Europe last winter. He explained that by establishing the fair every year, the trade fair can once again The average garden enthusiast respond more flexibly to all the segments, as well as offering an attractive annual would have lost up to one fifth of presentation platform to companies with faster innovation cycles as well as those with stock and would need to spend longer ones. between €58 and €235 to replace “At no other event in the world can you find such a wide spectrum of innovative products it. from all areas of the garden and leisure sectors as we present every year in Cologne – and Experts reckon the overall cost this event will now always be staged under the name spoga+gafa.” could reach as much as The product range at spoga+gafa is divided into the segments “garden creation”, “garden €60million. living”, “garden care”, “garden excellence” and “garden basic”. Tim Rumball, editor of Amateur In 2010, more than 2,000 exhibitors will present their product innovations on the Gardening magazine, said: Koelnmesse exhibition grounds. “People have been encouraged to plant Mediterranean plants that they have seen on TV. Then when it comes to winter many of these plants die off.” “You can’t expect something that is tropical to survive the severe temperatures we had last winter.” Experts advise people to bring vulnerable plants into a frost-free garage or shed over winter.

QUALITY FOR THE BEST MOMENTS IN LIFE

© Weishäupl Möbelwerkstätten GmbH D-83071 Stephanskirchen • www.weishaeupl.de Garden World 21 SUSTAINABILITY Foto: Keystone, Kom 544/10 Stewardship Council A.C., FSC-SECR-0022. FSC Trademark © 1996. Forest

Local Forests. Global Markets. www.panda.org/gftn

WWF Global Forest & Trade Network

An initiative of WWF, the Global Forest & Trade Network (GFTN) is a global partnership that enables markets to work for forests.

GFTN is comprised of suppliers, producers and purchasers from across the forest industry supply chain that are willing to lead the industry in responsible forest management and trade.

Come and visit our booth at the spoga: passage 3/11 22 Garden World SUSTAINABILITY Rattan Revival A NEW APPROACH AIMED AT SWITCHING FROM OVER-EXPLOITED RATTAN RESOURCES TO A MORE SUSTAINABLE RATTAN SUPPLY CHAIN IS BEING INSTIGATED BY CONSERVATION CHARITY, WWF. ITS OVERARCHING GOALS ARE TO MAINTAIN AND SUSTAINABLY MANAGE 50,000 HECTARES OF FORESTS IN THE GREATER MEKONG REGION, AND TO GET FSC (FOREST STEWARDSHIP COUNCIL) OR FAIR TRADE- CERTIFIED RATTAN PRODUCTS ONTO THE INTERNATIONAL MARKET.

Map of the project area in the Greater Mekong region.

“That’s rattan”, says Bouaphet Bounsourath, Project TargetTarget pprojectsrojects mmapap Manager of WWF , and points at a very long, thorny -like woody plant, clinging onto the trees. “The thorns can be quite nasty if you don’t know how to handle the plant. It doesn’t do any harm to the trees, but needs them to climb and grow.” This part of the world, the Greater Mekong region, is one of the most diverse on the planet. Within the last decade, more than 1,000 new species have been discovered. The wet, dark and muddy tropical forests in LAOSLAOAOOS eastern Laos are home to tigers, red-shanked doucs and a myriad of various bird and snake species. But this paradise is threatened by increasing pressure from CAMBODIACAMBODIA unsustainable development, over extraction of natural resources, wildlife trade, and the devastating impacts of VIETNAMVIETNAETNAMM climate change. The distinct woven mesh of rattan furniture is a familiar site in many homes, but few know where it comes from or what the plant actually looks like. Rattan is a multi-million dollar business, global trade is estimated at US$2 billion (International Network for and Rattan, 2009). It plays an important role in creating jobs and income for communities in the Greater Mekong and throughout Southeast , as well as parts of China. Rattan may account for up to 50 percent of the cash income in a community. ) Forest cover in the Greater Mekong has fallen from over 55 percent in the early 1970s to 34 percent today. Unsustainable rattan harvesting leads to and has a negative effect on rural people’s source of income. WWF wants to achieve a more sustainable rattan production that will ensure future rattan supply and prevent negative impacts on communities, companies, and nature. Thus, WWF initiated a sustainable rattan program in Cambodia and Laos (in 2006), and Vietnam (in 2009) which led to the current project – “Establishing a Sustainable Production System for Rattan Products in Cambodia, Laos and Vietnam” – with funding from the EU and IKEA. “The approach is based on switching from over-exploited rattan resources to a more sustainable rattan supply chain, addressing the whole chain, from Rattan products in the making. The plant is an important source of jobs and income.

Garden World 23 SUSTAINABILITY

Rattan

t Rattan belongs to the palm family (Arecales or Palmea) and is found in Asia, , and Australasia up to 3,000 meters above sea level t Around 600 species and 13 genera of rattan are known; commercially used are mainly eight species. t Certain rattan species are known to grow more than one hundred meters long t The bark of rattan strands is peeled off and used for , while the “core” of the rattan can be used for Example of a of a stylish rattan chair. various purposes in furniture making.

seed to shelf”, says Bouaphet. Vietnam are participating in the project. Together with The objective of the project is to strengthen the rattan these companies and around 100 communities, WWF is industry in the three countries, producing attractive, high- developing forest management plans, training processors quality products for the international market, and thereby and traders in cleaner production practices, supporting contributing to the socio-economic development of these better legislation, and promoting FSC and Fair Trade nations, based on a more sustainable production and certification of the forests as well as of the products. responsible . Companies interested in supporting responsible forest The overarching goals are to maintain and sustainably management come together in the Global Forest and manage 50,000 hectares of forests in the Greater Mekong Trade Network, an effort initiated by WWF to promote region, and to get FSC (Forest Stewardship Council) or forest-based products from responsible forestry, and Fair Trade-certified rattan products onto the international facilitate contacts between businesses. This network market. currently exists in 32 countries. “Responsible traders, retailers, and consumers in The first rattan products made from sustainable rattan Europe, America, and Asia play a key role in securing the are expected to reach the international market in 2011. By future for rattan producers and forest resources in Laos, 2015 WWF aims for half of the rattan industry in Laos, Cambodia, and Vietnam”, says Simone Stammbach, Vietnam, and Cambodia is more sustainable which will Market Links Manager at WWF Switzerland. lead to environmental improvements, enhanced Within only 10 years, sales of FSC-products – made by competitiveness, and increased income for communities. WWF Global Forest & Trade participants in Switzerland – “With this project, it is becoming possible for villagers to went up from zero to US$ 283 million in 2009. This craft rattan products and conserve the forest at the same increasing demand shows that customers in Europe want time. Now it is important to increase capacity in the certified products that are cleaner, improve livelihoods, communities and develop the marketing aspect of their and keep forests healthy. rattan products. The locals are learning from the private “This makes sense from every angle – people, profit, sector,” concludes Ratanak Ou, Project Manager of WWF and planet wise”, comments Stefan Mundwiler of the Cambodia. retailer Coop, “consumers want to do the right thing”. Come and visit them at this year’s spoga+gafa Fair. The Coop in Switzerland has committed to purchasing some WWF booth is located in passage 3/11. of the FSC-certified rattan. This world’s first FSC certification of rattan forests is expected in early 2011. According to Swedish furniture trader and writer Jenny To learn more about the WWF/EU rattan program visit von Platen, the trend is that rattan is returning “by leaps www.panda.org/rattan, www.switch-asia.eu and and bounds” to the international market. www.rattancambodia.com Poly or plastic rattan furniture may be practical but they For more information about FSC (Forest Stewardship do little to guarantee an income for natural rattan Council) and Fair Trade go to www.fsc.org, producers and secure thriving living spaces for animals like www.fairtrade.net and www.wfto.com tigers, elephants, and rhinos. To learn more about the WWF Global Forest and Trade So far, some 20 companies in Laos, Cambodia, and Network visit www.gftn.panda.org

24 Garden World WWW.WOODVARIA.COM

HALLE 8.1 STAND 41

10 0200 0DGHLQ%HOJLXP Brandstraat 21 - 9160 Lokeren T +32 (0)9 356 05 05 - [email protected]

DER TRENDSETTER FÜR IHRE GARTENGESTALTUNG HISTORY

Uncovering the LEISURE FAIR HISTORY

WITH SOME 60 YEARS OF UNPRECEDENTED SOCIAL CHANGE ACROSS EUROPE THAT HAS WITNESSED THE RISE OF THE LEISURE INDUSTRY ONE WOULD EXPECT ANY TRADE FAIR ENCOMPASSING LIFESTYLE, FASHION AND TECHNOLOGY TO MIRROR THOSE CHANGES. GARDEN WORLD MAGAZINE CHARTS THE HISTORY OF THE FAIR, BACK BEFORE SPOGA APPEARED IN 1960 AND GAFA IN 1973 AND TO ITS CURRENT POSITION AS THE WORLD’S LARGEST GARDEN AND LEISURE TRADE FAIR.

s far back as before World War II, sports item in parallel to the “Baby” fair. manufacturers had already been exhibiting their With 380 exhibitors and almost 11,000 visitors, the first range of products at the Leipziger Messe. But spoga gathering was hailed as a considerable success. In that opportunity and exposure wasn’t available 1961, the fair took place under the name “spoca” – the garden for western manufacturers at the end of the furniture manufacturers had tried to establish their own warA in Leipzig. event for a year but soon abandoned the enterprise. As a result, on the initiative of the Federal Association of Afterwards, the fair returned to the scene again, reverting the German Sports Goods Industry (BSI), the decision was to its former name, “spoga”. In 1961 the trade fair took place made to shift the event to Cologne, following a guest twice. Then, however, it settled for one date in autumn, at appearance in Wiesbaden. first in October and then in September. Cologne was regarded as a good location because By 1967 spoga encompassed three additional halls and alongside the sports and camping industry, spacious garden covered a total area of 10,000 square metres. It also furniture was becoming more popular and moving centre- expanded to incorporate new product activities of water stage. sports and hobby angling. In 1972 the number of exhibitors So, for the first time, from 7-11 January 1960, spoga took rose to over 1,000 for the first time. Since 1982, spoga has place under the banner of the “International Trade Fair for always taken place from Sunday until the following Tuesday. Sport Articles, Camping and Garden Furniture” in Cologne – The International Garden Trade Fair, gafa, has run parallel

The International Garden Trade Fair, gafa, has run parallel to spoga ever AQUATROLLEY GERMAN ENGINEERED since 1973. Prior to that “gafa belonged to the Comfortable watering l For conservatory, terrace and raised beds Household and Hardware Easy operation Fair. Then, in 1979, the l Rechargeable technology, spiral hose and soft grip manufacturers of sports Multifunctional use clothing and shoes found l Large tank, can be taken up stairs and used with liquid fertilizer a new home in the ISPO

www.al-ko.com in Munich

2-IN-1

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A L T I T ER R FE

MOBILE 26 Garden World ” HISTORY

to spoga ever since 1973. Prior to that gafa belonged to the Household and Hardware Fair. Then, in 1979, the manufacturers of sports clothing and shoes found a new home in the ISPO in Munich. At the same time, spoga and gafa continued to build on their position as the world’s leading trade fair in the garden and leisure market. Equestrian sports also took the decision that their best interest were to remain in Cologne. And in 1980, at the instigation of the equestrian sports unit of the Federal Association of the German Sports Goods Industry (BSI), the International Equestrian Sports Centre was founded. In 2008, the newly named “spoga horse” was established as an independent show at the trade fair. In 1990 visitor checks at the areas linking spoga and gafa were abandoned. Since then, the events published joint figures. From 2006 on, the trade fair was only being called “spoga” in the odd years because it was decided that gafa would take place every two years. And from next year, 2011, the world's leading trade fair for the garden sector will once again take place annually under the name spoga+gafa. Today the garden trade fair spoga+gafa holds the top position among garden and leisure fairs worldwide. This year spoga+gafa is expecting over 2,000 exhibitors from 53 countries.

VISIT US AT SPOGA + GAFA HALL 10.1 STAND D20/E21 RONDO – exclusivity included

The self-watering planter from LECHUZA shines with stylish design and impresses with intelligent accessories. Frost and weather resistant, RONDO Self- Watering is an attractive planter for indoor or outdoor use. The interchangeable liner Planter with recessed frame handle makes changing the planting easy – anywhere. Dim. 16 x 30 inch /40 x 75 cm.

geobra Brandstätter GmbH & Co. KG . Brandstätterstr. 2–10 . 90513 Zirndorf . Germany 07.10/P0267 ”E-Mail: [email protected] . Internet: www.lechuza.com Garden World 27 REVIEW 2009

Big-hitters and quality visitors: A review of spoga 2009

WITH MORE THAN 25,000 TRADE VISITORS FROM NEARLY 90 COUNTRIES – NEARLY ONE THIRD FROM ABROAD – SPOGA 2009, AGAIN ATTRACTED THE BIG DECISION-MAKERS AND HIGH-QUALITY VISITORS TO COLOGNE LAST SEPTEMBER. GARDEN WORLD MAGAZINE TAKES A LOOK BACK AT THE HIGHLIGHTS AND REPORTS ON THE ANALYSIS BY SENIOR INDUSTRY PLAYERS.

hen the garden fair closed it’s doors on in Hall 4, was also able to confirm its position as the Tuesday 8 September 2009 Cologne, leading trade fair for equestrian sports. spoga had once again underlined its From fashionable garden loungers through to high-tech leading position as a global marketplace sunshades: With 536 companies, the furniture sector was Wfor the garden sector with 1,389 again very well positioned. About 35 exhibitors in the suppliers from 49 countries participating over three Excellence Hall enriched spoga with their furniture for the successful days. high-value and luxury sector. And almost 410 companies On 168,000 square metres of exhibition space, over presented their products for the leisure sector, which 25,000 trade visitors from 89 countries were able to learn included the world’s largest range of products from the about the new products in the garden and leisure grilling and barbecue segment. But there was also lots of segments. action for the garden market: Over 580 companies were “Despite the current difficult economic situation, spoga represented in the “ambience” area of the fair, including has once again presented the outdoor lifestyle sector at a producers of decoration supplies, plants and plant care high international level,” said Oliver P. Kuhrt, Executive products. There were also 146 exhibitors presenting their Vice President of Koelnmesse, to sum up the fair. “We basic garden products from the Far East in the “basic” were able to further improve the visitor quality, which segment. played a major role in creating the positive atmosphere at the fair.” Positive mood among the sector associations In addition to the numerous world premieres and Germany’s garden and leisure sector was satisfied with innovations that were presented at spoga, there was a the turnover in the first seven months of the year. The very positive response from trade visitors to the target- Federal Association of the German Sports Goods Industry group-oriented and interactive supporting programme with its special shows, workshops and events. Spoga horse, which ran in parallel to spoga spoga 2009 by numbers

A total of 1,389 companies from 49 countries took part in spoga in Cologne in 2009 on a gross exhibition space of 168,000 m2, with 79 per cent of the exhibitors coming from abroad. By comparison, the fair in 2007 was attended by 1,547 companies from 56 countries, who exhibited on a gross exhibition space of 190,000 m2, with 80 percent of the exhibitors coming from abroad. This year’s participants numbered 280 (2007: 318) exhibitors and 8 (7) additionally represented companies from Germany as well as 1,075 (1,170) exhibitors and 26 (52) additionally represented companies from abroad. When estimates for the last trade fair day are included, 25,350 (2007: 27,561) trade visitors from 89 (100) countries, approximately 59 (60) percent of them from abroad, came to spoga Cologne 2009.*

*All of these figures have been calculated in accordance with the guidelines of the Society for Voluntary Control of Trade Fair and Exhibition Statistics (FKM).

28 Garden World Furniture group Terese Welcome to the new world of KWA New and exciting things are happening at KWA. We’ve been making garden furniture from the Swedish forest since 1946 for people who have high standards of quality, design and comfort. Furniture made in an environmentally friendly and sustainable production. And now a change of ownership will further ensure KWA’s goal in continuing its development of both traditional and innovative design in the European garden furniture market. Come to our booth and see our new furniture groups and meet the new team at KWA. Come and discover the new world of KWA 2011!

You’ll find us in Hall 2.1 Aisle B No:049 Aisle C No:048

www.kwa.se REVIEW 2009

(BSI), the conceptual sponsor of spoga and spoga horse, regards “Chilling out in the Mediterranean Garden”. Events such as the Live the domestic sales levels, so far, as stable. However, there were Barbecues also attracted large crowds of interested visitors. For problems with exports, which had an impact on customer contacts those interested in the increasingly important area of contract from abroad. Désirée Derin-Holzapfel, President of the BSI, summed business, the workshop “Contract potential – everything that now up the fair on a positive note. “There was a very positive reaction has to be found outdoors” offered lots of information and know-how. from trade visitors to the numerous new products exhibited.” The new Plant Park, where growers of young plants presented their “We hope that the good atmosphere at the trade fair will have a products, passed its initial test at spoga. “We’ve got off to a good positive effect on the development of sales in the coming season,” start. Now we need to let these shoots grow some more,” was the said the BSI President. John W. Herbert, Managing Director of the general feeling expressed by this segment. Federal Association of the German DIY, Building and Garden Specialist Stores (BHB), underlined his pleasure with spoga 2009. The trends at spoga 2009 “Considering the current conditions, the trade fair went better than In the outdoor living sector, “new comfort” was popular – with a we might have originally thought. Expectations were fulfilled in every modern interpretation. Manufacturers are responding to consumer area.” demands for a sense of well-being by providing models that are The products with the highest turnover in the specialist building comfortable without neglecting design. supplies and garden trade segments during the first half of 2009 For instance, there are chairs resembling a shell and sun loungers were flowers and plants. According to the BHB, this product group that are reminiscent of a wave. Modular furniture that can fulfil registered an increase of 7.5 percent in the first six months of this individual wishes is also popular. As far as colours are concerned, year, in comparison to the same period of the previous year. The warm and muted colours like mocca or cappuccino are currently Barbecue Industry Association Grillverband (BIAG) announced that fashionable. Combined with bright and flashy accessories, for there was double-digit growth in turnover in the grilling and barbecue example in lilac, orange or green, outdoor furniture in 2010 will be a product segment up to July. Garden centres saw significant growth real eye-catcher in the garden or on the balcony. The issue of in the outdoor plant segment – particularly in the areas of shrubs and sustainability is increasingly the focus of attention because of greater nursery plants. Due to the weather the German Garden Centre environmental awareness among consumers. Manufacturers are also Association announced patchy results in other areas for the first half adapting to this theme by increasingly using natural materials or of the year. developing new, high-tech materials, for example, a plastic that can replace tropical wood. Quality is still what counts. The trend towards Visitor survey: the big decision-makers came to Cologne high-quality products continues unabated. “The quality of the trade visitors was excellent; the most important This is also true for the grilling and barbecue product segment, decision-makers were in Cologne,” was the comment frequently where sophisticated new developments in the areas of charcoal, gas made at the exhibitors’ stands. The visitor survey also backed up and electric products have defined the fair’s themes. “The barbecue this statement. 82 percent of those surveyed had sole or joint industry has not felt the effects of the economic crisis,” said Kurt responsibility for making purchasing and procurement decisions at Schlieper, Chief Executive of the Barbecue Industry Association their company. Half of all visitors to spoga are members of their Grillverband (BIAG). “In particular, the range of large gas grills – fitted respective management boards. The fair's extensive spectrum of out like proper outdoor kitchens – has grown. Consumers are now products ensured that over 70 percent of visitors rated the product willing to invest more in a barbecue than in the past.” range as either good or very good. Nearly 85 percent would Alongside the large gas grills, there were also numerous barbecue recommend a visit to spoga to a close business associate. And 59 hearths and outdoor fireplaces at the trade fair, providing the percent of the trade visitors who travelled to Cologne were from romance of a campfire and at the same time reflecting the trend outside Germany. towards cosiness. Suppliers from the beach and water sports segments presented Interactive supporting programme receives good response the further development of materials like neoprene as well as stylish A lot of attention was given to interaction and communication in the ideas for outdoor leisure enjoyment. In the “ambience” creation of this year’s supporting programme – and this concept was segment, appealing lifestyle accessories – ranging from large a big hit! The exhibitor presentations of the top ten garden furniture, ceramic items and colourful outdoor XXL stones, right through to barbecue, and beach and water sports products were as big a hit metal supporting shelves for the balcony – defined the scene at with the trade visitors as the excellence special shows “Flower spoga. Leading brands in the floristry supplies and decorations Power”, with its attractive presentation of POS concepts, and segments were on hand in Cologne in this non-gafa year as well.

30 Garden World REVIEW 2009

Voices from the sector – Key quotes from spoga 2009

Jürgen Frank Brackmann, Stern GmbH & Co. KG: definitely achieved our goal for the trade fair.” “We’re very satisfied. In particular, the quality of the trade visitors was good, and also the turnout at our company’s Roland Stadelmann, Outdoor Chef International Ltd.: stand – especially from Germany – was encouraging.” “We are very pleased – in terms of both the quantity and, above all, the quality of the trade visitors. We have the Roland Stoiber, Münchener Boulevard Möbel GmbH: feeling that the trade fair has become more international. “We took orders beginning from the very first minute of the The visitors from English-speaking countries, Belgium and trade fair. Our activities abroad, in particular, went Holland were particularly good. We’ll be back!” extremely well. Our new material Resysta attracted a great response – especially as a result of our workshop at the Peter A. Baumann, Scheurich GmbH & Co. KG: stand – and was for the first time properly understood. In “The trade fair went very well for our company. We’re highly this respect, it was a very successful event for our company.” satisfied. That’s because all of our important customers from Germany and many important customers from abroad – Oskar F. Weishäupl, WEISHÄUPL Möbelwerkstätten especially from the UK, France, Scandinavia and the USA – GmbH: visited our stand. We’ll certainly be back next year for “We are extremely satisfied with the number of trade visitors spoga+gafa and also again in two years to take part in from the high-quality furniture trade. Our new products spoga.” were very well received by this clientele.” Werner Thomaier, Aqua Lung GmbH: LANDMANN Holding GmbH & Co. KG, Guido Kühne: “We’re satisfied with how the fair went. However, the “spoga 2009 was a resounding success for our company. Our number of visitors from the sports trade could have been main goal was to restructure the Landmann brand in the better. But this type of restructuring needs time. It was great barbecue segment. That proved to be a great success. This is to see the number of customers from abroad, whether from due to the fact that our top customers were present on all of Europe or the Middle East. The quality of the visitors was the days, providing us with very positive feedback. We have extremely good.

With over half a century’s horticultural expertise, at Hozelockk we understand the rewards of gardeninggardening aandnd wwantant to help you get the most from your garden. To find out more visit www.hozelock.com or come and see us at GAFA on Stand B10, Hall 9

Garden World 31 VIEWPOINT

IN A GROWING GARDEN AND LEISURE ECONOMY THROUGHOUT HOME EUROPE WITH GARDENS BECOMING SECOND LIVING ROOMS FOR MANY CONSUMERS, GARDEN WORLD WAS GIVEN AN EXCLUSIVE QUESTION AND ANSWER SESSION WITH OLIVER P. KUHRT, EXECUTIVE VICE PRESIDENT OF KOELNMESSE GMBH, TO GET HIS FROM PREDICTIONS ABOUT THE GARDEN MARKET SECTOR AND HEAR HOW INNOVATION WILL PLAY AN IMPORTANT ROLE AT THIS HOME YEAR’S SPOGA+GAFA TRADE FAIR.

The Fair can help you impress Garden World: What are your predictions for the the national as well as coming year in garden sector? international trade with new Oliver P. Kuhrt: The garden market is growing and product innovations says benefiting from “outdoor homing” – this is revealed Oliver P. Kuhrt, Executive among other things in a comprehensive study on Vice President of the garden theme published by management Koelnmesse. consultants BBE Retail Experts last year. The experts assume that the volume of the garden market will increase in the period from 2008 to 2013 by around four percent. Accordingly, between 2008 and 2013, the garden and balcony furniture segment will increase by an annual average of 2.3 percent. Against this background, our preparations now under way for the spoga+gafa garden trade fair are very through accessories to water and lights – spoga+gafa promising. The associations participating at spoga+gafa presents all the corresponding products for garden lifestyle are also mostly optimistic about the future and hope that under one roof. The Garden Creation, Garden Living, the fair will generate impulses for their sectors. Garden Care, Garden Excellence and Garden Basic segments have been restructured and even more Garden World: Where are the best markets going to be effectively adapted to the trade’s purchasing structures. and in what products? All around the exhibitors’ stands specialist trade Oliver P. Kuhrt: We must of course bear the different expertise and competence along with new impulses for sales and turnover figures in mind, but one thing is product range planning are the focus of attention. Trade undisputed: the grill and barbecue segment has emerged visitors can embark on an informative journey through the as the winner in recent years. According to the experts, garden year along the new “Boulevard of Ideas”. between 2000 and 2008 this sector grew each year by There, in co-operation with a commercial agency, almost 13 percent. But there is still great potential in the spoga+gafa is showing innovative point-of-sale concepts garden furniture segment too. for large outlets and the retail trade. The Barbecue Park, Beach and Water Sports Park along with the Garden Garden World: What are key themes for the spoga+gafa? Furniture Park special presentation areas serve as a Oliver P. Kuhrt: With more than 2,000 suppliers, each showcase for the top innovations in the respective showcasing their ranges – extending from furniture segments. The Fair’s “green image” is rounded off by the

32 Garden World VIEWPOINT

plants and flowers sector, which is setting highlights, particularly in combination with the Plant Park in Hall 9. In addition, within the framework of a new design concept, we have further developed the excellence sector in which selected high-quality and luxury furniture manufacturers are presenting their new products and innovations in an attractive setting.

Garden World: How important is innovation for sector? Oliver P. Kuhrt: Across all product sectors the garden and leisure industry is characterized by a high degree of innovativeness. Of course, a sector trade fair also lives from this. Many manufacturers use spoga+gafa each year as an initial presentation platform for their innovations, so that, once again this year, we can look forward to numerous world innovations and further developed products. As the fair is held in an annual cycle, we can flexibly respond to all segments and offer both companies with fast as well as longer innovation cycles an attractive, annual platform. Here in Cologne you can impress the national as well as international trade with your new product innovations and increase awareness for your brand.

Garden World: What do you see as the main trends in the leisure/gardening sector? Oliver P. Kuhrt: From the consumers’ point of view, the garden is assuming an increasingly important function as a place of peace and quiet, relaxation, but also conviviality. Trends such as the much-quoted “cocooning” are resulting in the garden becoming a second living room in many areas. The consumers are placing correspondingly great emphasis on high-quality fittings and fixtures for the outdoor sector. This trend towards quality products is From the consumers’ point of view, clearly evident in many sectors, such as for example the the garden is assuming an areas of garden furniture, barbecues or also garden increasingly important function as appliances. Just which materials, colours and products will be in demand next year, will be shown to the gathering a place of peace and quiet, of trade visitors from all over the world from 5th to 7th “ September in Cologne. relaxation, but also conviviality. [It is] becoming a second living room in many areas. ” Garden World 33 BSI The leisure industry defies the crisis

WITH CAMPSITE VISITS UP 10 PERCENT LAST YEAR AND THE GARDEN A LONG-TERM RETREAT IN COMPARISON TO A QUICKLY GONE-AND-FORGOTTEN HOLIDAY, THE FEDERAL ASSOCIATION OF THE GERMAN SPORTS GOODS INDUSTRY (BSI) IS IN BULLISH MOOD ABOUT THE FUTURE AS IT LOOKS FORWARD TO ITS NEXT 100 YEARS HAVING REACHED ITS CENTENARY IN 2010. EXECUTIVE DIRECTOR, ADALBERT VON DER OSTEN, OUTLINES WHY.

e agree that the economic crisis at the gates of holiday destinations for a short period. our gardens was largely halted. Very good sales In the companies in the sector where things did not go so well last bring a very good mood. And in troubled year there is, however, also a tangible feeling of relief due to the current economic times the garden serves as place of business situation. What they all have in common is an optimistic view W retreat and it is much easier and better value to of the future. This year’s garden season is very promising but everyone make it attractive for the whole summer than search for far-off is aware that the business situation is still dependent on our weathe. . But the consumer is also contributing to the companies’ positive mood in other areas; they are quality conscious. And just like the companies they are placing their faith in innovation and quality, the consumer prefers high-quality brand articles, especially also in the for well-assorted specialist trade. They are also determining the trend green towards light and modern-designed garden furniture. plants For exports, however, there are two sides to the coin. For instance, for there are the southern and eastern European countries that are more flowering affected by the economic crisis and therefore constitute difficult plants markets. On the other hand bring countries such as France, Belgium, Austria or Switzerland still performed well. If we look at the broad product range at spoga, then the camping, caravanning and water sports sector is just as important to the BSI members as that of garden and leisure furniture for garden lifestyle. Figures released by the Federal Statistical Office (Statistisches Bundesamt) revealing that that the number of overnight stays by German guests at camp sites in Germany in 2009 rose by 10 percent to around 21 million. Confirmation, the Industry says, that the enthusiasm for caravan travel, motor homes and tents in recent years has remained strong. Following a particularly cold winter, with emptied winter sport warehouses, they are hoping for a hot summer and strong sales. The latest product developments and swimwear creations once again promise pure sport, fun and bathing pleasure all the way.. The sector firms within the BSI are once again present at spoga 2010 with numerous new products and innovations. From garden furniture through to camping articles right up to the barbecue sector, complemented by products for water sports, the beach, sport and fun, a diverse and high-quality product range is to be expected. In any case it is a very special year for the sector: spoga is celebrating its 50th anniversary and in May the BSI also celebrated its 100th anniversary with a major ceremony in Dresden. You can find us d.o.o. is a Slovenian manufacturer of high quality products for plant protection and at stand Nr. nutrition, organic gardening and pest control. It has 5 subsidiaries, located in the Czech Republic, Croatia, Poland, Hungary and the Slovak Republic and does B 036 in business with some of the biggest firms in the EU and can provide a registration to ensure a Halle 07 successful market entry.

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www.unichem.si INTERVIEW

Playing the same tune AT FIRST GLANCE, THE SKILLS REQUIRED TO CONDUCT AN ORCHESTRA AND RUN A GARDEN BUSINESS MIGHT NOT SEEM STRIKINGLY SIMILAR. BUT WORLD-RENOWNED AUSTRIAN CONDUCTOR TURNED BUSINESS CONSULTANT AND AUTHOR, CHRISTIAN GANSCH, WILL NO DOUBT OFFER A DIFFERENT OPINION. AHEAD OF HIS APPEARANCE AS HEADLINE GUEST AT MESSE-TALK – THE TRADITIONAL GET-TOGETHER OF THE GREEN MARKET COMMUNITY IN COLOGNE – HE SPOKE TO MICHAEL CUYPERS OF THE EVENT ORGANIZERS, INDUSTRIEVERBAND GARTEN (IVG), ABOUT HIS ENTWINED PHILOSOPHY, ENCAPSULATED IN THE PHRASE: “MANY VOICES, ONE GOAL”.

Q: Mr Gansch, you are invited to speak at this musicians. The theme of the orchestra is listening to each year's IVG Messe-Talk. What will you talk about? And other – acting together. what will the audience be listening to? In an orchestra there are up to 15 divisions. Technically A: My theme is “Many voices – one goal: The orchestra as model of success”. By taking the orchestra as an example I will show how a hundred individuals – some of them quite egocentric – will finally present a homogeneous and harmonic result. This is not an easy job to do as you can surely imagine. My experience is that conducting an orchestra and managing a company do have Q: You are a conductor, your profession is music. What led you into consulting? much in common. Managers may learn a lot A: I have got two backgrounds. Yes, I am a musician from musicians. The theme of the orchestra but I am also a person of business. For 14 years I worked “ is listening to each other acting together. within the management of Universal Music. My experience is that conducting an orchestra and managing a company do have much in common. Managers may learn a lot from 36 Garden World ” INTERVIEW

IVG Messe-Talk with Christian Gansch

Christian Gansch will be the main speaker at the Fair Talk event being held in the Konrad-Adenauer hall in Cologne at 19.15 on 6 September 2010. IVG, who organise the event, expect an audience of about 500 people. In addition to a entertaining speech there will be lively networking discussions and the chance to meet manufacturers, retailers, specialists and journalists from the green market. Refreshments will also be served and IVG general manager, Michael Cuypers, promises some extra surprises. Tickets can be bought directly purchased from the Industrieverband Garten (IVG) or at the IVG-booth at spoga+gafa, Boulevard (Aisle A, Number 006) or at the box office on the night. Christian Gansch in a minute speaking, 60 violinists will support one flute. Christian Gansch works as a conductor, producer and This works because everybody knows that consultant. He was born in Austria in 1960 and studied the client pays for a perfect result and not piano and violin at the Hochschule in Vienna. He has for a perfect division. In both cases it is essential to worked as a conductor with numerous orchestras overcome silo thinking, for the benefit of the whole worldwide since 1987, from the BBC Symphony you have to stop acting egoistically, for instance, Orchestra, London to the Russian National Orchestra. focusing on your division only. Between 1990 and 2003 Mr Gansch worked as a producer for Deutsche Grammophon, a Universal Music Company. He produced nearly 200 CDs Q: Conducting an orchestra and leading a that have earned him a number of prestigious awards in Europe as well as company – what do both have in common? four grammy awards in the USA. A: There is not only the conductor. In an With two distinct perspectives of the musical world, as a musician and as orchestra there are up to 15 divisions with three a manager, he has been able to create a unique coaching concept, which leaders each and two substitutes. There are demonstrates the similarities between orchestras and company structures. hierarchies. The conductor, as leading person, only Gansch compares these similarities and shows what companies can learn gives a vision. The division managers care for its from the complex structures in orchestras, which from the outside look like execution. It’s they who conduct the instrumental a perfect unit to the audience. Orchestras with their high potential for groups and not the conductor. The audience surely human conflicts, leadership issues and complex integrated communications won’t note it, provided it works. Of course, there are a perfect example of how to bring a huge variety of specialists and are other aspects as well. For example, members instruments together to form one integrated harmonious unit. of an orchestra are usually members of a union. Since 2003 Gansch has worked as a consultant for a number of major companies with direct reference to communication and “orchestral Q: An orchestra has to be coherent; it must consciousness”. He has also published two books in this area, From Solo to be a unity and sound homogeneous, although it Symphony – What businesses can learn from orchestras, and Who enters consists of mostly talented but individual the stage must perform. persons having their own ideas and imaginations. It only works, if all work together For more information about Christian Gansch and his work, visit his website at to fulfil the common task and feel responsible www.gansch.de for it. This is also true for associations as organisers of common interests. Are you a member of an association? A: No, I am not. I am not a member of an association or a club may it be a golf or shooting club. This has got something to do with sitting very close together in the orchestra, body to body in a very narrow place. There is no way to escape. There are enormous group dynamics. Therefore I need some distance and that means a balance away from the groups. However, the theme of an association is similar to the one of an orchestra: listening to each other – acting together. It is for the benefit of all and in the interest of the whole.

Garden World 37 OUTDOOR LIVING

38 Garden World GLOBAL HOME IMPROVEMENT MARKET VALUED AT ALMOST €360 BILLION OUTDOOR ACTIVITY TREND WILL LEAD TO ‘ABOVE AVERAGE GROWTH’

he European Federation of DIY Manufacturers assess the sales of garden products worldwide for 2009 (fediyma) has assessed the global DIY and but the general feeling is that, due to the financial crisis, home improvement market in 2008 at €359 sales of garden products were down on 2008. billion. And while the garden industry has They say than some countries have been severely hit by historically neglected the home centre the financial crisis, especially ex-eastern block countries, Tindustry, that situation has changed dramatically and in Scandinavia, North and South America. In Western some countries home centres have become the leading Europe, Spain and Ireland sales were all well down while sellers of garden products. Germany had a slight increase. The European DIY-Retail Association (EDRA) points to EDRA believes that the garden department will become one notable example of this, in Germany, where the even more important for the home centres and are market share of home centres in garden products is just confident that this sector will grow above average in the under one third, according to analysts BBE Retail Experts. future. The association says that one of the most important The reason for this is that the trend in Europe will departments in home improvement stores is the garden continue towards more outdoor activities and therefore department. While almost all home centres in the world garden hardware, garden furniture and barbeques will sell garden hardware and garden furniture, many also sell continue to be popular. EDRA also believes that “less is plants. more” and that we will see a shift to better quality For example, in Germany, Dähne Verlag has estimated products and higher ticketed items. that garden product sales for 2008 were almost €15 The retail association expects suppliers of garden billion. OBI is by far the number one seller of garden products to continue to provide innovative improvements products in Germany with sales of more than €1.8 billion, to existing products in addition to completely new representing 29 percent of its total sales, followed by offerings and to recognise the shift towards higher quality Praktiker at €914,000, whereas the top Garden Centre goods. Suppliers, especially in developing countries, will chain, Dehner, has sales of €653,000 (source, Dähne). find they can only do good business with home centre Experts know that sales of garden products in home companies in the future if they offer acceptable working centres vary from country to country. In home centres in conditions, do not employ child labour and use Germany and Austria, for example, garden sales account sustainable materials for their products. for 22 percent of the total sales; in the UK 16 percent, in EDRA underlined the importance of the spoga+gafa Fair Italy 15 percent and in France 11.5 percent. “It would claiming it is without question the most important trade fair therefore be fair to say from all the data available that the globally for garden products. The association has home centres play a significant part in the sales of garden recommended to home centre companies worldwide the products worldwide.” importance of attending the event. It has revealed that In co-operation with its members and network, one key number one garden centre company in Australia, with 250 aim of EDRA is to support the GFK Total Store Report, to stores, have already confirmed its attendance in Cologne monitor sales globally and be able to give a more and it is anticipated that a number of other EDRA comprehensive overview of the garden market. members will shortly be registering for this invaluable trade The Association claims that it is currently very difficult to fair.

Garden World 39 We make barbecues that are known throughout the world for their superior quality, performance and results. For high performance gas barbecues and innovative barbecuing accessories, we are your one-stop shop. We are a barbecuing family who have been in the business of building top quality gas barbecues for over two decades. During that time, we have built our brands into names that have become synonymous with quality and dependability. Proudly made in North America, we manufacture a wide range of barbecues with quality features to satisfy all markets. We also carry the most comprehensive line of unique grilling accessories and replacement parts.

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A NEW TREND TOWARDS “OUTDOOR HOMING” IS LEADING TO A MORE DYNAMIC GARDENING MARKET ACCORDING TO A RECENT REPORT BY INDUSTRY ANALYSTS, BBE RETAIL EXPERTS. GARDEN WORLD MAGAZINE INVESTIGATES THIS GROWING TREND THAT IS BEING DRIVEN BY A MATURE AGE GROUP WITH MORE DISPOSABLE INCOME AND A FONDNESS FOR OUTDOOR LIVING AND COOKING.

he gardening market is growing – gardening is a trend. owner – who tend to be older, married and enjoy above-average According to BBE analysis, today’s gardening sector incomes – making them a very interesting target group. This group has a market volume of €14.6 billion and has grown by of high-income 50- to 69-year-olds makes up about 17 percent of nearly one per cent in the period between 2003 and garden owners. 2007. After a few weak years the gardening market is And having a garden arouses enthusiasm. From the consumer’s Tbecoming more dynamic: In 2007 growth of two percent was point of view, the garden has the important function of being a achieved and according to estimates, BBE forecast an increase of 1.9 place of peace and relaxation – even being treated as a second living per cent for 2008. room. The readiness to spend is correspondingly high. According to In contrast to previous studies, BBE Retail Experts have survey results, increasing value is being placed on quality. However, introduced a new market and product group classification. The total this isn’t necessarily mirrored by changes in the sales channels. number of product groups that were analysed increased by 15, In 2007, the most important sales channels in the gardening resulting in more than 40 product groups. market were still the builders’ and DIY stores with their gardening The driving forces of the German gardening market are related to departments, followed by plant nurseries and florists and garden the development of housing stock and living space (per home and centres. resident) in the indoor segment, and in the outdoor segment with The garden centres remained the most successful form of the development of gardens, terraces, balconies and business. The number of locations of German garden centre conservatories. operators (in Germany and abroad, whether belonging to an One of the gardening market’s largest high-growth areas is the organisation or not) rose between 2003 and 2007 from 3,737 to grilling and barbecue segment, with an increase of 14 percent. One 3,934. In the same period the number of garden centre branches of reason is that the garden, balcony and terrace are increasingly being the 15 largest German DIY companies (in Germany and abroad) rose used as an extension of the living room. This is mirrored by garden from 1,422 to 1,643. furniture trends, as well as by equipment and accessories for This means that even in the current economically strong “outdoor cooking”. gardening market, fierce competition and low-price strategies are An important driving force for the market is the typical garden common. According to BBE estimates, the market volume of the

42 Garden World gardening market will increase by around four percent in the period equipment, with demand between 2008 and 2013. expected to last throughout In regard to development of sales channels, it will mainly be the the next few years. garden centres that will be able to continue to expand their market In summary, the BBE share. This will be a testing time especially for florists/plant nurseries Retail Experts predict that for end consumers and the powered gardening equipment/hardware the gardening market offers and household equipment specialist trade. opportunities because In the medium term, the gardening market is also influenced by gardening is a trend. These weather conditions, particularly rain, snow, frost and heat. These can opportunities are either encourage consumers to buy or inhibit them and in the worst determined by the target case can cause loss of working time and even lead to a liquidity crisis group: Increasing in branches such as gardening and horticulture, in tree nurseries and experience orientation, plant nurseries, or landscaping of green and open spaces. convenience and homing According to experts, climate change will lead to warmer, drier are the social conditions that should be mirrored throughout the summers and milder, wetter winters. As results of the climate product ranges and their presentation. Home gardening, urban change, we can expect strong, more frequent rainfall and an increase gardening, green design and green work are further aspects that in heat waves – as we have already experienced in previous years. This reveal a basically positive mood among the population. will lead to, among other things, greater demand for sun and rain protection systems, such as garden umbrellas, sun shelters, pavilions BBE Retail Experts has a close and long-standing association with the and garden sheds. retail sector. The company was founded in 1953 as a Business Information In other research, by the Society for Consumer Research (GfK), Centre for the Retail Trade. Now, with more than 100 employees, BBE most consumers want to counteract climate change by using acts as a seismograph for market and consumer trends in the consumer environmentally-friendly technology. This could see positive goods industry and its supply chain offering industry-oriented analyses. momentum in domestic demand for environmentally-friendly garden For more information on the report visit: www.bbe-retail-experts.de

Garden World 43 SECTION HEADER SECTION HEADER HERE

he European Federation of DIY Manufacturers goods. Suppliers, especially in developing countries, will (fediyma) has assessed the global DIY and find they can only do good business with home centre home improvement market in 2008 at €359 companies in the future if they offer acceptable working billion. And while the garden industry has conditions, do not employ child labour and use historically neglected the home centre industry, sustainable materials for their products. thatT situation has changed dramatically and in some EDRA underlined the importance of the spoga+gafa Fair countries home centres have become the leading sellers claiming it is without question the most important trade fair of garden products. globally for garden products. The association has EDRA points to one notable example of this, in recommended to home centre companies worldwide the Germany, where the market share of home centres in importance of attending the event. It has revealed that garden products is just under one third, according the number one garden centre company in Australia, with 250 analysts BBE Retail Experts. stores, have already confirmed its attendance in Cologne The association says that one of the most important and it is anticipated that a number of other EDRA departments in home improvement stores is the garden members will shortly be registering for this invaluable trade department. While almost all home centres in the world fair. sell garden hardware and garden furniture, many also sell plants. For example, in Germany, Dähne Verlag has estimated that garden product sales for 2008 were almost €15 billion. OBI is by far the number one seller of garden products in Germany with sales of more than €1.8 billion, representing 29 percent of its total sales, followed by Praktiker at €914,000, whereas the top Garden Centre chain, Dehner, has sales of €653,000 (source, Dähne). Experts know that sales of garden products in home centres vary from country to country. In home centres in Germany and Austria, for example, garden sales account for 22 percent of the total sales; in the UK 16 percent, in Italy 15 percent and in France 11.5 percent. “It would therefore be fair to say from all the data available that the home centres play a significant part in the sales of garden products worldwide. In co-operation with its members and network, one key aim of EDRA is to support the GFK Total Store Report, to monitor sales globally and be able to give a more comprehensive overview of the garden market. The Association claims that it is currently very difficult to assess the sales of garden products worldwide for 2009 but the general feeling is that, due to the financial crisis, sales of garden products were down on 2008. They say than some countries have been severely hit by the financial crisis, especially ex-eastern block countries, Scandinavia, North and South America. In Western Europe, Spain and Ireland sales were all well down while Germany had a slight increase. EDRA believes that the garden department will become even more important for the home centres and are confident that this sector will grow above average in the future. The reason for this is that the trend in Europe will continue towards more outdoor activities and therefore garden hardware, garden furniture and barbeques will continue to be popular. EDRA also believes that “less is more” and that we will see a shift to better quality products and higher ticketed items. The retail association expects suppliers of garden products to continue to provide innovative improvements to existing products in addition to completely new offerings and to recognise the shift towards higher quality

44 Garden World ANALYSIS

WE LOVE OUR GARDENS

THE RANGE OF GARDEN TOOLS AND SUPPLIES IS THE MOST IMPORTANT IMPULSE GENERATOR FOR INCREASING TURNOVER AT DIY AND HOME IMPROVEMENT CENTRES. HERE, MICHAEL BAUMGARDT, PRESIDENT OF THE FEDERAL ASSOCIATION OF GERMAN DIY, BUILDING AND GARDEN STORES (BHB) EXPLAINS TO GARDEN WORLD READERS HOW RETAILERS CAN ENHANCE THE GARDENERS’ SHOPPING EXPERIENCE AND HOW CROSS-RETAILING CAN IMPROVE SALES BY SPOTTING SIX NEW TRENDS.

he top-selling line of products in Germany for products and grill accessories added 4.3 percent more the DIY/Home Improvement Centres is the sales to the till at the DIY centres. After an evaluation by product range of garden tools and supplies, the industry analysts, BBE Retail Experts of Cologne, it currently accounting for more than one fifth of was established that the DIY centres held 44 percent of the entire turnover for this business branch. the market segment for garden products. AndT interestingly, according to Michael Baumgardt, this segment was not affected by the weak economic trend Weather is decisive for the garden during the worldwide financial crisis of 2008. The President confirms that spring months are crucial for At the garden trade fair, spoga+gafa, 2010 in Cologne, a successful garden business, as this is the period when there will be once again a presentation of a vast diversity the main sales season for garden products is of garden products. This fair is a “must” visit for the concentrated in just a few weeks of the year. “The weather German DIY community, as well as the international DIY plays an influential role in the peak season. This is once branch. For this reason, the Bundesverband Deutscher again substantiated by the sales statistics for the first half Heimwerker-, Bau- und Gartenfachmärkte (BHB) e.V. of 2010,” he says. welcomes all the more the decision by both partners, spoga and gafa, to hold this trade fair on a yearly basis. High quality awareness A trade fair exhibits not only innovation but also brings Barely had the severe winter ended in mid-March in people of like interest together,” declares BHB President Germany, than the hobby gardeners couldn’t wait and Michael Baumgardt, thus in his opinion emphasizing its started forming queues in the garden departments of their primary benefit. “I use the show to have the chance to DIY centres. “The most popular item was garden furniture. contact many interested partners in the business and also For these products there is an ever-increasing demand for keep myself informed about the creativity and potential quality and design. As the garden is seen as an extension innovations of the exhibitors.” of the living room, many customers make sure they select high-quality garden furniture that is suitable for outdoors The garden is always in season as well as indoors. The sales figures for this market Flowers and plants make life more beautiful. To many segment are almost 50 percent higher this year than in the people a garden means equilibrium and a sense of ease previous year. that they would currently not like to do without. Those “Grill products are on equal footing with garden who don’t have a garden, make their balcony cosy with a accessories. Whether it’s simple equipment for the quarry sunshade and comfortable outdoor furniture. lake or a professional outdoor kitchen to spoil friends and Michael says that this is confirmed by the association’s guests in one’s own garden, there is a suitable grill for the statistics, which show that in the past year, the range of master chef to fit his every need at the local DIY centre. garden products have achieved the highest sales increase ever. According to GfK Nuremberg, the monthly turnover A fine start, then a blip has increased at all DIY centres that have sales floors Even though sales for garden products were mostly larger than 1,000 square meters. These results of the concentrated in the last two weeks of March 2010, says survey were published in a joint BHB/GfK report. Mr Baumgardt, there was still a two-digit growth in sales In 2009 outdoor plants, nursery products, flowers and in almost all product segments according to the BHB/GfK had a sales increase of 6.4 percent as compared to Report. “In April, the favourable garden weather held the previous year. Garden furniture, decorative garden constant, to the joy of hobby gardeners and garden

Garden World 45 ANALYSIS

product centres. As far as the balance sheet goes, it is not mower is being sold. Live shows with current garden themes and comparable to the previous year’s turnover for the same month. In special gardening courses also strengthen the retailer and his profile 2009 the spring season began a few weeks later in April. These past as initiator of ideas and dispenser of knowledge. three spring season months simply ran under the title of variable Convenience Trend sales. In May it was too wet and cold for that time of year, and Some like it simple. A with flowers, grass, and therefore could definitely not compete with the previous year. Overall, bushes invites one to relax and regenerate. More than half of the the 2010 garden year, due to the unfortunate weather conditions, gardens in Germany come under the title of flower garden. Only remains below expectations. Nevertheless, the high level of business about nine percent are laid out as and vegetable gardens. The in March proves the potential offered by the garden and recreational correct planning determines how work intensive the garden will be segments for the branch. The garden has lost none of its fascination. later. Even in the initial phase, the centres can be of assistance to the On the contrary, surveys prove that 94 percent of garden owners customer by offering services from planning to implementation. enjoy or enjoy very much spending time in their green oasis. Nothing People actively in work that are no longer up to the rigours of garden would stop them from investing in this area that they cherish and work would gladly take suggestions for easy-to-care-for plants. love. Automatic garden watering systems ensure that the garden will not The branch partners, in addition to the DIY centres, including wilt during the heat of the day and ergonomically designed garden garden centres or specialist shops, have available a convincing range tools are easy on joints and muscles, making the work easier. of garden products that enables the customer to create by simple Homing Trend means, a balcony or garden that is liveable and has an individual Wasn’t it just a few years ago that it was so important to combine flair.” the correct skirt length with the right colour of lipstick? And so it is today that house and garden are the litmus test for a stylish sense of Six trends to spot garden market taste according to the Future Institute. Your own four walls are once The garden is for most people more a delight than a burden. Almost again in fashion, not only as a place of retreat and an area for a two thirds of owners are spending more and more time working in sense of security, but also as a socializing and communicative their gardens. meeting place. In addition, the garden is also an extension of the Retail and industry could further promote this development in that living area outdoors. It has been promoted to a status symbol. The they adjust their products and services according to the consumer main impact on buying behaviour for a status symbol requires high- trends and take measures that are conducive to promoting these quality garden tools and supplies. Design plays an important role and trends. The BBE has identified altogether six consumer trends that so too, the brand and the quality. Through homing, a new living are of particular interest to the garden business. culture has originated – this includes the creative use of colours, furniture, textiles and decorative accessories. A Positive Experience Home Gardening Customers not only want to fill their needs, but they want the More and more living and garden spaces are being designed as a shopping experience to be an excursion into the product world that unit. The garden, and respectively, the terrace, are lived in and is fun and immediate. The more diverse the measures that are experienced as an extended living room. A high-quality selection of undertaken to add value to the sales floor, the more attractive the garden furniture reinforces this trend so that inside, as well as brand presentations are for the desired target group. Cross-selling outside can be used to the utmost. For this reason materials are strategies, such as the ones so successfully employed in the petrol being designed that meet the requirements for being water and stain station shops or in the coffee shop chains, could also raise the resistant as well as UV resistant. attractiveness of garden centres. One example would be offering Urban Gardening grass seeds and/or a lawn scarifier at the same time as a lawn In 2004 the first inter-cultural garden was opened in Berlin- Neukölln. Today Berlin is designated as the capital of inter-cultural gardens. The idea behind this: Gardens bring people together. Even new citizens have the chance to make contact with people outside their home surroundings, independent of their language skills and social origins. Urban life is enriched through these communal The garden has lost none of its gardens and, in doing so, the often dismal cityscape wins back a part of nature, including its benefits. fascination. On the contrary, surveys Green Design prove that 94 percent of garden The philosophy of Green Design is based on a lifestyle that is owners enjoy or enjoy very much compatible with the environment. Nature should be polluted as little “ as possible. The criteria are product standards such as “healthy”, spending time in their green oasis. “sustainability” and “fair”. Technical innovations and modern design Nothing would stop them from have prompted a downright boom in the past few years for products with the “green design” label. investing in this area that they cherish and love.

46 Garden World ” SWISS GRILL WINS 5 STARS IN A NATIONAL UK BBQ POLL & LAUNCHES THE ULTIMATE QUALITY VERSUS AFFORDABILITY CROSSOVER, THE Z360. SWISS GRILL’S NEW Z360 BBQ IS SET TO CHANGE THE WAY THE BBQ MARKET IN EUROPE THINKS. THE Z360 IS AIMED AT OFFERING THE BUYER A GOOD QUALITY BBQ FOR UNDER £700.00 / 1000.00 EUR, IT IS TRYING TO PROVIDE VALUE AND SOPHISTICATION.

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Flair for craftmanship

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True craftsmanship conveys a solid feeling and cannot be mistaken. With a Hörby Bruk product you can be safe year after year.

Hall 11:2 aisle M41-L40 and hall 8:1 aisle D39 OUTLOOK

Garden still the FOCUS REAL STRIDES ARE BEING MADE IN THE UK TO GREEN THE GREEN MARKET WITH DEVICES TO HARVEST WATER AND LOW-EMISSION PRODUCTS. AND TRENDS LIKE OUTSIDE LIVING AND GROW YOUR OWN MEAN THAT BRITISH FIRMS ARE LOOKING TO EXPORT NOT JUST TO TOP MARKETS LIKE GERMANY BUT THROUGH SPOGA+GAFA, TO THE WORLD MARKETPLACE. AMANDA SIZER BARRETT (MBE), DIRECTOR GENERAL OF GARDENEX, TOLD GARDEN WORLD MAGAZINE, WHAT WILL BE ON SHOW AT COLOGNE THIS YEAR AND WHAT MAKES IT SPOGA+GAFA A TRULY INTERNATIONAL EVENT.

“The news that the gafa is to revert back to an annual is also a growing awareness of the importance of event has been welcomed by many of the British garden rainwater harvesting and water conservation both in the and leisure product suppliers who place a high value on UK and other countries around the world. A look at the export sales,” Gardenex DG, Amanda Sizer Barrett, group of British companies exhibiting at spoga+gafa in reveals to Garden World magazine. 2010 will show how great strides are being made to keep “It has been recognised for many years that spoga+gafa abreast of these current trends. is one of the key international trade exhibitions to play an Water conservation is catered for with the introduction important part in the promotional strategy of those of a wider range of innovative storage products and items companies. such as self-watering flower pots. The recycling systems “The importance of the fair coupled with the current on show include a new home composter that helps to lower exchange rate being experienced in the UK is of reduce gas emissions. The “grow your own” particular significance as we approach yet another busy sector is represented by products ranging from buying period for the industry. Britain will have its own propagation and plant care to harvesting and storage pavilion at the fair for the 38th time!” solutions. Added to these are the latest innovations in While the popularity of gardening among a very high every aspect of garden care including garden furniture in percentage of the British population remains strong, all conceivable materials; gardening clothing for all ages; Companies that following many years of buoyant growth, the Gardenex garden structures; ’s gift packs; garden games; have exhibited chief admits that the garden market has experienced and decorative items. some challenges recently due to various factors such as “Those companies exhibiting at fairs such as at spoga+gafa the faltering worldwide economy and changing weather spoga+gafa need to be aware also of the major changes in previous patterns. that are continually taking place in distribution, retailing “years have She says, however, that gardening still remains a major and wholesaling. Garden centres are an excellent example provided firm focus of attention for most of the population, and the of the changed pattern of product stocking with pet evidence that percentage of people in the UK that have access to a products, giftware, stationery, Christmas decorations, garden, patio, roof terrace or balcony is increasing. other festive items and quality restaurant catering there is “The fact that there is also a greater focus of attention becoming the norm rather than the exception.” valuable export on the development of outside living space has required Amanda says that the UK has a number of excellent business to be constant product innovation from manufacturers in order federations able to assist their members in this changing won by those to satisfy the needs of consumers. This situation, plus the world of gardening. One of those federations is Gardenex firms with a global reputation of the English garden, has helped sustain whose primary role is to work with British suppliers of healthy overseas demand for British items.” garden, leisure and pet care products in order to increase persistent In addition to the fairly recent popularity of outside living their sales worldwide. Providing extensive support to approach to space, high on the list of current trends spotted by companies exhibiting at trade shows is just one of its exhibiting. Gardenex is the “grow your own” approach to vegetables services, as is providing valuable assistance to and fruit and there is every reason to suggest that this is international buyers seeking to source British garden, one move that will continue. Sizer Barrett says that there leisure and pet care products. 48 Garden World ” OUTLOOK

Amanda Sizer Barrett in a minute

Director General of the Federation of Garden & Leisure and now the Federation helps Manufacturers Ltd (Gardenex & PetQuip) around 200 British garden product manufacturers annually. The Founded in 1961, Gardenex is the UK-based Federation of federation’s membership employs Garden and Leisure Manufacturers Ltd. over 10,500 people and is responsible Its member companies are British manufacturers and for direct export sales of more than designers of gardening and leisure equipment, growers and £160 million. garden centre designers. The federation's export initiatives have also quadrupled Its role is to help our members export and to help and now a wide range of services is offered to buyers and international trade buyers find good quality British garden suppliers, including business match-making meetings, products. This website gives an overview of the many organising groups of British exhibitors at international fairs, services we offer to achieve these aims. exclusive market research, free international product Gardenex also makes representations to government on publicity and an export helpline, as well as a free product legislation or other public matters such as export funding sourcing service for international buyers. and support, that affect the business interests of our In 2006, the Federation formed a new trade association, members. PetQuip, which assists and promotes the development of Amanda Sizer Barrett has been director general of the international trade in the pet equipment sector. Federation since 1991. Her role involves working with the In 2009, the Federation became the Secretariat for the Federation's chairman, non-executive directors and member Commercial Horticultural Association (CHA), which is the companies to help UK businesses increase international trade association for suppliers of products, services and sales of garden, leisure and pet products. plants to commercial horticultural growers worldwide. Following her appointment, membership of the Gardenex In 2000, Amanda Sizer Barrett was awarded an MBE in the garden and leisure export federation increased by 45 percent Queen’s New Year Honours List, for services to export.

She says that the federation has extensive experience of the German and worldwide garden and leisure markets. “In addition to many other export initiatives, each year the Federation takes a British group of exhibitors to spoga+gafa, where it provides a comprehensive package of support, advice, publicity and promotion for the participating companies as well as key services to overseas buyers. By visiting the British garden industry information stand, organised and manned by Gardenex, overseas buyers of garden and leisure products can access a free supplier and product sourcing service that includes a contact handbook showing all of the British exhibitors and their products at the fair.” A comprehensive multi-lingual “British Garden Products and Services Guide” which lists all of the Federation’s member companies and product ranges is also available to bona fide buyers. “Many UK companies have returned to spoga+gafa year after year and this suggests that there have been many successes along the way. Indeed, companies that have exhibited at spoga+gafa in previous years have provided firm evidence that there is valuable export business to be won by those firms with a persistent approach to exhibiting. While Germany is a major market for British garden products, exhibitors have found that the fair also offers worldwide opportunities for exhibiting companies. Following spoga 2009, the UK participants reported on orders won and the appointment of distributors in markets as far afield as Canada, Australia and Egypt, which underlines the fact that spoga+gafa is a truly international event.”

For more information about Gardenex, visit their website at www.gardenex.com SPOGA: hall 5.2, booth D-020 888.54ű41035%&t*/'0ũ.54ű41035%& FURNITURE TRENDS

The basis for oasis spaces

AS HOME OWNERSHIP INCREASES, A COROLLARY HAS BEEN THE DESIRE TO IMPROVE OUR GARDENS AND BALCONIES. AND, AS THE HOME IMPROVEMENT MARKET HAS MATURED AND EVOLVED, SO HAS THE DETERMINATION TO BRING SIMILAR INTERIOR DESIGN PRACTICES TO MAKE THEIR MARK OUTSIDE IN THE GARDEN OR BALCONY. INSPIRED TO USE “EXTERIOR DESIGN”, GARDEN WORLD MAGAZINE ASKED KETTLER FOR A SNEAK PREVIEW OF THEIR NEW GARDEN FURNITURE RANGE TO SEE WHAT TRENDS WE COULD BE SITTING, LYING AND DINING ON NEXT SEASON.

an interesting interplay of light and shadow. Warm, FSC- certified teak combined with high-quality plastics that are glass fibre reinforced on the bottom side will surely draw attention to the armrest. In the back rest, a plastic- covered cast aluminium frame ensures stability. The strikingly light, air-permeable Textilene upholstery adjusts smoothly to your body shape and is therefore particularly comfortable.

Brilliant linkage purple seat covers Modern lifestyle and young, fresh design made in Germany: whether you are having breakfast or a barbecue – the new Kettler series Calessa (below left) Inspired by summer turns your garden and terrace into a living space for Harmonious colour combinations, attractive shapes and casual sociability. Friends are always welcome when the noble materials – the new suite Avance (pictured above) kitchen is moved and culinary delicacies are served al by Kettler turns your garden into an oasis of relaxation. fresco. Visual highlights are the elaborately fashioned This elegant suite creates a feeling of sun, beach and sea. seating and back parts with their broad weaving look. The In the familiar Kettler quality made in Germany, teak, matching felt seat cushion in turquoise, violet and grey are aluminium, plastics and Textilene ensure the durability of absolutely trendy and offer numerous combination the furniture while the colour combination of white/nature possibilities. The furniture is made of high-quality, full emphasises the lightness and summerly elegance of the polymer plastic that is particularly easy to clean, robust material. A new look is ensured by the stylish contours, and weatherproof. Additionally, the multi-position chair is combined with special design elements: minimal equipped with a locking lever that avoids unintended indentations in the slightly curved chair leg contours create collapsing. Callesa can be individually combined with loft tables which are flexible, light-weight and dimensionally stable.

Design in line with nature Nature meets design: the sturdy Kettler line Mojanda (top right) in modern loft design convinces every nature and design lover with its straight lines, the natural basic materials and a particularly rugged shaping. The new line of the Kettler-style world Nature is made of teakwood, of course FSC-certified, and its textured surface bestows it with a charming antique look. Due to its oil and components, teak is one of the most weather- resistant types of wood and is therefore particularly suitable for outdoor use. The thorough processing is based on technical tradition – the table and bench legs

50 Garden World The KETTLER group

The KETTLER group was established in Germany in 1949 and has around 3500 employees at its manufacturing sites throughout Germany, and its subsidiaries worldwide. Kettler brands are universally recognised and symbolise quality, style and durability. In fact everything you would expect from a product made in Germany. Whether you are looking for fitness equipment or garden furniture, a table tennis table or one of our famous Kettcars, you can buy confident in the knowledge that you will be the owner of a product designed to give years of pleasure. All our products are guaranteed for at least two years and are backed by a full after sales service. You will find their products at most leading retailers. Everywhere, from toy shops to garden centres, and sports shops to department stores.

are, for example, solidly glued. Seat cushions in turquoise, green or violet can set colour accents. Thus it can be combined according to your individual taste.

Individual combination of shape and function Straight design, innovative material combination, plain colouring – that’s the new Rasmus suite (above). The combination of aluminium and the high-quality white plastic Kettalux emphasises the clear shapes of Kettler’s modern garden furniture. Kettalux is a material that is extremely hard, weather-resistant and easy to clean. Carefully selected materials and production “made in Germany” as well as minimalist and timeless design ensure great durability. Form follows function: the white armrests of the stackable chairs merge directly with the contour. Seats and back parts consist of individual plastic bars that narrow towards the sides. The modern colour combination of silver and white is pure aesthetics, pure pleasure the matching deckchair: it can be separated into two parts and can be used as stool, seat and side table. For further information please visit www.kettler.net LEPP4WXERH TEWWEKILEPPLEPP

[[[SRIUGSQ SRI5WQEVXSYXHSSVGSSOMRK OVERVIEW

SOUL SURVIVORS MANY SEE THE GREEN MARKET IN TERMS OF MERE GARDEN HARDWARE: FROM FERTILIZERS TO FURNITURE AND POND LINING TO PLANT POTS. BUT FOR MICHAEL CUYPERS FROM THE GERMAN GARDEN INDUSTRY ASSOCIATION (IVG), THE GREEN MARKET HAS VARIETY, RESILIENCE IN A CRISIS AND, YES – SAY IT PROUDLY – SOUL.

hile others might see the green market in purely cold terms, Michael Cuypers, chief executive of the IVG, the green market is as colourful as the W garden in springtime. “Producers, products, distribution channels, target markets – the Green Market is so diverse like so few other sectors and it has so much more to offer than anything suggested by the names garden hardware, gardening equipment or green living,” says Michael, whose association is a conceptual sponsor of the spoga+gafa Fair. “Talking of garden hardware means talking of garden machinery like lawnmowers, hedge trimmers or shredders, powered driven tools and non-motorized hand-held tools. It involves talking of themes like water and garden and includes ponds, pumps and pond liners, it means barbecue and garden furniture, garden houses and terrace flooring or plant pots.” Mr Cuypers reveals that another important market segment, living green, is the real core of the green market that everything centres around. These goods can be classified in “green indoor”, such as cut flowers and house plants, and “green outdoor”, such as bedding and balcony plants. And he says that closely related to living green are biological-chemical products, such as potting soil, different kinds of fertilizers and a wide range of . “What soon becomes evident,” says Cuypers, “is that manufacturers of gardening goods and horticulture are active in different markets. “They partly aim at private consumers through the leisure market but they also focus on professional customers, such as horticulture and landscaping professionals and municipal councils. Companies use different trade channels and technologies, they are more or less dependent on weather conditions and to a varying extent they are subject to trends and or to consumer behaviour or WEBER® – influenced by legislation and competition. THE PERFECT GRILL EXPERIENCE “So a variety of single factors determine the individual situation of companies serving the green market. Variety is a first important feature of the garden industry. VISIT US IN Positive market development Mr Cuypers explains that companies like Stihl, Husqvarna, Honda, EXHIBITION HALL 1 Bosch, Dolmar, Compo, Scotts, Neudorff, Klasmann-Deilmann, Brill, Scheurich, MTD, Weber-Stephen, Kettler and others give a WEBER.COM 54 Garden World Agentur für Saisonprodukte  Gutenbergstraße 1 - 31157 Sarstedt Tel. 05066/60040 Fax 05066/6004-129 e-mail: [email protected]

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Ihr  -Team OVERVIEW

complexion to the green market. “They and their fellow campaigners But while the weather is unpredictable and cannot be forecasted for customers shape the green market in Germany and across its for longer periods, social trends have been dealing a good hand to borders.” the green market for years now. Although there is no reliable data on market development, the “The garden as part of leisure activities is getting more and more supplier numbers, domestic and foreign turnover, production rates important,” Cuypers reveals. “Today, the garden serves as a place of and employee levels, the IVG believes that in recent years, recreation, retreat and security and helps us forget daily routines and companies have been developing comparatively well. everyday problems. Homing and cocooning are important cues. Mr Cuypers tells Garden World magazine that the financial and “The term ‘outdoor living’ describes how the garden turns into a economic crisis in 2009 also affected the producers for the green full-valued green living room and the importance of the garden as market. “However, the garden industry is less susceptible to place of gathering with family and friends has been increasing. economic trends,” he says. “The development of the general Furthermore, people love cooking together and barbecue, so the economic production, private consumption and saving rate is indeed garden is also a place for feeling and emotion, some might even say of minor importance. Being crisis resistant is the second important it has soul.” feature of the garden industry.” Mr Cuypers highlighted recent studies by industry analysts, BBE Retail Experts, that point to an important trend for outdoor living. Dominating influence of the weather Weather and social trends towards leisure time, self-fulfilment and Trends here for the long term return to home and garden are far more significant for the green Senior industry figures believe that these trends are here for the long market. Weather conditions totally dominate the short-term term and will boost business in the green market. “This will further development. “Weather beats crisis and boom – that’s a well-known stimulate our market”, predicts Hans-Jürgen Herr, IVG president and saying as the producer’s turnover concentrates on a few months a General Manager of Weber-Stephen. “We are confident and expect a year,” declares Mr Cuypers. stable positive development for the next few years.” “Nice weather at the right time leads to booming. Cold and rainy Herr still sees much potential at least for parts of the green market weather means business within the green market is slowing down. industry. Like BBE Retail Experts, he talks of a trend towards quality Until – suddenly – it starts again or slows down again. and brand. “Many suppliers make use of this knowledge. What is “Business is sometimes like a ride on the rollercaster and is a great also encouraging is the industry’s love for innovation. The challenge for the companies’ logistics”, says Cuypers – another key manufacturers know how to continuously improve their products in characteristic of the garden industry. all respects. This is especially true for the handling and use of

56 Garden World products but also relates to energy efficiency and environmentally compliant and resource-efficient techniques.”

IVG – esteemed dialog partner, respected lobbyist There are many ways to get goods to the customer for the green market: via specialised trade, garden centres, mail-order businesses, self-service warehouses, consumer markets, furniture stores and tree nurseries. For many years now the DIY markets increasingly dominate the field. Mr Cuypers says that the IVG, as a market-oriented lobbyist of the economic interests of industrial suppliers for all distribution channels, carefully observes this development. “The industry association for the green market is highly keen to be a partner with all those involved in the marketplace. On behalf of its 120 member companies IVG is in continuous dialogue with trade organisations, consumer’s associations and partners on the market. It focuses the aligned interests of its member companies and acts with one voice and one face. “As institution from producers for producers, IVG advocates fair competition conditions. It combats unfair competition, counterfeiting and piracy. The association publishes important market developments and supports member companies when marketing and selling their products meant for garden and horticulture. “Moreover, the member companies benefit from individual services. IVG gives advice on technical, legal and sales relating questions, it offers reasonable-priced solutions for the disposal of packaging, waste electrical and electronic equipment. And of batteries and accumulators and with SynLOG it has an intelligent supplier’s logistic for the retail market at hand.” Another very important task of IVG is to ensure the saleability of products for the green market. The association advocates market and company compliant rules, such as Michael Cuypers in a minute with respect to machinery and product safety, legislation and standardisation. It is constant communication with t Born: May 1962 administrative and political institutions and the public. t Birthplace: Rastatt, Germany In order to meet the requirements resulting from the t : Commercial training, business variety of the green market, IVG has established five sub- studies at the university of Karlsruhe divisions. Similar to independent industry associations, they t Professional background: Raiffeisen, Karlsruhe, represent the special interests of plant suppliers, Scotts Celaflor (Sales Director), Villeroy & Boch (Sales Marketing manufacturers of garden and lawn care machinery, suppliers Director), of biological chemical and garden lifestyle products and of Weber-Stephen (since 2004 General Manager and Vice President) the peat and substrates industry. Within this framework, IVG t Marital status: Married, two children serves its members as essential platform for discussing t Outside interests: Soccer and barbecue major issues. At the same time it encourages members to exchange their experience and to come to a collegial What do you like most about the industry? agreement. What I like in this sector is the emotional relationship towards nature For further information on the work of the IVG visit and the good economic prospects. www.ivg.org What do you dislike most about the industry? I think there should be more interest in the quality of our products. I am a quality fanatic.

What would you do if you had a magic wand? I would spirit away all bad quality products to the benefit of producers, retailers and consumers.

Garden World 57 ROUND UP Moves in store for DIY sector FROM THE NORTH TO THE SOUTH POLE, FROM CHEMISTRY TO ART, AND FROM PROFITABILITY TO SUSTAINABILITY; INNOVATION WAS THE WATCHWORD FOR THIS INAUGURAL FORUM AND THE SPEAKERS WERE CERTAINLY INNOVATIVE IN THEIR PRESENTATIONS. THE FIRST EUROPEAN HOME IMPROVEMENT FORUM, HOSTED IN VIENNA THIS SUMMER BY EDRA AND FEDIYMA, GAVE THE DIY AND HOME IMPROVEMENT RETAILERS AND SUPPLIERS AN INSIGHT INTO THE FUTURE OF THE INDUSTRY.

The congress brought together 300 top industry executives – among them 24 chief executive officers – in a “relaxed and harmonious” atmosphere.

“The new chessboard after the crisis” was the chosen Division) who outlined the 3M policy of giving all staff 15 theme for the first ever co-operative event between the percent of their time to “be creative”. Truong reinforced the European DIY-Retail Association (EDRA) and the 3M values, explaining: “Innovation is looking at the same Federation of DIY Manufacturers (fediyma), hosted in thing as everyone else but thinking differently,” as he association with the Conference Group. With more than delivered a magic trick-like demonstration of 3M 300 top industry executives – including 24 chief executive adhesives. officers – the atmosphere was relaxed and harmonious Kingfisher chief, Ian Cheshire, described the five current providing the perfect setting for networking and trends in home improvement retail that his company is establishing business opportunities between the retailers focusing on. Innovation was again a central theme, in and the suppliers. addition to fashion, do-it-for me, multi-channel retail and The mood of the event was set by the tangible rapport eco issues. between the two presidents, Régis Degelcke (EDRA, Vice The particular importance of this last point was CEO, Groupe ADEO) and Reinhard Wolff (fediyma, reinforced by Kingfisher’s Director of Corporate Managing Partner, wolfcraft GmbH), who demonstrated Responsibility and Government Affairs, Ray Baker, who their close working relationship during the introduction and outlined the company’s “future homes strategy”, which – during the panel discussion. For the debate they were while driven by business objectives – is fundamentally joined by Ian Cheshire (Group CEO, Kingfisher), Hartmut about sustainability issues. Jenner (Chairman of the Management Board, Alfred Kingfisher’s environmental credentials were corroborated Kärcher GmbH & Co. KG) and were skillfully chaired by in June this year when they received the Sir Peter Parker Thierry Coeman (Managing Director, retail dynamics). The Award, which recognises and rewards companies that panel discussion picked up on some important issues protect and enhance the environment without including cross-merchandising, industry data and compromising on business performance. Accepting the customer insights, in addition to post-crisis investment in award for environmental leadership run by Business innovation. Commitment to the Environment (BCE), Baker left the The central role of innovation in home improvement audience with the indelible statistic: “If the world were to businesses was emphasized by Martin Goetzeler, consume resources at the same rate as the UK, we would Chairman of the Board at Osram, who highlighted the need three Earths.” company’s two Oscars for films utilising Osram products, Due care of our planet was also central to Robert and by Dr. Jack Truong (Vice President and General Swan’s presentation. Swan is a polar explorer, Manager, 3M Construction and Home Improvement environmental leader and the only man to have walked to

58 Garden World ROUND UP

Among the awards was the presentation of the first European DIY Lifetime Award to Sir Geoffrey Mulcahy – the man who built Kingfisher – for his contribution to the home improvement industry

both the South and North Poles, during which he has seen first- discussed how retailers and suppliers must find new ways of hand the effects of the hole in the ozone layer. However, his core working together. theme was the importance of leadership. With the take-home The Forum was preceded by a store tour hosted by Hans-Jörg message of “sustainable inspiration”, he emphasized a manager’s Greimel, bauMax board member, and an industry get-together at responsibility to continually inspire staff in order to motivate them the Essl Museum, owned by Martin Essl, CEO at bauMax AG, and facilitate their ability to reach their potential. A brilliant and family. The store tour incorporated visits to bauMax, OBI, presentation met with thunderous applause. and Bauhaus and was an excellent opportunity not Sergio Giroldi, Chief Executive Officer at OBI AG, turned the only to check out the retailers assortments and store systems but theme of the Forum on its head suggesting we should not be also to kick off the networking that was central to the Forum. The thinking about the black and white chequers of a chessboard. get-together at the Essl Museum in the evening continued the Instead it should be the black and white of the chequered flag as networking opportunity while providing a unique insight into this businesses race to adapt to the new global situation. Giroldi privately-owned museum of modern art, giving the guests made some very insightful and thought-provoking points, inspiration from an unlikely source. stressing that e-business is the future of modern retailing and The undoubted highlight of the event was the presentation of ASIASTYLE

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Gaster Straße 3 49504 Lotte meet us on the Spoga/Gafa 2010 Tel.: +49 (0) 54 05 - 61913-0 Fax: +49 (0) 54 05 - 61913-39 hall 10.1/gangway F/stand 031 eMail: [email protected] www.asiastyle.de Halle 08.1 D043a (From top to bottom) Sergio Giroldi ‘E-business is the future of modern retailing’

Jack Truong ‘Innovation is looking at the same thing as Hartholz- everyone else, but thinking differently’

Pflanzstäbe Ian Cheshire Five top trends: Hardwood innovation, fashion, do- it-for me, multi-channel Stakes retail and eco issues Martin Essl G lange haltbar The Forum also long lasting included a networking event at the privately- owned Essl Museum, G ohne chemische owned by Martin Essl, CEO at bauMax AG, Behandlung and family no chemical treatment 60 cm 90 cm G aus vorbildlich 120 cm bewirtschafteten 150 cm Wäldern 180 cm from well-managed forests

the first European DIY Lifetime Award presented to Sir Geoffrey Mulcahy, the man who built Kingfisher, for his contribution to the home improvement industry. Sir Geoffrey joined what is now Kingfisher in 1982, first as Group Finance Director, then as Group Managing Director. During this time he was instrumental in the reorganization and expansion of the Group and its subsequent major development in the UK and internationally, overseeing an increase in market capitalization from £105 million in 1982 to more than £5 billion when he stepped down in November 2002. Due to Sir Geoffrey’s influence, Kingfisher has grown to be one of Europe’s leading retailing groups, with annual turnover of £10.5 billion from 830 outlets in eight countries. Manfred Maus, long- time acquaintance of Sir Geoffrey and founder of OBI, gave an excellent laudatory speech. Following this, the award was presented by Otmar Hornbach, founder of the Hornbach DIY chain. The first European Home Improvement Forum brought retailers and suppliers together for the first time in this setting. While the interests of the two groups are quite different, these meetings can only benefit the relationships going forward and despite being in tough competition with one another it is essential that the playing GARTENBAUBEDARF field is fair. The organizers were buoyed by the extremely positive feedback about the event. Encouraged by this, they declared that 75446 Wiernsheim · Germany while this was the first Forum, it definitely won’t be the last. Tel. +49 (0) 70 44/58 88 Fax: +49 (0) 70 44/69 88 E-Mail: [email protected] ASSOCIATION NEWS

THE ASSOCIATION FOR MOTORIZED GARDEN APPLIANCE RETAILERS, VDM (VERBAND DER PURRING MOTORISTEN), HAS REPORTED A SATISFACTORY YEAR IN THE RUN UP TO THE SPOGA+GAFA FAIR ALONG NICELY WITH INCREASING DEMAND FOR OPERATOR- FRIENDLY APPLIANCES.

he Verband der Motoristen has They are buying a growing number of declared 2009 a satisfactory year increasingly operator-friendly appliances. As for the motorized garden appliance with before, the amateur business side is doing retailers. “Everyone is talking about well and that means business with private T the economy and weather – and so customers is better than with commercial is the specialist trade for motorized garden and customers, who continue to suffer from the lack forestry equipment, whose business depends of financial resources. on both factors to a great extent.” “Due to the long hard winter with large This was also the case last year, as the amounts of snow, this year’s winter business Association of Motorized Garden Appliance was very good for the motorized garden Retailers (Verband der Motoristen – VdM) within appliance retailers. The garden season started the Central Association of the Hardware Trade in mid-April and the trend towards brand (Zentralverband Hartwarenhandel e.V., ZHH), appliances and equipment is continuing. The Düsseldorf. motorized garden appliance retailers are “There was the harsh winter with severe increasingly placing their faith in their service in frosts in January and snowfall in February. For order to set themselves apart from other retail the motorized garden appliance retailers’ winter outlets. There is no other possibility for end- business this was too late and correspondingly consumers and professionals to have their led to less than satisfactory business results. appliances and equipment serviced and “In contrast, the 2009 garden season already repaired.” started very early and April was an exceptionally The marketing and qualification concept warm month with high sunshine figures. This led launched by the sector associations – known to tangible demand within the motorized garden as QMF for short – with the aim of focusing the appliance trade. But as early as May the weather end-consumers’ attention on the motorized had already become very changeable again. It garden appliance specialist trade as was not until the arrival of the fine late summer competent, expert retail outlets, is constantly thus ensuring the duration of the garden season enjoying with acceptance. More than one until the end of October, that we were able to hundred companies have already decided in draw a line under the poor summer.” favour of this approach and are having But, the Association said, the economic themselves evaluated by a neutral certifier. situation in Germany was noticeably worse than At spoga+gafa the QMF concept will in previous years, so that the weather factor did continue to be the focus of attention, because not play such a significant role as usual. the international garden trade fair, gafa, is the “Although the motorized garden appliance most important trade fair for the motorized retailers in the old federal states were able to garden appliance specialist trade. It offers the maintain their turnover at the previous year’s ideal prerequisite for obtaining a market level, it did not however live up to the overview of the product range as well as in- expectations which had been placed in 2009. house equipment and supply ranges (such as “In the new federal states slight sales workshop fittings and EDP) along with increases were achieved. As before however, additional ranges (such as barbecues and spare parts sales and repair services are garden furniture). booming for motorized garden appliance In summary, the motorized garden appliance retailers in many parts of Germany. “ specialist trade is this year hoping for a slight increase in sales and is confident, due to the Trend towards brands good winter weather business, of also The VdM has seen a clearly evident trend in the achieving this. motorized garden appliance specialized trade For more information visit to the increasing consumer demand for brands. www.verbanddermotoristen.de

Garden World 61

VIEWPOINT

GOURMET GRILLERS HELP FUEL BARBECUE BOOM

GOOD WEATHER IS THE ALL-IMPORTANT FACTOR FOR THE BBQ SECTOR AND CONSUMERS ARE STILL MORE LIKELY TO FOREGO A RESTAURANT MEAL THAN BARBECUE PARTY IN TIGHT TIMES. THAT’S THE UPBEAT VIEW OF KURT SCHLIEPER, CHIEF EXECUTIVE OF THE BARBECUE INDUSTRY ASSOCIATION (BIAG), WHO WAS GRILLED BY GARDEN WORLD MAGAZINE TO GIVE HIS ASSESSMENT OF THE SECTOR.

hile many experts, commentators and with innovative technology, which promise more efficient, consumers alike, see nothing but grey safer and healthier cooking, will continue this season,” he economic skies; insiders from the says, “despite the continuing large range of special offers European barbecue market have a for beginner barbecues, whose numbers haven’t W different view of the heavens above. changed.” They are blessed with blue-sky thinking and last year they Last year the Association reported that the barbecue were rewarded with double-digit growth figures. sector experienced double-digit growth and BIAG is As countries tighten the purse strings to deal with the confident of seeing an increase to this figure again in fall out from the financial crisis and consumers cut down 2010. on household spending, the garden barbecue still appears He also predicts that changes in barbecuing practices to be on the menu as one way to enjoy a family treat are set to continue. “Even through sausages and steaks instead of racking up an expensive restaurant bill. remain the most popular foods to grill,” Mr Schlieper “Many people are still preoccupied with the general explains, “it is evident that more people are also preparing economic crisis and you often hear people talking about vegetables and fish on the grill. car sales being stagnant or people saying they have no “The trend of ‘gourmet grillers’ will continue as will the money to buy new clothes,” explains Kurt Schlieper, Chief need for high-quality and high-performance equipment. Executive of the Barbecue Industry Association The trade has continued to adjust itself to this demand Grillverband e.V. (BIAG) accordingly. “In contrast, even this year – 2010 – the European “It’s impossible to achieve a gourmet barbecue market is still not talking about the crisis. result by using the cheap disposable or “We are only concerned about the weather – because round-shaped barbecues that are available it’s the weather that decides the success of the barbecue from petrol stations and DIY stores. And by The trend of sector this season and every season.” using these cheap alternatives, some Mr Schlieper reveals that although economic gloom has novices may lose interest in barbecuing ‘gourmet dominated the financial and retail sectors, the start to the altogether,” he warns. grillers’ will 2010 season has been “very satisfactory” for the The industry chief maintains that the continue as will Association and its members. barbecue gourmet – who is still a “the need for “This sense of security comes from the certainty that predominantly male, according to BIAG’s high-quality when consumers need to save money, they are far more intelligence – will want to show his guests likely to forego a meal in a restaurant than a barbecue that he has mastered the fine art of and high- party,” claims the Chief Executive. barbecuing and can prepare a multi-course performance “Now we have to wait and see how this season will meal, and not just sausages and steaks. equipment. develop, given the cold weather we had been “Such state-of-the-art barbecuing The trade has experiencing. Due to the successful sales we enjoyed last naturally demands all the corresponding continued to season, the trade is well stocked up for the current procedures and equipment, as well as the season and we are now just waiting for better weather. best energy source – and for this the adjust itself to After all, it must get warmer soon.” cheapest charcoal on special offer will not this demand Assuming that his wish for better weather comes true, suffice. accordingly the BIAG chief outlined a number of new trends he “Here too, the trade has met the demand expects to see in the coming seasons. for more quality and we can now offer at Mr Schlieper says that greater health awareness over least one range of high-quality barbecues what we eat and how we cook is dictating a trend away (contact BIAG for their recommendations), from cheaper barbecue devices. as well as one at a special price. “The trend toward high-quality devices and accessories “As far as charcoal grills are concerned, Garden” World 63 VIEWPOINT

Hans Jo Appold, President of the Barbecue Industry the trend continues toward high-end Association, is well grilled in under a minute products, including closed systems and grills that are either curved or t 1942: Born in Bad Homburg, Germany. angular in shape and operate with t 1963-65: University entrance diploma and apprenticeship with direct or indirect heat. commercial and marketing diploma. “In the market for gas grills, the t 1970: Married. emphasis is increasingly on t 1965-73 Vickers GmbH (hydraulic equipment) Bad Homburg, customer coordination convenience, safety and size. The manager and co-ordinator of the European subsidiaries. convenient gas grill is generally used t 1973-75: Certikin GmbH (swimming pool equipment), Bad Homburg, general manager. on patios and is a status symbol for t 1975-77: Swan division of Amerace, Brussels, (garden hose) European Sales Manager. many barbecue fans. t 1977-99: co-owner of an agency representing exclusively leisure and garden products “A new breed of grill aficionados is (barbecues, golf clubs, garden hose etc) across Europe. becoming more common: the t 1999-07: Weber-Stephen Products Co, Palatine, USA & Ingelheim, Germany (barbecues) in ‘pushbutton barbecuer’, reveals Mr charge of product and sales trainings in Europe and till 2002 controlling national Schlieper. “This is the man who likes distributors in Austria, Switzerland, Greece, Cyprus and eastern Europe. to start up the gas-fired barbecue – t 2006 till present: Chairman of the Barbecue Industry Association Grillverband e.V. (BIAG) the household’s second grill – and t 2007: Retired but still working as consultant in the bbq business. get cracking right away. t Outside interests: Western horseback riding, cat judging, barbecuing, sci-fi. “When it’s time for gourmet grilling, our chefs will want to take What do you like most about the industry? more time and switch to higher-end Selling leisure and pleasure products that help enjoy good food with family and friends. models – charcoal or gas, according to their preference. What do you dislike most about the industry? “The trend towards a third device Copying. is on the increase. Depending on how the barbecuer started his hobby VIEWPOINT

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– with a disposable barbecue from the petrol bright sunny weather. “Then we know we will station, the electric grill on special offer or a gas have success,” Mr Schlieper says. grill – he might want to use his acquired know- how and change to a charcoal barbecue, or from For more information on trends and products charcoal to gas.” and for news about the Barbecue Industry But one trend that the Association will be Association Grillverband, visit www.biag.org or hoping to see every summer season is that of contact [email protected]

Barbecue Industry Association Grillverband (BIAG)

For the past 20 years the Barbecue Industry Association Grillverband (BIAG) e.V. has stood for quality, safety and health within the industry. It was founded in 1986 as the Charcoal Grilling Association as part of the Professional Trade Association for Metal Ware and Related Industries e.V. (FMI) in Düsseldorf. Faced with increased globalization and in order to meet new demands on its members from across Europe, the new industrial trade association, BIAG was established in November 2006. Its main objectives include raising grill and barbecue safety and quality standards by ensuring minimum technical standards and accident and health protection safeguards. Consumers who decide on standardised and certified – by DIN, AF, TÜV, LGA or other registered test labs - EN products should have the guarantee that their appliance functions flawlessly, that the used barbecue charcoal fire starters ignite safely and are clean and that it is also safe to use the energy sources such as charcoal, gas and electricity. Above all there must be a guarantee too that the food is always soot and smoke-free and, in particular, healthily cooked. In addition to these activities the Barbecue Association has been involved since its foundation in German and European- level standardization, in order to set high consumer-safety- standards for barbecue grills, fire starters, and for our energy sources charcoal, gas and electricity.

FOCUS

Everything rosy in the garden centre UPCOMING TALENT MEANS THE FUTURE OF THE GREEN MARKET IS IN SAFE HANDS BUT IT IS IMPOR- TANT WE KEEP A WATCHFUL EYE ON TRENDS SUCH AS TO ENSURE THE GARDEN MARKET CONTINUES TO FLOURISH. THAT’S THE UPBEAT MESSAGE AND WARNING FROM PETER BOTZ, CHIEF EXECUTIVE OF THE ASSOCIATION OF GERMAN GARDEN CENTRES (VDG). HE OUTLINED HIS THOUGHTS TO GARDEN WORLD MAGAZINE.

“We always look forward to the spoga+gafa Fair with great changing the same way that our everyday life has become interest and with strong hope for the future in our trade different. The future of the garden sector, in Germany areas,” Peter Botz told Garden World magazine. Mr Botz, therefore – although traditionally slow with ‘green Chief Executive of the Verband Deutscher Garten-Center gardeners’ must also be aware of a faster, click-driven e.V. (VDG), lamented the large number of sector shows in computer age. Much of our garden world is future-proof, recent years which he felt had led to an undue burden for but there are other trends – such as online shopping – that both the manufacturer and for them as buyers. will have a huge impact on our industry.” “Entrepreneurs do not want to send their executives every The association chief said that the weather will always few weeks and their apprentices to trade shows,” said Mr be more important than other factors. “The good mood of Botz, whose association represents the interests of owner- the consumer for all products related to garden, balcony garden centers. and terrace will ensure the moderate growth of our “The VDG attaches great importance to ongoing industry.” development and training of our members or the garden He said that all products related with life and living staff. Although most of the individuality of each garden outdoors for the consumer continue to be very popular. centre is also its strength, we must not ignore the “High-quality grills, beautiful furniture and vessels provide a opportunities of the current age.” healthy atmosphere of the most beautiful season. And The Association has been investigating for many years devices and machines that make it easier for gardeners to identify different types of important customers in order will ensure that it remains a hobby. to match them to specific areas within the garden centre. Mr Botz said that in addition to time-saving devices, Mr Botz said that this was a very instructive lesson for the easy maintenance was also of great value to the gardener. VDG and its members. And he said the results can be “Emotion covers the entire garden market particularly learned, shared and implemented very quickly in garden through the variety of flowers and plants. Here, fortunately, centres to ensure long-term success. there is no end in sight for new varieties. He also highlighted the calibre and passion of staff as “Besides the colours, the ease of maintenance also an important success factor. “The most important thing is plays a large role varieties. In particular, robust varieties the unbridled enthusiasm of our employees. The lifeblood with resistant properties against plant diseases is a trend of an employee is the main artery of the any organism, for the breeders.” He said that this also contributes to the including the garden!” reduction of plant protection measures. Mr Botz revealed that a new generation of leadership Mr Botz highlighted the current craze for organic food. was on the rise. The junior member companies are “Organic is everywhere,” he maintained. “Vegetable and participating in two major groups to ensure information herb plants are increasingly in demand in organic form. In exchange and learning. “And so,” he explained, “we need general, the cultivation of their own bears fruit, vegetables not worry for the future of garden making.” and herbs again rich fruit. Even those who do not have the He did sound one warning about the very fast pace of balcony garden can use it for growing tomatoes or herbs.” change in current times. “Our shopping habits are “We offer the alternative to the standard assortment of

Garden World 67 FOCUS

Peter Botz in a minute

Name: Peter Botz idealistically and do are not driven Position: Chief Executive of the Association of German exclusively by financial or material Garden Centres benefits. Date of Birth: 31.3.55 In addition, I like the the profession – Place of Birth: Bonn the entire green industry. There is Education (University): Gelernter ornamental gardener quite a lot of space for creativity and Professional Background: Independent producer of this will often be the key to success. ornamental plants by 2005 and Chairman of the Association I get pleasure from having a vision of the future, developing of Ornamental Plants ideas, implementing then step by step and synergising. Currently Managing Director and board member of the VDG For the green industry, in this fast-paced and global time (Association of German Garden Centres). every year we need a compact and comprehensive view of Marital/Family status: Married, two children, two our industry. grandchildren Outside interests: reading, nature, animal migration. What would you do if you had a magic wand? Swap pessimism, despondency and egalitarianism for What do you like/dislike about the industry? optimism, courage for new ways and uniqueness. I like people in the green industry like me. Here I more It goes without saying, I would, of course, always wish for frequently meet characters who take their profession more optimal sale weather!

fruit and vegetable counters. In addition to the large number of new varieties of historical origin, it is a trend for another more important reason: old values and traditions are kept happy, not just because of the excellent taste.” The Association claims that the plant section has been stagnating for a number of years. “It is not a situation we just accept and we are trying new strategies for indoor products. VDG has teamed up with the Flower Council of Holland in Cologne to establish a new pilot project. The initiative hopes to give customers more incentive to buy plants and the results of the exercise will be published in due course. “The garden itself is developing rapidly worldwide to an all-round, feel-good experience centre, which will appeal to all senses,” Mr Botz assessed. “Culinary delights in the form of a well-run restaurants, cafés or associated fresh produce are not uncommon in Germany. And a gourmet oasis or event venues for evening enjoyment of art are no longer a curious anomaly anymore. “Nevertheless, it should be the same in our green industry, the emotional level, not the ‘green theme’ coming from the Focus. By this I mean that one always should rely on horticultural traditions and the respective company’s history to ensure the plant continues as the rallying point in the middle of our garden centre, along with any hedonistic products you care to add. But gardening should be the core competency of the company beam.” “The benefit of potential synergies is still used too little and a need for exchange of information is where it is extremely important and necessary,” Mr Botz added. “Our Association has just had such a synergy under our flag and at the annual winter meeting where members were keen to accept a platform for the exchange of knowledge and to work in partnership with other economic sectors. “We see the future of our members in the green market very optimistic. The people are yearning for values, as they offer us in our garden. These authentic companies with regional focus have the greatest opportunity.

SOIL SCIENCE Heart and Soil

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Company profile

The chemical factory, W. Neudorff GmbH KG, was founded in 1854 in Konigsberg in what was then Prussia. It was one of the first German companies, that produced plant protection and animal health care products. Company founder was William Neudorff, a dyer with a special aptitude for chemistry. He developed a range of different bath products, tinctures, ointments and cosmetics. In 1903 the company moved to Wuppertal and built its range of chemical-pharmaceutical products. By the mid-1930s it was producing protection, pest control and animal care. Even back then, attention was paid to possible hazardous products. In 1959, Rudolf Lohmann bought the company and brought it to Emmerthal. Here a whole range of new products were developed and produced. Early on the company realized that there is a market for environmentally-friendly compounds for the hobby gardener. This product line, has been systematically expanded further. And it is a more and more complex mission that they are still working on today. Over the years they have developed procedures, drugs and devices that are ideal for use in nature-friendly gardening, organic gardening and integrated crop management.

For more information, visit www.neudorff.de PLANT TRENDS Outside in IF ONE OF THE INTERESTING THEMES OF THIS YEAR’S FAIR IS THE TREND FOR OUT- DOOR LIVING THEN THERE IS LITTLE DOUBT THAT PLANTS HAVE BEEN MOVING THE OPPOSITE DIRECTION – INTO THE HOUSE – WELL BEFORE THIS NEW DEVELOPMENT, FOR CENTURIES IN FACT. GARDEN WORLD MAGAZINE ASKED PLANT, FLOWER AND CERAMICS EXPERTS, SCHEURICH, WHAT THE NEW TRENDS FOR NEXT SEASON MIGHT BE WHETHER YOUR FOCUS IS THE LIVING ROOM, THE KITCHEN WINDOW OR IF YOU ARE LOOKING FOR A GIFT FOR AN OCCASION OR LOVED ONE.

Fruity colour contrast point throughout the year. Whether it’s fashion, furniture or accessories – this season’s strong Scheurich also has a wide shades are blackberry, raspberry and tones. These striking selection of herb pots in colours colours can be combined easily to great effect with whites and greys, and shapes designed to match the key tones of many modern homes. other furnishing styles. These For house plants too there is way to create this, stylish look with range from pots featuring realistic the Relax series from Scheurich. It catches the eye with its motifs through to abstract designs and particularly beautiful colour blend, fashioned onto one of the most sophisticated relief decoration. This means that popular cachepot designs, as well as a slender plant pot. The finely anyone can create a small herb garden to suit graded berry tones, starting with dark blackberry, softly get lighter their own personal tastes and serve up towards the top, culminating in Glossy Cream, a soft white. There is a wonderful, fresh herbs and day after fusion of colours also in the Relax Green variant, blending from fresh day. green to creamy white. Whether berry or green tones – both contribute to a feeling of wellbeing and work in harmony with many The good mood gift interior design styles and in combination with neutral white. A birthday, an invitation to dinner or a party – Incidentally, there is no need to worry about damaging furniture, the there are countless occasions to give a gift or a pots are made from high-quality ceramic and are fully watertight. little something and the more lovingly it is The slender plant pot is of course an ideal partner for orchids (for packaged, the greater the value communicated to the example Cambria, Phalaenopsis, Cattleya). The blend of colours recipient. However, even a beautifully wrapped gift can be complements their exquisite flowers perfectly, whilst a ledge inside the improved; a pretty house plant in an attractive cachepot pot ensures that the plant container is stable and, when watering, any brings double the pleasure. excess can flow away. For the cachepots, green plants like The new Green Pattern cachepot from Scheurich Peperomia are suitable, as well as (such as Adianthum), large makes the perfect surprise gift that will last. With its plants (like Senecio), Calathea and flowering plants in berry tones fashionable checked pattern in fresh colours, it is bound like Cyclamen and Gerbera. Relax Green can also be combined with to be a focal point and can be placed on sideboards, bright orange and yellow tones. windowsills, desks or in other prominent spots. The decoration applied to one of Scheurich’s most popular formats is hand-finished, Herb power for windowsills so every cachepot is unique. Green Pattern can be combined No kitchen nowadays can be without fresh herbs. Sometimes mild, effectively with Pretty Pink or Granny Green. sometimes strong in taste, they give a special flavour to all dishes. Green pattern, with its fresh pink, rose and green shades, works to They are also full of healthy properties that have a positive effect on greatest effect when coupled with bright flowering plants. Awaken the body. Herb and plants are usually easy to care for and are feelings of spring with special pink primroses. Like Fairy Primrose ideal in the kitchen close to hand, either on a work surface or a (Primula malacoides) or Poison Primrose (Primula obconica). Of windowsill. These green gems thrive there, giving off a wonderful course Flaming Katy (Kalanchoe blossfeldiana), cyclamen, gerbera – scent and making an attractive feature. or bluebells (Campanula) also look great. Scheurich’s new herb pot Cottage Herbs will please lovers of traditional country style interiors. Its white and green checks are a The company was founded in 1928 by Alois Scheurich whose cheerful characteristic and will fill any kitchen with country charm. The vision was to offer top quality glass, porcelain and ceramic products carefully designed cachepots feature detailed images of the three through his wholesale business developed in the fifties to the start-up most popular herbs; chives, parsley and basil. The plant illustrations of ceramic production. Today, the company enjoys continual business are sure to arouse nostalgia with their oval frames featuring their growth and high market share fuelled by the inspiration of the founder botanical names; Allium, Basilicum, Petroselinium. Whether placed and the generations who have followed. For more information, visit individually or arranged in a row on a windowsill, they are a real focal the company website, www.scheurich.com.

72 Garden World PLANT TRENDS

Garden World 73 DESTINATION: COLOGNE

Cologne: Tradition meets innovation

BEYOND THE EXHIBITION HALLS OF THE SPOGA+GAFA FAIR, COLOGNE OFFERS VISITORS A CITY PACKED WITH HISTORY, WORLD-FAMOUS BUILDINGS AND ARCHITECTURE, CULTURE, EVENTS AND DAYS OUT. SO, IF YOU GET TIME TO VENTURE AWAY FROM THE FAIR, HERE’S A FLAVOUR OF WHAT YOU CAN EXPECT TO SEE AND EXPERIENCE IN THE CATHEDRAL CITY.

he lively city on the Rhine offers great culture, international exhibitions and conventions and many major events. Sights such as the UNESCO World Heritage-listed cathedral and the twelve Romanesque T churches create unforgettable impressions. The cathedral city also has a high concentration of museums and galleries, which, with a wide range of exhibitions, are dedicated to the city’s history, but also to modern life and the present day. Shopping streets, old town alleys and unique flair: Cologne is an insiders’ tip among Germany’s retail centres. Not forgetting the exceptionally distinct nightlife: Cologne has the highest concentration of pubs of all German cities. Over 3,300 pubs, cafes and restaurants invite visitors to enjoy a cool glass of the local Kölsch beer. The “kölsche lifestyle” is catching – reason enough to visit Cologne!

Modern city with a 2000-year history Whether visiting the Romano-Germanic Museum, looking around the Roman Praetorium or taking a walk past the medieval city gates – Cologne’s 2000-year history can be felt everywhere. Besides its outstanding glass collection, the Romano-Germanic Museum is home to the Dionysos mosaic and the famous tomb of Poblicius. Cologne Cathedral is and remains not only Cologne’s, but the whole of Germany’s number one tourist attraction. Over six million people visit the UNESCO World Heritage site every year. The imposing Gothic cathedral houses the Shrine to the Three Magi, making it one of the most important pilgrimage sites in Europe. Since 2007, the window by the Cologne artist Gerhard Richter has added a further attraction to the cathedral – a dazzling display of colours made of coloured squares. Together DESTINATION: COLOGNE

with the cathedral, the twelve big Romanesque churches less of an attraction is the “Cologne Long Museum Night", represent the “Holy Cologne”. The successful integration which has proved popular for years. of new design elements, modern and historical art and architecture along with restoration work of the highest Pulsating business centre standard fascinates more than experts. With over one million inhabitants, and situated at the heart of Western Europe, in recent years Cologne has Multifaceted art and cultural scene increasingly developed into one of Europe’s most important More than 40 museums, such as the Ludwig Museum, business centres. Cologne Central Station as a major which houses the biggest pop art collection outside the European rail interchange, Cologne Bonn Airport as an USA, the Museum of Applied Arts or the Museum of East important location for low-cost carriers, the good links to Asian Art and over 100 galleries with the widest variety of the national motorway network and the second largest collections from all eras bear witness to Cologne’s German inland port provide optimum accessibility. Last reputation as a centre for art and culture. Cologne also has year 77 international trade shows and exhibitions took an extremely animated theatre scene. Numerous stages, place at the Koelnmesse trade fair and exhibition centre, including four purely for cabaret and 14 theatres for making 2009 the busiest year for events in its history. The children and young people, provide theatre fans with a best-known trade shows include photokina, Anuga, varied entertainment programme. Operas and theatre Orgatec, Art Cologne and imm, the international furniture productions, along with numerous literature and film show. The variety of event venues and its outstanding events, round off the diverse cultural programme. surroundings make Cologne an attractive location for International stars such as Mark Knopfler, Pink and David meetings, incentives, conventions and all kinds of events. Garrett will ensure full houses once again at the Lanxess As an independent entity of the Cologne Tourist Board, the Arena and the RheinEnergieStadion in 2010. In autumn, Cologne Convention Bureau (CCB) Cologne’s cultural institutions invite visitors to “Long (www.conventioncologne.de) commenced operations at Nights”; as part of the “Theatre Night”, the many municipal the beginning of August 2008, to elevate the marketing of and independent stages are open for tasters. With the the city of Cologne as a convention destination, with its “Music Night”, many different musical styles from classic to diverse events industry. The CCB is the first neutral contact new music and from jazz to pop find an attentive ear. No point for those interested in Cologne seeking information DESTINATION: COLOGNE

Vorrei un mondo più verde, vorrei tornare alle Origini I would like a greener world, I would like to go back to the Origins

The lively city on the Rhine offers great culture, international exhibitions and conventions and many major events.

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05 - 07/09/2010 Halle 10.1, Gang C18 - D19 DESTINATION: COLOGNE

on Cologne as a meeting, convention and incentive metropolis. In this respect, CCB acts as the umbrella organization for all subdivisions of the events business of the City of Cologne.

The Rhine: Life on the river The Rhine opens up various ways of discovering Cologne and the surrounding area, for example with a panoramic round trip with the Köln Düsseldorfer Rheinschiffahrt (KD). The Cologne Rhine Cable Car was opened for the National Garden Show in 1957. From the cable cars you can enjoy exceptional views over Cologne and the Rhine. A very special attraction is the “Rheinauhafen”, Cologne’s new riverside district, which shows a modern side of Germany’s oldest metropolis. At the centre of the historic harbour quarter are the ultra-modern Kranhaus (crane house) buildings designed by the famous architect Hadi Teherani. The redevelopment of the old docks extends the riverside front by two kilometres to the south. The new city quarter invites people to wander in and pause a while, for example in one of the many cafés or restaurants.

Worlds of adventure for the whole family Cologne Zoo is the third oldest zoo in Germany and enjoys lasting popularity with its elephant park covering 20,000 square metres and the young elephants Marlar, Ming Jung, Maha Kumari and Khin Yadanar Min. To mark the 150th anniversary of Cologne Zoo in 2010, a new highlight will be added, the Hippodom. The unique recreation of an African river landscape will enable visitors to the zoo to experience hippos, Nile crocodiles, antelopes and other inhabitants of Africa’s river plains at close quarters. Cologne’s sweetest museum variation is the Chocolate Museum. Here visitors find out everything about the production of this favourite delicacy before then being able to enjoy the finest chocolate at a real chocolate fountain. Just next door, at the German Sport and Olympics Museum, visitors can marvel at a comprehensive exhibition of sporting history. The “Odysseum”, a gigantic, interactive knowledge adventure park for the whole family opened in 2009, with an area of over 5,500 square metres for conducting experiments.

Shopping paradise for every taste Cologne is one of the most popular shopping venues in Germany and Schildergasse is one of the best-loved shopping streets throughout Europe. Just like the neighbouring Hohe Strasse, it accommodates large department stores and branches of familiar brands. Exclusive designer shops have opened on Mittelstrasse and Pfeilstrasse. An increasing number of young designers are establishing themselves in the so-called Belgian Quarter, offering offbeat clothing and accessories in small boutiques with an individual design. Cosy cafés, trendy bars and restaurants turn a shopping trip into an experience.

Traditional brewery culture Cologne’s “Kölsch culture” is best experienced in the old town district. Just a few steps away from the Cathedral is the Rhine promenade with typically colourful gabled houses. In the many brewery taverns, visitors can always find a cold glass of Kölsch, a top-fermented beer that is only brewed in Cologne and is served in typically straight glasses by the “Köbes”, the Cologne name for a waiter or waitress. The Cologne cuisine is a good DESTINATION: COLOGNE

match with the beer, with gastronomic delights such as Halven Hahn (not a half chicken, but a rye roll with cheese), Himmel un Ääd (“heaven and earth” – mashed potatoes with apple mash), and Kölscher Kaviar (not caviar, but a kind of blood sausage with onions). KölnTourismus offers its guests an introduction to Cologne brewery culture in the form of the regular “KölschTour”.

Highlights in 2010 Cheer, get involved, celebrate victories: Cologne has plenty to offer in 2010, particularly from a sporting point of view. At the 74th Ice Hockey World Championships (7-23 May), the national teams from the world’s 16 best ice hockey nations will compete. The final of the German Soccer Association (DFB) Cup in women’s football takes place on 15 May. Between 31 July and 7 August, Cologne will be the setting for the VIII Gay Games Cologne 2010. Under the motto “Be part of it!”, thousands of participants will line up and campaign for more tolerance. Many established events, however, are also scheduled again in 2010. After highly acclaimed performances on Broadway and in London’s West End, the award-winning musical Hairspray has now also established itself in Cologne. With lots of thrilling music from the sixties, the production about teenagers, dancing and hair no-one in the Cologne Musical Dome cold. In February the world-famous Carnival makes its mark on Cologne. Under the motto “Kissed in Cologne”, the exuberant celebrations reach their climax on 15 February, when up to 1.5 million visitors come to the city centre for the traditional Rose Monday parade. The parade for Christopher Street Day on 4 July will also enthrall hundreds of thousands of visitors once again. On 17 July, the Cologne Lights festival will set the sky alight above the Cathedral City. A big convoy of ships and a spectacular musical synchronised firework display are the crowning glory to a colourful festival on the banks of the Rhine. In November and December Cologne is illuminated by dazzling Christmas lights: seven big Christmas markets invite people to stroll cosily in Cologne city centre. Festive Christmas concerts, atmospheric Advent boat trips on the Rhine and crib tours round off the pre-Christmas experience.

AGMA_AB_sm_version.ai 11/8/10 09:08:38 For more information visit www.koelntourismus.de

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Discover the purest way of grilling

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Hall 5.1. Booth A 001 Model patented 001731274-0001 INNOVATION. ERGONOMICS. DESIGN.

VISIT US AT GAFA 2010 5. - 7. Sep. in Cologne

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