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Jardiland on expansionary path

Jardiland intends to further consolidate its market leadership in France through a large-scale programme of expansion in addition to store extensions

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At the end of last year Jardiland had 94 garden centres, making it a significant part of the Tripode-Jardiland Group, which achieved a turnover of 53 mio euro last year through a total of 221 locations. Over the next five years the company intends to start up ten new garden centres per year, one or two of them each time in Spain. At the beginning of this year Jardiland opened its sixth garden centre in Spain, in Lleida to be exact, about 150 km from Barcelona.
In France the Jardiland outlets are developing a format involving an area of between 5 000 and 6 000 m2, witness to which are the openings during the first six months of last year (three extensions and two new openings) and over the final six months (seven projects). Though with one exception to this rule: The garden centre that opened at Lieusaint in the Paris conurbation covers an area of 10 000 m2, which makes it the group’s biggest location so far. This demonstrates the Jardiland group’s desire to offer a deeper range of products whenever the trading area allows it to do so.
However, in the majority of cases Jardiland prefers a concept covering 6 000 m2, whereby 45 per cent of the product offer consists of plants and 20 per cent of pet products including live animals. As a rule the core range includes over 20 000 articles, which rises to 46 000 when seasonal offers are included.
Jardiland intends to open ten garden centres per year over the next five years.
Jardiland director Jean-Pierre Pouchard considers that this area is optimal for meeting the needs of French consumers where gardening is concerned and receiving them in attractive surroundings (broad aisles, etc.). The reason why leisure gardeners visit garden centres is not only to make purchases but also to achieve a certain amount of relaxation.
The beginnings of the Tripode-Jardiland Group go back to the year 1973, when the Tripode central buying organisation was established. The opening of the first Jardiland garden centre in the year 1982 was the start of a franchise system that became increasingly popular as years went by and was exported beyond the borders of France as well. A subsidiary firm was established in Spain in 1990 and two years later came the inauguration of the first Jardiland garden centre in the area around Madrid.
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