A green experience oasis

The market-leading garden centre chain in Austria, Bellaflora, has unveiled a new concept for its garden centres in what is termed a "revitalised store" in Leonding, close to Linz, and in Graz. It is based on the idea of a "green experience oasis" and in describing it the company focuses on aspects such as winding down, an affinity with nature, plants, decorative items for more stylish living and everything for the welfare of pets. In addition to plants, the store sells an extensive range of indoor and outdoor LED lighting as well as home décor accessories and furnishing products such as coffee tables and benches, lounge chairs and vintage stools. Another highlight is the assortment of hand-made silk flowers.
"For most people, the garden and balcony are their own private feelgood oasis. It goes without saying, therefore, that this mood should be replicated on the retail area," says managing director Franz Koll, outlining the company's approach. Bellaflora thus wanted to create areas that convey pleasure, information and entertainment rather than insipid sales floors.
His management colleague Patricia Schweiger-Bodner adds: "We want to bring the beauty and impact of nature closer to our customers and inspire them 365 days a year. It goes way beyond setting up product dispensers; instead we like to create arrangements with our range of colourful plants and attractive decorative items and offer suggestions as to how they can be used."
A variety of themed worlds featuring practical examples are intended to inspire customers and give them ideas for home design. "The focus is on complete design ideas rather than on individual products," explains Patricia Schweiger-Bodner. "For example, the shopper sees a beautiful table and matching chairs in a desirable ambient setting in the home, festively set and embellished with stylish accessories and matching decorations. Positioned next to this is a complementary houseplant in an attractive planter, and mood lighting to accentuate the cosy atmosphere." Popular shabby chic, cool design, opulent style in the garden centre? It makes sense, because the customers see at the same time which plants best complement their interior design style.
Bellaflora has also revamped its pet department, which offers an assortment ranging from pet food and dog toys to bird houses suitable for different avian species. "Pet welfare is a new focal point of our offering, and so we wish to particularly highlight this expertise," explains Franz Koll.
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