In the garden retail industry, buying British isn’t just about ticking a box, it’s becoming a key part of the business strategy.
With tighter supply chains and customers increasingly interested in quality, provenance, and sustainability, sourcing plants, tools, and products from UK suppliers makes good sense. It’s about offering something trustworthy and local, supporting British growers and manufacturers, and building resilience against the ups and downs of international trade.
For garden retailers, embracing British products can strengthen relationships with customers who value home-grown credentials, while helping to safeguard the future of the industry as a whole.
Industry Expert Cassie King spoke to key figures in the industry to explore the current landscape of buying British, highlighting successes, hurdles, and strategies garden centres use to champion UK-grown and made products.
Rising consumer demand
The demand for locally sourced, British-grown plants and garden products is rising among both retailers and consumers. Such credentials assure retailers and consumers of product quality, authenticity, and environmental responsibility, key selling points in the current retail climate.
Adrian Williams, Director at Equigrow, D. Williams, and Willen Biogas, highlighted the tension between loyalty to British products and price sensitivity: “People are very passionate about buying British and staying loyal; however, most buyers are ultimately price focused. Sadly, if foreign (and often sub-standard) products are cheaper, even though the quality is not the same, people will be swayed to choose those.”
Echoing this sentiment, Jill Nicholson, Owner of Gordale Garden Centre, said: “We haven’t noticed any significant change. Price and quality remain the main drivers of purchase.
“We don’t see many customers actively looking for British-grown products, although we do consider it an important feature of our selection.
“Signage such as ‘grown locally’ tends to resonate more than ‘UK-grown.’ People seem keener on local food like honey, jams, and marmalades than they are on British plants. Perhaps as the younger generation grows into garden centre shoppers, attitudes will shift.”
From a supplier perspective, heritage and home-grown brands are seeing strong interest. Angharad James, Brand Manager for Baby Bio and Maxicrop at SBM Life Science, commented: “We’ve seen both retailers and consumers placing more value on heritage and home-grown products, with British brands enjoying a real resurgence.
“Baby Bio and Maxicrop have been trusted names in British homes and gardens for decades, and our iconic bottles are instantly recognisable on shelves.”
Marketing British goods
Marketing British provenance is a shared priority amongst garden centres. Williams explains how Equigrow supports retail customers: “Our product packaging, marketing messaging and point of sale signage states that we are a British company supporting British products… ultimately, if the retailing garden centre wants to stock a range of products from across the world, which is their prerogative.”
This balance between supplier support and retailers’ autonomy is important in a diverse marketplace. Colin Barrie, Managing Director of Caulders Garden Centres, echoes this ethos from a retailer perspective: “Customers are more aware of ‘British Made’ and ‘British Grown’ than ever before.
“Caulders now source 85%+ of our plant stock within the UK. We take the same tack with our gift lines, buying close to home, supporting companies like Scottish Fine Soaps and Arran Aromatics.”
Caulders also promotes “Locally Made” and “Locally Grown” as core values, summed up by their motto “less miles, more smiles!”, and it’s this approach that fosters consumer loyalty rooted in regional pride and sustainable economics.
Telling the story
At Fakenham Garden Centre, General Manager Nick Haydon also has observed a shift in consumer attitudes: “There’s a growing appreciation for the quality, provenance, and sustainability of UK-sourced goods, especially among younger families and eco-conscious gardeners, he said.
“Our range includes herbaceous perennials and bedding plants grown locally in East Anglia, alongside British-made garden accessories and cafe products like jams and chutneys made nearby. Our marketing involves clear point-of-sale communication to inform customers and reinforce the British credentials of products.”
Jill at Gordale reflects: “Much of the UK stock comes with logos already, and we’ll use point of sale for locally grown bedding. But in core ranges like Clematis or Conifers, it all blends. This is one area where UK horticulture could really make a difference, by pulling together a coherent ‘brand’ for UK-grown plants, not only to promote within the UK but to shout about quality abroad.”
SBM Life Science helps retailers tell the story, Angharad explained: “We provide POS, digital assets and seasonal campaign support, as well as wider PR and influencer activity. With Baby Bio and Maxicrop, garden centres can tell a story of British heritage, trust and performance that appeals to loyal and new generations of gardeners.”
Overcoming production and supply chain challenges
Maintaining a reliable supply of British products is not without its challenges, as Adrian at Equigrow points out: “Poor Government support is a serious issue. The hikes in wages and other associated costs make it increasingly difficult to stay financially competitive in our nation’s marketplace. Rising costs and regulatory hurdles can undermine the viability of British producers, threatening supply chain consistency.”
Helen McDonald, Director at Merryhatton Garden Centre, also spoke of how Brexit-related customs checks have affected supply reliability. “Our plants arriving from Europe have had to go through tighter controls, delaying arrival and sometimes reducing plant quality. This has sometimes led us to choose UK suppliers instead. We have had challenges with specific species such as cacti, succulents, and carnivorous plants, which were previously sourced from the EU but are expensive to produce locally due to climate constraints.”
A pragmatic approach
For Gordale, the reality is more pragmatic as Jill explains: “A lot of stock is sourced through major importers, like Christmas ranges, for example. We work with excellent UK growers, some very local, but for us, quality comes first, location second. Brexit has caused challenges, but European suppliers can still offer a quality, price and volume balance that isn’t always achievable within the UK.”
At British Garden Centres, Group Nurseries Manager Scott Morahan highlighted production strategies linked to sustainability and local supply: “Imported stock is no longer as cheap as it once was, with transport and phytosanitary costs impacting prices, said Scott. “It makes sense for plants to travel less distance to stores, hence investing in our own nurseries.
“In 2026, BGC plans to grow and produce around 1 million plants, planters, and baskets across its nurseries. We will also be using local raw materials, such as compost from Scotland and pots made in the West Midlands, with about 75% of young plants sourced from UK propagators to reduce environmental impact and support the domestic industry.”
Provenance and trust
Clear provenance is key to building consumer trust with the consumer as Helen explains, “We place considerable emphasis in our marketing on showing locally grown British plants with clear messaging in-store and online. Bedding plants are described as ‘Scottish grown (grown in Perth),’ alpines from Gedney in Lincolnshire, climbers from the Cotswolds, and trees from Hereford. Our website further educates customers about sourcing and the benefits of British-grown stock.
“Our point-of-sale extends beyond plants to food offerings in the garden centre café, reinforcing a comprehensive British identity. Holiday loyalty schemes and email communications provide opportunities to spotlight British products further.”
Provenance is equally central for smaller, mission-led suppliers. Dr Emily Attlee, Co-Founder of Seedball, tells us: “When we started Seedball, our goal was simple – to make it easier for everyone to grow native wildflowers and support wildlife. What’s been really encouraging in recent years, and especially moving into 2025, is seeing that both retailers and consumers are increasingly seeking out British-grown and British-made products. There’s a real appetite for knowing where things come from, and we’ve always been transparent about that.
We’re incredibly proud that everything we do is 100% UK-made and manufactured from our base in North London. Even our tin packaging has a story – it’s produced locally by the last tin can maker in London, a factory partly powered by solar panels. That traceability, from our seed mixes through to our packaging, means retailers can share a clear sustainability story with customers.
For us, keeping production close to home is about staying true to our roots, supporting local makers, and ensuring every product helps both people and nature thrive. Of course, producing everything in the UK means we must navigate seasonal seed supply challenges, but we’re committed to remaining authentically British in everything we do.”
Balancing efficiency and sustainability
Neil Grant, Managing Director of Ferndale Garden Centre, offers another perspective: “I don’t think the vast majority of customers even think about where their plants come from. They probably assume they are grown just down the road.”
Ferndale sources over 90% of hardy stock from UK growers but imports 99% of houseplants from Holland. “Inflation has evened out costs between the UK and imports but raises concerns about industry inefficiencies. Nurseries aren’t considering ways to make plants more cost-effective, such as changing pot sizes or combining deliveries effectively. We are starting to discuss these issues through the HTA Retail Committee.”
As garden retail navigates shifting costs, supply pressures and evolving customer expectations, one thing is clear: by backing British-grown and British-made, the industry is not only supporting local makers and growers but also strengthening its own roots for a more resilient future.
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