HGTV Home Plant Collection Premiers at California Spring Trials
At California Spring last month, Agricola Management Group, in conjunction with Dümmen USA, Inc. , unveiled the HGTV Home Plant Collection. More than 500 growers and retailers previewed the debut annuals collection, “Expressions,” at the Edna Valley Vineyard in San Luis Obispo, Calif.
Agricola Management Group is the exclusive licensee for the new HGTV Home branded plants. The new program was announced earlier this year.
Expressions Annuals and all of the coming plant varieties in the HGTV Home Plant Collection will be supported by HGTV Know How!, referring to the plant care tips, landscaping inspiration and gardening ideas featured on the products, online and in retail stores.
The debut collection features mixed plant varieties in complementary color families that are matched in timing for balanced growth and consistent color. The annuals, mixed containers and hanging baskets are designed to perform well in consumer gardens and outdoor living spaces.
The “Expressions” collections that were on display at Spring Trials included Confetti Craze, Friendly Fusions, Sassy Sweethearts and Big & Bold, available as individual components in quarts and mixed together in gallons and decorative containers.
As previously announced, the “Expressions” Collection will be available in retail starting in Spring 2012 as part of a collection soft launch. Initially, the HGTV Home Plant Collection will be available to a select group of the nation’s top retailers and independent garden centers located in key geographic areas, including the West Coast, the Midwest, New England, New York and the Mid-Atlantic. New markets will be added to the collections’ distribution through 2013.
The HGTV Home Plant Collection will be supported by a media campaign that will include on-air and digital support. It will also become a part of the larger marketing efforts for the current HGTV Home branded products including paint, furniture, flooring, lighting and design software.