Becoming the fifth member in the Novalis growers consortium, grower/retailer Armstrong Growers, Glendora, Calif., will introduce Novalis plant material in their 36 retail outlets starting in spring 2005. Additionally, Armstrong will make Novalis offerings available to other independent garden center retailers in California, Arizona and Nevada. Expanding the Novalis retail presence in the West, Armstrong joins Carolina Nurseries, S.C.; The Conard-Pyle Co., Pa.; Imperial Nurseries, Conn.; and Willoway Nurseries, Ohio who grow and distribute Novalis plants to independent retailers in the Eastern, Southern and Mid-west regions of the country.
Novalis, founded in 2002, grows and sells premium plants exclusively to independent garden centers. The three Novalis programs, Plants that Work, Sun/Shade Perennials, Twice as Nice Daylilies and The National Parks Rose Collection, are supported with marketing and merchandising designed to boost sales at the retail level. With growing facilities in the East, South and now the West, Novalis programs are regionally tailored to consumer tastes and needs, assuring timely delivery of retail ready quality plants for the garden center.
“We’re so pleased and excited about the enhancement that Armstrong brings to the Novalis group,” said J.Guy, president of Novalis. “With consumer trust in the Armstrong name, their proven excellence in plant production, and the geographic expansion to the West, Armstrong Growers is a great addition to our partnership and a wonderful endorsement of the Novalis concept.”
James Russell, vice president/general manager of Armstrong Growers thinks the Novalis partnership and Armstrong are a perfect match. “The Novalis approach to regional offerings gives us the opportunity to add varieties to Plants that Work and Twice as Nice that make sense for consumers in our part of the country. And the availability of marketing and merchandising components for each program means we can introduce an attractive and appealing message to our customers right out of the gate.”
Initially, Armstrong will grow and sell Plants that Work Sun/Shade Perennials in 1-quart and 7 1/2-inch pots, Twice as Nice Daylilies in 7 1/2-inch pots and The National Parks Rose Collection in 3-gal. pots. In addition, Armstrong will be a grower/distributor for two Novalis exclusives for 2005, Double Knock Out Rose and Big Daddy Hydrangea. Novalis plants will be appearing in Armstrong Garden Centers beginning January, 2005.