Choosing from a catalog is good… but what’s better than “vsee the product, touch it»?, enthuses Martine Chartier, sales representative at Smart Garden Products. This is one of the reasons why the “so British” specialist in garden products – 100 million euros in turnover – chose to set up a vast 1,000 m² showroom in Wasquehal to present its collections to its customers. Namely large gardening, DIY and food stores but also independent garden centers. “Buyers can thus explore our products in optimal conditions. This promotes a richer and more interactive experience than simply consulting a catalog. This approach also strengthens our professional relationships in a friendly and efficient manner.», Explains Xavier Faure, European director of the English brand.
The premises, designed by the Lille agency Tétris, extend over a single level, divided into two large interconnected spaces. They include offices, with a team of four people which should soon expand, for commercial management and sales administration.
The MEL, «an ecosystem rich in its key retail players»
France representing 50% of European turnover – “excluding the United Kingdom, where 85% of the total volume is recorded”, it was quite natural that she was chosen for the project. The brand already had an office in Bordeaux. A decision motivated by Brexit, “which has disrupted our activity and generated new commercial, administrative and logistical realities», recalls the manager. “It was therefore essential to establish ourselves in France, which we first did in Bordeaux, to protect our clients from any impact on their daily and mainly administrative management.», adds Xavier Faure.
As for the choice of the MEL, it is also eminently strategic: “The establishment of Smart Garden Products in the Lille metropolis reflects a thoughtful strategy, guided in particular by the accessibility of the territory. The Lille metropolis, easily accessible for British partners as well as French and European customers, constitutes a tactical crossroads for the company», he analyzes.
And to add, citing for example Leroy Merlin, Castorama or even Auchan: “the presence of a dynamic local ecosystem, rich in its key retail players, offers an environment conducive to business development“. The objective of Smart Garden Products? double its turnover in the next three years. “A goal made achievable by the pool of local talent and the attractive quality of life in Lille, which facilitates the recruitment of qualified professionals».
