House & Garden

Garden-themed home decor is no longer merely a trend: It has become a staple. And that staple is still the fastest-growing category in decorative accessories. America's decade-long affair with home decorating and the concept of cocooning undoubtedly received a boost in the wake of the recent terrorist attacks. Family, home, and traditions spell security, and that's what Americans crave most right now.

"As people find more security in their home environments, they will continue to purchase products for the garden, and products that bring the garden feel indoors," noted Margaret Hooper, national catalog manager for Pacific Rim in Seattle.

"People take pride in their home, and want it to be a quality space. They want the outside to be just as inviting as the inside," said Sharon Larowe, director of marketing at Carruth Studio in Waterville, Ohio.

The influence of the garden and the outdoors on home decorating is reflected in new home construction, according to Dan Lammon, vice president of sales and marketing at Hen-Feathers in King of Prussia, Pennsylvania. "More and more [new houses] have full-season porches. In the south, you will find full-screened porches. In the north, you will find full windows that bring the outdoors in." He added that many shelter magazines have been featuring "bright, sunlit rooms."

While all garden product is selling well, according to the manufacturers we spoke with, the personal taste of the buyers dictates what type or style of garden product they will buy. "There isn't one trend that is popular," said Dan Lammon. "If someone is into angels, she looks for that." Other than the fact that consumers are seeking upscale, coordinated looks, he's not sure whether consumers are really aware of choosing certain motifs, or whether they just want things that go together. He said that Hen-Feathers' themed fantasy line does well, as do products that can be easily mixed and matched. However, consumers do have regional preferences: "If someone lives in Iowa, she probably won't want the coastal look," he noted.

Glenda Ray, vice president of marketing at CBK in Union City, Tennessee, said that certain products are selling better than others. She noted that CBK does well with water fountains, large urns, decorative stepping stones, wall plaques, and garden stakes. Ray also added that in the insect and animal world, dragonflies are still strong and frogs are "huge."

Carruth Studio's Sharon Larowe said that her company's best sellers are "the Fs": fairies, frogs, florals, and faces. Also, "the functional art pieces do exceptionally well," she commented.

With so many styles of garden-themed merchandise on the market, what's a retailer to do? While you can't display everything, Lammon suggested keeping catalogs handy. "People are looking for a look, and the retailer needs to help them find that look. Ask what kind of furniture they have, how their home is decorated." With a quick flip through a catalog, you'll be able to show them the wide range of choices available to them.

Bright colors began to play an important role in interior decorating during the past few seasons. Consumers responded positively to the trend, and now garden-themed decor is following suit. For example, take a look at the very colorful and whimsical Silvestri garden stakes featured on the cover of this month's issue.

"Anything colorful is doing well," CBK's Glenda Ray pointed out.

Most garden products on the market today can perform double duty: They can be used outside or inside the home. That aspect has great consumer appeal. "People want to get more for their dollar," noted Sharon Larowe. This will become even more evident as our economy works its way through its current downturn. Glenda Ray said retailers should take the time to teach their customers how to make double duty work for them: For example, show that an urn is equally attractive next to a fireplace or on a stone patio.

Even if your shop doesn't focus on outdoor decor, garden-themed products can still be an easy sale, since customers will feel that they're getting more for their money.

Pacific Rim's Margaret Hooper looked to the future, observing: "I think you will see a continuing emergence of garden-oriented accessories for the home. The growth will be in more affordable garden product, where there is more perceived value for the price."

Hooper also thinks that garden product will become a bigger player in the gift-giving arena. "More and more garden centers are seeing increases in their third- and fourth-quarter sales of garden accessories, as consumers are buying products as gifts," she explained.

The smart retailer who takes a close look at garden-themed merchandise may well decide: "As you sow, so shall you reap."