British grocer Waitrose is expanding further into the horticulture sector with the addition of 6,000 gardening products for flowers, fruits and vegetables.

The new Waitrose Flower Garden shops will include 850 different fruit trees, herbs, flowers, plants, bulbs and seeds, and 80 gardening tools and care products. The web component, Waitrosegarden.com, will partner with online gardening supplier Crocus to sell over 5,000 gardening products.

By mid-April all core stores will include the new flower shop and 41 branches will include 120 square feet of outdoor space dedicated to horticulture.

Agriculture and horticulture adviser Alan Titchmarsh will offer seasonal tips and guidance, including a monthly e-newsletter for Waitrose shoppers.

Waitrose marketing director Rupert Thomas said the company was pleased to become a serious player in an already successful category.

“Together, Waitrosegarden.com and the Waitrose Flower Garden range will offer something for everyone - from those who are keen to grow their own flowers, fruit and veg but aren’t sure where to start, to those with greener fingers. The offer will change frequently throughout the seasons to give customers new ideas during the year," he said in a press statement.

Photo: Alan Titchmarsh

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