Wiltshire-based home and garden retailer Garden Trading has reported a record Q2, in which it saw 20% LFL growth, driven by strong performance across its D2C and wholesale channels, with sales accelerating throughout the period.
This growth was supported by stand-out Easter trading and a 40% uplift YoY in May, alongside gains across acquisition, retention and customer value metrics.
Garden Trading says the results reflect a company-wide focus on deepening engagement with both existing and new customers, against a backdrop of continued investment in its Home and Garden categories.
The retailer delivered growth across all key customer volume indicators during the quarter, while improvements in spend and frequency also increased average customer value by 15%. An overhaul of the company's CRM is credited as the main driver behind this, capitalising on traffic gains from more top-of-funnel brand activity.
Lead acquisition also increased by 26%, driven successful brand partnerships with Seasalt Cornwall and Gozney, helping introduce the Garden Trading brand to new audiences. Additionally, web statistics strengthened significantly, with click-to-open rates increasing by 25%.
As well as the marketing and creative execution behind it, a major driver of Garden Trading's year-to-date growth has been the success of new and expanded product collections across furniture, garden living and home categories.
Demand for outdoor living products remained exceptionally strong, with stand-out performances from: rattan garden furniture collections (up 130%); teak garden furniture collections (up 65%); and bistro sets (up) 50% .
The furniture category continued to gain momentum as customers invested in their homes: sales of dining chairs were up 65%; occasional chairs up 55%; and new product launches and expanded ranges generated significant growth across the home category, with sales of throws, seat pads and floor cushions up 225%, mugs: up 185% and tableware up 95%.
MD Richard Bell comments: "Our Q2 performance demonstrates the strength of the brand, our proposition, and the effectiveness of our customer-first strategy. Every area of the business has been working towards the same objective – improving customer engagement and lifetime value.
“This progress demonstrates increased positive brand awareness and a more effective online customer journey, meaning that customers not only arrive with greater intent, but are increasingly satisfied with their experience from beginning to end. It’s validation of the team’s hard work and the growing reputation we have within the homeware market.”
