A new report has laid bare the "opportunity hiding in plain sight" for stronger partnerships between garden centres and homeware brands, with more than half of garden centre owners saying they would dedicate more floor space for homeware products offering better margins, faster, more reliable delivery, and improved durability and quality.
With one in every two consumers preferring to shop for home textiles in physical stores and consumers happy to spend as much as £187 on a single impulse homeware purchase, garden centres are perfectly poised to capitalise on a market of consumers that want to ‘try before they buy’ in-store, says rug and mat maker Kleen-Tex Home.
The Homeware Buyers Index 2025, a new report produced by Kleen-Tex Home after surveying some of the country’s top procurement leads and retail buyers, reveals 55% of garden centre buyers would switch suppliers for improved pricing or faster delivery. More than four in five garden centre buyers (82%) shared they make purchasing decisions at least every two to three months – making them one of the most active and responsive retail groups in the industry.
The findings are revealed as the BDO High Street Sales Tracker reports an 8% growth in high street homeware sales in September 2025.
The index also highlights fluid loyalty in the sector, with only 36% of garden centre buyers relying on existing supplier relationships regularly.
Quality and durability remain the top priorities for 81% of those surveyed in the sector, but compared with other retail sectors, there is less emphasis on sustainability as a primary purchase driver. The sector also shows a stronger focus on commercial and practical factors such as price, performance and supply reliability.
Elaine Smith, European marketing director at Kleen-Tex Home, says: “Garden centres are increasingly focusing on unlocking more buyer power from those visiting and spending time at their stores, and customers are expecting more than just plants and gardening products in today’s market.
“Garden centres are a genuine partnership opportunity for quality homeware brands – and our data suggests buyers in the sector are open to fresh supplier partnerships that can deliver on price, sustainability and reliability. We know from our own experience that collaborations in our sectors, when done right, can unlock value and deliver returns.”
The Homeware Buyers Index 2025 combines insights from more than 500 retail buyers and 1,000 UK consumers to uncover how purchasing priorities are shifting across the homeware industry. While consumers continue to favour value and durability, retailers are adapting quickly – with garden centres emerging as a fast-moving, high-potential channel for homeware growth, says Kleen-Tex Home.
Elaine adds: “This study gives homeware manufacturers a clear view of where the opportunities lie. Garden centre buyers are switched on, highly engaged in their market and know their customers, but we believe partnerships with quality homeware brands can open up new opportunities. For suppliers who can deliver the right mix of quality, value and consistency, the door is open.”
Manufacturers and suppliers looking to access the full Homeware Buyers Index can request a copy here.
