5 minute read
Charmaine Fox, gift manager of
‘We have a
wonderful reputation’
Charmaine Fox, gift manager of Caulders Garden Centres in central Scotland, chats to Clare Turner about the nine-strong chain, which has ‘new ideas, but old fashioned principles’
What’s your background?
I previously worked as the ladieswear and accessories manager for [department store group] Dunnes Stores’ Glasgow flagship, the home and leisure department manager for supermarket chain Morrisons, and the customer service manager for the linens department of John Lewis in Glasgow.
I’ve been working with Caulders Garden Centres for seven years. I started in the Erskine branch as the gift shop manager, and I‘m now based in our Loch Lomond branch as gift manager.
Tell us about your business.
Caulders Garden Centres has nine branches throughout central Scotland and is owned and run by Colin and Mandy Barrie. They opened their first centre in Mugdock Country Park in 1999 and the business has grown steadily. In 2021 they acquired their ninth centre, Hetland Garden Centre in Dumfries.
What sets you apart from other garden centres?
We are a family-run business that endeavours to sell quality plants and giftware at affordable prices, with customer service at the forefront of everything we do. We have a wonderful reputation which continues to grow as we welcome customers old and new to shop with us.
All our centres are all in beautiful locations and we aim to give a warm inviting environment to all our customers. We have excellent trained staff and expert horticulturalists on hand to help with all their gardening-related questions.
Our restaurants were recently awarded the Garden Centre Catering Group of the Year Award,
which is fantastic for our hardworking teams. Everything is homemade on the premises and the mouthwatering cakes speak for themselves!
How would you describe your range?
We have everything you could wish for in the gift shop, and our products are stylish and hand-picked. Our customers always say they can find the perfect gift, or something different, in our centres. I feel we have something for everyone and a price to suit every budget.
What are your key categories?
Gifts, greeting cards, home fragrance, jewellery, homeware, and clothing.
How many suppliers do you deal with?
We deal with way too many suppliers to name them all. A few of my personal favourites at the moment are Kloche by Enesco, Arran Aromatics, and Joe Davies.
How do you find products?
Through reps, reading the trade press, and visiting trade shows.
What’s your selection criteria?
Did You Know?
Caulders Garden Centres is an independent family-owned group of nine garden centres and eight restaurants, employing a team of more than 300 staff, located across Central Scotland in Cumbernauld, Cupar, Erskine, Hetland, Kinross, Kirkintilloch, Loch Lomond, Mugdock, and Newton Mearns.
Managing director Colin Barrie says: “At Caulders we have new ideas, but old-fashioned principles. We know our customers have a huge choice of where to shop and where to eat nowadays, so we continue to improve our business and aim to provide great products and offer excellent value for money. We appreciate every visit a customer makes to one of our centres.”
What’s your 2023 retail resolution?
I ask myself: who would buy it? How much would I pay for it? Do I like it? Is it our customer base? And is it good quality?
How is trading for you?
Trading has continued to be strong and steady considering the current climate. We fully appreciate that customers have difficult decisions on where to spend their budgets, and we are always very grateful when they choose to shop at Caulders.
What strategies have you used to tackle the challenges?
We have tried to adjust some of the range to provide value for money without compromising on quality.
Have you noticed a change in purchasing patterns, in light of the cost-of-living crisis?
I feel customers are more price-focused. They are buying deals and were shopping earlier for Christmas to spread the cost.
What’s selling well?
At the moment our greeting cards continue to be strong, and all clothing: ladies and gents.
What’s next for your gift offering?
This year I would like to expand our ladies’ clothing, and kitchen goods.
What’s next for your business?
January is going to be a busy month for our Loch Lomond centre, as we renew all carpet and move the till area to give the centre a larger selling area and better customer flow to the front of the gift shop. I can’t wait to see the finished results!
What’s the most rewarding aspect of your job?
I love helping customers pick out the perfect gifts for their friends and family, and seeing all our beautiful products merchandised well and selling in our centres.
And the most challenging?
Getting the right products into the centres at the right time. Recent challenges in getting goods into the UK as a result of the pandemic and Brexit have altered lead times and availability considerably.
What’s your proudest Caulders moment?
Helping with the transformation of Caulders Loch Lomond, when we first took over the site in 2020.
To continue to provide a wide and exciting variety of giftware which suits all budgets. Overseeing the development and changes in the gift shop, while building a new customer base and continuing to win over the hearts of the original store customers, has definitely been a highlight of my career with Caulders.
Top 5 Best Sellers
1. Cashmere scarves 2. Scented pine cones 3. Thermal socks 4. Heat holder blankets 5. Wax melts
