Retailers’ Panel

Three very different independent retailers introduce their businesses and discuss their trading experiences in the run-up to Yuletide

“Customers started Christmas shopping early this year. Candles, Christmas foods and gifting are all selling really well”

Lucy Parsons

Indoor Living Manager/Buyer Burston Garden Centre St. Albans, Hertfordshire

I’ve always been in the garden centre industry, starting out as a florist at a local garden centre.

After being made redundant when the florist closed,

I took on a temporary position as plant assistant at

Burston Garden Centre, and have been here for 20 years.

It’s an independent, family-owned business established in 1978, that covers around six acres, on the edge of the M25 at St. Albans in Hertfordshire.

I’ve been the Indoor Living manager/buyer for the past 18 years. The department has grown from a small gift department to a comprehensive range which includes gifts, homewares, clothing, footwear, toiletries, toys, cards, stationery, food, and houseplants.

It’s an eclectic range focused on high quality and sustainability products, which appeal to a broad customer base. Core sectors are home interiors, clothing, cards, and food - and we are seeing huge growth in the houseplant sector. It was very popular before the pandemic but since 2020, it’s increased further. It’s brought a much younger customer into the store, which is lovely to see.

As for our key suppliers, we have so many… Woodmansterne, Ivyline, POM, Wax Lyrical and Cottage Delight really stand out. But all our suppliers play a really important role in making the department what it is. We recently started stocking Hawthorn Handmade, which is a beautiful range of craft kits, and The Sunshine Bindery, which is a fun and bright stationery range with uplifting and positive quotes.

I mainly source gifts by going to shows such as Spring Fair and Autumn Fair. But recently I’ve found some great products through press releases and Instagram. What’s my selection criteria? Quality, sustainability - and it must fit in with the garden centre ethos.

There’s been many ups and downs in trading this year due to the weather, the Platinum Jubilee, and increased energy bills. Sales are very positive at the moment and I’m looking forward to Christmas trading. It will be challenging, but I’m confident in the ranges we have in-store, and our staff who offer great customer service and advice, which is so important.

Our customers started their Christmas shopping early this year. Candles, Christmas foods and gifting are all selling really well. And I’m sure Christmas Gonks will sell well, as they have in previous years, along with food hampers and candles. I think consumers have been trying to spread the cost rather than leaving it until December. Another change in purchasing patterns we’ve been aware of is more customers just visiting for a specific product (such as a birthday present) rather than coming in for a browse.

Going forward, I’m looking to expand our products made in the UK and locally-made items. I found some great ranges at the Autumn Fair so I hope to grow on this. I have some exciting ideas for the look of the department for next year: introducing a bit of theatre and changing how we merchandise to make us more appealing to younger customers. It will also improve the shopping experience.

The most rewarding aspect of my job is the great compliments we get about the department and the staff. We have a fantastic team that makes it all happen. And the most challenging? Keeping up with the trends of the moment. But, more importantly, getting out of the old ones at the right time.

Top 5 Best Sellers

1. Houseplants 2. Scheurich ceramic pots 3. Wax Lyrical candles

Zoe Charlton

CEO and Founder TreatBox Online letterbox gifting service

“We are very excited for the festive season”

The idea of TreatBox started in 2014, not long after I had my second child and moved to a new town. I wanted to send a gift to my friend but struggled to find a company where I could include a personal handwritten message and had full control of what went inside the gift.

I put together a box of treats and sent it to her door. I quickly realised this is something I enjoyed doing, and after sending more to friends and family and seeing how much they loved them too, I branched out into offering the boxes online to help connect other people’s friends and families - and it took off from there.

We now send thousands of boxes across the UK and worldwide. We have different products, from build-your-own boxes, ready-made boxes, subscription boxes and personalised gifts. Items that can be added to our boxes include lifestyle products, edible treats, beauty products, stationery, jewellery and more. All the products are either designed and created by us or sourced from other independent businesses.

Our range can definitely be described as thoughtful pick-up gifts. We like to make sure they are made to help a customer or loved one remember how appreciated they are.

Our current top five best sellers are our Christmas advent calendar, our ‘I hope you know how strong, amazing, beautiful and kind you are’ ceramic keepsake, our Christmas-themed build-your-own boxes, our birthday advent calendar, and any of the biscuits (supplied by Gardners Cookies) that we sell!

Trade is running at a good and steady pace. We are selling more than we were this time last year, so that’s definitely a bonus. We noticed a slight dip in sales around April when the news of price increases hit but this has now subsided and we are back on track.

We are very excited for the festive season as we have lots of new products. This is always a really good time for us and sales definitely go up due to customers purchasing presents for loved ones. There will be a range of readymade TreatBoxes which usually sell well: these can include mugs and socks, all designed by us, which makes it that little bit more special.

The most satisfying part of my job is knowing we are providing a customer with a beautiful and thoughtful gift which could potentially make that person’s day better. We love to read and see everyone’s reviews and pictures of their TreatBoxes. It makes us happy to see others enjoying our products, and helps us to gain ideas on how to progress the business further.

Photos: Andrew Kidd

Malcolm Sheridan

Owner Black Flamingo Store Shoreham-by-Sea, West Sussex

“We aim to become a destination store for design-led home and gifting”

Black Flamingo Store was an idea born out of the struggles of lockdown. Working as a locksmith and home security engineer was proving a ‘nonessential’ trade (even though I was a key worker!). My partner, Louise Hammond, was now the main provider for the home during these times with her agency, Black Flamingo Brands. It was then that I began to help with her customer lists and emails, something she will admit is not her strong point. This was during the first lockdown of 2020.

By the summer of 2021 I decided to launch Black Flamingo Store: both as a retailer of the brands the agency represents, as well as a showroom for other independents to visit and stock up for their own businesses. Finally, we found our home in Shoreham-by-Sea, where we are pleased to have the shop fitted out with all the brands we represent, along with some great cards and gift wrap.

With us representing many brands (Forma House, Cozy Living, Blooms by Samuel Baker, Designworks Collective, Orla Kiely, Portico Designs), our only problem is making sure we don’t order too much for our little shop. What’s our selection criteria? An easy job, as Louise and I have very similar tastes. We just need to check ourselves sometimes, so we don’t order too much.

What’s proving popular? Orla Kiely sells well for us, along with the Sea Life melamine range from Rose & Tulipani, and scented candle ranges from Paddywax. We also sell well in the men’s gifting section, thanks to Gentlemen’s Hardware.

With everything going on right now, it’s hard to predict how Christmas will be - bearing in mind it’s also my first Christmas as a shop owner. But from the feedback we’ve had from our customers and community, we do feel we will be supported with many return visitors

As for the future, we aim to become a destination store for design-led home and gifting as well as giving us a great workspace and office for the agency side of the business.

The most rewarding aspect of my job is feeling part of a great community here in Shoreham-by-Sea. The locals have been lovely, with many positive comments, which helps make it a joy opening every morning. And the most challenging part? Trying not to bring most of the new in-store items home with me! Top 5 Best Sellers 1. Keith Brymer Jones mugs 2. Orla Kiely range 3. Paddywax scented candles 4. Gentlemen’s Hardware globe lights 5. Cozy Living pots and vases