Back to basics

In a world overflowing with marketing concepts, plastic packaging and digital distractions, Gerwald van Ingen of Delano Wonen en Tuin deliberately chooses a personal approach and the sale of high-quality greenery. He himself is the ‘face’ of his company in Culemborg.

Over the years, Gerwald van Ingen’s garden centre, named after his son Delano, has grown into a brand with extensions into interior design and garden furniture. While Van Ingen junior specialises in these areas, senior is returning to the core of a garden centre: a strong focus on greenery. No cat litter, batteries or bags of sweets at the checkout like you increasingly see elsewhere. “We, as professionals, shouldn’t go along with that."

Personal approach
Gerwald focuses on a customer group that visits garden centres in search of high-quality plants and greenery: the over-55s. “That group is a consistent and loyal customer base. They don’t come for ten sad-looking roses for two euros; they choose quality. They buy violas in early winter and hanging geraniums only after the Ice Saints.”
While Gerwald feels that trade fairs are often “flooded with packaging and marketing concepts”, he chooses the personal approach. He himself is “the label” of his business. “Customers want to be informed. Whether it’s about the difference between conventional and organic products or the flowering guarantee of an orchid, you are the expert who earns their trust.”

The pace of sustainability
At a time when many florists are closing their doors, Gerwald sees opportunities. But only on sustainable terms. “You shouldn’t want to sell delphiniums or a blooming Primula in winter. You won’t find cellophane in our shop anymore either, but paper instead. And we use string rather than plastic binding wire.”
He supports sustainability, although he does have some reservations about the pace of change. “The pace is so rapid that a hard-working grower can no longer keep up. There needs to be enough return and investment capacity left to be able to take these steps.”

Good advice
By purchasing carefully, Gerwald minimizes waste and can work with sharper margins. “Customers no longer accept margins of ‘three times the cost’, but they are willing to pay for good advice. Make sure you have the right tools in your shop, such as the appropriate string or support stick, so that you add value there too. Above all, we need to get back to basics. I’m convinced there is still a future for specialists who leave the mass market behind and truly dare to advise.”

Quality at Plantion
He applies this ‘back to basics’ approach to his purchasing strategy at Plantion, where he feels at home. He loves the excitement of the auction clock, although he warns against the danger of ‘chasing the market’. “If all growers start doing the same thing, prices will collapse. That is devastating for profitability.”
That is why Gerwald increasingly opts for the single trolley, featuring distinctive products from growers such as Botanica Nova. He also chooses quality when it comes to Delano’s Mediterranean range: “Not little palm trees from Italy, but a genetically strong variety from the Spanish highlands that can withstand the elements.”
He finds it all at Plantion. While Gerwald sees knowledge and expertise within the sector declining, he believes Plantion can also play a role in preserving craftsmanship. “It is an ideal place for young employees from florists and garden centres to further develop their skills. Let them master the auction process, as it will give them valuable commercial insight.”