HGTV HOME Plant Collection debuts for Mother’s Day

HGTV and Agricola Management Group will launch the new HGTV HOME Plant Collection in retail stores and garden centers starting on May 6. Initially, the Collection will be available to a select group of the nation’s top retailers and independent garden centers located in key geographic areas, including the West Coast, the Midwest, New England, New York and the Mid-Atlantic. New markets will be added to the collections’ distribution through 2013.

“We are eager to launch this collection with retailers,” said Randy Hunter, CEO of Agricola Management Group, exclusive licensee for the new HGTV HOME branded plants. “Given the power of the HGTV brand, we expect a great response to our fresh take on gardening solutions.”

“HGTV is one of the most trusted resources in home and garden for consumers across the country,” continued Hunter. “Each season, landscapers, weekend warriors, gardeners and backyard enthusiasts turn to HGTV for gardening advice and inspiration, creating a ready-made market for our products this spring.”

According to a recent study among panel members of Under One Roof, a Scripps Network’s proprietary consumer panel, 95 percent of home and garden enthusiasts recognize the HGTV brand, indicating a solid reception to the marketplace for branded product. This study also concludes that consumers expect HGTV branded products to distinguish themselves from competitive offerings in three ways: by providing useful tips and information, representing good value for the price, and by delivering a high-quality product.

“With this new plant collection, HGTV extends the gardening and plant inspiration consumers have sought from us on air and online for years,” said Ron Feinbaum, general manager of consumer products for HGTV. “Now viewers can bring the tips and know-how provided by HGTV into their home.”

Retailers and growers can preview the 2012 plant selections at the HGTV HOME Plant Collection location at Edna Valley Vineyard in San Luis Obispo, Calif., during Spring Trials from March 25-29. The launch features select annuals, annual mixed containers and hanging baskets designed to perform well in consumer gardens and outdoor living spaces.

The introduction of the HGTV HOME Plant Collection to the marketplace will be supported by a media campaign that will include on-air and digital support. It also will become a part of the larger marketing efforts for the current HGTV HOME branded products including paint, bedding, furniture, flooring, lighting and design software.