Expert Tips for Retail Greenhouse Profitability

In the fast-paced world of retail greenhouses, staying ahead of the curve is essential to maintaining profitability and creating spaces that customers love. Whether you're looking to optimize your greenhouse layout, improve customer experiences, or stay informed about emerging industry trends, this edition is packed with valuable insights to help you thrive.

We’re excited to share expert advice from Dave Williams and Erik Dietl-Friedli of Garden Center Consultants LLC. With decades of combined experience in garden center operations, they’ll provide you with practical strategies that you can implement to enhance your business.

What We Are Covering Today?

• What are the key factors for a successful garden center operation?

• How can we enhance the overall shopping experience in a retail greenhouse?

• Does the greenhouse's design (aesthetics, volume, brightness) play a role for consumers, especially younger consumers?

• Do you see a tightening of local authorities' rules regarding obtaining permission to build a retail greenhouse?

• Are there any high-margin products or services successful retail greenhouses all have?

• What strategies work best for maintaining profitability during slower months?

• What emerging trends do you see in the retail greenhouse industry?

• Concluding Notes

• Complementary Sources

Garden Center Consultants LLC

Dave Williams and Erik Dietl-Friedli bring a wealth of experience to the table. Dave, a fourth-generation garden center owner, steered Williams Nursery in Westfield, NJ, for nearly four decades, transforming it into a thriving haven for plant enthusiasts. Erik's journey has taken him from managing award-winning nurseries to shaping some of the most successful garden centers in the country. Today, through Garden Center Consultants LLC, they are committed to helping other garden centers achieve peak performance, profitability, and a vibrant, thriving presence in their communities.

In this exclusive Newsletter edition, you will find their insights on building a successful retail greenhouse operation:

What are the key factors for a successful garden center operation?

It’s all about maximizing covered space and minimizing the impact of the elements. Whether you are your best friend or your worst enemy, having a space that shields you from its whims is a game changer. The more you can control the environment, the more consistent your sales floor becomes—no more rain-soaked weekends or wind-chilled shopping days ruining your bottom line. Covered space extends your selling season and ensures a more predictable cash flow, rain or shine.

How can we enhance the overall shopping experience in a retail greenhouse?

The shopping experience begins the moment a customer walks through the door. High ceilings give a sense of space, creating an inviting atmosphere, while a circular traffic pattern encourages a natural flow. Greenhouses should be wide enough to allow multiple aisles, making it easier for customers to explore at their own pace. Comfort is key—temperature control is non-negotiable. If shoppers feel like they’re walking through a sauna in summer or an icebox in winter, they won’t stay long. Consistent, comfortable temperatures year-round, with underfloor heating if possible, create a welcoming environment.

Noise matters, too. Fans, equipment, and other mechanical sounds can quickly turn a pleasant shopping trip into a stressful one. Reducing noise levels makes for a more serene experience, helping customers linger longer and shop more freely. Water usage and drainage need to be planned from the start. Paving the entire floor and using attractive benching systems can make maintenance easier while enhancing the overall look of the space.

Does the greenhouse's design (aesthetics, volume, brightness) play a role for consumers, especially younger consumers?

Absolutely. For younger customers, aesthetics are part of the allure. A greenhouse must look more like a retail space than a grower’s house. Low-hanging shade cloth, especially when retractable, can create a cramped, claustrophobic feel. Instead, aim for openness and a sense of airiness.

While there’s always debate over the impact of different greenhouse coverings—film, poly, or glass—we haven’t seen strong evidence that any particular material provides a significant sales boost to justify the added expense. That said, we’re open to data proving otherwise. It’s about creating a visually appealing space that invites customers to explore and shop.

The example of Glick's Greenhouse bears witness to this trend. Indeed, customer traffic increased considerably after purchasing and building their new LUMINOSA flamboyant greenhouses covered in clear polycarbonate, as did their retail sales (Produce Grower, 2023).

Do you see a tightening of local authorities' rules regarding obtaining permission to build a retail greenhouse?

This question is as regionally specific as it gets. Every town and municipality has its own set of hurdles, and what works in one place might be impossible in another. Some states have associations that can help make your case; we leaned on the NJ Farm Bureau for support in New Jersey. It’s all about knowing the local landscape—regarding zoning and the people who make the decisions.

One tip is to check with local authorities and anticipate permit applications for your future retail greenhouse project. It's best to choose greenhouse manufacturers who follow the International Building Code (IBC) recommendations, with an engineering firm mandated to provide stamped plans. The greenhouse manufacturer will be able to provide you with the snow, wind, and crop loads specific to your project, as well as an engineering report that you can present to the city.

Are there any high-margin products or services successful retail greenhouses all have?

Success often comes from creating spaces that go beyond plants. Many successful garden centers have transformed their greenhouses into destinations—complete with outdoor living spaces, curated furniture collections, fountains, and unique giftware. Others have built dedicated tropical plant departments that cater to collectors willing to pay for high-end, hard-to-find varieties. These areas become focal points, drawing in customers who may not have stopped by otherwise and increasing the average sale with higher-ticket items.

What strategies work best for maintaining profitability during slower months?

Different markets require different strategies, but a common thread is adaptability. Some garden centers close or reduce their hours during slower months, while others shut off sections of the store to save on heating and staffing costs. Labor is often the biggest expense, so adjusting staffing levels to match demand is crucial.

Another tactic is to repurpose your space for events. Host a winter wedding or rent the space for private events—anything that keeps revenue coming in and people walking through the doors. It’s about finding creative ways to keep the lights on without burning through cash.

What emerging trends do you see in the retail greenhouse industry?

We’re seeing more garden centers expanding their tropical plant departments into year-round businesses. The demand for unique, statement plants shows no sign of slowing down. Additionally, creating experiences within your space is a growing trend. Some centers host charitable events or collaborate with local pop-up restaurants, turning their spaces into community hubs. It’s not just about selling plants—it’s about creating a place where people want to gather, whether for a cause, a meal, or just a new houseplant.

The example of the Archipel gardening center in the Canadian province of Quebec, known as the “Maison Vivante,” is an ultra-gardening concept inspired by European models.

“You start the day with a coffee croissant, then move on to a selection of plants for the garden, stroll over to the hen houses and barbecues before getting your feet wet in the home décor aisles. Then, you leave your dog at the grooming salon, freeing you to do your organic grocery shopping. All under one roof, in a new concept in Quebec: Archipel. (La Presse, 2022)”.

Concluding Notes

In conclusion, Dave Williams and Erik Dietl-Friedli of Garden Center Consultants LLC highlight essential strategies for successful retail greenhouse operations. They stress the importance of maximizing covered space to shield against weather impacts and enhance the shopping experience. Factors like high ceilings, comfortable temperatures, and inviting aesthetics are crucial for attracting customers, especially younger ones.

Successful garden centers are evolving into destinations by offering unique products and experiences, such as tropical plant departments and outdoor living spaces. Adapting to seasonal fluctuations through flexible hours and repurposing spaces for events is vital for maintaining profitability.

Emerging trends indicate a shift toward creating community hubs that engage customers beyond selling plants. By focusing on these strategies, garden centers can thrive in a competitive landscape and provide distinctive value to their communities.

Complementary Sources

Archipel, l’ultra-jardinerie (La Presse, 2022).

Incredible garden center (retail) greenhouses across the USA (Horti-Generation, 2021)

Retail Greenhouse development in the USA (FloralDaily, 2022)