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Chlorsphère’s Manuel Rucar.
A group of 50 green professionals and trend watcher Chlorosphère joined forces in Renatura, a project designed to rethink the concept of garden centres. The ideators claim that this innovative project offers a bold and inspiring vision to meet the expectations of today’s consumers and tomorrow’s environmental challenges.
Manuel Rucar of Chlorosphère highlights the unique selling points of Renatura, a project that is redefining the traditional garden centre model. Renatura offers a distinctive customer experience, blending inspiration, education, and conviviality, which sets it apart in a changing market. The concept is structured around several pillars:
Renatura is committed to giving gardening a new perspective by aligning its range with consumer expectations and promoting a closer bond with nature and its rhythms. The project also aims to support local producers through direct sales and enhance the customer experience by offering personalized services and a tailored purchasing journey while promoting sustainable practices.
The miniature garden centre of the future world at the Salon was 3.5m by seven metres, with the scale model facilitating the exchange of ideas and the detection of potential problems.
Renatura also has green ambitions as it wants to contribute to the ecological transition by promoting sustainable practices such as treating green waste on site, reuse, garden clearances, rental, and equipment repair.
Rucar says, “If we had to reinvent the garden centre from the 1970s and 1980s, from scratch, keeping in mind the demographic, political, environmental constraints, desires and developments in the world of today and tomorrow, what would it look like? The answer is Renatura.” He explained that while the typical garden centre model between 3,000m and 8,000m seems to be slipping, small concepts and family and independent garden centres – agile and flexible – are doing better. “Nevertheless, for example, if nearly 40 million French people remain buyers in France, a gap is being felt.”
In an average urban area of up to 200 inhabitants, for example, there are at least three garden centres of 5,000m each. Each has similar products, prices, and services. If tomorrow, the classic garden centre model were to collapse (as is currently the case in ready-to-wear? And as the many closures since the beginning of the year seem to show), Renatura would be an alternative on a much larger surface area and, therefore, a much larger catchment area. On regional sites, somewhat on the same scale as the 43 IKEAs in France, the customer flow becomes more interesting, provided the trip is worth it. Renatura expresses its offer on an area of 18 hectares, including 35,000m of covered buildings. A real trip that takes up a whole day. Between the visit to the 25 Gardens of Inspiration, the shopping stroll, the snack break, the children’s tour of the games, and being in front of the animal plain, the experience is complete. A single trip is certainly less frequent but much more complete, inspirational, and therefore surely also more thoughtful and assumed. It is impossible to leave empty-handed!
The miniature garden centre of the future world at the Salon was 3.5m by 7 metres, with the scale model facilitating the exchange of ideas and the detection of potential problems.
This model was produced on the universal scale HO 1/87th – The model represents an area of 18.5 hectares, including 33,000m of buildings.
For reasons of realism, the basic plan comprised existing parts: industrial buildings, park playgrounds, community shared gardens, material depots, construction equipment rental agencies, metropolitan waste disposal sites, etc.
This article was first published in the November 2024 issue of FloraCulture International.
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