Garden Trading is celebrating a return to growth as it concludes its 30th year, following its acquisition by TIM Group Holdings two years ago. This success marks a significant turnaround after the challenges the company faced in the wake of Joules’ administration. Garden Trading is on track to finish the year with a 25 per cent increase in sales compared to last year, driven by outstanding performance and strategic investments that have resonated with both retail and trade customers.
From September to November, Garden Trading achieved a 77 per cent increase in sales, with eCommerce leading the way, surging by an impressive 130 per cent. Meanwhile, wholesale trade posted a solid 15 per cent growth, further cementing Garden Trading’s position as a leading brand in the market.
“We are incredibly proud of what we’ve achieved in such a short time,” said Richard Bell, Managing Director of Garden Trading. “There was no pipeline of new product development when we acquired the company, so to start from scratch and achieve such growth has been a monumental effort. The overwhelmingly positive reception from customers, combined with our strong performance, is clear evidence that we’re heading in the right direction.”
A key driver of this growth has been the introduction of 1,100 new lines in 2024—an impressive leap from just 16 lines the year before. This expanded product range, coupled with significant investments in photography and creative content, as well as an overhaul of the company’s CRM structure, has enabled Garden Trading to better engage with customers and deliver on key performance metrics.
This year’s seasonal Christmas collections have been a success, with sales up by an impressive 150 per cent. Other categories have also delivered good results, including homeware (+66 per cent), driven by textiles, glassware, and ceramics; furniture (+89 per cent), with strong performances in stools, chairs, and kitchen furniture; and lighting (+65 per cent), led by pendant lights, wall lights, and table lamps.
“We recognised that many of our existing customers hadn’t had the best experience during the challenges faced with Joules, and we’ve been determined to address this head-on,” said Richard Bell. “The team has worked tirelessly to enhance every aspect of the brand, and this success is a testament to their hard work and dedication.”
November marked Garden Trading’s biggest-ever month for new customer recruitment, with the company’s active customer base up 33 per cent year-on-year. With all key performance indicators showing robust year-on-year growth, the brand is poised for continued success in 2025. With a clear strategy to drive further growth, expand product offerings, and deliver even more beautifully curated designs, Garden Trading is set to build on its strong foundations and continue to lead the way in premium home and garden collections.
“We’ve made incredible strides, and this is just the beginning,” added Richard Bell. “As we head into the first quarter of 2025, we look forward to continuing this customer-focused journey of growth and innovation.”
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