Generational transition marks another successful step

„Gardengirls“ stands for quality and innovation. Two characteristics that have been more than confirmed in the past four years through extensive changes in the brand structure and resulting realignment. At the beginning of 2020, a brand relaunch along with changes in the product lineup caused a stir. Emotional concepts for the end consumer market were established, as were strong breeding highlights. A prime example of this is the Samtheide „Fluffy“, which delights both consumers and florists with its silver-colored and velvety foliage. In the retail sector, the new brand communication provided improved clarity and distinct unique selling points.

After the relaunch, in 2022, the breeding unit Neoplant was established as a focal point for the development of new varieties and techniques. Right from the start, ambitious goals were set for the selection of new plants and breeding successes: robust, resilient plants with exceptional color strength, upright, dense growth, and easy cultivation. Gardengirls has already achieved some successes with Neoplant. Under the name NEXXT, a new series of Calluna vulgaris was introduced, reflecting the characteristics of the new breeding goals. The Calluna update is solution-oriented where it generates the most benefit: in long-lasting sales. This not only ensures success in the garden after purchase but also cleverly mitigates climate-induced season shifts. Thanks to the tight bud formation, the fresh, vibrant colors of the plants are particularly prominent and attract attention at the point of sale. After the initial six NEXXT varieties, three more selected varieties can be launched in 2024, further proving the breeding success.

The breeding unit Neoplant was established as a focal point for the development of new varieties and techniques. © GardenGirls

Lastly, „Gardengirls“ is taking another major step in repositioning the brand this year. Kurt Kramer, the founder of „Gardengirls“, is stepping down from the company along with his long-time colleagues Horst Marohn, Helmut Hiedl, and Johannes van Leuven. The transition to young entrepreneurs and master gardeners Lorenz Hiedl and Vincent Hiedl, along with managing director Claus Geißler, marks a significant generational shift accompanied by an additional structural change. As shareholders, they will bring fresh perspectives with a new approach and close information exchange. Breeding will now be overseen solely by Lorenz Hiedl, while Vincent Hiedl will focus on the care and testing of the parent plants. Corporate management, marketing, and sales will continue to be led by Claus Geißler.

These new advancements, coupled with a clear focus on quality and innovation, along with the ability to act independently, form a secure outlook for „Gardengirls“' production facilities. The sales figures and the continuously increasing demand reflect the positive feedback from end consumers.

For more information, visit www.gardengirls.de.

© GardenGirls