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9-10/2009
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Download: Intratuin goes upwards (PDF file)
New building close to the city centre
Many consider Dutch garden centres to have pioneered the art of creating perfect customer appeal. Seen in this light, what happens in the Netherlands in the near future could be exciting, because a new Intratuin store opened in Apeldoorn in the spring and it appears to offer everything that is up-to-the-minute in the European garden centre sector.
One thing is clear: in times of rising real estate prices, there will be a growing tendency in the future for buildings to go upwards. Like the stores in Barneveld and Duiven, the newly opened garden centre has a second level, considerably extending the retail area. This is because, although the site is actually too small, proprietor and Intratuin partner Hendrik Vreeman wanted nevertheless to realise the new premises on this site close to the city centre. And so he demolished the garden centre here in the summer of 2008 and embarked on a new building.
Of the total retail area of around 10 000 m² in Apeldoorn, the upper floor now accounts for approx. 2 500 m² and is included in the greenhouse under the 14 m roof ridge. It is reached via an inclined moving walkway at an incline of approx. 10 per cent. Ben Boon, sales manager of the company Thermoflor, which was responsible for construction, believes that there isn’t another garden centre in Europe with such a large first floor. Including staff areas, it covers 3 200 m².
Extensive range of pets
The approx. 300 m² pet department is located on the first floor under the roof and boasts an extensive range of pets. The department is “a customer magnet”, according to its manager Eric Kleverwal, who has been in the business since 1985 and at Hendrik Vreeman’s Intratuin garden centre since its acquisition in 1994.
Fish are presented in an aquarium installation with 24 tanks. Fully glazed cold water tanks also feature, providing a special attraction for adults as well as children.
Positioned adjacent to the main entrance is the two-storey small mammal enclosure, likewise extensively glazed and especially popular with young customers. Behind this and enclosed by the dividing wall from the neighbouring cold area is an aviary containing birds for sale, because a decision was made to include the caged bird segment in the new store also.
The cooperative’s brand strategy can be clearly observed in Apeldoorn. A-brands are naturally represented, but all ranges – extending right up to plants – include a…
New building close to the city centre
Many consider Dutch garden centres to have pioneered the art of creating perfect customer appeal. Seen in this light, what happens in the Netherlands in the near future could be exciting, because a new Intratuin store opened in Apeldoorn in the spring and it appears to offer everything that is up-to-the-minute in the European garden centre sector.
One thing is clear: in times of rising real estate prices, there will be a growing tendency in the future for buildings to go upwards. Like the stores in Barneveld and Duiven, the newly opened garden centre has a second level, considerably extending the retail area. This is because, although the site is actually too small, proprietor and Intratuin partner Hendrik Vreeman wanted nevertheless to realise the new premises on this site close to the city centre. And so he demolished the garden centre here in the summer of 2008 and embarked on a new building.
Of the total retail area of around 10 000 m² in Apeldoorn, the upper floor now accounts for approx. 2 500 m² and is included in the greenhouse under the 14 m roof ridge. It is reached via an inclined moving walkway at an incline of approx. 10 per cent. Ben Boon, sales manager of the company Thermoflor, which was responsible for construction, believes that there isn’t another garden centre in Europe with such a large first floor. Including staff areas, it covers 3 200 m².
Extensive range of pets
The approx. 300 m² pet department is located on the first floor under the roof and boasts an extensive range of pets. The department is “a customer magnet”, according to its manager Eric Kleverwal, who has been in the business since 1985 and at Hendrik Vreeman’s Intratuin garden centre since its acquisition in 1994.
Fish are presented in an aquarium installation with 24 tanks. Fully glazed cold water tanks also feature, providing a special attraction for adults as well as children.
Positioned adjacent to the main entrance is the two-storey small mammal enclosure, likewise extensively glazed and especially popular with young customers. Behind this and enclosed by the dividing wall from the neighbouring cold area is an aviary containing birds for sale, because a decision was made to include the caged bird segment in the new store also.
The cooperative’s brand strategy can be clearly observed in Apeldoorn. A-brands are naturally represented, but all ranges – extending right up to plants – include a…
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