Green expanse

Intratuin is a cooperative of independent garden centre operators in Benelux. With 53 locations in the Netherlands and five in Belgium, the cooperative has a market share of 30 per cent relative to garden centres and nine per cent relative to the garden market. Intratuin is regarded as the market leader in the Netherlands, with a brand awareness level of 97 per cent. The total retail area of all Intratuin garden centres currently amounts to around 464 000 m², but attempts to export the concept elsewhere have not succeeded to date, and a garden centre that was established in Russia is standing empty at present. Impressive size The Intratuin garden centre in Halsteren looks brand new from the outside. Concealed behind its seven-metre-high façade, however, are ten different sections to the building that were constructed over more than two decades. Intratuin partner Piet Withagen built his first commercial greenhouse back in 1976. In spring 2011, extensive modernisation was carried out in three phases up to the re-opening of the centre in April. Business continued during this period. A further 5 700 m2 was added to the retail area, bringing its overall size to more than 17 000 m². The heated greenhouse accounts for 8 500 m² of this, while the unheated greenhouse area covers 4 800 m2 and the outdoor area accounts for 4 000 m2. Partly curved steel trusses span up to 28 metres in the central entrance building, which has also been given a 1 500 m² upper floor for offices and staff rooms. Up to now, the garden centre has been attracting a million customers a year, half of whom are paying customers. These spend € 38 on average on a visit and € 50 per visit in spring, the main season. Plants account for an average percentage of sales; the main sales driver is hardware, including garden furniture and an exceptionally well stocked barbecue department with its own demonstration kitchen. Adjacent to this is an outdoor clothing department that also features high-quality leather bags and boots. This is by no means the extent of the clothing range, however – general casual wear and fashion accessories such as scarves are also on sale here. Consideration has been given to the customers of tomorrow with shelves of toys too. Flourishing pet department A 400 m² pet department has formed part of the offering at Intratuin in Halsteren for the last 20 years. The department works with the ranges offered by the cooperative’s head office. A link with the garden is created here, for…