Homebase Taps Henry Agg to Front Garden Centre Push in The Range Stores

Why It Matters

The partnership gives Homebase a high‑profile, relatable face to attract a wider gardening audience, while boosting The Range’s footfall during the peak planting season. It underscores the growing retail focus on garden and outdoor‑living categories as key revenue drivers.

Key Takeaways

• Homebase launches garden centres in over 200 The Range stores.
• Henry Agg becomes first Homebase garden‑centre ambassador.
• Monthly “Plant of the Month” series starts April.
• Content targets both seasoned and novice gardeners.
• Partnership aims to boost traffic and sales during spring.

Pulse Analysis

The UK garden market has surged, with the British Retail Consortium noting a 12% year‑on‑year rise in garden spend during spring. Retailers are racing to capture this seasonal demand, and Homebase is extending its brand through a partnership with CDS Superstores’ The Range chain. By installing “Garden Centres by Homebase” in over 200 The Range superstores, Homebase reaches a wider audience that already trusts The Range for affordable home goods. This move reflects the industry’s shift toward omnichannel experiences, blending in‑store expertise with online inspiration.

At the heart of the rollout is garden designer Henry Agg, Homebase’s first ambassador. Agg will lead a monthly “Plant of the Month” showcase, offering hands‑on advice on selection, planting and care directly on the shop floor. His presence turns a standard aisle into an educational space, encouraging shoppers to linger and interact with the range. The series also fuels digital channels, allowing Homebase to repurpose video tutorials and social posts, extending engagement beyond the physical visit. This blend of celebrity endorsement and practical guidance aims to convert interest into sales.

Industry analysts see the Homebase‑The Range alliance as a potential game‑changer in garden retail. By leveraging The Range’s extensive footprint, Homebase avoids the cost of new standalone stores while reinforcing its gardening credibility. If the “Plant of the Month” program lifts average basket size even modestly, the partnership could generate several million pounds in extra revenue during the peak planting season. The model also offers a blueprint for other brands seeking low‑cost expansion through store‑in‑store concepts, highlighting a broader move toward shared‑brand retail ecosystems.