
the garden center cultivates excellence
The Au Jardin des Plantes garden centre in Voglans, Savoie, is a veritable local institution. Laurent Gonnet, its manager, is carrying on a family tradition of independence, adaptability and human commitment.
The company’s destiny began with a twist of fate. In 1962, Roger Gonnet was forced to abandon his herd of cattle due to a brucellosis epidemic. He decided to go into horticulture. His wife, Marie-Thérèse, sold his flowers on markets across the Savoie region. In 1988, they founded the “Au Jardin des Plantes” garden centre in Voglans, near Annecy. “My father used to sow begonias in the bathroom,” recalls his son Laurent. “Today we still produce 60% of the plants we sell. Our tables are full from Monday morning to Sunday evening, and that’s a real advantage!”
Covering 8,000 sqm and with over 50 employees, the garden centre has chosen to put people at the heart of its business model. “Payroll is an unspeakable word in retail at the moment,” declares Laurent Gonnet. “But if you have a sales assistant who listens to and advises customers, selling becomes easy. The wage bill here represents 20% of sales, a ratio well above the industry average. We are in a technical profession, so sales people are essential!”
This attention to the consumer is also reflected in a shop that is constantly evolving. “We’ve changed with our customers,” continues Laurent Gonnet. “For example, our fragrance section has grown from 10 to 150 sqm in five years. We now work with leading Parisian brands.” The advantage stems from the responsiveness of the independent garden centre.
Stock, a strategic asset
Laurent Gonnet stresses the importance of stock. “20 years ago, stock had to be just-in-time, but without it, ranges get worse. And then there’s a new reality. Today’s customers search online before they come and buy in the shop. We need to have the products they are looking for.”
This vision is supported by intensive fieldwork. “I travel a lot. Recently, I was in Poland and China, and here I am at JdC in Marseille, like every year. I’ve rarely missed JdC Garden Trends. It’s a very convivial event. I have a drink with suppliers I’ve worked with before. I also come looking for new wholesalers. It’s all about keeping an eye out for new players, and it’s very enjoyable!”
After a 2024 buoyed by the plant sector - the rainy spring was a welcome boost for some people - Laurent Gonnet is confident. “It’s true that entry-level products are getting harder to sell in garden centres since Covid, but the ‘silver economy’ is bringing us new prospects. These customers are looking for quality products and advice, and they appreciate having their purchases delivered to them if necessary.”
But what best sums up Laurent Gonnet’s philosophy is his ability to constantly challenge the norm. “Being singular, innovating, launching new products and fulfilling customer expectations: that’s what drives us forward.”
«Take the time to develop new ideas»
«A new product needs fi ve years to bed in if you develop it properly. The fi rst year, you launch it, the second, you improve it; the third, you give it a new colour; the fourth, you provide it as part of a kit. Today, many suppliers want to move too fast and prioritise volume. The product quickly becomes outdated and dies aft er two years. I could give lots of examples: pizza ovens, animal sculptures on lawns... all here today, gone tomorrow! It’s a shame, because a well managed innovation can generate more sales over five years than over two.”
Laurent Gonnet, General Director Au Jardin des Plantes, Voglans