Smart Garden Products opens its first French showroom in Wasquehal

Since it was founded in 2003 by Jonathan Stobart, Smart Garden Products has rapidly established itself on the market, initially under the Smart Solar brand, renowned for its solar garden decoration products.

In 2013, the company became Smart Garden Products and expanded its catalogue with almost 1,000 new products every year. This transformation has consolidated its position as a leader in the garden products industry, diversifying its offering to include a wide range of decorative items and garden equipment, such as fountains, stakes, greenhouses, braziers, gloves, doormats, and many other new categories, including an impressive collection dedicated to Christmas, very recently.

With a customer base spread across the globe, the brand has managed to consolidate a strong presence in the international market, particularly in Europe. Although the UK remains its main market, the company generates around 15% of its sales there, with a significant proportion coming from France.

Smart Garden Products’ commercial strategy is focused on supplying professionals in specialist superstores, as well as DIY superstores and food superstores, to meet the specific needs of these various market segments.

Smart Garden Products’ decision to locate in the Lille area reflects a carefully considered strategy, guided in particular by the region’s accessibility. With easy access for UK partners as well as French and European customers, Lille is a tactical crossroads for the company.

What’s more, the presence of a dynamic local ecosystem, with a wealth of key players in the retail sector, provides an environment that is conducive to business development.

Located in Wasquehal, the new site comprises a single-storey, 1,000 m² building divided into two large interconnected areas. These are ideally designed to showcase the company’s diverse collections, including offices for the European teams.

The proximity of the tramway facilitates links with Lille’s main train stations. The hotel offer adds to the attractiveness of the site for visitors and business partners.

Xavier Faure particularly appreciates this new infrastructure: “Buyers can now explore our products in optimal conditions. It makes for a richer, more interactive experience than simply consulting a catalogue. This approach also strengthens our professional relationships in a friendly and efficient way.

The site will start with a team of four, with plans to expand to six or eight people over the next three years. Smart Garden Products also plans to centralise sales management and sales administration for France at Wasquehal. The aim is ambitious: to double sales in the next three years. A goal made achievable by the local talent pool and Lille’s attractive quality of life, which make it easy to recruit qualified professionals.