Gamm vert, the French garden leader
The gardening leader with over 1,000 points of sale, the Gamm vert franchise network owned by InVivo's member cooperatives is structured in three store formats:
- Gamm vert Nature for large leisure garden centres in urban areas
- Gamm vert for local garden centres in suburban areas
- Gamm vert Village in rural areas
The Gamm vert business model is based on two core activities: first, vegetable gardening and animal foods; second, two counter-cyclical ranges reflecting its regional roots: typical rural products and clothing and footwear.
With its multi-channel strategy, the brand makes purchasing easy for customers. This strategy was reinforced with the recent integration of Plantes et Jardins, the number-one online retailer.
A full range of gardening products
As an active element in the market structuring, this business sector has, in this way, responded to the diverse expectations of customers.
It holds a 10% share of the gardening market in France (large food retail, large home improvement retail and garden centres) and 25% of the garden centre market.