Retail
Using the agricultural world's expertise to serve consumers
InVivo Retail has gained uncontested leadership in the garden centre market while developing new franchising concepts. It thus offers many ways for French farmers to have direct contact with consumers.
InVivo General Public has done this by:
- steadily developing its local garden centres Gamm vert and Delbard in France ;
- introducing new concepts like Frais d’ici, a brand for locally grown fresh products sold in urban areas ;
- capitalising on the marketing power of its subsidiary Neodis, a major manufacturer and distributor of dog and cat foods.
The Delbard and Jardineries du Terroir stores, which are dedicated to excellence in the marketing of plants and decoration, were added to the Gamm vert offering in 2014. A franchising model designed specifically for independent entrepreneurs was introduced
The French garden centre leader with Gamm vert
The franchise network of the gardening leader Gamm vert 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 brand makes purchasing convenient for customers through its multi-channel strategy, including Plantes et Jardins, the number-one online garden retailer.
The acquisition of Nalod's expands the garden centre offering
The Delbard and Jardineries du Terroir stores, which are dedicated to excellence in the marketing of plants and decoration, were added to the Gamm vert offering in 2014. A franchising model designed specifically for independent entrepreneurs was introduced
The "FRAIS D'ICI" franchise
A pilot store from a group of member cooperatives has opened at Portet-sur-Garonne, near Toulouse. Fresh produce (fruits, vegetables, meat and delicatessen items, cheese and dairy products) along with beverages and grocery articles are sold at this 600-m2 store.
All products are identified by producer, with preference given to local and regional sourcing to satisfy as far as possible consumers' desire for authentic and locally produced products.
Néodis: market launch mastery
With unique market launch expertise within the green economy, Néodis is in complete control of the value chain, from understanding needs to customer and consumer satisfaction in three fields of competence:
- Animal
- Plant
- Hygiene
Néodis allows for some of InVivo’s ranges to be present on the entire value chain – from manufacturing to distribution to customers. Thus, Canicaf dry food is made with cereals from the Poitou-Charentes region and sold in the group’s shops.
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