Already A Member?
Log in here
See More
Terrain, the new concept store from US-based Urban Outfitters opened its 11-acre retail space in the Philadelphia area to rave reviews from customers, press and retailers alike.
Its target is 30-to-45-year-old shoppers, both male and female. Grow Retail met Urban Outfitters owners, and buying consultant Stacy Sirk, at Chelsea last year, when Terrain was known as ‘Concept 4’. They explained that they aim to "transform the local garden centre into
an experience that celebrates the beauty and abundance of nature while offering an eclectic mix of garden-inspired products tailored for the contemporary customer."
What does that look like? Here’s our exclusive pictorial peek behind the scenes of a garden centre successfully attracting crowds of ‘Gen X’ customers and setting a new standard for retailing excellence.
Terrain at Styer’s uses rustic willow hurdles to mask practical metal trolleys. Home-spun charm contrasting with hi-tech metal and concrete materials is a contemporary twist used all over this 11-acre site
Hollowed out Thai logs suspended against decorative metal screening create a unique container for exotic houseplants.
The teak logs are used as guttering in Thailand. This mix of re-claimed, natural materials set against contemporary steel, re-claimed metal, or even concrete is a Terrain signature inside and out.
Note the priced up ready-planted mini-log – ready to pop into a passing basket. And all the plants in the log are priced and ready for sale.
Gorgeous globes of light hang above simple dirt flooring, while the tree trunk topped with giant metal tray is another typical Terrain ‘mix & match’ display stand. Where there’s wood there’s metal; where there’s contemporary displays there’s sales.
Integrated into displays are pieces from Thailand, India, and Africa as well as locally found objects, sourced by export consultant Stacy Sirk among others.
Remember the living walls of moss at Chelsea last year? The Japanese garden inspired Terrain’s own ‘living wall’ - and what else would a living, growing vertical moss garden showcase but stainless steel water features? Well it fits the Terrain concept beautifully.
IDEA: Frame water features like the Beehive from Designs in Stainless (01747 855802) with a green oasis of impulse-worthy plants.