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This retailer is one of the most often copied but rarely duplicated in the industry. Its sweeping display gardens on 7 acres and unusual product mix, along with overall sales figures of $16 million annually make it a leader in the garden center business. Owner Gavin Herbert Jr. writes that the brand depends on "our ability to create phenomenal displays, the unique products that we carry and our 'Fabled Customer Service.'" He adds that Roger's stopped advertising and directed the funds toward presentation, the product mix and the customer service effort. "Our customer count is up 10 percent this year because of word of mouth of how great the store is," he says. The retailer is heavily involved in the community and donates plant material to more than 20 organizations. In purchasing, buyers look for unique, exclusive products that cannot be price shopped. To achieve greater margins, buyers import direct from the manufacturer, bypassing vendors. Herbert writes the biggest challenge is keeping up with the changing taste of customers. "Retail competition has changed dramatically with the Internet," he writes. "Our competitors can source our products online without going to shows. The pace of change is ever increasing." Find Roger's Gardens online at www.rogersgardens.com Other Revolutionary 100 operations in this region: Alden Lane Nursery Almaden Valley Nursery Anderson's La Costa Nursery Annie's Manhattan Beach Nursery Armstrong Garden Centers Inc. Bushnell Gardens Nursery Camelot Gardens Castle Rock Gift & Garden Cornell Farm Echter's Four Seasons Greenhouse & Nursery Greenhouse Garden Center High Country Home & Garden Molbak's Inc. Redmond Greenhouse Rifle Garden Center Russell's Nursery Summersun Nursery & Landscaping Swanson's Nursery The Plant Centre at the Barn |
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2007 Regional Winner: West