Homebase has appointed garden designer Henry Agg as the first ambassador for its garden centre offer housed within The Range stores, as the brand looks to strengthen its position in the gardening category following its move into the wider CDS Superstores business.

Agg will lead a monthly in-store content series from April focused on a “Plant of the Month”, alongside seasonal advice aimed at helping shoppers choose and care for plants.

The move forms part of a broader effort to build out Garden Centres by Homebase, which is now available in more than 200 selected The Range superstores nationwide.

The retailer said the content will target both more experienced gardeners and newer shoppers, with a focus on practical guidance around plant selection, preparation and maintenance.

Agg will also produce additional gardening content based on his own experience, as Homebase looks to reinforce its gardening credentials and drive engagement with customers in-store.

CDS Superstores group CEO Alex Simpkin said the partnership builds on Homebase’s long-standing association with gardening, while giving the brand a more accessible voice for a broader customer base.

The appointment comes as retailers continue to invest in garden and outdoor living ranges, with the category remaining an important traffic and spend driver, particularly during the spring and summer months.

Homebase’s garden centre proposition is now being rolled out through selected The Range locations as CDS Superstores looks to make greater use of the Homebase name in categories where it retains strong consumer recognition.

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