When Jim and Jennifer headed out for the OFA Show last July in Columbus, Ohio they had no idea what a buzz they were about to create. They had aspirations for their new brand, Hort Couture, but no idea how fast it would take off. The new company had ten growers on board by the end of August and nearly thirty by Christmas. “The goal for Spring 2008 was about five or so. Five growers trialing a few plants sounded great at the time”, said Jim. The plants sold for this Spring are in the millions and the goal for 2009  is over 20 million plants in the market.

Not only were growers getting excited over the new company but retailers were fueling interest with growers by, in some cases, demanding their best vendors grow the product so they could have the merchandising and marketing opportunities offered by Hort Couture. “We had retailers at OFA and the IGC Show in Chicago calling growers on their cell phones from the show to get them on board!” There are retailers offering Hort Couture in its first year in nearly every major market in North America. Los Angeles, Chicago, New York and other large markets have the premier retailer carrying the line.

The catalyst of some of the new company’s growth has come from their commitment to being exclusive to independent garden retailers. Jim Monroe explains, “There is a changing dynamic in the color industry right now. There is a trend by major flowers brands aligning with mass merchants. As the word of this has spread through the industry, the opportunities for us have grown. We see Hort Couture as a value added, luxury level product line. This gives the better destination type independent retailer something to offer that will not be in the major box retailers and not compete price wise with those products. The “couture” connotation of our product we want to see equated with luxury items such as handbags and shoes by female consumers. It is working. We have retailers getting premium prices for the product. The average is about a dollar more than other similar products.”

The origin of Hort Couture is in the plants. While the marketing is compelling, the roots of this company are in offering new and exciting plants. “We are a plant introduction company at heart. The great new items we have will direct the focus of the marketing and growth of Hort Couture. We had been collecting plants and developing relationships for years before we emerged on the market”, says Monroe.

Among the top new items offered for 2008 is a new red leaved Banana (Musa ‘Siam Ruby’). The plant is the first true red leaved plant with chartreuse flecking in the leaves. Over 40,000 plants will be in the market this year. We have other bananas to introduce in the years to come that are just as exciting as ‘Siam Ruby’. This plant is part of the Tres Chic Tropical Collection offered by Hort Couture. The collection also includes new Alocasias such as ‘Baroque Sword’ and ‘Stingray’, new Royal Hawaiian Colocasias from Santa Barbara based Plant Haven, exciting new Caladiums from Thailand and unique fern varieties.

“We have an excellent tropical plant program. We feel it is perhaps the best in the industry”. 

Musa ‘Siam Ruby’ is part of the Tres Chic Tropicals Program offered by Hort Couture.

Other programs offered by Hort Couture include Avant Garde Annuals, Prêt a Porter Perennials, Sunny Succulents and Runway Ready Grasses. These have all had excellent success.  Other highlights of the new plants for 2008 include Ipomoea batatas ‘Chihuahua’ (a dwarf Marguarita), Rudbeckia fulgida ‘Early Bird Gold’ (a day neutral ‘Goldsturm’ type Blackeyed Susan, Pennisetum setaceum ‘Fireworks’ (variegated Red Fountain Grass) and Setcreasea ‘Pink Corazon’ (a pink striped Purple Heart). Hort Couture has definitely gotten the attention of breeders and licensing companies from around the world.

Hort Couture has developed unique sales products such as The Fashion Plate . This trademarked product is a round tray that creates a mixed container sales tool. It holds one 6” or 1 gallon pot in the center and is surrounded by seven 4.5” pots. It has done great

with retailers as a sales aid and with growers as a way to market mixed planters without pre-planting. Another new product is The Haute Tote. This is a well constructed plant sleeve with handles resembling a ladies handbag.

New for 2009 are the exciting new Taste of Thailand Caladiums such as ‘Lemon Grass’, a new color in Caladiums!

Hort Couture is looking to expand its grower network in California. We have developed excellent relationships with propagators in the state but do not yet have as many finished growers necessary to meet the great demand. “We need annual, perennial, tropical and pot crop growers to develop the market not only for California but other western markets. We have product available at RogersGardens in the LA market and a few other independents. There is limitless potential for 2009 in California!”

Jim and Jennifer Monroe