Gardening 4u by Will opened this morning (Friday 24th January) at New Covent Garden Flower Market and Will Hogger, the man behind the expanding brand, promises something “groundbreaking” for the market’s customers.

The business is an award-winning supplier stocking a large range of British & Belgian grown, premium bedding and houseplants, perennials and shrubs. It already operates in Chippenham, Wiltshire, a retail site that, like NCGM, is open to the public six days a week. Will said: “I started the business at 18 years old to follow my huge passion for plants. Having started from home, I now having full ownership of the brand and at just 21, I’m planning to open several stores. We have grown steadily since we opened in Chippenham and supply John Lewis stores with indoor and outdoor plants as a pop-up brand several times a year.”

With more than 7,500 followers on his Instagram, Will’s products have already attracted a dedicated following. “At New Covent Garden Flower Market we’ll be offering a stunning range of premium A-grade British grown stock,” he added. “Amongst the highlights will be our Hellebore collection, which has gained several awards at UK plant shows, our West Country 5-litre Lupins, large Tree Peonies, and more than 200 types of Dahlia. All of these are grown in Herefordshire. We will also be offering a range of Belgian lines from our outdoor suppliers, which will include hardy shrubs, specimen plants such as topiary, Jasmine arches, Palms and larger designer plants.”

Will says that his extensive range of British-grown flowers will be the unique selling point of his business. “We’ve matched the quality from the Netherlands and even exceeded it in certain areas,” adds Will, who will also be able to offer deliveries directly to customers. “Our point of difference is offering British-grown stems at the same price or less than the cost of imported flowers.”

Will officially opened his NCGM outlet with a VIP ribbon-cutting ceremony in unit C18 and welcomed potential clients with refreshments and a series of exclusive offers. Between Monday 27 and Saturday 1 February, new customers will be offered 25 per cent off all stock with a promotional flyer, available from his unit. “I’m looking to become a large part of the market with further units in the future,” said Will, who targets garden designers, contractors, decorators, developers, event planners/organisers, florists and small plant retailers in London. “Anyone who wants quality outdoor British stock for their clients,” he said.

Contact Will Hogger - will@gardening4ubywill.co.uk or 07783 501126.