Plant wholesalers Ilo Bloom and Gardening 4U have both expanded their Market footprints this month, demonstrating an increased demand for their products.

Now occupying units C16-18, Ilo Bloom has expanded into the space previously occupied by Gardening 4U by Will (which has also increased its footprint - more on that later). “We’re now the unit that people see when they walk into the Market,” says Ilo Bloom’s Damian Waloch, “which has already increased footfall. We’re 30 per cent bigger so we’ve got more room to display our products and we’ll be creating different areas for each variety of plant so our customers can quickly see what they’re looking for.”

Damian opened Ilo Bloom in September 2024, using spring as the perfect time to expand. “I’m building up my clientele slowly and giving them what they’re asking for,” says Damian. “No order is too big or too small.  It’s healthy competition for everyone and there’s enough trade for all the Flower Market’s businesses to remain successful.”

Sales person Lucy Furlaneto (above right, with Damian), completes the Ilo Bloom team, having originally joined the Market in January when Gardening 4U by Will opened. “I’m working part time, three days a week while I’m at university studying law,” says Lucy. “I’ve always loved plants and flowers, plus the job really fits in well with my university hours, leaving me plenty of time to study.”

Also getting bigger is Gardening 4U by Will, taking over the double units at C21-22 previously occupied by plant wholesaler L Mills (which closed its unit when the iconic Bob Cooley retired in May last year). Business owner Will Hogger (pictured below), is keen to build on L Mills’ legacy in the same trading space. “I used to speak to Bob all the time and it’s a honour to follow in his footsteps. Hopefully over the years ahead we’ll become just as popular as Bob was with his clients.”

Will says increasing the firm’s floor space from 500 sqft to more than 1,300 sqft is just what his business needed - one side for outdoor plants and the other for indoor plants. “Our clients are garden designers and landscapers although we’re finding a lot of businesses are gravitating toward us as we supply British-grown plants,” explains Will. “It was time for us to grow as we’ve been building up our client base steadily since we joined the Flower Market at the end of last year. We’ve gone from four shelves to an entire trolley for each plant.”

What’s more, the business has extended its opening hours to six days a week and the assortment will be bolstered by new arrivals. Will does recognise, however, that it’s not all been plain sailing, with the unique challenges of the Market’s trading hours a particular hurdle he’s had to jump. “New Covent Garden has probably been one of the most challenging places, not just because of the competition but also because of the unusual hours of 4am earlies and our trade being finished by 10am. But we’ve made it work.”

Alongside Will is Paul Cockerill, a well-known Market trader with years of experience gained across a host of wholesalers. “I recruited Paul as he’s got an amazing knowledge of New Covent Garden and his contacts have enabled us to expand our client base,” says Will. “We’re a great combination of an older and a younger trader working together to share expertise. For me and Paul to build up this successful business in such a short space of time is a massive achievement.”

Ilo Bloom (units C16-18) and Gardening 4U by Will (units C21-22) are both on the Flower Market’s ground floor.