Fertile Ground in Garden Gloves - Statistical Data Included

DSN Retailing Today, July 23, 2001

NEW TASK-SPECIFIC styles, more targeted response to consumer feedback and increasingly aggressive in-store merchandising tactics are helping retailers reap enhanced garden glove sales. The category is experiencing low-double-digit sales gains this year as compared to 2000, and industry observers expect garden gloves to remain strong for the forseeable future.

"This portion of the glove business is growing by leaps and bounds," noted Jim Webb, a buyer for White Rose Home and Garden Centers in Toronto, Ontario. He said most White Rose customers are willing to spend more money on garden gloves now than in the past, with the majority gravitating toward "better" options priced at upwards of $10 instead of traditional selections tagged in the $3 range.

Kmart is also hammering work glove sales, generating double-digit sales hikes. In response to demand for a wider variety of work gloves, the chain has added several new models for women and men, primarily in jersey. The products are part of its Martha Stewart Everyday Garden collection of lawn and garden accessories.

"The market for garden gloves has never been better," said Stephen J. Franke, president and chief executive officer of MidWest Quality Gloves Inc., Chillicothe, Mo. "Statistics (from the American Gardening Association) indicate that one in three families now gardens regularly. And gardening isn't just for hobbyists anymore. It's a full-time obsession for many people--and not just retirees either."

Both Webb and Kmart attributed much of their stores' success with this category to a growing penchant among consumers for gloves designed for wear while performing particular gardening chores. Latex and latex/suede gloves that help wearers to better grip wet tools, pots and the like rank among White Rose's top sellers; they are fast becoming popular with Kmart shoppers as well.

"While a majority of gardeners were once comfortable with the idea of having one or at the most two different gloves to wear, that is no longer the case," a Kmart spokeswoman observed. "The more serious people become about gardening--and they are indeed quite serious--the more they want to specialize glove-wise. That leads to improved sales for us."

Vincent Deland, a buyer for Fleet Farm in Appleton, Wis., agreed. He said patrons are demonstrating a keen interest in almost all kinds of task-specific gloves, but are particularly enamored of cotton and jersey gloves with PVC dots for tool gripping power. "Gardeners say the dotted, grip-type gloves offer (enhanced) traction and good dexterity," Deland said. "Latex gloves for wet tasks are a growing segment as well. We still sell more cotton; they are stronger. But there's no denying that latex is up-and-coming."

Target and Meijer are jumping on the task-specific bandwagon too. In addition to lines from MidWest and Wells-Lamont, Target offers leather "Rose Tender" gloves and PVC-dotted cotton garden gloves in its Michael Graves private-label collection. The Rose Tender, which carries a suggested retail price of $14.99, has gauntlet cuffs intended to shield forearms from scratching and pricking. PVC-dotted styles retail for $9.99. Meijer's pruning gloves, at $7.99, is sold under its Handmaster label.

"Our consumer research clearly indicates that as is the case with work gloves, the trend in garden gloves is toward the highly task-specific items," Franke explained.

Accordingly, MidWest recently rolled out a line of women's jersey and canvas garden gloves emblazoned with large PVC gripping dots on the palms. Available in pale blue, green and gold tones, the gloves have color-coordinated jersey backs and knit cuffs.

New from MidWest as well are women's EZ Grip Wet Gardening gloves in breathable cotton/polyester knit. The gloves feature a special textured rubber coating on the palm and fingers; the back portion is of white knit fabric decorated with color-coordinated, flowers. Knit cuffs keep dirt and mud out and are color-matched with the grip coating.

"MidWest's extensive ongoing consumer research surveys strongly demonstrated the need for water-resistant garden gloves such as these," Franke said.

He added that feedback derived during a multitude of focus group interviews has also spurred the company to develop additional styles of garden gloves whose make-up and design closely mirror women's preferences. For example, combination jersey/latex gloves in the Jersey 'N More collection now come in blue and mint petite floral prints as well as in solid colors. The prints fit the bill for looking feminine without being excessively cutsy; most women take gardening too seriously to accept "little-girl-type" patterns, Franke said.

Toward a similar end, the manufacturer has unveiled soft suede leather garden gloves in blue, mint, rose and sand tones; its rationale for doing so was that focus group participants wanted "a more comfortable, better-fitting suede glove in the colors they like," Franke remarked.

Additionally, to cater to women concerned about caring for their hands, MidWest recently introduced Smooth Goatskin white garden gloves with soft raspberry, indigo blue or warm khaki canvas accents and canvas backs. The natural lanolin in the leather acts as a skin-softening agent.