In this issue our colleague and friend Thierry Coeman visited the Kremer Natur Talente Garden Centre concept in Lennestadt, Germany.
111 years after its founding by Franz Kremer, his great-grandson Alexander Kremer (4th generation) has set the foundation for a long-term strategy of facilitating organic growth whilst bringing people closer to nature and instilling a sense of care and respect for Mother Nature.
The serene landscape of Sauerland in Germany serves as a captivating introduction to the final destination: Lennestadt.
Upon entering the parking area along the Lenne banks, a nature enthusiast is immediately enthralled by an indescribable sensation. Stepping into the enchanting entrance, it becomes clear that Kremer transcends the typical garden centre.
The bustling parking lot and pleasant activity within the store need no explanation. Let’s clarify from the outset: Kremer is a ‘Nature Sanctuary’ with the ambition to significantly enhance the lives of the local community. The warm welcome and initial encounter with Alexander Kremer, Managing Director, goes beyond mere cordiality.
The same enthusiasm experienced upon entering the green-planted parking lot persists. This visit in my opinion is unlike any other across Europe; before exploring the store, over two hours of discussion and clarification convince me of why Kremer needs to be regarded as a holy nature sanctuary.
From Disruption to Breakthrough
Kremer’s comprehensive concept results from a profound process, starting in the heart and concluding with a soul. This aligns seamlessly with the desires of today’s consumers seeking meaning and fulfillment.
It all started with a fundamental willingness for disruption, sometime in 2014. The realisation of a fault line with the past occurred almost ten years ago when Alexander sadly concluded that the commercial success of his garden centres were eroding the soul of the family business. “We had transformed into a genuine supermarket of plants, losing employee recognition and facing employee departures. We were selling our soul in the battle against competition, engaging in arm wrestling with promotions and aggressive price communication. In short, we found ourselves sinking deeper into an immeasurable pit, miles away from nature. And suddenly, it was five to twelve: we had to and would reinvent ourselves,” Alexander Kremer states.
The inspiring story of ‘Natur Talente’ – the unique rebranding for the renewed store concept – is not merely pleasant storytelling; it is the translation of one of the very best thought processes in retail concept and design that I have encountered. It is the result of a fundamental turnaround, the strong belief in a well thought out, unique and personal business model, a resurrection after flipping the traditional retail pyramid, the courage to face disruption.
The greatest merit of this family company’s success story lies in having the bravery to turn a process of deep reflection into a breakthrough retail concept. “The process is the result of an indebted collaboration with Professor Philipp Teufel, University Düsseldorf, an expert in retail design, his students, and my family,” emphasises the managing director. One of these students, Marvin Huettermann, would ‘stick’ to the Kremer DNA and since then has become one of Alexander’s closest business partners, keeping the focus on the never ending process of change and adaptation.
From Tipping Point to Turnaround
Philipp Teufel attentively absorbed Alexander Kremer’s profound frustrations and crafted a masterplan. The ingenious retail conceptor dispatched an extensive team of students, unfamiliar with garden centres, to Lennestadt with a straightforward mission: apply the W-questioning technique. Through countless observations and interactions using the Who-What-Why-When questions, they delved into the motivations, beliefs, and needs of customers.
The process was named Master Plan 111 – to commemorate the 111th anniversary of the family company which took place during the reshaping – and had no defined constraints on time or resources; Alexander Kremer entrusted Professor Teufel’s sixth sense. A year later, a revelation occurred when Professor Teufel presented the result: a thick book brimming with photos, emotions, and heartwarming sketches; no figures, no time tables, no grids, or budgetary approaches.
The Inverted Pyramid
In 2016, the task shifted to translating the visual Master Plan 111 into an architectural framework, a process spanning four exhilarating years. The result is a stunning and expressive store concept centered around Mother Nature, returning to the roots and soul of founder Franz Kremer. Closer to nature becomes synonymous with being closer to society, closer to stakeholders, closer to the community, embodying the ethos of caring for each other in harmony with nature.
The language evolved, with employees now referred to as “Nature-Talents,” an idea proposed by Felix, Alexander’s son. The organisation became self-steering, offices transformed into green oases, and the competitive battle shifted to meaningfulness.
Subsequent to Lennestadt, the other branches in Gummersbach, Remscheid and Lüdenscheid underwent similar transformations with their unique natural accents. The fifth store concept is planned for spring 2025 in Siegen – the birth place of the famous Flemish painter Peter-Paul Rubens – which invites to merge nature and art symbiotically.
Fulfilling a Social Role
The Natur Gartencenter concept, which the Kremer’s call their ‘Garden Museum Shop’, aligns with fundamental societal values: tolerance, togetherness, commitment, respect, involvement, support, exploration, discovery, inspiration, and reflection. From this broad perspective, Kremer’s Nature Sanctuaries serve, each one of them, as encounter platforms fostering happiness through hospitality, knowledge transfer, educational experiences, and playful gardening.
The journey through the store (+ 5.000 m²) includes discovering how to integrate nature in a kitchen, a bathroom, a living room, a balcony or how to conceive a garden pharmacy. These four pillars: hospitality, education, interaction and fun – fulfill a fundamental social role, including commitment to a sustainable environment and respect for all gifts of nature. The store exploration emphasises interaction with nature within themed universes.
You just only need to walk the green path and get spoiled. Another highlight is the garden museum (300 m²), offering a discovery through the history of gardening tools, ecological practices, interactive exhibits on birds, butterflies and insects, all combined with tailor made clinics for children. The store activities feature creative and seasonal workshops, educational programs, an Afghan embroidery exhibition and an ecological playground for children by the River Lenne, offering insights into local fauna and flora.
Seeds for the Next Generation
111 years after its founding by great-grandfather Franz Kremer, his great-grandson Alexander Kremer (4th generation) has set the foundation for a long-term strategy, facilitating organic growth whilst bringing people closer to nature and instilling a sense of care and respect for Mother Nature.
Do not even try to copy the Kremer Natur Talente concept, as this green sanctuary is driven by its soul rather than extensive product ranges, price tags and screaming promotional language.
Obviously, Kremer is just ‘State of the Art in Gardening’. Alexander Kremer is on pilgrimage to inspire colleagues in the Gardening and Home Improvement Industry wherever in Europe or beyond, providing them the seeds to develop their own Master Plan 2030. Alexander Kremer’s journey plants a profound and noble legacy, seeds for the next generations.
