Leading UK garden retailer aims to promote mental wellbeing
Online plant retailer Crocus has bought the subscription box company Mind Body & Soil and the plant identification app SmartPlant, the brainchild of George Williams.
Crocus’ Iris app will be integrated into the SmartPlant app, merging SmartPlant’s data and users to create a better plant identification and care platform for users. The award-winning SmartPlant app was founded in 2014 and has had more than 800,000 downloads. It has more than 50 growers and retail partners.
The business launched Mind Body & Soil during the pandemic to cope with the demand for plants and well-being. The company has worked with Pasta Evangelists, Yogi Bare, Timeout and Alice Vincent. Each month customers receive a plant, pot and products to match the well-being or sustainability theme.
‘Excited to have Mind Body & Soil’
Crocus CEO Mark Fane said: “Crocus is really excited to have Mind Body & Soil and George as part of the business. We strive to be the best in the market and ensure that we are keeping at the vanguard of trends. This acquisition ensures we are doing just that.”
In recent years, houseplants have enjoyed a massive boom in popularity. Sales of houseplants at garden centres across the UK were up 81 per cent in July (2020) and increased by nearly 30 per cent on a year-on-year basis in 2021.
George Williams said: “They are passionate about plants and have a keen focus on sustainability. This is a company I have always admired. I am really proud of what we have built over the years. I am looking forward to the next chapter of the journey.”
Well-being is key to Mind Body & Soil
At the 2022 RHS Chelsea Flower Show, Andy Sturgeon created The Mind Garden in partnership with Crocus. Andy created a place where others can connect, share experiences and find comfort together.
Crocus has won 31 RHS Gold Medals in collaboration with more than 20 of the world’s best designers at Chelsea. These cutting-edge partnerships have allowed them to constantly evolve their plant range in line with the latest trends.
For more information, visit mindbodysoil.com, smartplantapp.com and www.crocus.co.uk.
