A Business Reinvigorated: Inside the Dobbies Supplier Conference 2026

This week’s supplier conference offered a compelling look at the evolution of Dobbies Garden Centres — not just over the past year, but in how the business is positioning itself for the future. What came through strongly was a sense of renewed energy, clarity of purpose, and a genuine desire to collaborate more closely with suppliers.

…and the buzz word of the day was “excited”, the senior team have moved from “confident” to being “super excited” about the opportunities and direction of travel.  It was so lovely to hear and see the enthusiasm in the room.

A Year of Momentum and Change

The scale of progress over the last 12 months is hard to ignore. With 1,800 new products introduced and seven stores revamped Dobbies is investing in both its core and its customer experience.

Footfall remains a major strength, we cannot give you the numbers but they were impressive, a powerful reminder of the brand’s reach. Interestingly, a third of those customers are coming in for food and drink alone, highlighting the unique position Dobbies holds as more than just a retail space.

There’s also been strong momentum in key categories. The extended clothing range has proven extremely popular, while refreshed product areas particularly outdoor lighting are doing well.

“Materially Different” — A Turning Point

As CEO David Robinson put it, the business today is “materially different to 2½ years ago,” reflecting a period that required “all hands to the pump.”

Now, the focus has shifted. The strategy is clear:

• Build a strong core

• Accelerate the business

• Transform capabilities

At the heart of this is a simple but powerful principle: space is the most important asset. Every decision from merchandising to promotions is being viewed through that lens.

Smarter Operations, Stronger Foundations

Behind the scenes, significant operational improvements are driving efficiency. By rethinking logistics from box sizes to delivery routes and carrier choices Dobbies has made great savings.

Promotions are also becoming more strategic, now planned 6–9 months in advance, allowing for better alignment with seasonal trends and supplier input. 

And importantly, customer sentiment is improving. Net Promoter Scores are up, and footfall is increasing across all stores, a strong indicator that the changes being made are resonating.

A Clear Message to Suppliers: We Need You!

One of the most striking parts of the day was the direct appeal to suppliers.

Dobbies isn’t just looking for products it’s looking for partnership.

There’s a clear ask for suppliers to bring their expertise to the table:

• What makes your product sell best?

• When are your key promotional windows?

• What are your “micro-seasons”?

• How can we work together to clear slower stock and make room for newness?

  
  

It’s a shift towards a more collaborative model, where insight and shared knowledge are just as valuable as the product itself.

Food, Experience and the Power of Simplicity

The in-store restaurant experience continues to play a vital role in driving footfall and dwell time.

With over 85 years of combined experience, Restaurant Director Richard Herbert and Head of Food Paul Farr shared a clear and focused approach for the year ahead:

• Keep it simple

• Don’t overcomplicate the menu

• Reduce queues

• Make the experience faster and easier

• Bring the garden into both menu and environment

There’s also a strong emphasis on handcrafted, on-site preparation, with bakery and coffee highlighted as key areas of importance.

Retail as a Community Hub

Retail Director George Hutchinson spoke with real enthusiasm about Dobbies’ role as a community hub a place that brings people together beyond just shopping.

He spoke of a tactical commitment to “be at our best when we are busiest” to ensure they miss no sales opportunities!

Operationally, there’s also a focus on the “lorry to trolley” journey ensuring products move seamlessly from delivery to shop floor, maximising availability and selling space.

Backed for the Long Term

Support from Ares Investors continues to underpin Dobbies’ growth. Having been involved since 2016, they remain committed to the long-term success of the business.

Their perspective is particularly telling: in an increasingly digital and AI-driven world, Dobbies represents something people still deeply value a physical, sensory experience that supports wellbeing and mental health.

Notably, Ares committed that they will not take money out of the business during its ownership and has no intention to, reinforcing a supportive long-term investment mindset.

Looking Ahead

The conference closed with a strong sense of optimism.

There’s no doubt that Dobbies is in a different place. The foundations are stronger, the strategy is clearer, and the ambition is evident.

But perhaps most importantly, there’s a clear recognition that future success will be built together with suppliers playing a central role in shaping what comes next.

Kerry Daley, Andy Hannan, David Robinson, Clive Daley