Published on 1st August 2022

Two years ago, John Kitchin was out of work and sleeping on a friend’s sofa. He’s now the owner of Horsham’s most vibrant new shop, Hugo & Green, which has gone from Pop-Up to Swan Walk in a matter of months. John describes his journey…

START.

I launched the business in Hertfordshire in September 2020, in the wake of lockdown. I’d been made redundant, but managed to save £500 and spent it all on plants, initially selling at markets in St Albans and Tring, then getting involved in a pop-up shop in Hemel Hempstead. However, it was difficult to attract regular customers due to the disruption of COVID.

NAME.

Hugo & Green is named after my border terrier, Hugo. I could sense an opportunity for this kind of business, as I’d noticed plants becoming popular in the pandemic. People were spending more time at home and thinking about house plants. Instead of picking them up at the supermarket and hoping they survived in a corner, they wanted to know which plants suited their own home environment. As I had looked after plants in City offices with complicated lighting environments, I felt I had knowledge I could share. 

RECOVERY.

It was only when I moved to Worthing last year that things really progressed. I was searching online for pop-ups on the coast when I read about one due to run for three months in West Street, Horsham. I tried it and it proved very successful, especially in the run-up to Christmas. The experience also gave me an insight into which plants sold the best. I built up some regular customers and started to think about having my own shop in the town. However, I knew that going from a market stall to a pop-up is one thing, but a pop-up to a proper shop is quite another. 

SHOP.

I was seeking a short-term let and most landlords didn’t offer that. Then I saw a unit with a large glass front in Swan Walk and thought it was perfect. Swan Walk was really supportive in making it happen and now there’s an opportunity to grow the brand. I'm here for at least two years and we’ll see what happens. There are a number of independents in the shopping precinct now, which is great as they add vibrancy. Gobsmack Comics celebrate things like Star Wars Day (May 4th) that attracts many people, and we hope that with our events and plant workshops, we can complement them too. 

PLANTS.

We try to offer specimens you wouldn’t find at big high street retailers and lean towards plants that are easy to maintain, as I don’t want people to feel intimidated about buying plants. Some of them need very little light and others thrive with lots of light, so we talk to customers and find plants to suit their own home. There are lots of options for people in small houses or apartments. The living walls are modular systems that you stack and fill with plants. The hydroponic watering systems are self-contained so there’s no mess, and they’re a sustainable, UK-made product too.  

CONTEMPORARY.

Our plant collection is unique and we love contemporary ideas. We sell kokedama, Japan’s answer to the hanging basket. It translates as “moss balls” as it’s the root balls of small plants wrapped in moss. Terrariums are a novel way to grow plants with minimal care and make interesting centrepieces that are very on trend. 

WORKSHOPS.

We host regular workshops, usually making kokedama and terrariums, which help us to spread the word. We also work with The House of Knots, who make macramé plant holders (knotted textiles) which are ideal for kokedama plants. We’ve formed several partnerships with local independents and now sell candles by Kimmy B, T-shirts by RC Apparel, gifts and ornaments by Love Vintage and Cu Living and even wonderful “bum pots” by Suz Handmade Creations. 

CONNECTION.

If you’re looking for a particularly rare plant, it might be necessary to buy it on the internet. But generally speaking, the online experience doesn’t compare with buying from a shop. We might have six of the same plant, but a customer is often drawn to just one of them, as they’ll like its shape or the way the leaves spread. Plants speak to people and we form a personal connection. 

TRUST.

The response to the shop has been hugely positive. People love plants and some just wander around to enjoy our bustling green space. I take whatever opportunity I can to talk to people, sharing tips and even learning things from them! We give a lot of advice, even if someone has bought a plant elsewhere, as they’ll return to us one day as they know we can be trusted. 

FUTURE.

Every month, there'll be quiet days where I wonder if I’ve done the right thing. But so far everything is going well. We’re on a steep learning curve, but we’d love to expand. We’ve started growing plants in the shop and hope to expand our propagation soon. We’d also love to develop the workshop so people can enjoy drinks and food and truly absorb the atmosphere. If we can manage that, who knows? Perhaps there will be a second Hugo & Green one day...

Further information

www.hugoandgreen.com