Gamm Vert is a gardening brand created in 1977 by the agricultural cooperative group InVivo. Its uniqueness lies in its roots: the network has relied from the start on local agricultural cooperatives, which become franchises to provide amateur gardeners with the expertise of the agricultural world. This cooperative lineage distinguishes Gamm Vert from most competing gardening chains.
From the agricultural world to amateur gardening: an atypical cooperative model
Most French gardening brands arise from traditional commercial initiatives. Gamm Vert takes a different path. It is the agricultural cooperatives that are members of InVivo that open the first points of sale, converting part of their premises to welcome the general public.
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The principle is simple: the same structures that supply seeds, fertilizers, and tools to professional operators offer a range tailored to individuals. In-store advice is based on real agronomic expertise, not on general sales training.
This cooperative franchise model also explains the geographical distribution of the brand. The first stores are established in rural and semi-rural areas, where agricultural cooperatives already have premises and a local customer base. To better understand the history of the Gamm Vert group, it is important to keep in mind this territorial logic that has shaped the network during its first decades.
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Gamm Vert and Jardiland: the market consolidation strategy
The network does not remain confined to its historical locations. In 2014, the integration of Nalod’s (which includes Delbard and Jardineries du Terroir) marks a turning point. The InVivo Consumer Goods division then brings together nearly 1,200 points of sale, with a consolidated turnover of 1.405 billion euros.
Gamm Vert becomes the number one gardening network in France by the number of stores. The strategy, internally referred to as “multi,” is based on several pillars:
- Multi-brands: the brand markets under several names (Gamm Vert, Delbard, Jardineries du Terroir) to cover different customer profiles.
- Multi-formats: from small rural outlets to large suburban stores, the sizes and ranges vary according to the population density.
- Multi-channels: online sales complement the physical network, with an e-commerce site transformed into a marketplace.
More recently, the merger with Jardiland within the Teract subsidiary confirms this consolidation logic. The two brands, although positioned differently (Jardiland targets urban and suburban areas more), share logistical and digital resources under the same structure.
Sustainable gardening and self-production: Gamm Vert’s shift
The brand’s current slogan, “Self-production is the future,” summarizes a repositioning that has been underway for several years. Gamm Vert no longer presents itself solely as a distributor of plants and tools. The brand encourages its customers towards food autonomy by emphasizing vegetable gardens, vegetable seeds, natural cultivation techniques, and the reduction of chemical inputs.
This shift is not purely marketing. As early as 2015, a survey conducted among 1,600 French gardeners for Gamm Vert reveals that amateurs, whether beginners or experienced, primarily seek advice and support. Garden centers rank as the second source of information, just behind family and friends, and ahead of the internet.
Educational content becomes a strategic focus. On social media and in-store, Gamm Vert develops short formats on biodiversity in the garden, water management, and choosing varieties suited to the local climate. The goal is twofold: to retain a customer base that gardens increasingly out of ecological conviction, and to stand out from large DIY stores that sell plants without real support.
From rural to digital: how Gamm Vert adapts its network to new gardeners
The gardening market is evolving. Demand is shifting towards more urban uses, smaller spaces, and more technical practices. Balconies, terraces, raised vegetable beds: gardening is no longer limited to homes with land. This trend forces traditional garden centers to rethink their ranges and their advisory approach.
Gamm Vert responds to this evolution through two levers. The first is the development of its e-commerce site and marketplace, led by the InVivo Digital Factory teams. The new site gammvert.fr, launched in 2024, significantly expands the online offering, far beyond what a physical store can stock.
The second lever is omnichannelity. A customer can find a product online, check its availability at the nearest store, and receive advice on-site. For a network built on rural cooperative proximity, this integration between digital and physical stores represents a profound cultural shift.
The brand also invests in its social media with content focused on inspiration and education: planting videos, sowing calendars, species selection guides. The historical agronomic advice now continues online, where new gardeners seek their first answers even before stepping into a store.
Gamm Vert in the landscape of French garden centers: what place today
With its network of over a thousand points of sale, Gamm Vert remains the densest gardening network in France. Its strength lies in the local anchoring of each store, often managed by a cooperative that understands the soils, climates, and specific needs of its area.
The bet on self-production and sustainable gardening positions the brand in a promising niche, at a time when biodiversity in the garden and the reduction of pesticide use are becoming common concerns. The challenge remains to maintain this cooperative identity and level of advice while accelerating digital transformation, in the face of pure players or DIY brands with considerable logistical resources.