Garden Centre Retail interviews: Carl Smithers - May 2024

Meet Carl Smithers, the Driving Force Behind NOVA’s Exciting Transformation

NOVA Outdoor Living has recently embarked on a remarkable transformation, introducing a fresh outlook on a grand scale. But it isn’t just a new logo; they also have a new leader to head up the business. Carl Smithers has been appointed as the Operations Director for NOVA and has already been delivering some impressive changes within the brand.

Carl has had a huge impact on the business, building a 44,400 sq. ft. trade showroom – dubbed the NOVA Experience Centre, which is set to be the largest trade showroom in the UK. Furthermore, he has overseen the creation of a tailor-and-grow product range with over 40 new collections and over one hundred new products that will become available for customers when the Experience Centre opens its doors in June.

We sat down with Carl to discuss his plans for NOVA. Here’s what he had to say:

Tell us about you and your experience.

"For over 20 years, I have owned and run businesses, giving me an entrepreneurial background as well as having a background in the military. Following that, I helped implement the operations of a national furniture retailer. Most recently, over the last 10 years, I have worked in the outdoor furniture sector and have put my strongest skills such as strong relationship skills, buying, sales, and strategy to the challenge."

Why did you join NOVA?

"I joined NOVA as I could see the changes that needed to be made and was intrigued by the challenge. I needed to see if I had the confidence that I could transform NOVA for the better. As a businessman, I saw the difficulties NOVA faced and the effect it was having on customers due to the association the business had with the likes of White Stores. I could see strategic change was needed immediately and I felt I had the experience and knowledge to aid the business. As of 2023, NOVA will be supplying White Stores with its own curated product range and the NOVA brand will become strong and about allowing NOVA to offer completely different products."

What are your ambitions and visions for the future with NOVA?

"The vision for NOVA begins with the new brand we have created. Whilst NOVA is a well-established and well-known brand, we didn’t feel connected to it as a management team, and we wanted to shape our values and identity. My ambitions include using the in-house concepts of our customers across the country and for NOVA to strive to set the benchmark for design for outdoor retailers. I also feel that with focus on original design, leading price-to-store and strategic partnerships, NOVA can, over the next few years, become the leading outdoor furniture brand in the UK."

What is your outlook on the outdoor furniture industry?

"I believe currently the outdoor furniture industry is in a dip. The longest phase of restraint is starting to come to an end and the Covid-born boom in our industry is coming to an end. Retailers have been forced to become more innovative in new materials and designs. I believe rope and mixed materials have offered some optimism in this space, and I am confident NOVA’s new designs will fall in line, allowing retailers to get on top of market trends."

What aspect of the new NOVA are you most excited about?

"I am most excited about the opening of the Experience Centre which will be the biggest trade showroom in the country. I believe it highlights how ambitious the NOVA team is. It also reflects the confidence in my team to deliver a totally new product range. A huge investment shows the strategic longevity we have put in place."

What would you say the best thing about NOVA is from your time in the company?

"For us, it’s the team and the suppliers. Similarly, I have been incredibly impressed with our partners in the Far East, and this is something that we’re incredibly proud of. I am confident in saying that we have the right networks who we collaborate with to offer different materials and designs."

What benefits and challenges do you see this bringing NOVA and its customer base?

"For the past few years, NOVA customers have enjoyed the strengths of large UK stockists which they can draw upon through the season. However, the downside to this is that White Stores and many other retailers have also had to deal with the same stock. The benefit of the new design range at NOVA and how focus in designing products specifically for the retailers means that customers can view NOVA instead of stock and price. The ranges have just hit the right margin for what most consumers are prepared to spend and we want to continue to innovate with new depths, materials, and generally high-quality materials in the future. The fact that we’re no longer part of White Stores stock means we’re much more bespoke. That in turn may be a challenge, but it means we’re creating an exclusive brand that allows customers to remain loyal to their margins."

This marks a significant shift from your previous business model. Are there any other major changes?

"I think that NOVA has learnt a lot from the challenges of the past few years and whilst it seems to be going against the grain of where many other brands are heading, NOVA is essentially taking their offline to become a retail-focused brand."

Is there anything else you would like to add?

"My ambition for NOVA is to build long-term partnerships with retailers. Our job is to make sure that retailers have confidence offering our products. Currently, a retailer can create settings and themes with the latest trends. However, with the experience of outdoor furniture, we have a dedicated space and sales team, and want to show you all we have. Book your visit soon, we can’t wait to share our vision with your business. Come and see us at our new Experience Centre from June this year."

Visit us at our new Experience Centre opening in June!