When a gardening brand changes hands, the consequences are felt both on the shelves and in the local governance of the stores. The acquisition of Gamm Vert is part of a consolidation strategy led by an agricultural cooperative, rather than a traditional investment fund. Understanding who is buying, why, and with what implications for the franchise network helps to better grasp the future of this brand present throughout France.
Gamm Vert and the agricultural cooperative model: a unique operation
Before discussing the acquisition, a detail often overlooked deserves attention. Gamm Vert is not a franchise in the usual sense of the term. The brand has historically been managed by agricultural cooperatives, not by a traditional private franchisor.
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In practice, each Gamm Vert store can be linked to a local cooperative. This cooperative supplies the products, manages operations, and decides on commercial strategies. This connection to the agricultural world distinguishes Gamm Vert from competitors like Jardiland or Truffaut, which operate on more conventional distribution models.
This explains the coexistence of very different store formats under the same brand: small rural garden centers coexist with larger stores on the urban outskirts. Several local brands can even carry the name Gamm Vert while having very varied ranges and sizes. To learn more about the acquisition and franchise of Gamm Vert, this cooperative particularity is the first key to understanding.
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InVivo Retail: the group consolidating the gardening sector
The new buyer is not unknown. InVivo is a union of French agricultural cooperatives active in agriculture, animal nutrition, wine, and retail distribution. Its subsidiary InVivo Retail manages the gardening segment.
InVivo’s strategy is based on a simple principle: to group gardening networks under one roof to compete against large retailers. The group already operates the brands Gamm Vert and Delbard. In 2017, it began negotiations to acquire 90 franchised Gamm Vert stores, previously owned by the cooperatives Axéréal and Terrena.
A rebalancing between franchising and company-owned stores
Why buy franchised stores when you already own the brand? Because the majority of the Gamm Vert network operated as franchises. InVivo wanted to transform some of these points of sale into company-owned stores, meaning stores directly operated by the group.
The goal: to better control the supply, image, and prices across the entire territory. A company-owned store implements the commercial policy of the headquarters. A franchised store retains local flexibility, which can create visible disparities for the customer.
Acquisition of Jardiland by InVivo: conditions imposed by competition
The consolidation did not stop with Gamm Vert stores. In 2018, InVivo Retail notified the Competition Authority of its plan to acquire the Jardiland group. This acquisition brought together the brands Gamm Vert, Delbard, and Jardiland under one group.
The Competition Authority approved the operation, but under specific commitments. InVivo had to divest 11 stores in areas where local competition was threatened. Without this divestiture, the new group would have held a dominant position in several market areas.
- Competition was not deemed problematic at the national level in the supplier market, with market share remaining limited.
- Doubts were raised about specific local areas, where the concentration of garden centers under one brand would have reduced consumer choice.
- The divestiture of the 11 stores aimed to maintain competitive dynamics in these territories.
This type of condition is common during sector acquisitions, but it illustrates the scale of the maneuver. When a cooperative group absorbs both franchisees and a major competitor, the gardening market undergoes profound restructuring.
Store closures at Gamm Vert: what the acquisition does not guarantee
A consolidating network does not mean that every point of sale survives. Gamm Vert store closures continue to appear locally, due to a lack of buyers. A recent case in the Angers metropolitan area highlighted this reality.
The absence of a local buyer remains the primary cause of closures in rural areas or small towns. The cooperative model, while providing a strong territorial anchor, does not automatically protect against the economic difficulties of an isolated point of sale.
The challenge of proximity for the network
Gamm Vert draws part of its strength from its rural network. The brand covers areas that large urban garden centers do not serve. When a store closes in a small town, it often means the only gardening and pet supply business in the area disappears.
For InVivo, maintaining this proximity network requires a constant balancing act between profitability and territorial coverage. Not all franchised stores are destined to become company-owned, and some will remain dependent on the local ability to find a motivated operator.
Gamm Vert franchise: what changes for a candidate looking to open
Are you considering opening or taking over a Gamm Vert store? The context has evolved. The network now combines company-owned stores (InVivo branches) and traditional franchises linked to agricultural cooperatives.
- The franchise candidate must work with a purchasing center managed by InVivo, which further regulates the available product ranges.
- Affiliation with a local agricultural cooperative often remains necessary, which differentiates this network from a standard retail franchise.
- The Gamm Vert brand coexists with sub-brands and varied formats, from small rural stores to suburban garden centers.
The Gamm Vert franchise model remains atypical in the sector. The dual oversight of cooperatives and a national group creates a specific framework that franchise candidates must understand before committing.
The restructuring of the gardening market around InVivo is not over. The coming years will reveal whether the group can maintain the territorial network of Gamm Vert while absorbing Jardiland and harmonizing its various store formats. For local operators, the question remains about the renewal of buyers in the less densely populated areas.