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Future launches GardeningEtc

Future has launched a new website, GardeningEtc, catering for what it sees as an emerging market for “outdoor living”.

Future launches GardeningEtc
Beth Murton: “GardeningEtc.com will be much more than a gardening website.” Photograph: Colin Poole

According to the publishers, the website reflects the renaissance of the outdoors as a ‘living garden’, helping people make the most of this multi-purpose space, bringing the indoors outdoors. The online magazine’s key focuses are outdoor furniture, BBQs, landscaping, garden tools, garden play equipment and buying guides.

Whether there’s interest in inspiring ideas for a modern outdoor space, buying guides on the best garden furniture and essential garden tools, advice on choosing a planting scheme or top tips on how to grow fruit and veg, everything will be covered by the industry’s main experts and brands, says Future. The core audience is represented by women between 25-54 looking to enjoy the space with their families and control their outdoor life while making memories.

Beth Murton, launch editor of GardeningEtc.com, says, "There has never been more interest in taking control of our gardens, patios and balconies to create a perfect outdoor living environment where we can live, play and eat.”

“Reflecting this, GardeningEtc.com will be much more than a gardening website; we aim to become the leading website for ideas, information and product guides for people looking to make the most of their outdoor space, catering also to the needs of a much younger, style-focused and more mainstream public. Previously, outdoor living was covered occasionally by the homes press, but we believe that this deserves a stand-alone platform that can host a constant stream of inspiring, helpful content."

With an in-depth understanding of consumers’ needs and SEO-optimised content based on observed trends and sector expertise, GardeningEtc.com provides, say the publishers, a significant opportunity to help people make informed decisions about buying outdoor furniture or garden related products. Every product review or service can be added into Future Plc’s e-commerce widget called ‘Hawk’, which uses an algorithm to deliver to deliver the best service or price to readers. Last year alone, Hawk generated £329m of sales for retailers and service provider affiliate partners, says Future plc.