You must have been hibernating over winter if you haven’t heard about Hygge, and ironically if you have been hibernating you may well have been practicing Hygge. This new trend emanating from Denmark is not so much a style trend as a state of mind and a way of life! Defying a literal translation, Hygge means the simple contentment of existing in a natural environment and it is often associated with relaxing and snuggling up by a cosy winter fireside to enjoy the simple pleasures of life.
But with spring just around the corner, trend watchers are expecting Hygge to strongly influence consumer attitudes to all aspects of their lives, including their gardens. My clients Kelkay have already detected a strong move towards natural paving products, as a result of which they have extended and improved their range significantly for 2017. They believe they are ready to meet the new trends and aspirations of consumers with natural sandstone paving, beautiful smooth polished sandstone, and stylish sawn limestone, natural slate and cool granite setts. And they’re well positioned to supply a range of natural Hygge-friendly products thanks to their hugely experienced buying team who have sourced the most beautiful natural stone products from sustainable sources in India, China and Europe. They support and endorse the Ethical Trading Base Code which means that all workers are guaranteed a safe working environment and a fair wage, as well as being protected from all types of discrimination or abuse.
Likewise, my client Bonningtons have been rapidly developing their ranges in response to the Hygge vibe with new indoor and outdoor lighting products designed to create a wonderful relaxing atmosphere after dark, plus some stylish new firepits to keep it warm and cosy even in the British summer.
Hygge also rejects all modern technology and embraces old fashioned family entertainment, both indoors and out, so the Bonningtons range of garden games also slots in comfortably to this new trend. More of their ranges, including their great value garden furniture will all be on show at Solex (11-13 July NEC) but I’ve recently completed a facelift project for their Nottingham showrooms so there’s no need to wait until then – I’d encourage anyone to visit them and take a look. The showroom is divided into a series of brand themed shops to showcase ranges by category and value for money so it’s quick and easy to identify appropriate products for ranging and promotions too.