L-P extend links with gardening

Laurent-Perrier is continuing its association with horticulture in the UK and extending the tie-up to the French market with a garden at this year’s Jardins, Jardin in Paris.

Working for the first time with the Champagne house in France will be garden designer Luciano Giubbilei, who created the Laurent-Perrier garden at 2009 and 2011 at the UK’s Chelsea Flower Show.

The brand will once again be exhibiting at Chelsea, but this year’s garden will be designed by Arne Maynard.

Laurent-Perrier is also planning to reinstate its pop-up garden concept, which was put on hold during last year, but employed in New York, Tokyo and Milan in 2010.

This year will also mark the year of the magnum according to company chairman Michel Boulaire, with a major focus on large formats for Laurent-Perrier’s iconic rosé.

Meanwhile, the company has opened a new subsidiary in Germany to add to its offices in France, UK, Switzerland, Belgium and the US.

Boulaire also said that the brand wanted to cement its positioning in the BRIC markets but that the company was not planning to grow quickly and was looking for a long term positioning in emerging markets.

“We are not in a hurry,” he stated, adding, “and we are very on-trade focused.”