What is the Terrain concept? Is this really a garden center?
Kinsella: Terrain is very much at its heart a garden center. We expect close to half our sales to come from plant material, and we’re going to have a great selection of tools handpicked from around the world. The customer we’re targeting is a woman in her 40s and 50s. We know that a lot of these people aren’t green thumb gardeners, so we want them to feel welcome and inspired, and give them all the tools they need to create beauty in their home and their garden. And we’ll also have something for the Master Gardeners. We expect to have a really amazing collection of plants, and we’ll organize them based on some of the things we’ve learned from offering fashion to customers in terms of putting outfits together. People can see how things work together so they are excited and inspired and want to recreate that at home. 2. What makes the garden center market attractive for a company like Urban Outfitters? Kinsella: If you look at the industry, you’ve got the big box stores and then you have
