Weston Nurseries has been on something of a roller coaster ride the past half decade, what with changes in management AND in the business model -- and now the garden center based in Hopkinton, Mass., is opening a second location about an hour away in Chelmsford.
One constant, though, is the way Peter Mezitt and the company's new ownership team has approached meeting customer expectations. The key, he said, is knowing that customer well. "The demographics in Chelmsford are similar to those in the Hopkinton area," Mezitt said. "Our customers tend to be higher-service-oriented middle- to upper-class who often want us to install larger size plants and landscapes. They’re the customers who are willing to pay a little more to get quality service and see an instant impact on their properties. The new location has the same demographic and plenty of single-family homes. When I was doing my search, I defined criteria for a location of a second site. And this area definitely met it."
Mezitt's research -- and the team's ability to adapt products and services to the customer base it rendered -- has kept Weston not only relevant, but successful enough to expand. Cha-ching!
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