Retail data, made honest
PowerBI dashboards, sales-per-m² analysis and floorplan heatmaps: your own numbers, benchmarked against garden centres across Europe. Factual feedback, not opinions.
A look into your own kitchen
Which departments earn their square metres?
Every garden centre owner asks these questions. Few get answers backed by numbers. We link your shop data to European benchmarks, then turn the answer into a store concept that fits you.
Design & consultancy for garden centres · data first, concept second · across Europe
+12%
average sales-per-m² uplift in departments we reconcepted last year
Garden centres that looked in
Where we stand
On the crossroad of technology and garden centre retail.
There are agencies for data and agencies for design, plenty of both. What only the crossroad delivers is one partner who converts the analysis and the entrepreneurial gut feeling into a single committed answer: this is what we are going to do.
Green retail, understood
We are specialists, not generalists. Seasons, living product, impulse versus destination departments. We design for how a garden centre actually trades.
From insight to decision
A report is not a decision, and neither is a drawing. We convert the analysis and the entrepreneur's instinct into one plan you can commit to: what we build, where, and why it will earn.
Free tool · new
Prove it on your own numbers, right now.
Six numbers, thirty seconds: the European Garden Centre Benchmark shows where your turnover per m² stands against the European reference set — per product group. Free, no account, and nothing leaves your browser.
Start the free benchmarkGives you your position. The interpretation is the work we do together.
6
numbers · 30 seconds
It starts with your questions
You know your centre.
You know your centre.
But do you know for sure?
Your organisation holds no secrets for you, yet the most important decisions are still made on gut feeling. These are the questions owners bring us. If one of them is yours, you are in the right place.
Whichever one keeps you awake, the answer starts with your own data. Three ways in →
- PerformanceWhich departments actually earn their square metres, and which just look like they do?
- RelevanceCustomers under 40 come once for a houseplant and never return. Why?
- LegacyThe store has been extended three times in thirty years. Is it still a concept, or an accumulation of decisions?
- InvestmentWe are building new. The floor plan will stand for twenty-five years — how do I know it is right?
- Layout“The architect handles the layout.” But architects design buildings — who designs the shopper journey?
- FormulaWe run multiple locations. How do we convert acquired centres without alienating their customers?
Three routes in
Start from your situation.
Same craft, three completely different stories. Pick the one that sounds like Monday morning in your office.
The Successor
“I want to know how my centre is really performing.”
You took over the family centre. Turnover is stable, reputation is strong, but “fine” has a shelf life, and changing what your father built needs more than a hunch. We give you the numbers that make the decision factual instead of personal.
Entry point: the Data & Department Scan
Fixed scope, delivered in weeks. Sales per m², department verdicts, one clear recommendation — zero obligation to continue.
Request the scan
The Builder
“I'm building or expanding, and the floor plan is nearly irreversible.”
Several million on the line, a building that will stand for twenty-five years. Beautiful centres can trade badly. Before the shell is fixed, we project turnover potential from catchment, demographics and surface distribution, and brief your architect.
Entry point: the Feasibility & Potential Study
€/m² projections per department, before ground is broken. Concept first, architecture second.
Start before the shell is fixed
The Chain Operator
“We operate multiple locations, and the formula is diluting.”
Acquired centres to convert, franchisees who want local freedom, a board that measures everything. You don't need one store design — you need a concept architecture: modular blueprints, standards and a documented conversion playbook that scales without us on site.
Entry point: the Pilot Conversion + Playbook
One or two locations converted and documented — priced as a template investment, not a project fee.
Discuss a pilot
This is how we solve it
Four phases. From your DNA
Four phases. From your DNA
to a store you can actually build.
Every trajectory follows the same ABCD method, and every trajectory starts with data, so you can stop after the diagnosis if you want. You won't want to.
Approach & DNA
We start with you, your market and your location, not with a mood board. The concept follows the entrepreneur's identity; it never replaces it.
Breakdown & Optimise
Sales per m², floorplan heatmaps, European benchmarks. Factual feedback on where your centre earns, and where it leaks.
Concept & Design
A one-off, data-founded store concept and floorplan, tailored to your DNA. This is where the numbers become a place people want to be.
Details & Decisions
Service counters, materials, supplier choices. The decisions that decide whether the concept survives the build — made build-ready.
The technology behind it
Your data has been trying to tell you this for years.
Live PowerBI dashboards link your till data to square metres, margins and European benchmarks. Floorplan heatmaps show sales per m² at a glance. Catchment and demographic analysis project what a location can actually carry — before you invest.
€ / m²per department, benchmarked
20 mincatchment & demographic analysis
Livedashboards as governance tool
From concept to reality
The lookINsight BuildPack
A concept that stays a PDF is a wasted concept. The BuildPack turns it into something your contractor can price and your team can execute:
- Final floorplan & 3D visualisations
- Mood & materials board
- Technical details and shopfitting checklists
- Supplier specifications — build-ready
Proof, not promises
Centres that stopped guessing.
From single-site family businesses in the Benelux to group rollouts across Germany. Scroll sideways through the projects, and click any image to see it full size.
Tuincentrum Leurs, Venlo
Department storytelling carried by printed ceilings and marker-hand slogans — concept built and trading.
Tuinwereld Wijchen
Full concept and floor plan designed in 3D before the shell was fixed — department mix first, architecture second.
Gartenwelt Emsbüren — Buitenterrein
The outdoor nursery reconceived as a route with destinations: shade, seating and a reason to walk the full loop.
Van der Spek, Zevenhuizen
A family discount garden centre repositioned with its own identity, layout and in-store communication — concept following the entrepreneur's DNA.
Hogewoning Showroom
A B2B showroom laid out as a series of brand rooms — every supplier gets a stage, the buyer gets one clear route.
Eurotuin, Merelbeke
Checkout and exit zone redesigned in 3D before a single fixture was ordered — shopper journey first, then the build.
Bauhaus Stadtgarten
A documented instore communication and department system for a national group — designed once, executed across locations without us on site.
Concept flythroughs
Walk through the store before it exists.
Every concept is delivered as a full 3D model. Fly over the complete GroenRijk 't Haantje concept, or walk through Leurs' new warm greenhouse — before a single fixture was ordered.
Straight from the floor
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What we're seeing in the sector.
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In their words
What they say afterwards.
For the layout of our new garden centre we went to Laurens: that is where the commercial success is decided. With a large database of international turnover and surface data he made a commercial layout that fits our own concept. Eighteen months after opening we are still very happy with it and have barely changed a thing. The 3D model we could walk through digitally was hugely motivating for the staff, and the benchmark shows exactly which departments deserve more focus. An investment that has more than paid for itself!
lookINsight helped us with the routing of our new garden centre. It was good to think it through together and they came with practical, clear solutions. The layout fits how we want our customers to walk and shop. The collaboration went smoothly and pleasantly, with short lines. For owners who want to make their store clearer and more customer-friendly, lookINsight is well worth considering.
I highly appreciate working with lookINsight. Their unique creativity and knowledge of the garden industry is something we could feel since the first meeting. Implementation of the project was certainly an interesting experience and I have to admit that we're delighted with the final result of our greenhouse. If you want to develop your garden centre then I sincerely recommend working with Laurens and his company.
New · fixed-scope product
Know what your location is worth.
The Location Profile benchmarks your reach, purchasing power, housing structure and competition against 112 European garden centre locations. One report, six modules, no strings attached.
Explore the Location Profile
Fixed price, per location
€1,450
Delivered within 10 working days
Who you'll work with
Small enough to care.
Small enough to care.
Senior enough to carry Europe.
lookINsight is a compact, senior-led design & consultancy agency from Horst, the Netherlands — working for garden centres across the Benelux, Germany and beyond. No juniors learning on your project. No layers between you and the people doing the thinking.
- Garden centre specialists — it is all we do
- Data first: every concept starts with your own numbers
- Complementary to your architect — we brief, we don't compete
- Regular speakers at European garden retail associations and fairs
The line-up
Laurens Doesborgh
Owner & CEO
Peter Peeters
Interior & Store Plan Draughtsman
Mariette Thompson
Data Analyst & Dashboard Builder
Jörn Rostock
Location & Pricing Specialist
Paul Cremers
Creative Designer
Juliette Renard
3D Designer & Stylist
Tom Wolbertus
Creative Designer
Laurens Doesborgh
Owner & CEO
Peter Peeters
Interior & Store Plan Draughtsman
Mariette Thompson
Data Analyst & Dashboard Builder
Jörn Rostock
Location & Pricing Specialist
Paul Cremers
Creative Designer
Juliette Renard
3D Designer & Stylist
Tom Wolbertus
Creative Designer
We bring INsight!
Start with a look into your own kitchen.
One conversation, your questions on the table. If it makes sense, the first step is a fixed-scope data scan: delivered in weeks, with one clear recommendation and zero obligation to continue.
✓ Fixed scope
✓ Fixed price
✓ No obligation
