Shelmerdine Garden Centre, Geller’s Design landscaping enter partnership

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This article was published 18/02/2025 (320 days ago), so information in it may no longer be current.

One of the newest products at Shelmerdine Garden Centre? In-ground fibreglass pools.

The 88-year-old business will undergo a series of changes through the coming summers. The catalyst: a recently formed partnership with Geller’s Design Build Landscape, a Winnipeg company.

“I almost picture it like puzzle pieces that are able to fit together,” said Matt Bell, chief executive of Geller’s and, now, of Shelmerdine.

The two businesses are complementary, Bell described. Customers trek to Headingley for Shelmerdine’s plants, clothes and housewares. Geller’s designs, installs and upkeeps outdoor living spaces.

Thousands of people circulate through Shelmerdine any given week in spring, said co-owner Chad Labbe. Often, staff would have to decline customer requests — clients sought yard redesigns and maintenance work. “Now we’ll be able to say yes.”

The companies will remain separate, though Bell has joined Shelmerdine as a co-owner. Geller’s will move its horticulture, maintenance and pool divisions to the Headingley locale.

Bell wasn’t yet sure how much of a physical footprint Geller’s would create. Shelmerdine Garden Centre has two acres under coverage.

Roughly 30 Geller’s staff will be redeployed. Shelmerdine will become Geller’s headquarters for maintenance calls — think spring cleanups and weekly lawnmowing — and the stop for customers wanting Geller’s to design and install, say, their gardens. In-ground pools will be on display.

“We want to grow,” Bell said. “We want to grow Shelmerdine, and we want to grow Geller’s. We will be stronger, we will be more efficient … working together in lockstep.”

Shelmerdine will continue selling plants and other retail items. The goal is to give customers a “seamless transition” to a complete design build, Labbe relayed.

Change will be gradual over the coming two years, the partners said. The first noticeable difference will be an increase in services offered, Labbe added.

Eventually, the two companies hope to roll out product lines within Shelmerdine, among other things. Bell kept the future generalized, noting there’s still much to work through.

The leaders began talks about a partnership in September. They chose to make an announcement in February — and begin the transition process — because spring, summer and fall are their busier periods.

“The two of us are so excited for what we’re going to do for the green industry over the next while as we … grow together,” Labbe stated.

He and Bell underscored staff won’t be laid off. During peak season, Shelmerdine counts roughly 90 employees; Geller’s has close to 80 in the summer.

The latter company, which is 13 years old, has a design studio in Winnipeg’s Exchange District and an operations building in St. Andrews. Both will stay open, Bell said.

Various projects by Geller’s have received awards from Manitoba’s and Canada’s nursery and landscape associations.

Shelmerdine previously offered residential maintenance services, but it hasn’t in upwards of 15 years, Labbe said. The business started in Charleswood in 1937; its founder got his start producing and selling fruit trees.

gabrielle.piche@winnipegfreepress.com