Blue Diamond are one of the largest garden centre groups in the UK and The Channel Islands. They employ around 4,300 people and have 44 garden centres across the UK & Channel Islands.

Their new development at Alnwick would sell a range of products, including plants, flowers, garden furniture, tools, sheds, garden care, and other associated accessories. It would include kitchen goods, homewares, toys/gifts, a small food hall and other ancillary ranges, such as clothing and toiletries, as well as a restaurant. 

Blue Diamond compete with other large garden centres across the country, the vast majority of which are located outside of existing town centres. In Northumberland, this includes destinations such as Dobbies Garden Centre (Heighley Gate, Morpeth), Wansbeck Garden Centre (Ashington), Azure Garden Centre (Cramlington) and Berwick Garden Centre. They do not therefore generally compete for trade with existing shops in town centres.