Any ideas what this is?

No idea but we have it too, was in a christmas display basket.

Possibly one of the whipcord Helichrysum's.

Hum not sure Fractal - mine at least has not flowered, just continued to grow and droops instantly if it gets dry.

Might be some relatively obscure heath type plant from Australia. There are quite a few of them.

Possibly need a close up on this and even then???

Its not a straggly Heather is it? Similar foliage to the Ericas.....could be one that wasn't grown too well?

nothing like an erica... a semi tender house plant that needs a lot of water - at least the one I have is!

Thanks it's all very interesting.It has grown well and altho it gets dry quite quickly has never drooped. It's been suggested i put it pot and all in a larger tub surrounded by dwarf daffs etc. planning to give it a try.

I have posted the answer in your later post on it.

Oh, what the heck, it's Ozothamnus hookeri.

The Kerosene Bush then.....frost hardy evergreen shrub...from Australia....yes, I've seen them in the garden centres in Winter.