Germany: Floradecora in the heart of Christmasworld

Fresh flowers and plants are gaining ever greater importance in the retail trade – whether as seasonal decoration for the home, for a festive table at birthdays, weddings and the like, as an attractive gift to take along as a guest – or, indeed, even as a fresh addition to product displays in the shop window and in the shop interior. The demand is for easy-care and long-lasting products, which give people an appetite for bringing more fresh greenery into the home or giving it as presents. In order to meet this increased demand and, at the same time, generate new growth potential, the floristry industry is on the lookout for new sales channels. With its innovative marketplace, Floradecora, Messe Frankfurt has picked up on these developments and, thanks to the concurrently held Christmasworld, the leading international trade fair for seasonal and festive decoration, access to international and professional buyers from a variety of retail types is guaranteed. “With Floradecora we are seeking to provide fertile ground for greater growth in the face of the structural changes currently taking place in the international floristry industry,” says Eva Olbrich, Director of Floradecora and Christmasworld at Messe Frankfurt Exhibition GmbH.

The second edition of Floradecora, innovative Market Place for Fresh Flowers, Decorative Plants, Bouquets and Ready-made Floral Arrangements, will be held in Galleria 1 from 26 to 30 January 2018 and thus be perfectly positioned between the product segments for `Florists` requisites & garden decorations`, Seasonal decorations & gifts` and `Christmas & Advent`. “This means buyers can order fresh flowers and plants, as well as matching seasonal and festive decorations for their assortments during their individual tours of the event”, says Eva Olbrich, Director of Christmasworld and Floradecora, explaining the changes to Floradecora in terms of location and duration, which will create an optimised business setting for both exhibitors and visitors. At Floradecora, fresh flowers, plants and arrangements will be presented clearly by varieties so that visitors can compare the product quality, size and colour of all suppliers directly and place their orders there and then. Particularly popular at present are easy-care products and presentation solutions that are simple to integrate into assortments. To this end, the suppliers will also offer multi-faceted ideas for ready-to-use concepts on their stands or flower circles. The Floradecora exhibitors include Arbodania, Anthura, Barendsen B.V., Dümmen Orange, Flora Dania Marketing A/S, Coloured by Gerbera, Goedegebuure Natural Decorations, Lisianthus.nl and Your Lily.

Presentation tables make product comparisons easy
A central feature of Floradecora is the intuitive visitor flow through the exhibition area, which sets the wide range of products centre stage, including roses, gerberas, lilies, tulips, chrysanthemums, orchids, poinsettias and Christmas trees, together with bamboos, cacti and succulents.The tables on which one type of flower or plant from the different suppliers are shown will primarily be arranged along the staircase to Galleria 1. This way, the professional buyers can immediately see the full range of products on offer, enabling them to make a direct comparison of the fresh flowers available. The display tables thus function as ‘door openers’ to the suppliers: on each table there will be vases, each of which is identified with the name of the grower, the period when the flowers are in bloom and other important information. Once the professional buyers have satisfied themselves as to the colour and quality of the product, they can then get further information from the relevant supplier at the ‘flower circles’ and then proceed to discuss their orders. Flower circles are the ready-made circular exhibition stands, which are offered to exhibitors by Messe Frankfurt. In a nutshell: Floradecora offers exhibitors a complete service: On the one hand, they do not need to worry about constructing their stand. They need concern themselves only with the individual displays of products within the circles. On the other hand, all they need to provide for the display tables is their products. Messe Frankfurt will take care of the rest (organise and put flowers in the vases, water the plants daily, etc.).

Effective marketplace for new contacts
With its innovative exhibition concept, Floradecora integrates fresh flowers and seasonal decoration to best advantage: flower and plant growers and producers, floristry wholesalers, importers & exporters, selling consortia, manufacturers of ready-made flower arrangements and displays etc. can all reach a completely new set of customers amongst the already existing, widely diverse visitor target group for Christmasworld, who, in turn, will discover a whole new range of products. “We are looking to create new stimulus in the retail sector, because mixed selections of goods are becoming more and more popular,” says Ms. Olbrich. The international buyers attending include representatives from wholesale and retail florists and their suppliers, garden centres, DIY stores and building supplies shops, supermarkets and discounters, furniture retailers, grocery and food stores, restaurants and hotels, shopping centres, as well as from town and city marketing departments, event organisers, decoration companies and visual merchandising specialists.

According to the visitor poll, 92 percent of the trade visitors at Floradecora 2017 achieved their targets for the trade fair. 70 percent are top decision-makers with responsibility for purchasing and procurement. Consequently, exhibitors were also satisfied with the quality of the visitors and the number of new contacts.

Anyone wanting to take a look at the innovative concept of the première in detail, can now embark on a virtual tour. The 360° tour of Floradecora 2017 at floradecora.messefrankfurt.com/virtualtour also provides information about the portfolio of products offered by each exhibitor, including details of contact persons.

For more information:
floradecora.messefrankfurt.com
christmasworld.messefrankfurt.com