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New location: Galleria 1
Floradecora is a natural extension of Christmasworld and aims to create a link between fresh flowers and hardware. Last year, the first edition was held in a separate hall next to Christmasworld and welcomed 10,700 international trade buyers. 90 percent of whom were very satisfied with the range of products and manufacturers. The exhibitors, however wished to be more close to Christmasworld (that welcomed 43,000 trade visitors from 111 countries) and the organization therefore decided to change the location of the show.
This year, it is taking place in the heart of Christmasworld, in Galleria 1 where 2Dezign used a display with special decorations of flowers and plants. "The advantage of displaying the products at this location is the fact that the show is better incorporated in Christmasworld." This year's presentation of 2Dezign "The Loft" will now be between Hall 9 and Hall 11 and this year, it's all about red.
Exhibitors; existing and some new
The change of location, results in a different number of exhibitors. Whereas it was 67 from 6 countries last year, the number is 20 this year. "The show is now in the center of Christmasworld, the hardware suppliers, who used to have a stand both at Christmasworld and Floradecora do not need another stand at the Floradecora anymore. Besides that, when organizing a show, we are always dealing with a fluctuation of exhibitors, also at Christmasworld."
Many big names remained like Dümmen Orange, Royal Floraholland, Your Lilly, Coloured By Gerbera, Barendsen, Gebroeders van der Lugt and Lisianthus.nl. And new exhibitors like Floradania, Anthura, De Ruiter and Kenya Flower Council entered. The newcomer De Ruiter will have a prominent presence at Floradecora as the company, together with Kenyan growers P.J. Dave Flowers Ltd, Rising Sun, P.J. Dave Flora Ltd, Isinya Roses Ltd, Porini Flowers Ltd and Global Flower Service, will be bringing 40,000 red roses in the Rhodos and Ever Red cultivars to the show. With Valentine’s Day just ahead, this is quite special as it requires proper planning on the part of the growers involved.
All in all, Olbrich is pleased with this years exhibitor profile. "This combination will enable us to again present a full range of flowers and plants."
Same layout
The layout of the show will be the same as last year. There will again be display tables which present a particular type of flower or plant from the various producers. If buyers, for instance, are looking for white roses, they will find the entire range of white roses on the display tables so that they can compare them directly. Each vase bears the name, the flowering period, the quantities / numbers available, the exhibitor's name and the stand location. "We are drawing the beauty of fresh flowers and plants to the centre of people's attention and, in a second step, we lead our buyers directly to the producers and flower growers. The Exhibition Centre will take entire responsibility for setting up the display tables and the regular replacement and care of the fresh items in the displays on behalf of the exhibitors. This complete package is really quite revolutionary in the sector", says Olbrich.
Bright future
Olbrich and many of the exhibitors and visitors believe in the concept. "Everyone, visitors and exhibitors are very excited. We are just in the second year of an exhibition with a new concept that is not only new for the visitors but for the exhibitors too. Important to understand is that Floradecora is not a flower show. We want to inspire florists and open the eyes of the big retailers, DIY, garden centers and so on how to combine fresh flowers with hardware. This new concept needs time to take root, but we have high expectations for the future", says Olbrich.
For more information:
Messe Frankfurt
www.messefrankfurt.com