Floradecora generates impulses and growth chances
This point of view was seconded by Peter Botz, Managing Director of the Association of German Garden Centres (Verband Deutscher Garten-Center e.V.) who represents the around 200 German garden centres that visited Christmasworld and Floradecora: “We are very pleased with this new fair and support the initiative even though it means that other branches of the retail trade will begin including flowers and plants in their assortments. This development is unstoppable. Therefore, from our point of view, Messe Frankfurt is backing a winner.”
Visitors to Floradecora were also very pleased with the fair and 92 percent said they had achieved their goals for the fair. “For a new fair, these are excellent results. They indicate that we are on the right track and can further develop the concept on this good basis”, says a delighted Cordelia von Gymnich. The most visitor interest was shown in cut flowers (59 percent) followed by ceramics, planters and florists’ requisites (42 percent), indoor plants (40 percent), decoration wrapping materials (39 percent), plants for the balcony and terrace (34 percent), decorative greenery (31 percent) and flower bulbs (21 percent).
That the concept was an immediate success was confirmed by exhibitors such as Europe’s biggest Christmas-tree producer, Arbodania from Denmark: "We reached target groups that were completely new to us, such as a large furniture chain that we would never have met at any other fair. This opens up new market opportunities for us and new sales potential for buyers”, said Sales Director Michael Schnor. The new order fair also lived up to expectations for Danny van Uffelen of Zentoo who said, “We wanted to reach new target groups, for example, florists who are looking for new solutions like convenience products. This is not possible at conventional flower fairs. But it is at Floradecora, and that with a very high visitor standard." The combination of cut flowers, indoor plants and decorative elements also creates new growth opportunities for Christmasworld exhibitors: "We were instantly aware of this new product segment close to the Christmasworld halls. Significantly more florists visited our stand than a few years ago. It's a great synergy", was the verdict of Manuel Vels, CEO of Pusteblume.
“The concept has good chances for growth in the future. The foundations have been laid. The result is something completely different and immediately creates a great impression”, said Caroline Haakman, Barendsen Flowers Aalsmeer. Another exhibitor, Martien van den Berg, Sales Manager, Greenflor, added: “I am thrilled. We have been able to make an excellent contact and have held numerous good discussions with potential customers from Japan, Russia, Estonia, Germany, Austria, Switzerland, Italy and Portugal.”
Four intensive days ended with a highly promising initial conclusion: “We have received lots of positive feedback and numerous constructive ideas from the première, which will help us make the second edition event better”, said Eva Olbrich, Director, Christmasworld and Floradecora, Messe Frankfurt Exhibition GmbH.