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"This is how you sell flowers" - Sevenstern"

Photo's: Shop-in-shop Regio Blum in Konstanz

At the German retailer Edeka Baur, from Konstanz, they love local products. The consumers pay for the added value. An exception has been made for cutflowers, which are carried out by the Dutch retailers of RegioBlum.

A lush presentation in the entry

Presentation in natural wood, various coated bulbs

The men behind the shop-in-shop

Regio Blum
Last week during the horticultural mission to the region Badem-Wurttemberg, Edeka Baur was also visited. The first thing you see when you arrive at the retailers, is the lovely flower stall.

A wide range of orchids in different shapes and sizes

In advance of the complete Christmas collection

Dutch product
John Sevenstern tells about the shop-in-shop. Regio Blum is responsible for the purchase in the Netherlands, of the complete range and the retail. Sevenstern himself has an flower and retail background. A few years ago he decided to do what he likes best: to show how to sell flowers. The sales are good and as seen by the quality of the presentation to the customers it is not difficult to understand why.

There is extensive attention for cut flowers.

A wide variety of colours, presentation on moveable tables. At the flower stall one thing is clear: it is not a free-for-all service. The various signs indicate this to the consumer.

Having fun
The choice for the presentation on different tables was a conscious move, he explains. “Now we can shift to create differences in height and depth.” It connects with the perception of the retailer Baur, where everything revolves around experiences


There are a number of phalaenopsis, a few poinsettias and strangely enough, in a supermarket, also a few houseplants coming from a higher segment, with an asking price of approximately 70 euros. “However, the most important cause of the sales, tells Sevenstern, are the cutflowers. Not only German customers buy them, but also the Swiss who do their shopping at Edeka Baur are good customers at the flower shop.

Two proud retailers! left: John Sevenstern.

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