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Rethinking Flower Retail at Fleuramour

Belgium: Support the florist to reach the Millennials

Millennials – everyone born between 1980 and 1995 – belong to a difficult to hook target group in the flower industry. The Flower Lab is an exposition at the larger flower exhibitions which is trying to give the visitors levers to reach this target group. At the following exhibition - Fleuramour in Alden Biesen, Belgium – The Flower Lab focuses on three new trends which will be given shape by the participating florists.

What makes Millennials so special?
Millennials are the target group of the future. These young people have embraced the newest technical and social developments. As a florist, how do you address this target group? According to The Flower Lab, it is important to take full account of some particular characteristics of this target group. “They are smart, visual oriented, interactive and conscious realists. It is very simple to reflect these four matters into your store or management. Together with the flower organisation FdF we made an exhibition with practical pointers”, says Susanne Nijssen, marketer of Florismart. The FlowerLab at Fleuramour has partly been made possible by Chrysal, Dillewijn Zwapak, Florist2Florist, Oasis and Princess Roses.

Florists translate the new trends
At Fleuramour four renowned florists show their vision of the future: Stefan van Berlo (Bloem-Illusie, Zwijndrecht), Kevin Lennertz (LK Floral Service, Heers), Chantal Post (Vielsalm) and Dirk de Goede (De Goede Bloemen, Brasschaat).

These florists shall - amongst other things - use the flowers of Van der Geest Calla, Middendorp Anthurium, De Bloemendens, Kwekerij van Uystel, Queen (Denmark), Arend Roses and De Landscheiding. Also Plant World and Bouquet Tales will participate. The trends the florists put into their arrangements are: Bohemian Chic, Winter Cocooning and Mystery Forest.

For more information:
The Flower Lab
Hans van Dalen
Marketing manager
M: +31 629 500 680
E: [email protected]

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