'Floradecora participation pays off for FleuraMetz'

“It was super”, says Nancy van Kleef-van Duijvenbode. The post-fair analysis by FleuraMetz showed that the company had regained former customers and gained many new ones from the hotel, garden centre, DIY market, wholesale and e-commerce segments. Flower suppliers from France and the UK are also newcomers to the company’s list of customers. The Marketing Manager of the Dutch wholesaler for flowers, plants and accessories with two branches in the Netherlands and 60 in Europe and North America is very enthusiastic about the new trade-fair format.


The FleuraMetz stand at Floradecora 2017, photo: Messe Frankfurt Exhibition GmbH/2Dezign

In her opinion, Floradecora shows the direction of trends in the world of flowers and plants at exactly the right time, i.e., towards conceptual emotionalization in all segments. For Nancy van Kleef-van Duijvenbode, flowers are all-rounders. “With their fragrance, they awaken memories, with their colours, they reinforce feelings and with their freshness, variety and naturalness, there is no limit to the stories they can tell.” As a fullservice company, FleuraMetz concentrates at Floradecora on concepts that show interior designers, event managers, furniture stores and fashion boutiques how they can work with fresh greenery on a seasonal basis, expand their assortment and, therefore, strengthen their position in the market. “There is no limit to what you can do with flowers”, she says and adds that flowers are not only a wonderful gift but are also outstanding from a health point of view. Why? “Simply because they make people happy.”


Flowers are a wonderful gift and makes people happy. Photo: FleuraMetz, Claudia Overberg

The concept was particularly well received by furnishing and furniture stores because it is practical, arouses interest and attracts retailers. At Floradecora, FleuraMetz presented various presentation solutions with flowers and plants – from ‘FlowerTales’ and ‘GreenBaze’ to ‘Mix&Match’ – that can be integrated easily into assortments of all kinds.

‘FlowerTales’ offers packages that can be put together in target-group and trend relevant ways. ‘GreenBaze’ is made up of complete arrangements oriented towards seasons, festivities and holidays. The budget-priced ‘Mix&Match’ concept includes a do-it-yourself-package with creative recommendations.


‘GreenBaze’ is made up of complete arrangements oriented towards seasons, festivities and holidays. Photo: FleuraMetz

“All sectors have the potential to include our fresh products in their assortment”, says the FleuraMetz Marketing Manager, who is also responsible for new business and innovation in her company. “However, many are unaware that they can also sell flowers and plants.” Accordingly, taking part in Floradecora was an ideal opportunity for FleuraMetz to present its comprehensive marketing package. “We work together with gardeners and growers, and offer a variety of extra services in addition to our products.” For the online trade, this can be good photographic material; for the conventional trade, banners and posters. The emphasis is, however, on advice. “Different sales channels need different solutions that are tailored to them and their customers.” Complete solutions are the most convincing. Nancy van Kleef-van Duijvenboden calls it “guidance” when it is not a question of individual products but rather a presentation concept with matching pot.

The 360° tour of Floradecora 2017 at floradecora.messefrankfurt.com/virtualtour offers insights into the spectrum of products to be seen and who to contact. For inquiries about taking part in Floradecora, contact Martina Bullack on +49 69 7575-6466 or at floradecora@messefrankfurt.com.