The summer months are always a bit of a challenge for the flower trade, and this year was no exception. Mike Duivenvoorden of Duif Flowers notes that July was particularly tough. "Many florists closed their doors for a few weeks. In the past, they would leave someone in charge of the shop or bring in temporary staff, but this time, many closed completely for three weeks. As a trader, you really feel that," he explains.
Another challenge is the growing number of florists leaving the business altogether. "Sometimes it's even successful entrepreneurs stepping away, either because they can afford to or due to personal reasons such as burnout," Mike adds.
© Duif Flowers
Still, Mike sees plenty of opportunities. "Alongside those who close, new florists are also starting up, often younger people focusing on weddings or creative floral concepts. That's where the real growth is. And on markets, overhead costs are much lower than for a permanent shop, making it easier for new entrepreneurs to get started. So there's definitely positivity too—you just need to look past the negatives to see it."
Organic flowers
A topic that comes up more and more, and one Mike truly believes in, is organic flowers. "The difficulty is that organic is often more expensive. If you can buy an organic delphinium for €0.80, but the non-organic one costs €0.30, most people choose the cheaper option. In cities like Amsterdam and Utrecht, demand for organic flowers is stronger, but in the wider market I don't yet see it really taking off."
Collaboration and positivity
On the auction clock, prices are steady. "Not particularly high or low, just good. Right now, hydrangeas are dominating the boxes. The trade is picking up again as shops reopen, events are starting, and there are plenty of wedding orders coming in for late August and September. Besides events, I've also noticed that this warm summer has brought a lot of demand for funeral arrangements."
For Mike, the message is clear: "We need to change the vibe. Less negativity, more focus on what flowers actually do, which is make people happy. This is a beautiful industry, full of passion and creativity. By working together with customers, providing great service, and strengthening one another, we can move forward. At the end of the day, it's about reminding everyone just how wonderful flowers really are."
For more information:
Mike Duivenvoorden
Duif Flowers
Tel.: +31 (0)6 19 378 869
[email protected]
www.duifflowers.com
