The Elmia Garden fair in Jönköping, Sweden, once again offers a mix of decorations, vases, pots, bulbs, packaging, plants, and, of course, flowers. It is the place for Swedish florists and garden centers to get informed and inspired. But the fair is more than that—it is increasingly developing into a professional meeting point, bringing industry peers together. Some florists even travel two days from the far north to attend. This year, the organizers expect over 3,000 truly industry-focused visitors, giving the fair a strong reach within Sweden's green and flowering retail sector. Even the major chains make a point of attending.
This year, The Floral Collective is also present with a large stand, representing no fewer than 11 growers, breeders, and product groups. Thanks to the open and accessible nature of the collective stand, even the typically reserved Swedes are drawn in. Founders John Elsgeest (Flowercircus) and Marcel Jansen (Strøm Creative Marketing) note that visitors are easily encouraged to enter. In collaboration with the fair organizers, the products from the stand are prominently featured in design shows, trend presentations, and even the café has been transformed into an Orchid Café.
Notably, there is a strong desire for information and inspiration to help florists differentiate themselves from supermarkets. Alongside design ideas, unusual varieties and striking colors attract a lot of attention. In Sweden, florists and other green professionals still enjoy respect, and that pride is palpable in both the atmosphere and conversations at the fair. This applies not only to experienced florists but also to young professionals entering the field. Fortunately, the market still has plenty of people full of energy starting new flower shops or specialized studios.
Marcel Jansen and Ed de Groot were kind enough to take some photos for us. Here is a photo impression of the fair.
© Marcel Jansen
© Marcel Jansen
© Ed de Groot
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
© Ed de Groot
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
© Ed de Groot
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
© Marcel Jansen
