Mike Duivenvoorden of Duif Flowers spent three days on the road through Denmark and southern Sweden. He visited a mix of existing customers and new florists in Copenhagen, Malmö, Lund, and Gothenburg. "You see exactly the same trends there as in the Netherlands," he says. "Some shops are doing brilliantly, while others are really struggling."
© Duif Flowers
For many florists, Jasmijn Bloembinders in Haarlem is a major source of inspiration, and Mike sees that influence reflected in Scandinavia as well. "Those kinds of shops are incredibly busy and they buy truly special flowers."
Low prices
During his trip, Mike spoke with many florists, and the picture was remarkably similar everywhere. "For most of them, it's tough. Even customers who place beautiful orders every week admit that they have to work very hard and end up with very little margin." According to him, the pressure is clearly greater this year compared to last year. "All costs are too high. And interestingly, auction prices aren't high at all. Supply is low, but so is demand."
He gives amaryllis as an example. "Normally there's extra demand as Christmas approaches, but this year it's nothing special. Christmas in general isn't as big as it used to be, although Nobilis and classic Christmas arrangements still sell well in that region." Last week was slightly better, but Mike still doesn't see real peak-season pressure. "Florists aren't blasting through flowers like crazy."
Inspiration
Despite the challenges, Mike looks back on the trip with a good feeling. "Sweden was a positive experience. Travelling abroad always gives fresh inspiration. And even though things are difficult there as well, a visit like this always brings in business." The Swedish market resembles the Dutch one in many ways, but one difference stands out. "They focus even more on quality."
Personal contact
What struck him most was that personal contact remains irreplaceable. "People are genuinely happy when you show up, especially now that everything goes through the webshop. In the past, a salesperson would visit every week, which created a different kind of relationship. Now you maintain that bond by calling, messaging, and visiting occasionally. And that still works."
For more information:
Mike Duivenvoorden
Duif Flowers
Tel.: +31 (0)6 19 378 869
[email protected]
www.duifflowers.com
