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26. – 29.1.2018, Frankfurt am Main

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04.09.2017 Erfolgs-Story: Für den Großhändler FleuraMetz hat sich die Beteiligung an der ersten Floradecora voll ausgezahlt

Easy-to-integrate presentation solutions with flowers and plants a hit among furnishing and furniture stores and DIY markets

Yes, the Floradecora concept was a great success. “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

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 full-service 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 make people happy, Foto: FleuraMetz, Claudia Overberg

Flowers are a wonderful gift and make people happy, Foto: 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., Foto: FleuraMetz

‘GreenBaze’ is made up of complete arrangements oriented towards seasons, festivities and holidays., Foto: 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 please contact Martina Bullack on
+49 69 7575-6466 or at flora decora @messefrankfurt .com.

Note for journalists:

Further information and high-resolution photographs can be found at floradecora.messefrankfurt.com and christmasworld.messefrankfurt.com.

 

Floradecora: The freshest way in floral business

From 26 to 29 January 2018, the new trade fair specifically designed for placing and taking orders, Floradecora, offers immediately available fresh flowers, decorative plants and flower arrangements for seasonal decoration – at an ideal time at the beginning of the year, right at the heart of Europe’s ‘strongest market for flower sales’. This innovative trade-fair concept puts fresh flowers and plants centre stage and guides the professional buyers from their intuitive selection of products to the appropriate flower / plant growers and producers, wholesale florists, importers and exporters, selling consortia, cooperatives or suppliers of ceramics and floristry requisites. At the premiere of the fair in 2017, 67 suppliers reached more than 10,700 professional buyers from the three parallel trade fairs Christmasworld, Paperworld and Creativeworld.

Christmasworld: Seasonal Decoration at its best

Christmasworld is the world’s most important order venue for the international decoration and festive articles sector. Held annually in Frankfurt, it presents the latest products and trends for all festivities of the year and provides innovative concept ideas for decorating large-scale and outdoor areas for the wholesale and retail trades, shopping centres, DIY markets and the green sector. The last event was attended by 1,061 exhibitors from 42 countries and over 43,200 visitors from 110 countries (including Floradecora). Christmasworld is characterised by the complete spectrum of festive decorations while a wide-ranging complementary programme with Trend Show, special exhibitions, events and expert lectures is a valuable and informative source of supplementary inspiration for everyday business life in the sector. Next event: 26 to 30 January 2018.

Background information on Messe Frankfurt

Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With over 2,300 employees at some 30 locations, the company generates annual sales of around €647 million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).

For more information, please visit our website at:
www.messefrankfurt.com  |  www.congressfrankfurt.de  |  www.festhalle.de

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