It’s the most wonderful time of the year

Posted On 27 Jun 2016
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floradecora-300x200Launching in Frankfurt at what is touted one of the world ‘s largest combined consumer-goods trade shows (Paperworld, Creativeworld and Christmasworld together attracting 2,873 plus exhibitors from 67 countries), Floradecora is well on track for a successful inaugural event.

According to the organisers, Messe Frankfurt, the new Floradecora show will provide an effective means of spreading brand awareness and getting your product out in front of new target audience. Speaking ahead of the much anticipated show, Floradecora sales representative Ronald van den Breevaart, who worked for the FloraHolland flower auction for many years, reveals his perspective on the significance of Floradecora in an exclusive pre-show interview.


FloraCulture International: Breaking news from Frankfurt: Christmasworld is practically fully booked. No space left at Floradecora?

Ronald van den Breevaart: “Christmasworld confirmed its position as the leading trade show for the decoration sector, after its organisers announced last month they have sold out of all exhibition space. Floradecora is new and set to become a vital part of Christmasworld. As we enter begin June, a more-than expected 55% of the stand space has already been booked. Interest continues to be strong with requests pouring in from the Netherlands and the rest of the world.”

 What is Floradecora’s raison d’être?

“Over the past six years, floral design company 2Dezign has hosted an inspiration event at Christmasworld, a prime example of successfully blending home décor with fresh cut flowers and potted plants. Visitors continued to ask where they could buy the flowers. What’s more, Christmasworld continues to evolve from a purely Christmas-focused show into a ‘SEASONAL DECORATION AT ITS BEST’ event , catering to the demand for key floral occasions such as Valentine’s Day, Mother’s Day, Easter and weddings. Floradecora will draw thousands of retail professionals, industry stakeholders and vendors from several categories such as florist shops, shopping malls, department stores, furniture shops, design and interior shops, supermarkets, DIY stores, garden centres and event planners. And these are exactly the sales outlets the horticultural industry is looking for.”

 How is the floral industry responding to Floradecora’s launch?

“It’s fantastic to see how Floradecora is greeted with overwhelmingly enthusiastic response. And it’s not only the big exhibitors such as Royal FloraHolland and Landgard who have voiced their interest but also other big names in the industry such as the German associations for garden centers and Asocolflores that have announced their plans to send their representatives and buyers.”

 What are your expectations for the inaugural Floradecora show?

“Floradecora is a learning curve with both exhibitors and visitors having to become more familiar with the new concept that will combine in-store shops, merchandising concepts, hardware showcases and side by side flower and pot plant trials. In the second half of 2016 we will roll out an new marketing campaign highlighting the spectacular debut of fresh cut flowers and potted plants and saleable concepts.”

 The 2016 Christmas World show offered a sneak preview of Floradecora including exhibits from visionary Dutch growers. Upon returning from Frankfurt they voiced their concerns over the dominant presence of home décor and seasonal decoration buyers and the absence of flower and plant buyers….

“Among the key areas of interest for trade visitors are Christmas and advent decorations, seasonal decorations and gifts and florist supplies. We believe visitors of Christmasworld are ready to embrace flowers and plants.”

 Another comment was that chain stores and individual shops that work with ornamentals already rely on their own supply chain.

“Floradecora exhibitors need to gather knowledge about existing and possibly new sales channels and their logistics. This is one of the key issues raised during discussions with potential exhibitors. What do you sell, does your portfolio include sales concepts, what makes your company stands out from the crowd, do you have a well-organised supply chain? These subjects are part of any commercial conversation. The good old way, with the auction taking care of everything, is only evoked by Dutch growers. And if they mention this Green team Consultancy is ready to help them.”

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