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Floradecora in the heart of Christmasworld for five days

Nov 13, 2017

Innovative market place for fresh flowers, decorative plants and floral arrangements with an optimised business setting in Galleria 1

Fresh flowers and plants are gaining ever greater importance in the retail trade – whether as seasonal decoration for the home, for a festive table at birthdays, weddings and the like, as an attractive gift to take along as a guest – or, indeed, even as a fresh addition to product displays in the shop window and in the shop interior. The demand is for easy-care and long-lasting products, which give people an appetite for bringing more fresh greenery into the home or giving it as presents. In order to meet this increased demand and, at the same time, generate new growth potential, the floristry industry is on the lookout for new sales channels. With its innovative marketplace, Floradecora, Messe Frankfurt has picked up on these developments and, thanks to the concurrently held Christmasworld, the leading international trade fair for seasonal and festive decoration, access to international and professional buyers from a variety of retail types is guaranteed. “With Floradecora we are seeking to provide fertile ground for greater growth in the face of the structural changes currently taking place in the international floristry industry,” says Eva Olbrich, Director of Floradecora and Christmasworld at Messe Frankfurt Exhibition GmbH.

The second edition of Floradecora, innovative Market Place for Fresh Flowers, Decorative Plants, Bouquets and Ready-made Floral Arrangements, will be held in Galleria 1 from 26 to 30 January 2018 and thus be perfectly positioned between the product segments for `Florists` requisites & garden decorations`, Seasonal decorations & gifts` and `Christmas & Advent`. “This means buyers can order fresh flowers and plants, as well as matching seasonal and festive decorations for their assortments during their individual tours of the event”, says Eva Olbrich, Director of Christmasworld and Floradecora, explaining the changes to Floradecora in terms of location and duration, which will create an optimised business setting for both exhibitors and visitors. At Floradecora, fresh flowers, plants and arrangements will be presented clearly by varieties so that visitors can compare the product quality, size and colour of all suppliers directly and place their orders there and then. Particularly popular at present are easy-care products and presentation solutions that are simple to integrate into assortments. To this end, the suppliers will also offer multi-faceted ideas for ready-to-use concepts on their stands or flower circles. The Floradecora exhibitors include Arbodania, Anthura, Barendsen B.V., Dümmen Orange, Flora Dania Marketing A/S, Coloured by Gerbera, Goedegebuure Natural Decorations, Lisianthus.nl und Your Lily.

Presentation tables make product comparisons easy

Presentation tables with flowers at Floradecora 2017
Presentation tables show one kind of flower or plant from all suppliers, which makes it easier for visitors to compare the fresh products. Thus, the initial impression of product quality takes the visitor straight to the right supplier at their exhibition stands or flower circle.

A central feature of Floradecora is the intuitive visitor flow through the exhibition area, which sets the wide range of products centre stage, including roses, gerberas, lilies, tulips, chrysanthemums, orchids, poinsettias and Christmas trees, together with bamboos, cacti and succulents.

The tables on which one type of flower or plant from the different suppliers are shown will primarily be arranged along the staircase to Galleria 1. This way, the professional buyers can immediately see the full range of products on offer, enabling them to make a direct comparison of the fresh flowers available. The display tables thus function as ‘door openers’ to the suppliers: on each table there will be vases, each of which is identified with the name of the grower, the period when the flowers are in bloom and other important information. Once the professional buyers have satisfied themselves as to the colour and quality of the product, they can then get further information from the relevant supplier at the ‘flower circles’ and then proceed to discuss their orders. Flower circles are the ready-made circular exhibition stands, which are offered to exhibitors by Messe Frankfurt.

trade fair stand (Flowercircle) of Dümmen Orange at Floradecora
Exhibitors decorate the interior of the standard flower circles individually. Also at the flower circles, they offer helpful ideas for presenting and selling fresh products at the point of sale.

In a nutshell: Floradecora offers exhibitors a complete service: On the one hand, they do not need to worry about constructing their stand. They need concern themselves only with the individual displays of products within the circles. On the other hand, all they need to provide for the display tables is their products. Messe Frankfurt will take care of the rest (organise and put flowers in the vases, water the plants daily, etc.).

Effective marketplace for new contacts

With its innovative exhibition concept, Floradecora integrates fresh flowers and seasonal decoration to best advantage: flower and plant growers and producers, floristry wholesalers, importers & exporters, selling consortia, manufacturers of ready-made flower arrangements and displays etc. can all reach a completely new set of customers amongst the already existing, widely diverse visitor target group for Christmasworld, who, in turn, will discover a whole new range of products. “We are looking to create new stimulus in the retail sector, because mixed selections of goods are becoming more and more popular,” says Ms. Olbrich. The international buyers attending include representatives from wholesale and retail florists and their suppliers, garden centres, DIY stores and building supplies shops, supermarkets and discounters, furniture retailers, grocery and food stores, restaurants and hotels, shopping centres, as well as from town and city marketing departments, event organisers, decoration companies and visual merchandising specialists.

infographics for Floradecora: 67 exhibitors; 10.700 trade visitors; 6 exhibitor countries, 90 % visitors were very satisfied
The premiere of Floradecora in figures

According to the visitor poll, 92 percent of the trade visitors at Floradecora 2017 achieved their targets for the trade fair. 70 percent are top decision-makers with responsibility for purchasing and procurement. Consequently, exhibitors were also satisfied with the quality of the visitors and the number of new contacts.

Anyone wanting to take a look at the innovative concept of the première in detail, can now embark on a virtual tour. The 360° tour of Floradecora 2017 at floradecora.messefrankfurt.com/virtualtour also provides information about the portfolio of products offered by each exhibitor, including details of contact persons.

virtual tour of Floradecora
Interested in a trade-fair experience including supplementary information about the individual Floradecora exhibitors? The innovative order platform for fresh flowers and decorative plants can be experienced on a virtual tour of the fair at floradecora.messefrankfurt.com/virtualtour.

Note for journalists:
More detailed information and illustrative material in high-resolution data format can be found at: floradecora.messefrankfurt.com and christmasworld.messefrankfurt.com

Floradecora: The freshest way in floral business
From 26 to 30 January 2018, 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 and cooperatives. At the premiere 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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