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Floradecora’s success story: Christmas-tree growers, Arbodania, find new customers in the furniture and grocery sectors

May 9, 2017

In January of this year, Messe Frankfurt launched its new market place for fresh flowers, plants and ready-made flower arrangements. Floradecora plays its part in helping the wholesale floristry sector acquire new target groups and enter new markets – above all from the broad, heterogeneous group of buyers at the concurrently held Christmasworld, the leading international trade fair for seasonal and festive decoration. Arbodania was amongst the first exhibitors to come on board. The Danish company is one of the leading growers and exporters of Christmas trees and decorative firs, specialising in the marketing of high‑quality Nordmann firs. Michael Schnor, the company’s Managing Director, had no qualms in signing up early for Floradecora, “because the concept, linking as it did with Christmasworld, appealed to us from the very beginning.” Christmas and fir trees go hand in hand, so that, in his view, no explanation is necessary.

He sees great potential advantages for his company at Floradecora, in comparison to other trade fairs, particularly in terms of the Christmas trade. His hopes of meeting new customers amongst international retailers and larger chains in the grocery and furniture sector have been fulfilled. “We got ten good, very promising contacts at Floradecora. If just two or three of them develop further, then that will count as success for us.” He already has an agreement under his belt, with a furniture chain, for an extensive trial in their shops. On the lookout for new Christmassy items, the chain’s buyers went straight from visiting Christmasworld to Floradecora, in order to have a browse around. “They didn’t come with the intention of buying trees,” explains Michael Schnor, “but we had something that interested them and were able to persuade them of the value of our products.” As the main reason, the boss of the traditional Danish company cites the fact buying Christmas trees is very much a matter of trust. We have been growing Nordmann fir for sixty years and have a lot of experience in producing uniformly high-quality products. We offer large retail companies, in particular, who have never so far had anything to do with selling Christmas trees, a whole package – from paperless ordering using IT, to optimised logistics and help with display – everything they need for successful selling.”

Breaking new ground and well set up for the future

Easy Tree – small tree on stand – a pick-up and takeaway product for the 25-plus generation. Photo: Arbodania
Easy Tree - kleiner Baum auf einem Fuß – Mitnahmeartikel für die Generation 25 Plus. Foto: Arbodania

As far as the future of the Arbodania company is concerned, Michael Schnor sees two major challenges, which will need to be overcome: acquiring new customers and reaching out to the younger generation of 25-35 year-olds. “In principle, we can do both at Floradecora,” he adds very confidently. This is shown, as he points out, in the new contacts with buyers from grocery and furniture stores that he was able to make in January at Floradecora in Frankfurt.  Not to mention the particular interest they have shown in “Arbodania’s Easy Tree – the little tree on a stand that you can quite simply put under your arm and take home with you.” Convenience products look set to be very much a thing of the future.

Arbodania have already signed up for 2018.

The 360° tour at through Floradecora 2017 provides further information about the portfolio of products on offer and details of contact persons.

Exhibitors have until 12 May 2017 to register for Floradecora 2018 and take advantage of this market place for fresh flowers, plants and ready-prepared flower arrangements to make new business contacts. Please contact Martina Bullack, who will be only too happy to help, if you have any further questions about taking part in the trade fair. Tel: +49 69 75 75-64 66, e-mail:

Note for journalists:
You will find further information and high-resolution photographs at and

Floradecora: The freshest way in floral business
The new Floradecora trade fair, specifically designed for placing and taking orders, offers, from 26 to 30 January 2018, fresh flowers that are immediately available. Decorative plants and flower arrangements for seasonal decoration – at the ideal time at the beginning of the year, at the heart of the most lucrative market for flower sales in Europe. The innovative trade‑fair concept focuses on fresh produce and, via an intuitive process for selecting the relevant products, leads professional buyers to suitable flower and plant growers and producers, flower wholesalers, importers and exporters, marketing associations and cooperatives, as well as suppliers of ceramic items for the floristry industry. At Floradecora’s premiere in 2017, 67 suppliers reached out to more than 10,700 specialist and professional buyers who attended 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 some 2,400 employees at 30 locations, the company generates annual sales of over €640 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). Further information on the company can be found at: