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Floradecora success story: Barendsen reaches new customers in Frankfurt

Oct 10, 2017

The future belongs to the striking and surprising.


Barendsen is entering a new era of its corporate history. Founded over 100 years ago, the Dutch importer and exporter of cut flowers is turning away from auctions and concentrating on purchasing special species and cultivars directly from the grower. “Today, we order sixty percent of our goods from cultivators, collect them from there and deliver immediately. Accordingly, we can offer freshness and quality of the highest standard”, explains Barendsen Marketing Manager Caroline Haakman. The focus is on quality, scarcity and variety flowers, which are supplied in small quantities and on request to specialist wholesalers, as well as to an increasing number of retailers, florists and designers. In this connection, the flower expert is particularly impressed by the way creative individuals use flowers and plants. As she puts it, “The future belongs to the striking and surprising. We need customers who create something new. And we want to offer them a platform.” And, as the market place for making new contacts, Floradecora in Frankfurt am Main from 26 to 29 January 2018 is an excellent venue for this.

Barendsen came into contact with Messe Frankfurt through her working relationship with presentation artists Rudi Tuinman and Pascal Koeleman of 2Dezign, who combine fresh flowers and plants with decorative articles and festive decorations in their special show for Christmasworld and Floradecora. Barendsen’s wide and varied range of products is regularly part of this show and the company immediately decided to exhibit at the new Floradecora trade fair.

“At first, we weren’t expecting all that much”, says Caroline Haakman, “We were simply curious and hoped that, via Floradecora, we would be able to reach Christmasworld and Paperworld visitors.” To this end, Barendsen presented its extensive range of products and services on its own exhibition stand in Hall 11.1 and promoted it at the concurrent events by delivering bouquets to Paperworld exhibitors. A success? Caroline Haakman thinks so. “We found the première of Floradecora to be very inspiring and international.” The number of visitors was surprisingly high, they were of a high standard and buyers were very interested. “We not only welcomed existing customers”, says Haakman, “But also lots of new customers including garden centres, book sellers, concept stores and renowned florists. For us as a service-oriented company that can supply high-grade products in the quantities, the latter are very important – especially because they are interested in new ideas, such as sprays and arrangements.”

According to Caroline Haakman, striking ideas attracted a great deal of attention, e.g., ‘Milky Way’, the new soft lilac rose cultivar by a Dutch grower that is not so easy to find at conventional auctions.

‘Milky Way’, the new soft lilac rose cultivar by a Dutch grower

Other popular eyecatchers are new pink / green / white arrangements, echeverias, durable large succulents and mini lilac trees in pots.

Barendsen’s striking arrangements are in demand, Photo: Barendsen
Barendsen’s striking arrangements are in demand, Photo: Barendsen
Barendsen stand at Floradecora 2017, photo: Messe Frankfurt Exhibition GmbH / 2dezign
Barendsen stand at Floradecora 2017, photo: Messe Frankfurt Exhibition GmbH / 2dezign

“We have something for all lateral thinkers, from event managers, cruise companies, hoteliers, restaurateurs and book sellers to specialist florists who want to create a special, attractive atmosphere in their business”, says Carolin Haakman.

In her opinion, there is an excellent chance of reaching more and more of these new customers via Floradecora over the coming years. “I believe that it will get better and better for us. Christmasworld is a premium event that attracts the right visitors and I am sure that it will not be long before, for example, the chains that buy there hit on the idea of selling flowers.”

Barendsen will also be an exhibitor at Floradecora 2018. The 360° tour of Floradecora 2017 at 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

Barendsen Marketing Manager Caroline Haakman, photo: Barendsen
Barendsen Marketing Manager Caroline Haakman, photo: Barendsen

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Floradecora: The freshest way in floral business
From 26 to 30 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:,, ,

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