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Floradecora a success story for Dümmen Orange

Jun 20, 2017

Flower and plant growers find new sales channels through attractive presentational solutions

As a consortium of growers, with one of the world’s largest ranges of flowers and plants, Dümmen Orange stand for high-quality products and exceptional marketing. One of the latest measures taken up by the Dutch company to promote sales is its participation in Floradecora, for which Marketing Manager Rokus Hassefras identifies four reasons: “Firstly, we, as leaders in the sector, feel under an obligation to be present. Secondly, we get to see new ideas and new customers at this trade fair. Thirdly, we can use the opportunity presented by the format of Floradecora, to take our customers along with us and, together, meet sectors that have hitherto not bought flowers or plants at all. And fourthly, the show has considerable potential because of its proximity to Christmasworld. We are keen to meet buyers from supermarkets and garden centres, who travel to Christmasworld anyway and who then recognise, when they come to our stand, that we, too, sell gift items for Christmas!”

The commitment at the premiere of the new market place for fresh flowers, plants and ready-made flower arrangements was well worthwhile and is all set to be continued at the second edition of Floradecora from 26 to 29 January 2018. Dümmen Orange has made progress with the regular customers and has made contact with a wide variety of new customers. “We have not only been able to interest representatives of supermarkets in our products and what people can do with them, but also people from furniture stores, restaurant businesses, city and town marketing agencies and event organisers.”

Sonja Dümmen, who oversees operations from the German headquarters in Rheinberg, sees in this precisely Floradecora’s advantages: “We are not only showcasing different types of flowers here, but also ideas for using them, for packaging and design. We are leaving the traditional by-ways of the B-to-B sector and drawing the attention of hotels, offices, cosmetics shops and clothing retailers to the notion that flowers are a decorative item that bring life to sales floors and also make a beautiful gift in themselves.”

Beautiful but, at the same time, simple flower offers prove particularly popular

flower bulbs – ‘Jewels’ borrows a look from the sweet shop
Marketing concept for flower bulbs – ‘Jewels’ borrows a look from the sweet shop: Photo: Dümmen Orange

Ideas involving flowers and plants, that are easy to sell, are what appealed to new customers, above all. Most popular of all were presentational solutions, which are easy to handle and alluring in their impact. “Large bouquets are just a step too far for the new customers,” says Rokus Hassefras. “What attracts people are unfussy, easily grasped items, that are simple to care for and to deal with, items that even people who are not used to handling them can cope with.” One example of this is ‘Jewels’ - high-quality flower bulbs, whose presentation echoes the look of the candy shop.

Each colour has its own packaging: the tulips have red; the daffodils, yellow; amaryllis a gold or black presentation bag – for bulbs covered in wax, that need no looking after, at all.

Another uncomplicated gift idea is provided with ready-made flower / vase arrangements in a gift box. “These are simple ideas that new customers can envisage in their own shops,” emphasises marketing expert Hassefras once again, “ideas, with which one can make a start, without the need for any knowledge of floristry.”

Arrangements with pot plants in a gift box, offered as a convenience product. Photo: Dümmen Orange
Arrangements with pot plants in a gift box, offered as a convenience product. Photo: Dümmen Orange

“And who will be coming to Floradecora with you again next year?” It is a question that Dümmen Orange put to the participating members of their consortium after the trade fair. “I was greatly pleased and encouraged by the result,” says Rokus Hassefras. “We brought ten customers along. Eight replied spontaneously that they would like to join in again. And the other two are even thinking about having their own stands.”

Dümmen Orange have already signed up for 2018. The 360° tour of Floradecora 2017 at floradecora.messefrankfurt.com/virtualtour provides further information about the portfolio of products and services on offer, including details of contact persons. If you have any questions about taking part in Floradecora, please do not hesitate to contact Martina Bullack, who will be pleased to help. Tel: +49 69 75 75-64 66, e-mail floradecora@messefrankfurt.com.

Note for journalists:
You will find further information and high-resolution photographs at floradecora.messefrankfurt.com and christmasworld.messefrankfurt.com

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: www.messefrankfurt.com

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