Tulips and cut flowers at Floradecora
24 – 28 January 2020 Frankfurt am Main Tickets & Registration

Floradecora – The market place for fresh flowers and decorative plants

Fresh flowers, plants and ready-made flower arrangements are becoming significantly more important in the retail trade as a complement to seasonal and festive decoration. Floradecora, the market place for ordering immediately available cut flowers and decorative plants, to be held in the heart of Christmasworld (Galleria 0), picks up on this trend.

‘We meet people here who are into flowers in a big way, are keen to find them and feel comfortable with us. Visitor quality is very good, very international. From Spain to China – the whole world is here and they’re all professionals, who’ve come to get information and inspiration.’

Jan de Boer, Barendsen

‘Mood good, interest great, frequency high. The number of contacts with potential customers, such as garden centres or florists, is pleasing. Many come from Italy, France, Ukraine and beyond, from South Africa, South America, even Australia.’

Alex Duindam, Managing Director, Piet Vijverberg

‘It's not the flowers and plants novelties that are important at Floradecora, but the concepts - that you can use plants as an extra ingredient, an additional assortment component to earn more. We feel that we can convey this idea well here.’

Auke Heins, Royal Flora Holland

‘With its flowers and plants, Floradecora is like an oasis, an enrichment, which gives a deal of pleasure to many. We are able to broadcast our message here widely through the contact with many shops in the floristry, decoration and horticultural sectors.’

Sonja Dümmen, Marketing Manager, Dümmen Orange

‘The mood is good. People are having fun, are interested in new things and like the retail concepts. We are having some good discussions here. Although our product is not part of the main themes at Christmasworld, visitors are interested in fresh flowers and are setting time aside for them.’

The special nature of products on display at Floradecora

There is a major trend these days for fresh, convenience items. Above all, what people want are easy-care and long-lasting products, which give them pleasure; they are keen to bring more fresh greenery into their homes or to give it as a gift to others. The easier things are to deal with, the better. And that is what the suppliers at Floradecora specialise in.

At Floradecora in Galleria 0, you will find fresh flowers and ornamental plants of all kinds, as well as a variety of services. The range of products at Floradecora includes:

Woman looks at yellow roses on the Floradecora
  • Cut flowers
  • Potted and ornamental plants
  • Garden plants and flower bulbs
  • Floral arrangements with and without seasonal decorations
  • Ready-made floral and plant arrangements
  • Flower and plant care products
  • Hollowware and florists’ requisites
  • Retail-trade concepts/software solutions
  • Logistics services

Floradecora target group

The concept of Floradecora promotes new business contacts and sales channels. Why? Because a completely new group of exhibitors – growers and producers of fresh flowers and potted plants – encounters the heterogenous target group of visitors to Christmasworld. And they, in turn, find a completely new product range at the fair. Simultaneously, green-product producers have the chance to discover new sales channels of which they were previously unware. You, too, should be among them in!

The result for both exhibitors and visitors: a new potential for expansion and increased sales.

Visitors by business sectors: Exhibitors:
  • Wholesale florists
  • Florists
  • Garden centres
  • DIY markets
  • Supermarkets and discounters
  • Furniture stores
  • Food trade
  • Hotels and restaurants
  • Shopping centres and urban marketing
  • Event agencies
  • Decoration agencies and visual merchandising
  • Flower and plant growers
  • Producers
  • Wholesale florists
  • Importers / exporters
  • Sales cooperatives
  • Purchasing cooperatives
  • Suppliers of hollowware and florists’ requisites
  • Making-up operations
  • Auctioneers

Floradecora hall and stand concept

Producers and companies from the green sector will make their presentations in an innovative setting at Floradecora.

Covered with fresh cut flowers and ornamental plants of all kinds, these eye-catching presentation tables enable buyers to make direct product comparisons and make their choice in a product-focused way.

Additional, the new retail boulevard offers inspiration for attractively decorating sales space in garden centres, super markets, furniture stores, flower shops and DIY markets.

Fair visitors look at flowers and plants at Floradecora

This is what the Floradecora concept offers to exhibitors:

Customer talk at a booth at the Floradecora 2018
  • Flora meets Decora: Two elements that complement each other perfectly and which offer great sales potential at all times of the year
  • Direct contact with top international buyers from new sectors
  • High-quality and effective product presentation in ready-made modular stand designs, including a wide range of services for
    showcasing your company
  • Synergy effects thanks to the parallel Paperworld and Creativeworld trade fairs

Retail Boulevard: shows how the sale of fresh and seasonal decorations works

Floradecora Retail Boulevard overview

Fresh flowers and plants enrich all festive decorations! And they are gaining rapidly in significance for the retail trade as supplementary products for seasonal and festive decorations. But what is the best way to present this combination? At the new ‘Retail Boulevard’, trade buyers of the leading international trade fair for seasonal and festive decorations, will have the opportunity to explore a visionary retail street. Five pop-up stores offer specific presentation recommendations for creating an attractive point of sale – customer-made for florists’, garden centres, DIY markets, supermarkets and furniture stores.

The products on show in the Retail Boulevard will be labelled with the name, hall and stand number of the exhibitor concerned.  .” In daily guided tours of the individual retail concepts, trade buyers will also be given tips on how to create fresh eye-catchers for generating additional sales in their shops..

Stand: Galleria 0


Martina Bullack


Martina Bullack

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