Christmasworld and Floradecora make a good team

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Christmasworld, the world's leading trade fair for the sector, will once again spotlight the latest seasonal and festive decorations when it opens its doors in Frankfurt am Main from 27 to 31 January 2017. This time, however, it will be rounded off by an impressive range of fresh products in Hall 11.1 – cut flowers and ornamental plants, such as roses, gerberas, lilies, lisianthuses, tulips, chrysanthemums, orchids, poinsettias and Christmas trees, as well as bamboo, cacti and succulents. "With this new and unrivalled combination, the opportunities open to the trade will grow even more", says a delighted Eva Olbrich, Christmasworld Director, Messe Frankfurt Exhibition GmbH, speaking about the new Floradecora fair to be held concurrently with Christmasworld. The cut flowers and ornamental plants supplement the plentiful selection of seasonal decorations perfectly and are the answer of Messe Frankfurt Exhibition GmbH to new customer demands – for florists', for gift boutiques, for furniture stores, for restaurants, hotels and food shops, as well as discounters, garden centres and DIY stores.

"It is also important that visitors can actually order all the products to be seen at Floradecora – and do so in both big and small quantities", says Ronald van den Breevaart of Green Team Consultancy, the Netherlands, and consultant to Floradecora. The new event is a genuine order fair – not only for plant experts but also for newcomers to the business with fresh flowers. Everything on show can be ordered. "In other words, the show is not about prototypes that still have to be grown successfully but about fresh, 'ready to order' products. In addition to major international gardeners and florists' wholesale cooperatives, smaller gardeners are also taking part so that it will be possible to cater for orders of all kinds and sizes – from large quantities to the requirements of an individual retailer.

Thanks to the innovative layout of Hall 11.1, flowers and plants are in the foreground thus making it easier for buyers to make their choice. For example, cut flowers, such as red roses from a variety of producers, can be seen, compared and selected at the presentation tables. Subsequently, buyers can order their choices directly from the producers concerned, e.g., as complete sales wagons that only have to be positioned in the shop for the products to be sold. Additionally, exhibitors will be on hand to advise and help visitors wanting to know more about handling fresh flowers and plants. "No retailer will be left to fend for themselves with their new products – we look forward to being able to help and generate new business impulses", adds Ronald van den Breevaart. "Nowadays, selling fresh flowers and plants is less complicated than most people imagine thanks, inter alia, to innovative floral arrangements in the convenience sector."

A natural appearance has a great impact: the concept is the key
In his eyes, it makes good sense to offer fresh flowers and plants as supplementary product lines to the wealth of decorative products to be found at Christmasworld and thus take account of current social trends. As Ronald van den Breevaart puts it, "Flowers and plants have been a component part of festive decorations from time immemorial and are part of most people's everyday life. They mark the seasons, enhance the living room and make shops and businesses more attractive places." But that is not all that flowers and plants offer because green is in: sustainability is a social trend that is waiting to be served – in a straight-forward and uncomplicated way. Attractive decorative articles that involve little effort are in greater demand than ever before. The modern customer wants decorations to be unusual and expects them to be undemanding.

Just how successful this approach and the duo of 'decoration + fresh flowers' can be is shown by numerous examples in different parts of the retail trade. For example, at the beginning of the FIFA European Football Championship, Gärtnerei Löwer, a garden centre in the Frankfurt region, offered a bowl planted with flowers in the colours of the German flag – a charming gift and ideal for buying spontaneously. Ideas such as this help create a positive shopping experience, generate new buying impulses and inspire customers. More and more discounter stores are banking on small but attractive presents, such as fully decorated bunches of flowers, which customers can take along as gifts when visiting friends, etc. "And this business is expanding", confirms Britta Tröster, Flower and Ornamental Plant Product Manager at Agrarmarkt Informations-Gesellschaft mbH (AMI). Blume 2000 and furniture giant Ikea are also making life easy for their customers who only have to position the completely decorated arrangements when they get home. Simply convenient. Nothing more, nothing less. As at the new Floradecora – in Hall 11.1 from 27 to 30 January 2017 – with fresh flowers and ornamental plants 'ready to order'.

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 953 exhibitors from 45 countries and over 39, 000 visitors from 115 countries. 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.

Première in 2017: from 27 to 30 January 2017 in Hall 11.1, the new 'Floradecora' offers buyers at Christmasworld fresh flowers, plants and flower arrangements for seasonal decoration as an additional line – at an ideal time at the beginning of the year, right at the heart of the strongest sales market for flowers in Europe. Part of the appeal of this innovative trade-fair concept is its unique stand design for exhibitors such as flower and plant growers and producers, wholesale florist suppliers, importers & exporters, sales cooperatives and associations, suppliers of ceramics and floristry requisites, logistics companies, assembly and packaging companies and auctioneers.

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