In early November, the IFTF trade fair took place in Vijfhuizen, The Netherlands. The exhibitors and numerous visitors could meet each other, become acquainted with product innovations and trade developments and do business. IFTF World of Flowers was a new event that was aimed specifically at florists. With nearly 700 registered florists in attendance, the expectations for the event were more than met.
Dazzling bridal show
Flowers befitting the best day of your life: that was what the first day of World of Flowers was mainly about. Expert Dutch floral designer Dini Holtrop showed all of the things that are possible with bridal work, focusing on 4 themes: winter, summer, romantic and ‘1001 nights’.
For fashion models Caroline and Roxi it was an eye-opening experience. They looked beautiful, in part thanks to the gorgeous flower arrangements they carried, and were pleasantly surprised by how kind people were at the first flower show they ever visited. In fact, countless people wanted to be in a photo with the ‘brides’.
Meanwhile, the bridal show attracted lots of spectators. Dutch florists, but also a large group of Italian colleagues, who received ‘subtitles’ in their own language. "It required a lot of preparation, explains florist Bert Kuiper, who commentated the show. We have tried to keep it ‘practical’: not just explaining to you how to make wedding arrangements, but also providing tips about how to handle the bride (your client) on this lovely, but oh so exciting, day. "
Flower shop, ready for the Future
Three days of hard work went into realizing the Flower Shop of the Future, which was central to the event.
"Alongside floral arrangement, The Flower Shop of the Future is about experiences. It is the experience on offer that customers will increasingly evaluate their florist on. The supermarket’s moment has passed for now. Consumers want their senses stimulated. Beautiful images of flowers and atmospheres on a screen. A good cup of coffee or a glass of prosecco, it’s all becoming a part of it more and more."
Flower stylist Saskia Broers was working in the Flower Shop of the Future on the first day. "It was pretty crowded, a lot of photographs were made and the feedback of the visitors was quite positive overall. You get a lot of questions. Also from growers, who are looking to the florist for new ways to peddle their wares. For me, a successful day. "
Plenty of interest for the stands at World of Flowers
Alongside the bridal show and the flower shop of the future, florists could find more things to their liking in the various stands of World of Flowers. The IFTF trade fair itself is already a bit of a candy store for flower lovers, but the World of Flowers stands were aimed specifically at the florist.
Chris Martens of Smithers/Oasis was satisfied. "It was regularly pretty busy. Plus at this international trade fair you speak to the right people. I talked to people from China, Saudi Arabia and Italy. Who knows, there may be new export opportunities for our products there."
Oliver Mathys of Oliver M Consulting received a fair amount of interested people at his table as well. He advises garden centres and umbrella organizations of garden centers, by looking at stores through the eyes of the consumer. "I also make German-language inspirational films which, for example, convey a message from a breeder to the consumer in language that he understands. I have been able to have some good conversations about that, as well as my other services."
Steven France of Florismart was struck by the international nature of the audience. "You speak people from all the different continents, but Dutch exporters as well. There was also an English florist, who was already registered on our webshop, but did not know all the functionality that well. He can get started with it now."
What visitors say
"We are here for the first time", says a Romanian florist couple. The exhibition is very nice. The arrangements on display are truly stunning, including those that are made in the Flower Shop of the Future. Additionally, we did not expect to see so many suppliers of base materials."
From Dubai comes an English couple, who have opened a flower shop in a supermarket there. "We are not so much looking for flowers, as for the things that surround them. New developments in refrigeration and shop decoration. We notice, now, that the trade fair focuses a bit more on flowers than on the surrounding hardware. But here at World of Flowers we spotted the kind of flower cooler that we are interested in. And we can take note of new digital and logistical capabilities, which can improve our business."
Rudi Tuinman of 2Dezign is positive about what he sees in Vijfhuizen. "Once you're inside, there instantly is a good atmosphere. It is intimate, yet there is a lot of activity. And conceptually there are, certainly also for the florist, a lot of interesting things to see."
Cymbidium grower Paul van Schie of Cy.More Flavour is one of the sponsors of World of Flowers. Cy.More Flavour is a partnership of eight cymbidium growers. "We like to take part in this because we growers can strengthen ties with the florist here. For us, the florist is incredibly important. He has to captivate his (and thus also my) clients with my product. The Flower Shop of the Future provides great leads for that. Fortunately, there are some real florists among the Millennials. You also see that spirit at World of Flowers, thankfully. The spirit of people who want to create a story with flowers. Who love the profession and are hooked on the product. People who can offer solace with the product, as well as express joy with it. Those are the people growers make flowers for. And those are the flowers with which floral designers make top-notch arrangements, which put a smile on people’s faces.
Flowers and more
Intrigued florists were constantly coming and going in the Flower Shop. But there was much more that stood out. No wonder, then, that there were a lot of visitors and that most cameras were constantly snapping photos.
Grass Roses. Wonderful arrangements were made, for example, from the so-called grass roses, a series of new, unique roses from Olij Breeding. These roses were presented in Vijfhuizen by Barendsen Aalsmeer, and received much interest. Grass Roses are roses that grow with so much vigour that their flowers seem almost distorted. Such breeds were never used in the past, but there is a growing market for them nowadays. Because they are very decorative and special.
Catering? A small corner of the Flower Shop of the Future was reserved for people to catch a breath, in colourful, tasteful surroundings. The couch was regularly occupied. Many garden centres, particularly in the British Isles, already feature such a public place of relaxation, which brings in good money as well as extra visitors. Is there an opportunity here for the florist of tomorrow?
Source: HPP Exhibitions
