to grow and flourish
DEVELOPMENT RECEIVED
The trends for 2019
Sustainability becomes the norm
DISCOVER
Experience the new shopping with FlowerTales
2 OVERVIEW I FleuraMetz Magazine
SELECT POPULAR CORE PRODUCTS OR SURPRISING NEW VARIETIES QUICK AND EASY. THE WEB SHOP ALLOWS YOU TO FILTER ON THESE REQUIREMENTS SHOWING YOU ONLY RELATIVE RESULTS. CUSTOMIZED: Handy, fresh & customized.
The FleuraMetz web shop is the perfect place to shop online. It is available on App (on tablet, iPad or mobile) or on www.fleurametz.com. Discover what works best for you. Check out one of the handy, new features 'Buy Smart'.
This category is especially suitable for florists, event work and other jobs that require smaller quantities. Mixed, tailored to requirement or in a different packing.
SURPRISE: Surprising or first cuts of the season. This category offers smart products to those who want to be ahead of their customers.
More on www.fleurametz.com
ESSENTIALS: Powerful basics for the time of year. This category shows you what you should be offering at this moment. The source? Global sales data that gives us insight in the current desires of consumers and customers.
PROMO: A smart deal.
PROMO
This category offers an up-to-date range at all times. In line with the seasons, this category always offers you a good deal for the time of year.
SALE: Stock with benefits.
See fleurametz.com/buysmart for more information
This category is well-known among many. If you are looking for stunning money-savers you have come to the right place.
CONTENTS I FleuraMetz Magazine 3
A flower does not think of competing to the flower next to it. It just blooms. Autumn sun September is calling for new ideas, settings and designs. In this Magazine we look ahead of the season together, develop a platform and discover the power of sustainability.
Growing and flourishing is literarily and figuratively connected to floriculture. In a fast changing world, where sustainability is becoming the norm, it is important to keep flourishing and growing together. FleuraMetz sees flourish in the making of new connections, insight and implementation of new possibilities from a marketing point of view. What can we offer consumers when we work together as an industry? And how can we do this so that the entire market will grow with us? By offering a platform for communication, we bring all the creativity, information and inspiration together. This Magazine is a great example of the above. The goal of uniting these forces is to keep showing the added value of floriculture to consumers. Florists are our best ambassadors. When flowers and plants become a part of life, this life will be more colourful and in most cases healthier. FleuraMetz will continue to offer new ways of communication in 2019, that hopefully inspire you, the reader, and inform and perhaps even stimulate you into a next level of creativity. We draw inspiration from various people, cultures and industries and look beyond what is happening here and now, we colour outside the lines. From a creative platform, FleuraMetz will continue to give you new ideas in 2019. Nancy van Kleef-van Duijvenbode Director Marketing E-mail address navankleef@fleurametz.com
Offering a platform (27)
SPOTTED
FLOWERTALES on the App (20)
MEETING UP WITH
inspiration-based
Flowers
ONLINE
Funeral flowers
Autumn in colour (6, 7)
SPECIALTIES
An enchanting gift (14, 15)
The trends
INSPIRATION
phenomenal plants (25)
as lifestyle (26)
for 2019 (16 - 19)
VEGGIES
are hot!
(35)
shopping (21)
in spring (38)
WANTED:
4 INSPIRATION I FleuraMetz Magazine
Discover South America's finest fresh products in the amazing, new catalogue.
Ask you FleuraMetz contact person for the South American selection.
INSPIRATION I FleuraMetz Magazine 5
This theme's designs will challenge you!
Passion and knowledge The experienced and committed growers behind these products grow them sustainably and look after their varieties in their own expert way. The beautiful catalogue features five different styles and includes a product overview, inspiration and variation. A unique opportunity to get acquainted with South American products.
CAN YOU NAME ALL THE FLOWER VARIETIES IN THIS ARRANGEMENT?
Stunning products, naturally grown under the South American sun on rich volcanic soil make the best ingredients for bouquets, arrangements in everyday and extraordinary settings. Discover the power of the Andes.
“No heating or artificial lighting, it’s 100% natural.”
Victor van Dijk
(Manager FleuraMetz South America)
Scabiosa Candy Scoop
South America The offering and selection from this wonderful region, especially the Ecuadorian and Columbian range, is year round available. The excellent climatic conditions and rich volcanic soil are the secret behind superior quality roses, callas, foliage, ranunculus, exotic flowers, plants and more.
Year round The year round selection is available thanks to the location of the farms. The four seasons do not exist where they are located meaning that the weather conditions are consistent throughout the year. Discover the catalogue and more on www.fleurametz.com/southamerica
6 SPECIALTIES I FleuraMetz Magazine
BREEDING COMPANY FLORITEC IS RENOWNED FOR ITS YEARS OF EXPERIENCE AND THEIR STUNNING VARIETIES. SANTINIS ARE STILL ONE OF THE MOST POPULAR FLOWERS AND SUITABLE FOR A WIDE VARIETY OF JOBS. THEY HAVE AN INCREDIBLY LONG VASE-LIFE, ARE LOW-MAINTENANCE AND BLEND WELL WITH OTHER FLOWERS. THE ROSSI AND THE ELLISON ARE GREAT EXAMPLES OF THE ABOVE. WHICH VARIETY IS YOUR FAVOURITE?
Crisp green and
COZY ORANGE Autumn is a season that can be portrayed in many different ways and colours. Traditionally, it is linked to earthy and fiery tones, which we welcomingly embrace after all the happy boldness of summer. Indian Summer
Floral Designer Tessa: "Santinis are perfect for an eye-catching piece such as here."
Popular pompon Ellison santini: an elegant eye-catcher that is also an all-rounder is something you don't see every day. The six soft colours tone in perfectly together but also blend well in a wide variety of arrangements. Well-known colours are: White, Sunny, Splendid and Pink. But also the Salmon and Orange are available all year round and very popular this time of year. Hello autumn!
Use Rossi, a santini variety with a crisp green, centre and flowers that hold their colour, for an easy shift from summer to autumn. This serie has no less than 9 colours and is year round available. From fiery tones to sweet and soft pastel shades. Every colour has magnificent branches bearing lots of flower buds with their signature green centre. Rossi varieties flower for a minimum of three weeks and therefore suitable for even the most demanding jobs.
SPECIALTIES I FleuraMetz Magazine 7
As one of the longest lasting santini varieties, Rossi is especially suitable for amazing autumn designs.
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DISCOVER #AUTUMNFLOWERS #Trend Autumn weddings are gaining popularity by the year. The season's delightful colour palette and textures are a wonderful inspiration to most florists meaning lots of instagrammable, wow bouquets! See below Instagram post!
REMEMBER:
01-11-2018: ay All Saints' D
70
million
That's what was spent in Lombardy (IT) on flowers to commemorate the dead on All Soul's Day (2 November) in 2015. That's an average of 20 euros per household.
@collagedesignla
Source: Greenplanner Magazine
#IndianSummer #FlowerTales in App The inspirational platform FlowerTales is now integrated into the FleuraMetz web shop. Use the free App to start a new, inspiration-based shopping experience! The desktop version will follow soon. Read more on page 20.
Nature is showing off a beautiful colour palette this season. The Indian Summer Dream mix from Miss Sunshine is the perfect representation. The incredible colours will cover every bouquet or arrangement with a warm blanket. Cleverly boxed by 30 or 60 stems or in diamond pack (4x20 stems). Extra eco fun fact: grower Klondike Gardens purifies and re-uses all the water from the greenhouse!
Meet the Indian Summer Dream Mix
INSPIRATION I FleuraMetz Magazine 9
Take your candle and go light your world
Advent
Warmth
Variety
Time for warm memories, hope and solace. Candles, arrangements and wreaths fulfil a much bigger role this time of year.
Flower arrangements are a beautiful way to evoke, support and express emotions. Lights and greens remain a powerful, classic basis for the season.
Offer your customers variety. You know exactly what is in season and beautiful, set the tone with a dynamic shop selection: classic, modern or edgy.
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Real power comes from the inside
Holidays
Preparation
Spring
The last preps for the holidays are in full swing! We are here to help you tackle those last-minute orders.
Consumers usually feel exhausted and deflated after the Holidays. Our job to show them the beauty and fun of flowers and plants! Preparation is key.
Wonderful Christmas arrangements, ticked; but have you also made postHoliday plans yet: what will you bring this spring? Give ideas time to grow.
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Winter Wedding
Sustainability As the platform for the floriculture industry, FleuraMetz is well aware of its corporate social responsibility. Together with our Preferred Suppliers, we work around the clock in finding the right production methods, so that 90% if our trade is sustainably produced by 2020.
Winter weddings are gaining in popularity each year. Nowadays, hydrangeas are available throughout the winter months from Colombia and Kenia. Garden roses are an excellent alternative to peonies and Pomponi germinis and Barca blooms make great substitutes for dahlias. Opt for peach and lavender tones to balance dark, wintry colours. Ask your sales person for more alternatives.
Spotted
The power of nature Bulbs are a magnificent example of the power of life. Sam van Schooten offers a wide selection in beautiful Gift Bags. The extraordinary rose of Jericho is an excellent gift for Christmas. The bags make great gifts throughout the year as the content changes with the seasons. A wide variety of bulbs (loose or packed) are also year round available!
ary logo! Our annivers en it yet? Have you se
As fresh as possible Did you know that in 1968 freshness was already our norm? Now, 50 years later, that is still one of the company's pillars same as personal contact. In our anniversary year, we will be recollecting the past as well as looking into the future. Thanks to you, we developed into a loyal, reliable and innovative player over the past 50 years, who will continue to put your happiness and trust first. fleurametz.com/timeline
Ready for All Saints Remembering our loved ones, who have sadly passed away is not limited to a certain time of year. Although All Saints and All Souls Day at the beginning of November is a special occasion to many people that calls for special flower arrangements. If the piece is to go on a marble surface, a concrete base is a great solution. Grombein offers different options. Ask your sales person for his products in basic arrangements.
12 INSPIRATION I FleuraMetz Magazine
“As a Preferred Supplier, we value products that are certified according to FSI standards.�
Niels Tesselaar (H.M. Tesselaar)
Keep up to date on Facebook: www.facebook.com/FleuraMetz.HQ
Advanced FleuraMetz' innovative work method is the engine behind its fresh, surprising product range, which has a clear origin and properties.
INSPIRATION I FleuraMetz Magazine 13
AChristmas GREEN The Holidays at the end of the year are traditionally celebrated with families, dinners, wreaths and baubles. Green is still very popular, in plants as well as environmental awareness. Christmas has never been more green.
Forest management Handy, sustainable and sturdy greenery from Bernd Kipp. 'Only when the branches have had the frost, are they ready for cutting.' His forest, filled with Pinus and Nordmann pine, meets the highest requirements from the German sustainability law.
Quick, easy, good The last couple of months of the year are very important to most people. These are months that carry a lot of emotions meaning that good and reliable products are essential. The much sought-after advent wreaths from Laustroer are a good example. Made with sturdy, fresh foliage from Denmark and also available in autumn and spring time. Although the Advent wreath remains their no1 seller.
Allure by Berg RoseS Young, fresh and ready to be used: Allure by Berg RoseS. Only the freshest, youngest crop of Avalanche+ roses (white) is sold under this label. The flowers are cut from the bushes that were planted in December 2017. Only the first, strongest batch will carry the Allure label. Roses from following batches are available as renowned 'Berg RoseS'.
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EVERY DAY
an enchanting gift The rose. A classic flower to most people but this elegant trinket offers an array of surprises that can be used at any time in any season. Steer away from the path that is paved with normality and discover new, timeless varieties.
Kahala
Unique Every flower head is unique: soft petals that curl differently, the intensity of the colour and fragrance or the way it blooms varies. What always stays the same is its breath-taking beauty.
Timeless The power of the rose is her beauty and variety that is suitable for any occasion. The perfect gift with endless possibilities.
Symbolism For centuries, wearing jewellery has been a popular way to express one's mood or character. The perfect gift for adorning, to create memories or symbolise one's status, which will evoke a deep sense of gratitude and appreciation with its receiver.
www.facebook.com/DecofreshRoses
www.instagram.com/DecofreshRoses
SPECIALTIES I FleuraMetz Magazine 15
Exclusive artwork To many people, roses are a pleasant, simple way to show someone you care. With such a wide and reliable selection, there is a rose for every occasion. A timeless choice, thanks to the growing methods from Decofresh Roses. On their Kenyan farms, the roses are planted at different heights so they can easily determine what the best conditions are for a new variety.
“Some varieties change the longer they are in water: it’s a beautiful sight!”
Rob Aelbers
(Strategic Buyer FleuraMetz)
Floral Desginer Tessa: "This elegant rose head is embedded like a diamond in a ring."
Eye for detail Decofresh Roses selects its varieties with a great artistic eye: high quality varieties are detected early in the process thanks to the close collaboration with breeding companies. It allows Decofresh Roses to react quickly to changes and adapt to current trends. For you it means shopping from a wide selection of exclusive, elegant varieties. Ask your sales person for more information or scroll down the web shop for these little, powerful gems.
16 TRENDS FOR 2019 I FleuraMetz Magazine
This trend covers lots of contrasts. Masculine meets feminine.
TRENDS FOR 2019
Angular and delicate: The bright Strelitzia is softened by a pastel blue background.
The burgundy carnation is very similar to trending colour Gloomy Red and looks as if it was made of draped fabric.
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CUSTOMERS BUT ALSO GROWERS OFTEN ASK US: WHAT ARE THE NEW TRENDS AMONG CONSUMERS? FLOWERTALES TRANSLATES COLOUR COMBINATIONS, MATERIALS AND APPLICATIONS THAT ARE RELEVANT IN OUR CURRENT WORLD TO FLOWERS, PLANTS AND HARD GOODS. FOR 2019, BROWN IS THE NEW BLACK TOGETHER WITH SALMON/ORANGE. WHAT WE LOVE THE MOST? THE STUNNING COLOUR PALETTE THAT IS PRESENTED TO US ON A SILVER PLATTER BY NATURE.
‘Monkey Mask’
Down-to-earth colours in an exotic flower. The Banksia is the perfect product FOR A global trend.
The majority is going for a Monstera deliciosa, however, an edgy trend such as this calls for the more extraordinary 'Monkey Mask'.
18 TRENDS FOR 2019 I FleuraMetz Magazine
The Calla Vermeer is like a Yin and Yang symbol thanks to her dark centre. The flower looks stylishly draped around the stem.
Discover more FlowerTales on the FleuraMetz App
Senecio “It's all about balance. The grey senecio is the perfect reflection of trend colour Cold Metal. The white base plays with light and shadow.�
Tip FlowerTales offers different, colour themed mixes of waxed roses, preserved roses and of course fresh flowers! Discover the complete selection on the App.
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The Limonium Statice The Limonium Statice is carrying trend colour Fading Flower. However, she is anything but fading. She is fierce and ages gracefully. Present the Statice in a minimalistic style. Have you ever let your customers touch the little flowers?
“Experiment with flowers, use them in ice for example.� Every six months, FlowerTales composes 4 styles that include practical shop solutions and beautiful floral design. Attract customers with different tastes, such as classic, modern, country or eco-minded.
20 MEETING UP WITH I FleuraMetz Magazine
“FlowerTales isn’t telling you how to do things, it only gives you perspective and invites you to use your fantasy.”
Jojanneke Vellekoop (FlowerTales)
Inspiration-based
SHOPPING
Inspiration-based buying: a fun way of shopping. Especially if you are serving a high-maintenance target group, work on-site or want to keep up-to-date with current trends. How do these trends translate onto the FleuraMetz App?
Trend: a general direction in which something is changing or developing over a longer period of time. Knowledge about design trends and fashion is indispensable in floriculture as it gives us opportunity to tap into market demands. FlowerTales is the label for fun, inspiration-based shopping. It offers tailored packages that translate trends into flowers, plants and hard goods, which you can order per single item or as a complete package. Very simple, on the FleuraMetz App, at any time.
About that inspiration... To translate the creative and yes,... somewhat vague description of trends to practical solutions on your mobile screen requires a designated FlowerTales team that is on watch 24/7. Jojanneke Vellekoop is the key figure when trends are being translated into new collections. "We work ahead of the seasons but also stay in line with what's happening today. Many flower varieties fit in a certain trend look but they must be available during the photoshoot as well as the two months when the packages are offered." The team works closely with the buyers of three different product groups: flowers, plants and hard goods.
Grower's input
Jojanneke
FLOWERTALES
Jojanneke also discuss with growers for input. "Large headed roses, chrysanthemums in a specific shade: thanks to their experience and product knowledge, we are able to find strong, high quality products that are perfect for a certain look in no time." Finding balance between today and working ahead is the number one priority. "Not every plant grows equally high on demand," Jojanneke winks. "With the help of growers and buyers however, we are getting better and better at our job. The packages are a beautiful representation of the trend looks and the products that fit into a profile."
MEETING UP WITH I FleuraMetz Magazine 21
How does it work?
Logged on to the FleuraMetz App? Select 'FlowerTales' on the top left of the menu.
FlowerTales is an inspiration-based buying concept. This is now available on the free FleuraMetz App. Simply select single items that are shown in the inspirational images or the complete package. Once you have selected the products you would like to have, you can top the order up with products from the FleuraMetz web shop before completing it. Refreshing and creative shopping through FlowerTales is only available on the FleuraMetz App, not through the desk top version. Download it now and open your world!
android.fleurametz.app
ios.fleurametz.app
Touch and turn
Furniture for sale
The FlowerTales packages can be viewed and bought through different photos on the FleuraMetz App. Jojanneke: "A photoshoot is spread over multiple days. In the lead up to it, we usually receive the pots and vases first. Together with my colleague Romy van Kleef, we unwrap the boxes. This is when we see the new collection for the first time ourselves, touching and turning every item. It's such a cool moment!" There is a mood board for every trend so that the corresponding pots and vases can be put together. The same thing is done with the plants and flowers. There is still no styling done at this stage.
Jojanneke: "The packages are set up on tables and in cabinets, we also often incorporate trendy, small furniture into the collections. We always take the photography into consideration when setting up for a shoot: the images you see on phones are vertical, whereas the images seen on a computer screen are horizontal." The furniture in the pictures are also for sale. "After all, furniture is part of a trend look and depict the desired atmosphere. The same applies to customers from florists: if a piece of furniture appeals to them, they should be able to buy it."
Tagging
“Trends are translated into flowers, plants and hard goods, which can be ordered individually or as a complete package.� Framework for creativity Jojanneke: "I have a clear view of the plants and flowers that fit into a specific trend but I leave the styling of the trend packages and the floristry to the professionals." FlowerTales works closely with the team of a renowned, Dutch Flower Master. Different designers from that team come to a photoshoot to create the most beautiful plant and flower arrangements with the products that were specially selected for FlowerTales. Jojanneke: "It's nice to rotate the designers, different people have different styles and different work methods. That's exactly what FlowerTales represents. We have no intention in telling our customers what to do, we merely give them perspective, provide them a framework for their fantasy. Hopefully it will also save them time for even more creative outlets!"
Once all the trends are photographed, they are ready to be shown on the App. "Thanks to our IT systems, we can tag all our products. All you need to do now is click on an image to see how much a product costs and the quantity it is sold in. It's a lot of work but once the collections are uploaded and connected, it gives you such a fun way of shopping! The inspiration, the options: you can cherry-pick the products you like and buy the trend products that suits your target group in one go. It puts a smile on my face every time." says an excited Jojanneke.
Transparent She continues: "You know what's even better? It also works the other way around: we know very well how to project the trends in images answering to the demands of designers and florists and what they want to see. Our growers, Preferred suppliers, benefit from it as well. They would like to know next year's trends so that they can adapt their range to the new colours and shapes. We look after a beautiful offering together, one that is leading to every target group."
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Catching
The many branches at the top give a voluminous look.
DREAMS
The romantic, elegant look of this dainty flower is a real head-turner. Meet the Charmelia, elegant and rich in flowers. She has an exceptionally long vase-life, with flowers that do not drop and foliage that remains fresh; don't miss out. Choose your favourite in Pink, snow White or new comer Blush!
To cherish The stylish Charmelia Pink looks amazing in this arrangement. Every variety bears the signature fountain shaped flowers and long vase-life making this one of the easiest and most practical flowers out there. A flower to cherish! What makes the elegant Charmelia truly unique is the rich flower crown that grows in an upward fountain shape. The stylish, full top bears flowers that open one by one and is a clever, economic choice: less stems are needed in bouquets and in straight line bunches to get the same full look.
The Charmelia is also wonderful for happy, summer arrangements. Your go-to product for get-togethers, parties or meeting rooms.
Charmelia Pink® “Friendly, feminine and elegant: Charmelia ticks all the boxes.”
SPECIALTIES I FleuraMetz Magazine 23
Charmelia White® “Bright and open: White is a must-have for arrangements and bouquets. Available under Essentials in the web shop.”
Charmelia Blush® “The latest addition is a blush pink hymn to love.”
The elegant Charmelia for a full and romantic look.
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Reliable source Our wide, surprising and strong plant collection is made possible by the personal and positive collaboration with the following Preferred Suppliers: Amarantis BV Ammerlaan-Sosef Berg Hedera's VOF Bos Flowers & Orchids BV Dijk van Dijk BV Esperit Plant VOF Euro-Plant A.S. Fa. Freek van der Velden Fachjan Project Plants Groene Tint Gebr. Grootscholten BV Gebr. Ten Have BV H.L. Hogervorst Handelskwekerij Lock J.&P. ten Have BV
Hofland Flowering Plants Hoogendoorn Stephanotis Inca orchids JoGrow JungleStar BV Karma Plants Kwekerij Kap-Tiegelaar Kwekerij Loek Jansen Oriental Growers PT Creations Spaloo Plant Stolk Orchids SV.CO Van der Voort Potplanten Vreugdenhil Bulbs & Plants
Green DNA Our buyers have clear agreements with Preferred Suppliers about transparency and sustainability being mutual priority.
Read more about our Preferred Suppliers on www.fleurametz.com/preferredsuppliersEN
INSPIRATION I FleuraMetz Magazine 25
WANTED: Phenomenal plants Every consumer group has discovered them by now: plants. At home, on the balcony, outside, in the bath tub or bed room, our green friends radiate peace, power and health. Sustainably produced, in extraordinary shapes or lowmaintenance. Have you stocked up your greens yet?
ROOTS No soil, no water, in clay or sand: plants are very flexible and straight-forward. Hydrophone, air plants, succulents: all these varieties are still very on trend. The selection and options in garden and bedding plants are also increasing fulfilling a growing demand from the market. Want to know more? Contact our colleagues from FleuraMetz Plants or log onto our web shop and look under Surprise for remarkable new items!
TELL THEM HOW-TO Consumers, Event Stylists, trend watchers: they want to know all there is to know about the plant but above all, where and how it will strive. Is it an air-purifying variety or one that will survive in the kitchen? Until when are they available or when is the best time for re-potting? Keep up-to-date with the many possibilities and ask your contact person for more information.
Extraordinary foliage The stunning patterns, shapes and lines in different types of foliage is not only beautiful, it is also a trend to stay. Fashion houses, designers, wholesalers but also your everyday consumer is prepared to pay a bit more for a one-of-kind, sturdy plant that stands out or bears subtle details. Make sure to offer a varied selection and discover different options from our Preferred Suppliers in the web shop.
The pretty Phalaenopsis remains a favourite for 2018!
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DISCOVER #PLANTS
#NoPlastic
REMEMBER:
In 2019, you won't find a single plastic stirrer or cup at FleuraMetz! sustainable growth
#
19-01-2019: Start tulip season
#Lifestyle Flowers and plants are fixed elements in the fashion industry nowadays. In 2019, every issue of Vogue is featuring models, fashion houses and collections with the most beautiful floral prints! #flowers #vogue
#
#ThePlants Find more inspiration on Pinterest: FleuraMetz_HQ
@vogue
#PlantNet The PlantNet app has more than 480.000 photos in its database, so that over 6600 plant varieties can be recognised. No clue what variety it is? 'Shazam' the plant and who knows, PlantNet might just give you the answer!
#Lova Cool, a real lava plant! The lava stones are processed in Asia, the plants are grown and set in the stones in The Netherlands. The porous stone is full of minerals, when you fill the dish with water, it will take up and store the water inside the stone. Good news, Lova is available at FleuraMetz!
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Plant in plant
Platform
What a great idea! A big plant needs a big basket. Fill the base with different little plants for a surprising look.
FleuraMetz connects the right links together by offering a platform to growers and suppliers, to florists and businesses in floriculture.
Spotted
Purify the air There are many plants with air purifying properties. But what varieties work best? Former NASA scientist Bill Wolverton explained in the January issue of Time Health that you will need two big sized plants per 9 m2 to actually purify the air. His favourite? The lowmaintenance Epipremnum aureum!
Epipremn um aureum N 'Joy
‘PLANT dreams AND GROW A happy LIFE’
FleuraMetz in 2019 The leading IPM trade fair showed in the 2018 edition that connection is key. Their message is completely in line with the purpose of our platform. Last year's stand was designed to trigger visitors' senses under the motto 'Blooming success starts with a connection'. Want to know the message for 2019? Keep an eye on our social media. Follow FleuraMetz on www.twitter.com/fleurametz_en
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PURE JOY WITH
a little plant
THIS POPULAR SUCCULENT BRINGS JOY TO ANY LIVING ROOM. WHETHER YOU HAVE A TASTE FOR BRIGHT COLOURS OR SOFT PASTELS, THERE IS A VARIETY FOR EVERYONE. HAVE YOU DISCOVERED THE DIFFERENCE BETWEEN SINGLE AND DOUBLE FLOWERED KALANCHOES YET? THEY ARE AVAILABLE IN OUR WEB SHOP UNDER ESSENTIALS BUT THE SPECIALTIES ARE LISTED UNDER SURPRISE. BRING COLOUR TO YOUR SELECTION WITH THESE HAPPY SUCCULENTS!
Handy and happy The low-maintenance Kalanchoe is, thanks to the many different varieties and pot sizes, available in a wide selection.
1 Happy colours 2 Attractive looks 3 Low-maintenance
SPECIALTIES I FleuraMetz Magazine 29
DIY? Floral Designer Tessa tells you how! 1. Drill holes in the wood slice and put thick, aluminum wire through them. 2. You can cover the wires with Oasis Binding wire using a drill. 3. Wrap the Kalanchoes in moss. 4. Bend the wires for a playful look and pierce the ends through the plants. Sturdy, playful and trendy!
The many, colourful varieties in the selection makes the Kalanchoe a celebrated core product to florists.
Is it spring yet? The Kalanchoe is also available for outdoor between May and August. Would you like to be the first to receive these practical, colourful plants? Keep an eye on the web shop or ask your sales person when the outdoor varieties become available.
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There is more than chocolate!
Strong in freshness Thanks to our experience, short lines and clear agreements our selection of flowers, plants and hard goods continues to grow without compromising the freshness and fast delivery.
Consumers would like to have more options than the traditional red roses with a box of chocolates. Country style bouquets, garden roses and other romantic arrangements in salmon or lavender is becoming a Valentine's Day go-to. Very practical, as these two colours also blend well with classic burgundy.
For more tips and ideas visit www.fleurametz.com/blogEN
Buy smart
Spotted
Anthurium, rose, lisianthus, hydrangea, primula, calla... lots of romantic products to choose from! What are the must-haves? Discover the season's in the web shop. See fleurametz.com/buysmart for more information.
Exclusive, surprising and easy Cymbidiums from Special Orchids are a newly discovered go-to for florists and designers. Exclusive; thanks to the special packaging, the flowers are much better protected during transport compared to the traditional boxes. Easy; the long-lasting flowers are perfect for all sorts of designs from weddings, funerals, parties to bouquets. Surprising; there are so many highly exclusive varieties available. Ask your sales person for more options.
Clever! The special corrugated cardboard bottom is designed to let every Special Orchids order reach its destination in top condition..
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DISCOVER #VALENTINE In the week leading up to Valentine's Day
23,6%
#Behindthescenes
of all the products sold at FleuraMetz is red.
Always wanted to know what's happening behind the scenes at FleuraMetz? Follow the love and keep an eye on our Instastories for all the details. Tips and feedback are welcome!
#Creative These posts on Instagram show lovely ideas for Valentine's Day arrangements! What will you copy in your shop window?
#Radiantred @schellingsblumenhandwerk
@trishacooperdesignsnewburyst
In the week prior to Valentine's Day, red roses make up for no less than 47% of all the roses. In other times of year 'only' 22.4% of all the roses sold are red.
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A full HEART of love
The stunning varieties Impulz®, Showtime®, Sonate Royal®, Facetto®, Pistache® and Peruzzi® are perfect products for spicing up a basic selection. Preferred Suppliers Fiore Anthuriums and Anthogether grow all the varieties above. Ask your sales person for more information or look up their complete offering online.
SPECIALTIES I FleuraMetz Magazine 33
Showtime®
Impulz®
A LITTLE OR LOTS OF: EXPRESSING LOVE IS EASILY DONE WITH FLOWERS. WHAT BETTER WAY THAN WITH HEART-SHAPED ANTHURIUMS IN INTENSE COLOURS. SURPRISE YOUR LOVE WITH THEM ON VALENTINE'S DAY OR ANY OTHER DAY. THESE TWO VARIETIES ARE AMAZING ADDITIONS TO THE YEAR ROUND ANTHURIUM SELECTION!
Cut anthuriums Nice to know • It takes 8 years before a new variety is available to florists. • The breeding of anthurium plants takes place in a laboratory, under strict conditions. • Growers can produce 7 years of flowers on average from 1 anthurium plant.
The choice in cut anthuriums is growing and developing at full speed. New varieties, such as Impulz® and Showtime® are clever complements to basic shop selections. The intense, bright red Impulz® is full of passion, while Showtime®'s dark tones bring a touch of romance to arrangements.
34 INSPIRATION I FleuraMetz Magazine
Spring: every idea gets to flower again.
Ranunculus
Fresh
Green
Fresh crop of many products are available in the web shop in spring. Keep an eye on the section for the latest additions.
The many fresh green, young crop that we have in our range is also available under in handy quantities as of March.
Patio, balcony or bathroom: In the web shop under , you will find all your go-to plants for a statement selection.
SPOTTED I FleuraMetz Magazine 35
Love the veggies How cool is this? It's sustainable, contemporary, attractive and edible. Available at FleuraMetz in spring. Keep an eye on all the Surprise products in the web shop!
Buy smart Browse through just those products you are interested in on the Mobile App or on the website: it's possible in the FleuraMetz web shop.
Gardenbrows
Spotted
Yep, it's a wacky trend... eyebrows styled with flowers are a brand-new take on brow art!
POTATOM速 Collaboration 2.0: the POTATOM速. A quirky combo of a tomato and potato plant! The POTATOM速 must be planted in May or June. After 8 to 10 weeks and with the right care, the first tomatoes will be ready for harvest. Then cut the stem and after a week's resting time under ground, the potatoes are also ready to bring in. Ask your sales person for the POTATOM速 as of May or find it under Surprise!
@beautybekky
Premium Blond Fierce and upwards, that's what these stunning Premium Blond lilies are. Crisp white with orange pistils. She is year round available and incredibly sturdy, therefore ideal for tall flower arrangements! Artemis developed multiple of its own varieties, including the Premium Blond. Want to know more about this beauty? Find her in the web shop and use her in mono art work or bigger, floral arrangements.
36 SPECIALTIES I FleuraMetz Magazine
MADE TO be seen! OASISÂŽ EYCHENNEÂŽ ALL BLACK Ring
For this tribute we used round Oasis shapes. Flowers are bended into the arrangement. The piece shows movement, as if the flowers are not to be captured. This feeling is enhanced by the aluminum wire, which is curled and looped in between the flowers.
Personal Many florists receive daily orders for funeral flowers. These are the pieces that require extra care and attention. Needless to say that the lasting and quality of the products must be top grade. Roses are still one of the most soughtafter flowers and white remains one of the most popular funeral colours. We see a global movement from dull, ordinary funeral flowers to tailored designs with a personal touch. Discover more inspiration on Pinterest #goodbyeflowers.
SPECIALTIES I FleuraMetz Magazine 37
FUNERAL FLOWERS IS GETTING A MORE PERSONAL TOUCH NOWADAYS. A BLACK BASE GIVES YOU A POWERFUL UNDERGROUND FOR CLASSIC BUT ALSO STATEMENT PIECES. THE BASE AND THE FLORAL FOAM ITSELF ARE COMPLETELY BLACK AND DESIGNED TO BE SEEN. THE SLOW, INTENSIVE WATER ABSORPTION IS THE KEY TO LONG-LASTING ARRANGEMENTS ALLOWING YOU TO TAKE ON EVEN THE MOST DEMANDING JOBS.
OASIS® BLACK IDEAL Maxlife Brick
OASIS® Black BIOLIT® The black floral foam was originally developed for funeral flowers. It has a neutral PH-level meaning that you must add flower food to the water. Naturally, it is also suitable for other types of arrangements when a black base is preferred over a traditional green underground.
OASIS® EYCHENNE® ALL BLACK Carré
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DISCOVER #FUNERALFLOWERS More ideas and variations on the FleuraMetz_HQ pin boards
Instagram has over
125.000 images with tags, such as funeralflowers.
#
#Parchment Innovative and personal: Floral Designer Tessa used pieces of parchment in this funeral piece that can be written with a personal message. Want to know more about the floral foam? See page 36.
#Pinterest Discover new ideas, inspiration and examples on our special pin board #GOODBYEFLOWERS.
@rootsbotanics
Use different tags for a bigger reach #goodbyeflowers #farewellflowers and tag us in the picture with @fleurametz_official.
@poppinsbloemen
INSPIRATION I FleuraMetz Magazine 39
THE RIGHT collaboration
Published: 20.000 copies. All products are available as long as stock lasts. Contact FleuraMetz for more information on price and availabilities of products.
Platform for peonies The gentleness, romance and love that peonies radiate make them one of the spring/summer favourites. This creative take gives the peony a completely different character. Many of the sturdy varieties are supplied by My Peony, who founded the My Peony Society: an association where growers, traders and florists make an extended peony season possible.
The complete selection is available from April and May but a good few varieties are available all year round! Is your favourite one of them? Ask your sales person for more information.
Dessert heaven Brooklyn Floral Delight, a New York bakery, is cleverly tapping into the green trend with these floral cakes and green cupcakes. Yumm, who doesn't want take a bite out of these plants! Photo: Courtesy of Brooklyn Floral Delight / @bk_floral_delight
Colophon Two issues of the FleuraMetz Magazine will appear in March and September. This paper is published in 4 languages (Dutch, German, English and French) and is distributed amongst florists, whole salers and garden retail, free of charge in Europe, North America and Australia.
Connected Hopefully this Magazine has presented you many useful ideas, inspiration and information. As a fullservice partner we want to support you with options that suit your business. Let's get to know each other better and fine-tune our collaboration. For queries please contact your contact person or reach out to us on our social media pages. We will keep you updated on the latest developments on the website and by email. Choose the communication channels that suit your work method. Let's make something beautiful, Let's create a floral future together.
ŠFleuraMetz Magazine 2018, no part of this publication may be reproduced or transmitted in any form or by any means without prior permission of the head office. Even though the content of the magazine has been established with the greatest care, the publishers and their employees cannot be held responsible for any errors or any consequences arising from the use of information contained in this magazine. The published information is from FleuraMetz' company analysis or relevant research. The sources used are aknowledged in writing and if not mentioned, known at the editorial office. Interested in Branded Content? Become part of the FleuraMetz Magazine. A unique collaboration in writing and image, where products are connected to special occasions, trends and solutions. As a Preferred Supplier you are entitled to a special discount. For more information contact us on ps@fleurametz.com Editorial address FleuraMetz, Marketing & Communications – PO Box 537, 2675 ZT Honselersdijk, The Netherlands Contact T +31 174 747 474 E marketing@fleurametz.com Follow us and stay up to date!
WHY FLEURAMETZ SHOULD BE YOUR FULL-SERVICE PARTNER Shopping with a touch of magic. Have you discovered FlowerTales on the FleuraMetz App yet?
“The friendly and welcoming sales employees truly make a difference.”
Beate Matthäus (Blumengalerie Beate Matthäus, Nürnberg (DE))
PERSONAL Local knowledge and experience just around the corner: FleuraMetz owns many locations or hubs, which are served by committed employees. They are only a phone call away.
DIRECT BUYING A fresh and fast delivery of your order without being delayed by unnecessary links. It is possible, thanks to our own sourcing facilities, logistical network and intelligent distribution.
YOUR CHOICE Our web shop is very transparent. It offers different stock, purchasing and delivery options. Your choice in them also has an effect on the pricing.
LOCAL PRODUCTS Thanks to good collaborations with local growers we also offer a wide selection of local products.
“Single blooms, multiple blooms with double flowers or gradient colours: the sky is the limit.”
Robin van Dijk (Preferred Supplier Dijk van Dijk)
www.fleurametz.com WANT TO FIND OUT MORE? VISIT