TRENDS OF 2018 Discover the 4 styles
IFT FREe 4EstG yles of th handy 2018 in rds mood ca
The emotive DESIGN EDIT Heart-warming winters INSPIRATION FOR CHRISTMAS AND AFTER
A DIFFERENT KIND OF LOVE What to do with Valentine's Day?
2 OVERVIEW I FleuraMetz Magazine
FLEURAMETZ AS FULL-SERVICE PARTNER:
Why? As a full-service partner we help our customers with purchasing as well as sales.
The floriculture industry is changing fast. With the right partner by your side it is easier to adapt than on your own. Together we will look for the right balance between advice, inspiration, flowers, plants and hard goods.
How? Different tastes, different demands. Therefore we offer customised information. Different labels to serve different customers.
Inspiration for florists
Contact for large accounts
Inspiration for garden centres
More on www.fleurametz.com
What? Customers are able to choose from: Three product categories
Three buying concepts
Tiered pricing for different product groups Flowers:
Plants:
AN EXPERIENCE AND SOLUTIONS FOR EVERY CUSTOMER.
CONTENTS I FleuraMetz Magazine 3
WINDOWS of opportunities In this issue, we fast-forward to the wonderful few months that are ahead of us: December until April. By the time this Magazine is published, you are hopefully geared up and ready for all the Holiday festivities. We also take a preview on the new year. What are customers looking for in 2018, what will appeal to him or her? In the past, customers were often split into large target groups, by age for example. Unfortunately, this method of identification is outdated. Nowadays, customers behave in different ways. They buy online as well as offline, look for bargains today and luxury items tomorrow. These types of consumers are called hybrids and exist in each and every one of us. We’re not defined by labels anymore but do appreciate overview. Clear windows to choose from without being limited by the number of windows or the access to them. These windows – virtual or in a shop – are the new ways of buying. Different options presented together while customers decide which window to shop from and when. This will allow them to buy the product they need at a specific moment and invites them to come back when they have other requirements. From this page we wish you all the best with your Christmas shopping and the preparations for a flowering 2018! Nancy van Kleef-van Duijvenbode Marketing, Innovation & New Business E-mail address navankleef@fleurametz.com
SPOTTED
Purchasing,
MEETING UP WITH
BUYERS OF flowers, plants and hard goods
ONLINE
plants without soil (34)
101 (12, 13)
Winter weddings
Stunning
Variations on Christmas greenery (6, 9)
with lots of inspiration (16)
NEW VARIETIES
that will endure cold winters (14, 18)
SPECIALTIES
Christmas traditions reinvented (4, 5)
INSPIRATION
Valentine's Day arrangements (30)
Spring trends:
A love affair with Romance and Flamenca (24, 25) VARY WITH
messengers of love (28, 29)
4 INSPIRATION I FleuraMetz Magazine
Newbeez Muted coloured vases and pots will enhance the outspoken palette of the flowers.
Discover the Oncidium as focal flower in refreshing ideas for Christmas.
For more inspiration visit www.flowertales.com
INSPIRATION I FleuraMetz Magazine 5
CREATIVE traditions December is all about Holiday traditions. Advent, Christmas, get-togethers and new year’s eve: never has the house looked more spot on with festive adornments of spruce and baubles. A dash of creativity is all you'll need in creating the most beautiful and extraordinary designs.
Pinus and pastel Roses are your perfect colour chameleons, they are capable in adapting to any environment. Combine stunning Avalanche+ with just a few baubles and a bit of pinus needles and you will have a magnificent, classic Christmas arrangement in no time that appeals to both consumers with a more traditional palette as well as a modern taste. What (colour) combination will you be making today?
A remarkable plant in an a-symmetric design that has christmas written all over it. Everything is possible with a powerful schlumbergera. This is the stunning tricolore: one plant bearing white, pink and red florets! This distinctive design (the pot is filled with baubles and seasonal fruits as well as the plant) will give a completely different experience, while still honouring the christmas traditions.
This remarkable Schlumbergera Tricolore is developed by Hofland Flowering Plants and bears flowers in 3 different colours: pink, red and white.
Alternative tree Not in the mood for sweeping up needles every day but up for a charming, refreshing take on Christmas trees? The Karma Million Flowers Red is a luscious plant with an overflow of little florets. Put them together with an odd few tall branches. Decorate the branches with Christmas adornments or leave them bare as the burgundy flowers will be enough to tie the whole together.
6 SPOTTED I FleuraMetz Magazine
Read more about our Preferred Suppliers on www.fleurametz.com/preferredsuppliersEN
B
WARRINMGTH
Special occasions
December means running around the clock, decorating and serving customers with only one purpose: creating a mood of togetherness. Follow this sticker for more Christmas inspiration!
And round we go Christmas wreaths are the number one must-have this time of year. Play with various types of greenery: spruce has a different texture than conifer, the fragrance of fresh pine brings nature indoors and playing around with colour blending will give a complete new look. Trigger all your senses: Christmas is here!
Spotted
Whats Up? As a Member of FleuraMetz, XL Flor is specialised in serving wholesale customers. Vincent Mostert, Director: “December is traditionally a good month for last minute specials. We send these offers to our clients by Whatsapp message. It makes it easier for them to reply when they are interested in top ups. This tool is a welcome addition to the standard purchasing method allowing us to better our services in last minute Christmas orders.�
A wintry start Look at this beauty! These elegant, white Hellebores (De Haas) make a stylish, classy combination with eucalyptus. The subtle perfume and wintry look are just divine and will be your perfect postHolidays decoration. Fully available in the web shop as from January until April.
More colours also available as from January
INSPIRATION I FleuraMetz Magazine 7
Dining together
More glitters
More togetherness
More Christmas
Christmas is the perfect excuse for overusing glitters!
Create a mood of togetherness and pass on the feeling. Wow your customers with your professional creativity!
Christmas is also about family and fine dining. What better occasion to dress up the table with your finest decorations?
8 INSPIRATION I FleuraMetz Magazine
Collect special moments
Make a wish together
Give together
Eat together
Decorate the tree with special memories, these tubes look wonderful amongst baubles and other adornments. What shall we put in them?
These tubes make an ideal gift as the value is determined by what you put in it. An excellent messenger for special moments!
Put a few sprigs of rosemary or thyme in the tubes to share during Christmas dinner. They also make an original table decoration!
ONLINE I FleuraMetz Magazine 9
DISCOVER #CHRISTMAS #fireplace
“Christmas is the moment to keep the cold out and bring in the warmth.�
Hot chocolate, antlers and a crackling fire. However, the ultimate happy Christmas feeling is still the scent of fresh pine. From a wreath, tree or decoration. Laurstroer offers different green options but leaves plenty of room for personal creativity. Pin your favourites or #FleuraMetz on Instagram.
Miranda ter Voorde (Meesterlijk Geschikt, NL)
Instagram has over
170.000 images with hashtag christmaswreath. Use more tags for a wider reach!
#
More ideas and variations on the FleuraMetz_HQ pin boards
Tie leftover branches together and see how far a little bit of imagination will take you!
#FleuraMetzApp The Mobile App has made it possible to order from FleuraMetz 24/7. Placing orders can now be done from a computer, tablet and mobile phone to the greatest convenience of florists. Place orders in one session or fill your basket on the app and finish this later on the computer!
10 SPECIALTIES I FleuraMetz Magazine
A GUARANTEED success
THANKS TO THE DIGITAL AGE WE’RE IN, WE HAVE EASY ACCESS TO THE MOST AMAZING DESIGNS. EVERYONE KNOWS: QUALITY TOOLS ARE ESSENTIAL IN FLORISTRY. DID YOU KNOW THAT SMITHERS-OASIS, TRUSTED BRAND FOR FLORISTS, HAS CHOSEN FOR YELLOW TOOLS SO THAT THEY ARE EASIER TO FIND BETWEEN ALL THE GREENERY?
Which tool can’t you do without? These are the top 3 bestselling products in Western Europe:
1
Florist knife
2
Floral secateurs
3
Wire cutter, also suitable for thick wire
(32-06103)
(32-00011)
(32-61010)
SPECIALTIES I FleuraMetz Magazine 11
Tip! Make up the arrangement in multiple sizes to offer consumers more choice.
Make this sphere yourself? Floral Designer Tessa used: 1. OASISÂŽ IDEAL Sphere 2. Euphorbia fulgens (white) 3. Skimmia (green) 4. Christmas baubles on wire (light green) 5. Wooden adornment (snowflake)
Strong support Smithers-Oasis offers a wide selection in floral foam including distinct products with pop-up support systems in different shapes for funeral pieces. The use of thypa and coco leaves enhances the cross shape adding an extra dimension to this statement piece.
12 MEETING UP WITH I FleuraMetz Magazine
Think in
SOLUTIONS The Netherlands is renowned for its heritage of flowers and plants. Nowadays distribution is not by any means limited by man-made or geographic borders. How does a modern buyer of flowers, plants and hard goods cope with current developments? The following 3 experts share their opinion.
Wilco
FLOWERS
Lianne
HARD GOODS
Jeroen PLANTS
Jeroen (41), seasoned buyer of plants: “It all starts at the source. Every grower has his own products and set up. Some will allow me to pre-order well in advance, others hold a smaller window.” Wilco (46), veteran flower buyer: “You build a relationship with these persons based on trust. They know we appreciate the value of their products, we know that they will only supply us high quality stock.”
Bath rooms W: “Good buyers feel it through their whole core when they find ‘it’! That one extraordinary, cheap and cheerful or exclusive product. You just know. And it’s not always about being different. Let’s say I was shopping for a new bath room, I wouldn’t go for old-fashioned, brown tiles despite the fact that they will set me apart from my neighbours. If the desire for something isn’t there, it doesn’t matter how beautiful the product is or how good the quality, there is no purpose in buying it.” Lianne (43), accomplished sundries buyer: “I relate to that. Most of the time I look for additional articles that will complement our core selection. You just know when you see one.” Not only are the buyers together responsible for a good core selection, they also have to deal with tastes and traditions from different countries. J: “The only time Scandinavia will buy yellow is with Easter, you can’t get rid of this colour any other time of the year.” W: “The Holidays are big influencers on colour. Other times of year, people are more focused on variety and have a wider taste in what they want. Lilies for example, The French and Americans adore them, Germans and the Dutch on the other hand don’t like the strong scent of them.”
A planning game L: “Luckily scent isn’t something I have to take into consideration with hard goods however, I do have to bear in mind colour trends and seasonal shades. Red, gold and silver are a must-have with the Holiday season. Although, I noticed a decrease in gold and silver over the past few years. Having said that, these colours still make up for the majority of our Christmas stock. White was added to the palette years ago and has been here to stay. It applies to any country in the world. Certain trusted sizes, shapes and styles are much sought-after year after year.”
MEETING UP WITH I FleuraMetz Magazine 13
“Who sows affection reaps the fruits of love.”
Geeske Vink
(Floral Designer, ES)
Lianne and her colleagues have to order their seasonal stock at least 6 months prior to Christmas. So come December, she will be focusing on Christmas 2018. “Christmas World, the leading trade fair for the Holiday season is held in January for this sole reason. The majority of our stock comes from Asia and has to be shipped to The Netherlands. We must finalise our selection already in February if we want the products to arrive to us in time.”
“However, when customers are looking for something specific or unique, we will do everything in our power to source this for them.” Jeroen and Wilco on the other hand are domestic buyers and mainly deal with day-to-day trade. J: “We make proper agreements well in advance with our suppliers for our core selection. Bearing in mind of course that these are natural products and that you can’t always guarantee the exact outcome.” W: “It’s important that when this happens, you sort out an acceptable solution together. In the end, customers must always be able to obtain the things they require. J: “That’s exactly our strong suit. The core selection has to be appropriate at any time of the day. However, when customers are looking for something specific or unique, we will do everything in our power to source this for them. That’s something you can’t plan but do know where to turn to when such a request comes in.”
Great expectations L: “Things work slightly different with hard goods. Less day to day activities but long-term purchases, re-packing in smaller quantities, discussing (split) deliveries with suppliers and putting things in central stock. Every business must be able to buy from us. People aren’t required to purchase anything by a thousand, by 10 is also an option. As long as stock lasts also applies to seasonal stock. It is therefore very important for me to make good arrangements for key moments such as Christmas and Valentine’s Day. What are the wishes from customers and will these products live up to their expectations?”
Future W: “We work with many professional growers and suppliers. Thanks to
our close contact, we can act adequately on potential inferior supplies and prevent customers from receiving lower grade flowers.” J: “Nature has its own ways. Therefore it’s pleasant to see an increase in the use of virtual stock, as a buyer you know where to get the right products ensuring the freshest supply.” W: “That’s the beauty of working with growers. Some are entrepreneurs at heart putting themselves in the shoes of their customers, adapting to current demands. Others prefer to focus on developing strong, competitive products and leave the entrepreneurship over to us, which we are happy to oblige.”
Segmentation L: “Keeping a close eye on our product range is key. It’s important to offer a bit of everything so customers know to come to us for any product they’re after. The downside of such a big selection is that it can become overwhelming and unclear. You have to carry a reliable core selection that includes sufficient new products.” J: “We have been purposely reducing our assortment for the same reason. Plants that were hardly sold are now removed from the list. They can still be ordered through us but aren’t part of our core selection anymore. We are steadily working towards tailor-made product offers, items that will fit the profile of specific customers and their target audience.” W: “Each country has different standards for the ripeness and freshness of products for example. I am a lily buyer and know that the French hate trailing heads, while American florists go wild over them.” J: “Italy wants to have everything fully blown, in The Netherlands this is unthinkable. People associate that with old flowers, which isn’t necessary the case, it depends per product. Take Phalaenopsis orchids for example, these must be supplied with a few open heads.” L: “That’s the exact feeling we were referring to earlier, knowing what products are at their best and when.”
Red L: “The core selection of hard goods does not vary much. People often look for the same things, classic products against a good price.” J and W suddenly say in sync: “Christmas means red!” W: “50% of all the lily orders for Christmas is red. J: “The same as with Valentine’s Day: red roses.” L: “As long as they are red roses in a stunning vase and not a box of chocolates, I’m fine.” J: “This can only be achieved when we work together – grower, wholesaler and florist.”
14 SPECIALTIES I FleuraMetz Magazine
PHALAENOPSIS IS NAMED AFTER THE MOTH THANKS TO THE SHAPE OF ITS COLOURFUL FLOWERS. THE STUNNING ORCHID, WHICH IS NORMALLY SUPPORTED BY THE BLACK STICKS THAT COME WITH THE POT, IS OPEN HOWEVER TO OTHER METHODS OF REINFORCEMENT! HERE, FLORAL DESIGNER TESSA HAS REPLACED THE BLACK STICKS WITH OTHER TWIGS, SUCH AS THESE AMAZING MOSS BRANCHES. WITH NEW VARIETIES LAUNCHED BY BREEDING COMPANY SION YOUNG PLANTS EACH YEAR, PHALAENOPSIS WILL NEVER GO OUT OF STYLE!
MOTH ORCHIDS for every interior Top Models The truly unique varieties have been collected in an individual series: Sion’s Top Models. They’re just as low maintenance as their sister varieties. The stunning, exotic look of this series is incredibly popular. The purple Evolution is a much sought-after model in different segments of the industry. The Mountion in deluxe rose blush is specially developed for the high end market. Discover the power of Mountion, Evolution and their pairs Extension, Flirtation and Association on www.sion.eu.
The glass vase enhances the wintry design with snow powder, moss branches and the Extension. Can’t wait for winter to come!
Evolution
Mountion
Extension
INSPIRATION I FleuraMetz Magazine 15
Sion’s Top Models are grown here: Ammerlaan Orchideeën Aphrodite BS Plants Butterfly Orchids CJ Plants Van Geel Orchideeën DC van Geest Potplanten Duijn Orchids Hazeu Orchids ’t Hoog Bos
T&L Variety Plants Leerdam Orchideeën Levo Plant ’t Nieuw Bos Opti Flor SO Natural Ter Laak Orchids Piet Vijverberg Wooning Orchids
Place it in the right setting and Phalaenopsis will become your interior’s best mate.
16 INSPIRATION I FleuraMetz Magazine
Winter weddings Winter: not always a guarantee for snow but it is an enchanting season that welcomes family and friends. Is that why winter weddings are gaining popularity? Weddings are not limited by seasons, a complete experience is key. Leave it up to florists to sprinkle magic over weddings. Beautiful floral designs to make this into an unforgettable day. One of the most popular flowers in wedding work are roses. In elegant off-white or bold, statement colours: the choice is endless. Beautiful to see and even more heavenly to smell. This bouquet features a delicate and elegant alternative: the calla. And there is more. Use flowers to trigger multiple senses and intensify the special moment. Think about eucalyptus for extra fragrance or flowers with an extraordinary texture. Create a complete experience that will make a lasting impression. What are your go-to products in wedding flowers?
Winter calla This is the exquisite Paco variety (De Haas Calla’s). Its flexible stem is perfect for romantic bridal flowers. De Haas also grows other varieties in different colours between October and May making callas your go-to flower for dreamy winter weddings.
“Weddings are extra special and each couple bring something new to the table.”
Shane Maples
(Mapels Flowers, UK)
ONLINE I FleuraMetz Magazine 17
DISCOVER #WEDDING In The Netherlands at the start of 2017 #Personal
473
Personal touch to wedding design made easy. This chalkboard ribbon is the perfect background for personalised messages. Can’t wait to see the flowers? Go to page 25!
couples were married 70 years or more. Centraal Bureau voor de Statistiek, Den Haag/Heerlen 8-11-2017
For more tips and ideas visit www.fleurametz.com/blogEN
Fresh from the greenhouse to you! Find more Peet Zwink products in the web shop #Kissme The moment where the groom kisses the bride must be the highlight of every wedding. What better way to symbolise this moment with ‘Kiss me Kate’? This stunning white cymbidium with a blush pink hue and burgundy centre from Peet Zwink is available in November, December and January. The high quality range of this cymbidium grower is worth your time, there is so much choice!
18 SPECIALTIES I FleuraMetz Magazine
THE ANTHURIUM:
dauntless and gracious The anthurium is a powerful flower. The heart shaped foliage and the array of colours make it highly decorative in any interior style. Breeding company Anthura launched five powerful varieties each carrying their own signature earlier this year.
Bon Ami® “The white veins of this new variety makes it a perfect anthurium for mono designs. However, mix it with other flowers and it will mingle with style.”
Kaseko® “This bright beauty thanks her romantic look to her colour palette, she will bring harmony to floral design.”
Showtime® “Intensely black with a glossy appeal: Showtime means glamour and is ready to take over the Holidays!”
SPECIALTIES I FleuraMetz Magazine 19
Cantello® The heartwarming Cantello will take you straight to the fire place with a cup of hot chocolate. Put it together with natural twigs and you have the perfect elements for a gracious arrangment.
Tip! The anthurium is known for its stamina and easily withstands the dry air common to living rooms and offices.
Utah® “This amazing plumtoned Utah has great artistic value. Put them in bud vases for a modern look.”
Floral Designer Tessa: “It’s the combination of natural twigs and outspoken coloured anthuriums that gives this arrangement warmth and power.”
20 TRENDS OF 2018 I FleuraMetz Magazine
VIRTUAL vs AUTHENTIC We are inseparably connected to the digital world. Online purchases and sales, communications, growth and connection is just another day at the office for most businesses. At the same time, we are looking for new forms of trust and guarantee. These social movements express themselves in trends. It comes as no surprise that the 4 trends of 2018 relate to this digital environment, either embracing or rejecting it. Find out which of the trends speak to your target group and let your flowers, plants and hard goods become the new trusted value.
TRENDS OF 2018 I FleuraMetz Magazine 21
'Glossy, transparent, liquid and flexible. This trend shows a tranquil, almost fragile beauty and brings peace and balance. It’s almost a perfect mix of technology and emotions..'
AN ODE TO PASTELS
Rich in colours and patterns.
'The dreamy, colourful ambiance of the Middle East is abundantly represented in the Moesson trend. Rich in colours and patterns and recognisable by its Bohemian look.'
The renaissance of ‘real life’. 'With the help of technology people live in the present however, the longing for the past is decisive. Knowledge about the past is hot, moderation and authenticity are essential.'
WANT TO KNOW MORE? View our online magazine or ask us for a hard copy.
Follow FlowerTales.com also on:
‘An encounter between virtual reality and nature.’
FREE GIFT: THE 4 STYLES OF 2018 IN HANDY MOOD CARDS
‘The combination of virtual reality and nature creates a new dream world. Natural elements are visible in patterns and shapes and give you the opportunity to do the unexpected.”
Member of FleuraMetz
22 INSPIRATION I FleuraMetz Magazine
Sensum Glossy, transparant, liquid and flexible. The collection from the Sensum theme brings you peace and balance.
“A well-thought out, representative product photo has a positive influence on the value of the product itself.�
Paul Heijmink
(Macro flower photographer)
INSPIRATION I FleuraMetz Magazine 23
A bit of humor is th e perfect rem edy for January blues!
WELCOME to the new year Blue Monday falls in the middle of January for a reason: after the fun and busy Holidays people often feel a bit tired, empty and let’s face it, lonely. How depressing this day may seem, it is also a great opportunity to show the world a bit of love! Embrace the new year and start off with some easy-to-make designs using friendly pastels to emphasise the power of kindness.
Exclusivity deserves a platform!
“These sweet pastels will gently get us through January.”
In the picture are Kimsey, Lexus, Cookies & Cream, Café and Clarice.
A great start Frilly or parrots, tulips have outgrown their status of mass production. The exclusive varieties from Triflor are wrapped per 20 stems allowing florists to purchase more varieties. Mark Wester, Triflor: “Less waste for florists, more choice for consumers.” What better way to start off the new year!
24 SPECIALTIES I FleuraMetz Magazine
LAYING THE foundation
Chrysanthemum Santini Rossi Salmon
Capturing the crisp feeling of spring can be a pickle. Floritec suggests Rossi for this purpose: sturdy stems, fresh flowers in powerful pastels: Salmon, Orange and Cream. The much sought-after pompon chrysanthemum Ellison also has 2 new pastel counterparts: Orange and Salmon. Both Ellison and Rossi have a very long vase life, regardless the time in transit: a strong foundation for a beautiful spring.
SPECIALTIES I FleuraMetz Magazine 25
Chrysanthemum 'Romance' IN THE LEAD UP TO VALENTINE’S DAY, THE FIRST DAY OF SPRING AND THE HAPPY HOPPING THAT NATURALLY COMES WITH IT, LAYING A GOOD FOUNDATION IS KEY. NOT ONLY DOES IT MEAN KEEPING A TIGHT SCHEDULE, LOOKING FORWARD IS EQUALLY IMPORTANT. BREEDING COMPANY FLORITEC TICKS BOTH BOXES AND HAS A FEW WARM TONED CHRYSANTHEMUMS UP ITS SLEEVE TO START 2018 WITH A BANG.
‘With Romance and Flamenca boasting their fabulous looks in this arrangement, finding true love on Valentine’s Day is a piece of cake!’
It’s no secret A loving basis with sparkles of passion, that’s what you’ll find in Romance and Flamenca. The burgundy spray chrysanthemum is a real eyecatcher and the soft pink hue of the Romance a token of love. This arrangement is perfect in the lead up to Valentine’s Day! What will be your special variety?
26 SPOTTED I FleuraMetz Magazine
Narcissus 'Grand Soleil d'Or'
Fresh flora January: the new year is here, spring not so much. Be surprised however by the many flowers and plants that will uplift your mood this time of year. Look for this tulip and find out more about our January ideas. Off to a fresh start!
Healthy grounds Narcissus grown on North Sea shells? Absolutely! Forward and efficient: these stunning narcissus from W.F. Leenen & Zn. do not need to be rinsed nor require high temperatures. Their durable production method is your golden ticket for a guiltfree spring.
Spotted
Follow FleuraMetz on www.twitter.com/fleurametz_en
spoga+gafa We already saw a preview of GreenBaze’s spring collection at the spoga+gafa event last autumn! The leading trade fair for the garden industry in Cologne Germany showed different new trends and developments. The convenience and overview that GreenBaze offers is enhanced by the delightful, fresh spring collection. Mix, match and discover more on greenbaze.com!
Primula Meg an Elcora Pink
Frost tolerant These happy spring bloomers are very keen! Did you know that Spaloo Plant‌ 1. .. produces their primulas in low temperatures meaning that they are tolerant to light frost? 2. ..has them in pastel and bright colours? 3. .. also cultivates standard primroses (12cm pot)? 4. .. also offer their core collection in 9cm pots?
SPECIALTIES I FleuraMetz Magazine 27
DIVERSITY in bloom
When a new spring arrives, a natural overflow of new products seems to come with it each year. Amongst these products you will find multiple, strong items including one of the most experienced players in the field: the Kalanchoe. This easy, versatile and colourful succulent keeps amazing the industry with innovative varieties! These specialties are not run-of-the-mill Kalanchoes but your go-to varieties if you want to spice up this year’s spring.
Hear the bells In the house, garden or patio: any Kalanchoe variety would be an excellent choice. Original single flowered varieties, double headed rose varieties or large flowered Kalanchoes. This little tough guy has even more to show for! Have you met his sister yet with intriguing, hanging lanterns?
Always KalanchoĂŤ
Only when you look at the foliage, one is able to tell that these are Kalanchoes
28 INSPIRATION I FleuraMetz Magazine
“This theme features natural elements that are made visible in shapes and patterns.�
Nancy van Kleef
(New Business FleuraMetz)
Impero verde This theme shows the encounter between virtual reality and nature. This particular combination creates a dream world
INSPIRATION I FleuraMetz Magazine 29
Think outside the box Finding the right balance between something beautiful and something commercially viable can be tricky. Consumers want recognition, to know where things are from and to be amazed. In order to cater this it is important to know: what is my target audience? What appeals to them? This awareness has also penetrated the top of the supply chain. Together we can create more transparency and better the balance of different product offers.
If you want to celebrate Valentine’s Day with a twist, gerberas, callas and anthuriums would make wonderful romantic alternatives. This fiery calla symbolises passion, team it with the right products to give that wow-effect. These three flowers are perfect for carrying out messages of love and friendship.
With a
TWIST
VALENTINE’S DAY. A DAY FOR RED ROSES. A DAY FOR TRADE. BUT MOST OF ALL, A DAY FOR LOVE. THAT’S WHAT WE NEED, LOVE IS WHAT COLOURS OUR LIVES! HOW WILL WE STAY ORIGINAL? In the picture are Pomponi Red Pearl and Peachy, Zenna M, Decafé, Ketchup, Cobra, Butterfly and Avenue. Which variety from Holstein Flowers is the perfect match for your design? Post your favourite on Instagram and remember to tag us!
Full of life Gerberas are well known for their gentle happiness. Their colour explosion are perfect for declaring one’s love! Use different colour combinations to send out messages of friendship or romance. The many colour options that Holstein Flowers offer in their range of gerberas will guarantee a long-lasting love story and an exceptional vase-life.
30 ONLINE I FleuraMetz Magazine
DISCOVER #VALENTINESDAY Over
2 million
We see a lot of beautiful things made with our products on Instagram. Would you like us to see your feed? Tag us in your post with @fleurametz_official!
red roses were sold for Valentine’s Day 2017.
@bellafd_marion @petalpeddlers
#Tango
Our Aussie colleagues are ready! Who’s in for a passionate tango? @collagedesignla
REMEMBER:
8-3-18 l Internationa ! ay D ’s en m Wo
#Surprise @domoniquerose
Products that wow, first cuts of the season or items with an extraordinary look&feel? Meet Surprise, a category in the FleuraMetz web shop with selected products that will amaze and wow you each time. Keep an eye on our newsletter for more information!
SPOTTED I FleuraMetz Magazine 31
Corporate Social Responsibility
Valentine’s Day and more February is all about – drum roll please - love. Ideas, inspiration and information for a varied selection will be highlighted by this heart this month!
Our planet has been deprived of true love for far too long. Luckily, sustainability is becoming more and more mainstream in our industry. FleuraMetz contributes by participating in the FSI 2020 project. The Floriculture Sustainability Initiative aims for 90% of all the cultivated flowers and plants to be responsibly produced and traded by 2020. Join us and choose for the right products! www.fsi2020.com
Mighty Monstera
Spotted
The Monstera is the perfect example of the Urban Jungle trend. The little Monkey Face is incredibly popular and what do you think of this amazing albino!
@stekdestadstuinwinkel
Have you seen our corporate movie yet? Watch it on www.fleurametz.com
Love for nature A good, green declaration of love is the Kokodama. These handmade coco fibre spheres radiate that robust, natural feeling which we love for 2018. Thanks to its rough surface and the natural materials, these coconut spheres can be used indoor as well as outdoor.
Heart-warming benefit: it’s 100% biodegradable!
32 SPECIALTIES I FleuraMetz Magazine
CORELLI
Elegance in extrema It was breeding company Takii, which introduced the magnificent Corelli series to the industry. This lisianthus series has distinct large headed, double flowers with elegant, frilly petals. The stunning Corelli is available in several colours including Rose Apricot and Light Pink. Mix and match for a playful unison.
Delft Blue
Add together for a playful touch Lisianthus 'Corelli Light Pink'
Starring in this series is the Delft Blue. Inspired by the world famous pottery from the historic Dutch city of Delft, the petals of the flower have a fresh colour gradient and refer to the current trend for artisan products.
Lisianthus 'Corelli Apricot'
This is Corelli Rose
With multiple stems put together
The Corelli has an excellent vase-life
SPECIALTIES I FleuraMetz Magazine 33
“A bunch of Delft Blue lisianthus in a vase feels like a Dutch delight at home!�
Frank and Corine van Holst (Montana Lisianthus)
NEW
g beginnin Available 18 of 20 Metz @ Fleura
Keep up to date on Facebook: www.facebook.com/FleuraMetz
Corelli Delft Blue a modern version of a forgotten craft
34 ONLINE I FleuraMetz Magazine
DISCOVER #SPRING #Terrarium Make a healthy start of spring with clean vases without soil and only water and plants! Or do you prefer soil and greens in a mini terrarium?
More ideas and variations on the FleuraMetz_HQ pin boards
These were our bestselling spring flowers in 2017: 1. French Tulips 2. Fritillaria 3. Narcissus
@groenevingersdelft
4. Iris Germanica 5. Ponpon Ranunculus
REMEMBER:
ay Easter Sund s ll fa 18 20 on 1 April.
#Rattan Nothing screams ‘Happy Spring!’ more than the Madibas from flower nursery Van De Westeringh . This happy, colourful little flower embodies the exuberance that is spring. Fun fact: Floral Designer Hidde Klink used rattan in his bouquet. This bamboo product is one of the trending products for 2018 thanks to its artisan appeal. The playful look refers to the care-free spirit that belongs to this time of year! Do you recognise the Madiba varieties in this bouquet? In this bouquet: Madiba Ringa Yellow, Lindi White, Lindi creme, Jombe, Tanga Pink, Dungu Red, Twiga
#EASTER Find more Easter inspiration on FleuraMetz_HQ Pinterest!
INSPIRATION I FleuraMetz Magazine 35
TRIGGER your senses Complete experience Roses smell divine, a cactus stings, any dish tastes better with lemon grass and peperomia caperata draws your immediate attention. It’s no secret that flowers and plants trigger your senses. The complete experience is the reason for most consumers to buy them and fits the social longing for original crafts and authenticity. The colours below for example say more than we realise:
White flowers symbolise a fresh and clean beginning An orange glow for re-newed energy
With every pink flower we receive a spark of happiness
Colophon Two issues of the FleuraMetz Magazine will appear in July and December 2017. 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. Published: 20.000 copies. All products are available as long as stock lasts. Contact FleuraMetz for more information on price and availabilities of products. ©FleuraMetz Magazine 2017, 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. Preferred Supplier en interesse? Are you a Preferred Supplier and interested in our media? Join our FleuraMetz Magazine. A unique collaboration in word and image, where products are linked to key moments, trends and solutions. Contact us on ps@fleurametz.com Editorial address FleuraMetz, Marketing & Communications – PO Box 537, 2675 ZT Honselersdijk, The Netherlands
Purple hyacinths to boost your health
Want to know more about the power of colour in flowers and plants? We have more to share with you at the start of 2018!
Contact Kim Berns T +31 174 747 517 E kberns@fleurametz.com Follow us and stay up to date! Would you like to receive our newsletter by email? Please visit www. fleurametz.com/newsletter and subscribe.
www.fleurametz.com
WANT TO FIND OUT MORE? VISIT