Images: © www.floreac.com / © www.maplantemonbonheur.fr © unsplash / © Valerie Vercruysse
magazine
# 2 -2 0 1 9
LIVING CORAL It’s a tradition which has been going on for decades: every year Pantone predicts the trending colour of the year from its huge colour range. Whereas ultraviolet was the colour of choice last year, Pantone is once again pulling out all the stops this year with ‘living coral’. This bright orange shade is reminiscent of coral reefs and is now appearing everywhere in the interior and fashion world. We’re delighted to add our own coral selection.
2
f l o r e a c ma ga zi n e
Dear customer,
After the cold, gloomy winter months, we all long for the first rays of sunshine. This edition therefore brings plenty of inspiration, with several themes which will create that spring feeling in no time at all. For example, we introduce you to the surprisingly versatile begonia: not only will it brighten up your garden or terrace, the flowering variant also provides a cheerful touch inside. The painted-leaf begonia steals the show with its velvety leaves and striking patterns. Want things even brighter? Be sure to explore the ‘Magic Mix’ theme, with its bright flower colours and pots. Spring also means Easter, a celebration which brings many families around a festive table for breakfast or brunch. Our Easter arrangements will add the perfect finishing touch to the table decoration. Together with the individual plants from this theme, they guarantee a most ‘Excellent Easter’. We also continue to keep a close eye on interior trends. For example, hanging plants are all the rage again. Our hanging combinations and plants on stands are available in all kinds of materials and finishes, ensuring a great match with any style of interior. And don’t miss our coral selection, the trending colour of 2019.
Enjoy! P.S. All the themes and the accompanying POS material can be found in our webshop: www.floreac.shop/.
f l o r e a c ma ga zi n e
3
theme
BEGONIA BEAUTY (indoor) Tuberous begonias offer great value in the garden or terrace. However, the indoor version of this exuberant bloomer also really catches the eye. With its countless red, pink, yellow, orange or white flower buds, it brings spring into the house right away. But if you prefer to keep things a little plainer, there’s no need to miss out on this classic either. After all, the ‘Begonia rex’ or painted-leaf begonia with its velvety leaves ties in seamlessly with the trend towards green houseplants. The leaves of this regal plant have wonderful patterns and the colours vary from reddish purple and silver grey to dark green, depending on the light. Incidentally, the green and flowering versions also look great side by side.
Beauty Begonia
4
h igh l ighte d prod u c ts
BELOVED CHERRY available from week 20 on
BELOVED PEACH
limited availability
BECHRI-12A
BEHYVAWI-14A
PIBERD-12A available from week 12 on Please visit our website for the full range of this theme.
5
theme
BEGONIA BEAUTY (outdoor) Flowering begonias guarantee months of colourful splendour in the garden or on the terrace. The flowering period of this classic garden plant extends from March until well into September. Alongside plain pink, orange-yellow and white begonias, there are also variants with speckled flowers. Flowering begonias thrive both in the open ground and in a pot on the terrace. They can be planted once the risk of night frost has passed. There are also several varieties which thrive both indoors and outdoors, ideal for people who wish to coordinate their interior with their terrace. The outdoor begonias are available from april on, in our webshop.
6
7
supplier in the spotlight
At the age of 50, Gino Vandekinderen made a surprising career change. He left the financial sector and, together with his son, started focusing full-time on their nursery in Roeselare, Belgium. Today, seven years later, Gino doesn’t regret his choice for a second. Hostafolie is flourishing and now has seven permanent employees. In addition to hostas, they also grow other plants such as peonies, ferns and irises.
8
f l o r e a c ma ga zi n e
focus sur un fournisseur
From enthusiast to professional grower “Hostafolie was born out of pure passion, which is evident in all our activities,” says Gino. “We don’t shy away from hard work and manual labour. Because even though many processes take place automatically, some plants – such as irises and peonies – still have to be repotted manually for the best results. We stand out on the market because of our attention to detail and our unique range.”
From hostas to niche plants “We deliberately specialise in a limited number of plant species,” Gino continues, “but offer many variants for each species. For example, hostas are our showpiece and we have over 200 variants in our range. We also focus on several niche plants which are difficult to find on the Belgian market, such as the Chinese tree peony. We like to get our teeth into something
new and our customers appreciate it. We also visit international plant fairs on a regular basis and keep our eyes open for new trends.” A healthy dose of courage “Focusing on niche products has one big advantage: limited competition,” Gino continues. “For example, we are the only grower in Belgium who offers Tasmanian tree ferns to the f l o r e a c ma ga zi n e
9
supplier in the spotlight
The feedback which we receive from Floréac allows us to respond quickly Gino Vandekinderen, Hostafolie.
wholesale trade. The other side of the coin is that because the plants are so rare here, there is little knowledge about how to grow and care for them. The first year we grew these ferns, only half of them grew into an adult plant. But our success rate is now almost 100%. In brief, experimenting requires patience and a healthy dose of courage.”
10
f l o r e a c ma ga zi n e
Open feedback “We’ve been working with Floréac since day one,” Gino adds. “Over the years, our relationship has grown into a real partnership. I really appreciate the fact that Floréac openly shares the feedback from the garden centres with us. For example, customers might prefer a larger production run or different pot sizes. This clear communication allows us to respond quickly.”
h i g h l i g h t e d p r o d u c t : h o s ta f o l i e
ID compa ny
Hostafolie location
Roeselare, Belgium ar ea
2 hectares n umber of employees
7 staff and 2 managers export mar kets
Belgium, France, Germany, the UK and Russia PAEONIA SUFFRUTICOSA
f l o r e a c ma ga zi n e
11
theme
EXCELLENT EASTER (indoor) The Easter breakfast or brunch with young and old around the table: in many families, it’s a highlight of the social calendar. An Easter arrangement will add the perfect finishing touch to the decorated party table. Alongside daffodils – a true symbol of Easter – our arrangements also include ivy, ferns and other green plants. We finish them with colourful stick-ins, ribbons or eggs. Or we keep things very simple with glass jars or cement pots, allowing everyone to find the perfect arrangement to suit their table decoration or interior style. Alternatively, you could give them to your nearest and dearest as gifts on this special day.
12
h igh l ighte d prod u c ts
KADBMX-SP106A
BRGEORMX-SP02A
PASEN-ยงSP007A
Please visit our website for the full range of this theme.
13
theme
EXCELLENT EASTER (outdoor) It’s nice to hide Easter eggs among campanulas, grape hyacinths, daffodils, crocuses and other Easter classics. With a wide selection of arrangements, your garden or terrace will be sharing the cheerful Easter atmosphere in no time at all. Our individual plants allow your customers to create their favourite combinations quickly and easily. So get those baskets ready, because the kids can’t wait to tuck into all those Easter bunny treats.
14
15
supplier in the spotlight
‘Variety is the spice of life’ could well be the motto of Mixt Creations. This supplier from Aalsmeer in the Netherlands arranges plants and flowers from various growers into as many as 2000 different luxury arrangements. Together with a wide range of green houseplants, these arrangements are then sent out to wholesalers, garden centres or florists both in Belgium and abroad.
16
f l o r e a c ma ga zi n e
focus sur un fournisseur
Trust, open communication and joint innovation For business manager Ton Kleijberg, it is perfectly clear what distinguishes Mixt Creations: “Our keen eye for trends and the right partnerships, both with growers and distributors such as Floréac.” Mixt Creations has been trading for 40 years now. Ton Kleijberg: “Just like the market, we are constantly on the move and you can take that
quite literally. Six times a year, my designer and I get in the car to visit garden centres in the Netherlands, Belgium, France, Germany and Scandinavia. We interact, talk with colleagues and keep a close eye on the interior trends in the shops.” Purely natural There is no doubt that consumers are becoming more
and more environmentally aware. Mixt Creations tries to contribute to this in various ways: “We work with certified growers and, as traders, we also try to make our own contribution. Two years ago, we decided to use only stickins made of natural materials. Today, we are already more than 90% there. We also ban plastic packaging where possible.
f l o r e a c ma ga zi n e
17
supplier in the spotlight
Finally, recycling forms part of our daily routine. We have five different waste streams and try to reuse as much as possible.” Interaction The collaboration between Mixt Creations and Floréac started seven years ago. According to Ton, the two companies become closer every year:
“Among other things, Floréac helps us to discover which new trends the garden centres are looking for. This allows us to create a final product which perfectly satisfies consumer demand. Sometimes we even work with materials from the garden centres, to make sure that our arrangements tie in seamlessly with the rest of their range.” And the secret recipe for this interaction? Ton: “Trust, open communication and joint innovation: this allows you to build a successful partnership and continue to make a difference.”
Floréac helps us to discover what garden centres are looking for. This allows us to create a final product which perfectly satisfies consumer demand. Ton Kleijberg, Mixt Creations
ID company Mixt Creations location Aalsmeer, the Netherlands n umber of employees 30 staff and
35-40 saisonal employees export mar kets Netherlands, Germany, France, Scandinavia etc.
18
f l o r e a c ma ga zi n e
h i g h l i g h t e d p r o d u c t s : m i x t c r e at i o n s
CAMPAN-§MA07A
COUPE-§GL086A
COUPE-§GL094A
CAMPAN-§MA06A
COUPE-§ZNK109A
COUPE-§GL088A
PHALAE-§SP09A
PHALAE-§ZNK01A
HYDRAN-§SP04A
COUPE-§SP305A
COUPE-§SP317A
PASEN-§21A f l o r e a c ma ga zi n e
19
theme
MAGIC MIX Pop and crackle: that’s what the Magic Mix combinations do. They include bromeliads, gerberas, anthuriums and other cheerful and brightly coloured flowering plants. Green plants, succulents and even cacti are also present in this theme, but they are given a brightly coloured pot for the occasion. One thing is sure: this magic colour mix makes everyone happy and brings that spring feeling all the way into the living room.
20
h igh l ighte d prod u c ts
GERBMX-SP07A
LIORRZ-SP01A
ROMIFAMX-SP11A
Please visit our website for the full range of this theme.
21
theme
SUSPENDED They were trendy in the 1970s and today they’re all the rage again: hanging plants in all shapes and styles. They bring an original green touch into the house: on the window frame, against the wall or simply freestanding in the room. A green plant, succulent or flowering houseplant? Everyone will find something to their liking in our extensive range of hanging plant combinations. The wide range of materials – which include metal, terracotta, wickerwork and glass – also ensure a hanging combination for every interior style.
22
h igh l ighte d prod u c ts
GP01MX-H12A
NEW
XXL
GPHEMX-H37A
PHALWI-SP04A
Please visit our website for the full range of this theme.
23
Place an order for at least ÂŁ500 per theme and receive a festive banner.
FlorĂŠac nv Beerveldse Baan 4 9080 Lochristi Belgium T +32 9 353 53 53 F +32 9 355 52 34 info@floreac.com www.floreac.com
order by webshop : fax : telephone :
www.floreac.com > webshop +32 9 355 52 34 +32 9 353 53 53
or contact your account manager