FleuraMetz Winter Post 2016

Winter 2016-2017

Sparkling ideas for 2017

Magic is

emotion The icing

on the Christmascake

Winter

is here

2 IN THIS ISSUE I Winter 2016-2017

FleuraMetz sources, connects and shares.

Source: the grower Work the land with my own hands and observe the growing process up close.

During the winter months, the right atmosphere is what sets the tone, there is something magical about emotion. Throughout this issue, our editors will give plenty ideas to last you through the Holidays: Let #wintertime come!

Purchasing

Personal, pleasant and professional contact with top grade suppliers

Transport

Making a lot of sustainable miles around the globe

Sourcing

Every link in the horticultural industry finds what it needs

Sales

To link demand to the right supply

Share “Putting up the Christmas decorations around the house. A wreath with candles and my alternative to a traditional Christmas tree: a Christmas staircase!�

Samantha Wilhelm (Floral Designer)

Choose the how and when of your delivery yourself

IN THIS ISSUE I Winter 2016-2017 3

4.

Tap into

the feeling

6.

ENDLESS ideas

8.

A solid base 10.

MOOD BOARD 2017

14.

All that magic… what’s the purpose?

16.

Love

Christmas,

make it yours

“As soon as the first snow of the season is here, I start jumping up and down with excitement: I will and shall chop my own wood for the fireplace!”

Danny Delissen (New Business) Colophon Two issues of the FleuraMetz Post will appear in July and December 2016. This paper is published in 4 languages (Dutch, German, English and French) and is distributed amongst florists free of charge in The Netherlands, Germany, Austria, Switzerland, United Kingdom, Ireland, France and Denmark.

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 Post 2016, 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 paper 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 paper. 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 and intrigued? As a Preferred Supplier, you can be part of the FleuraMetz Post. Think of advertorials as well as unique collaborations including photos and content, where your product becomes part of our photo shoot. Please contact Kim Berns for customised, exciting information.

Editorial Office FleuraMetz, Marketing & Communications – PO Box 537, 2675 ZT Honselersdijk, The Netherlands Contact Kim Berns T +31 174 747 517 E kberns@fleurametz.com Claudia van Tol T +31 174 747 519 E cvantol@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.

4 WHAT'S HAPPENING AT FLEURAMETZ? I Winter 2016-2017

$1.225.000.000 is what’s annually spent on fresh Christmas trees in the United States.

“Blue sky, biting wind on a sunny winter day. Going out for long walks with the dog emptying my mind: inhale, exhale…”

Nancy van Kleef (Strategy & Innovation)

* statisticbrain.com/christmas-tree-statistics

Tapinto

the feeling Curious how our headquarters looks like? Visit us for a meeting! #HQAalsmeer #meetingroom

Emotions Working in horticulture is working with different emotions.

Nowadays, consumers want to have a wide range of choice, variation and the liberty to make adjustments without any hassle. FleuraMetz offers solutions thanks to its wide network, where strong quality partners are gathered together and introduced to other parties to exchange experience.

It creates win-win situations for large as well as small businesses resulting into more benefits to consumers.

This isn’t just limited to purchasing and sales. It stretches to advise on trends, on- and offline communications and pleasant, personal contact. Would you like to find out more about what FleuraMetz can do for you?

Visit our website www.fleurametz.com for more information.

WHAT'S HAPPENING AT FLEURAMETZ? I Winter 2016-2017 5

Christmas World introduces Floradecora

These wintry best-sellers will guarantee you a white Christmas!

At Christmasworld, the world’s leading trade fair in seasonal accessories and decorations, they understand that accessories go hand in hand with flowers and plants. The fair, which will take place on 27th until 30th January, has therefore introduced a new element to their programme: the Floradecora hall is exclusive to exhibitors of fresh flowers, plants and arrangements.

FleuraMetz will be there, together with several of its partners. Will you come and see us? We shall hunt for the greatest trends and the most valuable information during the event. Follow FleuraMetz and be the first to find out!

Did you know, we will be on the lookout for you on several other leading exhibitions? From the 24th until 27th January, we will be feasting our eyes at IPM. On the 9th and 10th February we will be setting up camp at Garden Retail Experience.

1. Spray Rose Snowflake 2. Germini Snowy 3. Viburnum Roseum (Snow ball) 4. Phlox Icecap 5. Tulip Winter Parrot * Based on the number of stems sold in December ’15 and January ‘16

2017 is going to be beautiful… …the FleuraMetz Mobile App will be ready soon!

With the Mobile App, you will be able to place you orders faster and conveniently: order flowers, plants and sundries, wherever you want, whenever you want!

Take a sneak preview here of the beauty that is to be expected in 2017!

Follow FleuraMetz on twitter.com/fleurametz_en

79,5%

of the chemical substance benzene is purified from the air in your living room by a single Spathyphyllum within 24 hours. #sleeptight

Well tied

The demand for partly prepared and pre-made arrangements is increasing. More and more florists, chain stores and businesses require pre-made bouquets at peak periods, such as Mother’s Day. The classic petrol station bunch doesn’t cut it anymore in this day and age. People are looking for professional hand tieds that is suitable to the occasion.

FleuraMetz label GreenBaze is tapping into this demand and is already offering several collections of planted arrangements! Ask your FleuraMetz contact person for more information.

Member FleuraMetz-Group

6 DIY I Winter 2016-2017

ENDLESS ideas

Lucinda Maria, luusbloemen.nl, is a floral stylist.

“Wreaths are great for storytelling and can be re-used for different occasions.”

Breaking free “Think about your story: what would you like to tell? Don’t let shape or spruce limit your imagination.”

Theatrical “Make it look like a miniature garden, a fairy tale if you will.

Flowers that dance around each other, back and forth, up and down. Thanks to the circular shape of the wreath, it becomes a never ending story…”

Play around with the base “Wreaths can be your base but can also give you options to venture into different directions.

Try different types of moss or wood.” For more inspiration, check out www.fleurametz.com/blog

pinterest.com/ FleuraMetz_HQ

What are your favourite bases for wreath work? Share us your designs or for more creative ideas, check out FleuraMetz on Pinterest!

DIY I Winter 2016-2017 7

Johann Hinrich Wichern (1808-1881) was a German Protestant pastor and pioneer in urban mission work.

He was pointed as the inventor of the Advent wreath. The candles he’d placed on a ring made of an old cartwheel, which was decorated with fresh pine and German spruce, helped the children of the mission school to keep track of the number of nights they still had to sleep before Christmas was there.

The smaller candles represented a weekday, whereas the large candles were marking a Sunday. The evergreen wreath with just 4 large candles – one for every Sunday – is the most common variety.

‘The amazingly scented, green bunches of pine triggers all 5 senses’

It’s very common to use different bases for wreath work in other seasons: oasis, jute or wood instead of straw or spruce. Why not try this with Christmas as well!

In style with greenery The Advent wreath, whether in contemporary style or classic with candles, is still beloved.

Regardless the style you go for, fresh, scented spruce is a musthave. Green specialist Grombein in German province RijnlandPalts, makes artisan wreaths from homegrown pines and spruces.

The grower also notices a growing demand for DIY wreaths. “We supply fully decorated wreaths as well as straw rings with foliage if you want to make your own.”

Professionals want to tap into market demands; offer more variety to consumers while maintaining their high quality.

Grombein: “This can easily be achieved with our products and service.”

8 SMITHERS OASIS I Winter 2016-2017

“Ice skating at the lake together with family.

Nothing beats warming up with a hot chocolate after being out there hours on end. ” Manôu ten Asbroek (Editor)

A solid

Candles, the scent of fresh pine and shiny Christmas baubles are an absolute must in wintry arrangements. Creative ideas should never be held back by technical obstacles, a solid and secure base is essential. With its wide range of shapes: different sizes of spheres, wreath rings, posy pads, table deco and the multiple fixation options, Oasis floral foam will give you the best starting point for new, creative floral adventures filled with wintry magic.

SMITHERS OASIS I Winter 2016-2017 9

base

Check out fleurametz.com/blogEN for the step-by-step tutorial from floral designer Samantha

Qualified in quality and design.

Smithers-Oasis works closely with florists to develop new and innovative products.

Oasis floral foam is the base for every floral masterpiece in the horticultural industry. In 2007, Smithers Oasis took over Floralife Inc. Floralife has over 75 years of experience in care products for cut flowers. It offers fitting products to every link in the supply chain to everyone’s benefit.

10 MOOD BOARD 2017 I Winter 2016-2017

MOOD BOARD 2017 1. Tenderall

Soft, pastel and natural tones are the key words here. Don’t underestimate the power of vulnerability. By using different shades of nude tones in a soft or bold silhouette, you can implement this style in both edgy or elegant designs.

Masculine, feminine… it all works, as long as it feels good.

Ground colour

March / April

May

June / July

7530

7493

2708

2708

489

101

197

197

2708

101

186

480

7455

3298

Flowers Small bud vases with large headed flowers, natural, flowy bouquets and mini bunches are the go-to items to recreate this style.

Plants Go for soft, huggable plants. Leave the self-reliant cacti and grab that succulent that needs a little more TLC.

Soft, strong, detailled, pastel, small, elegant and edgy ‘Natural, flowy, neutral bouquets’ FLOWER AGENDA 2017

JANUARY Tulip

FEBRUARY Alstroemeria

MARCH Spring flowers

The first 6 months of the year will feature a flower of the month. This particular flower will be at its best in that period of time and therefore ideal to be used in trending arrangements.

MOOD BOARD 2017 I Winter 2016-2017 11

THE NEW YEAR SHOWS US THAT FLOWERS AND PLANTS ARE FIXED INGREDIENTS TO ANY STYLE ON INTERIOR DESIGN. NOT JUST AS A SINGLE BOUQUET OR A HOUSEPLANT TUCKED AWAY IN THE CORNER OF YOUR LIVING ROOM, BUT FULLY TIED INTO YOUR LIFESTYLE. THERE ARE 4 LEADING, TRENDING STYLES TO BE PICKED UP. SEE WHAT SHAPE, COLOUR, MATERIAL AND PRODUCTS CAN DO! Flowers This spring doesn’t call for lush, bold hand tieds, but rather needs single stems of large headed flower. Bud vases with just 1 or 2 large headed varieties are also a must-have for this trend. Another good tip: contrast, work with different layers, curling effects.

Plants Succulents are a perfect match to The Gems, as well as different varieties of grasses. The large leaves of the plants amplify the forces of Mother Nature, which the gemstones naturally carry. Go for natural colours that form a unity.

427

2. The Gems Gemstones are known for their powerful, personal look. With their pure, baroque beauty, they appeal to the taste of many consumers. The tinge of glamour combined with shades of pink, blue, white and beige will become an appealing mix for spring.

MAY Carnation

7532

March / April

‘The profound feeling of home with a modern, powerful twist.’

Organic, transparent, pastel, natural, glamour, gold and silver

APRIL Gerbera

Ground colour

502

7513

290

644 May

694

502

7513

344

June / July

720

650

7513

502

JUNE Peony

12 MOOD BOARD 2017 I Winter 2016-2017

465

486

7402

339

475

143

355

cool gray 2

661

152

305

223

305

486

March / April

Ground colour

‘Colour outside the lines’ Quirky combinations of shapes and colour, that’s what The Newbeez stands for. Think of the seventies, flower power, music festivals and outdoor life.

Use bright colours and typical motives, such as polka dots but use them wisely: know when playfulness is improving the overall look and when it will lose its purpose.

May

June / July

Homemade, open minded, tropical happiness, festival, light, bravery and fun.

The Newbeez

3.

Flowers The colourful bouquets made with an adventurous mixture of flowers are based with beautiful, large green leaves.

Mono bouquets are also covered at the base with the same type of foliage, which gives a wonderful contrast.

Plants Tropical plants with large, green foliage are key in this trend. They almost seem edible and in some occasion they actually are! Very now: plants with a small flower in the middle.

HOUSEPLANT OF THE MONTH 2017

JANUARY Ficus benjamina

FEBRUARY Specialty Palms

MARCH Bromelia

The first 6 months of the year will feature a plant of the month. This particular plant is in its prime of life during this period of time and with the right touch, will fit into any style you desire.

MOOD BOARD 2017 I Winter 2016-2017 13

4.

Ground colour

Earth & Simplicity Smart solutions, easy-life, edgy, gentle, organised and geometric.

APRIL Banana tree

silver

Drawing strength from nature, it’s becoming more mainstream every day. The industrial style is however, still very on trend but by combining it with everyday items and implementing natural features at home or at work, it will become refreshing and very you.

March / April

‘Combining industrialism with nature: edgy and primitive’

7522

Flowers This trend is one of extremes but the care on the other hand, is quite the opposite: keep it simple. Go for wild, adventurous bouquets with either lots of different shades or very little colour, with flower varieties that will hardly open.

Discover more inspiration on flowertales.com

465

Plants Different types of carnivorous plants, succulents or primitive varieties that require as little care as possible but remain healthy: the easy-care plants.

MAY In&Out plants

624 549 489

May

227 484 489 7522 June / July

5405 5605 7409 110

JUNE Manly plants

14 FROM THE INDUSTRY I Winter 2016-2017

“I just bought a new house so no kicking back for me. Need to put my planning and decorating hat on!”

Ashley Alleman (Online Marketing)

All that magic… what’s the purpose?

A marketing theme can serve as a jumping-off point for you to give it your own signature. Below are 3 professionals from the horticultural industry sharing their take on magical winter times.

Be the first to know what’s happening in the industry: facebook.com/fleurametz

FROM THE INDUSTRY I Winter 2016-2017 15

‘We trigger all five senses’ ‘A time of cocooning and self-reflection’ Lucinda Maria van der Ploeg – Luusbloemen.nl “I see winter as a time of cocooning and selfreflection. People are looking to stay warm, it’s a season of tranquility. They're elements I love to incorporate: surround flowers and wrap them up in warm, comfortable materials. My floristry has to intrigue customers and evoke the same warming feelings that fit winter.”

The same also goes for solitude, she says: “Not everyone has the luxury of immersing oneself into the happy, family holiday mood this time of year. The feeling of solitude and loss of a loved one can also be integrated into flower work. People are moved by the looks of your work, it soothes their sorrow and lightens their burden. As a floral designer, it also important to reach this target group. See it as offering magical comfort: thinking outside the box is important.”

WeFlowerIt: Sabine Hollei and Nadine Weckardt, shop owners in Ludwigsburg (DE): “During winter, people long for warmth more than anything else and feel the need to make their houses more comfortable. That’s why we try to trigger all the 5 senses in our shop: a burning fire, soft faux-furs, candle light… These are the moments that make us happy.”

The products we use to create the mood are positioned next to different colour palettes and product pictures.

“These are not your run of the mill flower varieties but the more exclusive ranges,” says Sabine. She points at the different sizes arrangements. “Not everyone is looking to buy a large showpiece. We also have smaller arrangements to fit every occasion.”

Another useful tip from Sabine in regards to empty vases in the shop. “It’s such a waste. All our vases on the shop floor are decorated. Make your customers happy, while increasing turnover: not only do your customers get to bring home an exquisite bouquet made with love but they were also able to buy a beautiful vase to go with it.”

‘We guide our clients in implementing concepts’

JACKY MICHELS – DIRECTOR GROENRIJK (NL) “At GroenRijk we are now full on with Christmas shows, however the build-up starts a lot earlier back in October, which is presented as home month and where we offer our clients different options to trendy planters. The process of decorating the house starts months ahead of the Holiday season.

At GroenRijk, we guide our clients in implementing concepts: the storytelling needs to add up. So we don’t just offer Christmas trees but a whole spectrum of greens, make beautiful combinations that tap into the latest trends as well as offer useful solutions (i.e. air purifying plants). We offer different packages and arrangements: it’s about the completed look and the story behind it, price is less relevant!”

16 INSPIRATION I Winter 2016-2017

Love Christmas,

make it yours

“Wrapped in a big coat and a woolen hat, I go out for long walks with boyfriend and dog.

Afterwards we snug against each other on the sofa under a blanket.”

Jojanneke Vellekoop

Christmas means quality time with family and friends to the most of us, having dinner together, going out, decorating trees. Not in the mood for any hoo-ha? Subtle, classic red and white details will give you that hint of Christmas without going over the top. Just make sure to make it your own and stamp your signature on the work!

(FlowerTales)

1,6

billion Christmas cards are sent out every year in the United States. In the UK, that's 900 million, in Germany 700 million. *Bron: greetz.nl

The golden glow makes the crimson tones really pop out. Ideal for a sophisticated Christmas atmosphere.

Feel the love She is a gorgeous, passionately red lady: lily Original Love! This unique variety is from the portfolio of internationally renowned nursery Bredefleur, which offers 20 varieties of exclusive lilies year round. Their flowers are extremely strong, of the highest quality and available in multiple colours, including a splendid white called ‘Bach’. Both varieties are great in arrangements to capture that true winter spirit but are also real head-turners on their own, such as in this exceptional vase in nude.

INSPIRATION I Winter 2016-2017 17

‘These powerful lilies give red and white a whole other meaning’

Follow @fleurametz_official on Instagram: brilliant images from HQ.

18 INSPIRATION I Winter 2016-2017

Small designs with a similar look create atmosphere: vary in details but stick to a matching overall style.

“Christmas and Kalanchoë: a modern, festive match made in heaven” Lots of colour, no hassle The elegant pastel shades of Kalanchoes make a colourful unity that works for almost any occasion. As they hardly require any care, they are ideal for garden centres and flower shops. The single headed varieties are great to match any trending style, whereas the double Kalanchoes are incredibly user friendly and decorative. They can stand the heat as well as cold, they’re colourful, strong and easy to keep.

Thanks to the wide range of available colours and sizes, you can choose any variety you desire, large headed, double or single kalanchoes to target specific clienteles all year round. Always Kalanchoë – always seasons greetings!

Always Kalanchoë

Don’t worry about shedding needles; this one cleans up its own mess!

More on www.kalanchoe.nl/en/

INSPIRATION I Winter 2016-2017 19

‘The bud vases give it a hint of seasonal festivity but the focus remains on the flower!’

Golden and red details make a festive look, whereas dark grey, green and black give contrast and enhancement. Natural materials, such as wood, jute and straw will down-size the overall look making it softer, more subtle and homey.

The Kalanchoë is available in

125

different varieties in double or single headed flowers!

WE KEEP EACH OTHER STRONG AND RESPONSIBLE, SO WE CAN BUILD A HUMANE AND SUCCESSFUL FUTURE TOGETHER. JOIN THE PLATFORM.

Wspaniałych świąt Bożego Narodzenia oraz samych sukcesów w 2017 roku

Sarbatori fericite si un an 2017 cu succes

Très belles fêtes de Noël et beaucoup de réussite en 2017

Merry christmas and a prosperous 2017

BESINNLICHE WEIHNACHTEN UND EIN ERFOLGREICHES 2017

FELIZ NAVIDAD Y UN PRÓSPERO 2017

www.fleurametz.com

Buon Natale e un 2017 di successo

Een heel fijn kerstfeest en een succesvol 2017

Successful. Together.