Floréac magazine #5 2017: Christmas Special

Images: © www.floreac.com / © www.thejoyofplants.co.uk / © unsplash

magazine

# 5 -2 0 1 7

2

f l o r e a c ma ga zi n e

Dear customer,

Christmas is always full of homely good cheer. We enjoy delicious dishes, wonderful gifts and fairy lights in the shops and streets. It’s the perfect time to transform your garden centre into an enchanting grotto of Christmas cosiness that will keep your customers coming back for more!

To help you out, we are introducing six off-the-shelf Christmas themes in this magazine: Scandinavian Joy, Fine Forest, Industrial Chic, Frozen Chic, L’Amour de Paris & Classic Christmas.

Pure Christmas is our collection of typical Christmas combinations, decorated Christmas trees and festive decorations.

What is more, three of our partner suppliers – MEKO, Hogervorst and Van Steyn – reveal the exciting new additions to their ranges of potted bulbs with that extra special touch.

Discover all the themes and POS material at our new-look online store floreac.shop!

We wish you a delightful Christmas period!

The Floréac team

f l o r e a c ma ga zi n e

3

theme

Scandinavian Joy Scandinavia keeps ahead of the trends. This year, classic Christmas items and designs have been given a new look and a fresh, modern image. White and red predominate in this theme, alternating with blue accents. Ideal for lovers of Scandinavian traditions with a modern touch!

Please visit our webshop for the full range on this theme.

4

5

theme

Fine Forest The hot new living trend is botanical!

This Christmas, bring nature inside the home with indoor greenery, natural materials and decorative leaf patterns. Christmas doesn’t need to be traditional: the colour green plays the starring role in Fine Forest, combined with white and brown accents.

Wood and moss complete the picture!

Please visit our webshop for the full range on this theme

6

7

supplier in the spotlight

For nearly half a century, the Hogervorsts have been cultivating hyacinths, narcissus and other ornamental bulb plants. Today, the family company based in South Holland is a potted bulb specialist with an impressive range, in terms of species and varieties as well as forms of presentation.

Six years ago, the ornamental plant nursery first began supplying to FlorĂŠac and both parties are enthusiastic about continuing the relationship.

8

f l o r e a c ma ga zi n e

supplier in the spotlight

People speak the language of people HL Hogervorst was founded in 1969. In the meantime, the family business has been passed on from father Harry to son Gert-Jan and it has grown from a traditional bulb nursery to a specialist in potted bulb plants: narcissus, hyacinth, grape hyacinths, crocuses, tulips and irises... Gert-Jan: “We have a wide variety of species. We still cultivate most of the bulbs ourselves, and we buy the rest from companies with whom we have worked many years. That

way, we can be sure that we deliver the very best quality.”

The first introduction to the Floréac team was six years ago. Gert-Jan: “We met at a plant fair and we hit it off from the start. What’s more, it soon proved that we made a good match: just like Floréac we aim for the better garden centres. We were given a month to work on a trial basis, which went very well for both parties. In the meantime, we have been happily working together for over six years.”

The early spring edge Cultivating bulbs is a labour-intensive process.

After a series of treatments in the field - from fertilising to mulching to sorting - and temperature treatments, the bulbs are ready for potting and refrigeration. They are then taken to the greenhouse, where they grow until they are ready for sale.

In addition to the over 11 hectares of our own land in Noordwijk, Noordwijkerhout and 6 hectares of cultivation in North Holland, HL Hogervorst has a hectare for cultivating narcissus and hyacinths in Brittany and Bordeaux in France. This has to

We can talk about anything, even if a problem arises Gert-Jan Hogervorst, bulb grower and breeder HL Hogervorst do with the maritime climate there. Gert-Jan: “Spring starts a few weeks earlier there than in the Netherlands. That head start allows us to start selling our first plants as early as October.” f l o r e a c ma ga zi n e

9

supplier in the spotlight

ID company HL Hogervorst location Noordwijk

(the Netherlands) sur face ar ea 11 hectares person n el 5 permanent employees and 3 seasonal employees, supplemented by a team of temp workers active i n the Netherlands and Belgium

A toast to the past season In order to further expand their range, HL Hogervorst is constantly searching for new colours and varieties. And the same goes for their approach to potting and finishing: “We present our products in a wine glass, basket, ceramic bowl or vase and we add all kinds of decorative elements: beads, glitter, moss, ribbons… We always try to offer just that little bit more and to pay attention to trends.”

10

f l o r e a c ma ga zi n e

Over the years, the collaboration between HL Hogervorst and Floréac has grown into an intensive partnership. The key is openness, according to Gert-Jan. “We can talk about anything, even if a problem arises. Last winter, for example, there was suddenly an issue with a specific item in our range. It’s great to know that you are not going to get blamed, but that you can just look for a solution together with your customer.”

“We always close the season over a drink”, concludes GertJan. “And then, soon enough, the conversation turns from business to life. In short, Floréac is a company that’s all about people, and that’s something I really appreciate. Because people speak the language of people, and that’s true in business as well.”

h igh l ighte d prod u c ts : hoge rvorst

HYACIN-GL37A

HYACIN-SP76A

HYACIN-GL41A

HYACIN-SP75A

HYACIN-GL108A

HYACIN-GL39A

UNTIL

31/12/2017

UNTIL

31/12/2017

HYACIN-SP72A

HYACIN-SP74A

HYACIN-SP73A

UNTIL

31/12/2017

UNTIL

31/12/2017

HYACIN-SP77A

HYACIN-SP78A

HYACIN-SP79A

Visit our webshop to view the full range.

Promotion from the 13th of November until the 20th of December 2017.

f l o r e a c ma ga zi n e

11

theme

Frozen Beauty This Christmas trend draws inspiration from vast, snowy plains and icy glaciers. Indoors, we create a romantic and cosy retreat from the cold and wind. This year’s cocooning trends focus on plenty of grey, white and silver tints with blue accents. Cosiness with a contemporary feel!

Please visit our webshop for the full range on this theme.

12

13

theme

Industrial Chic Industrial loft style is a trend which has been around for some years now. Geometric shapes and wire structures create a modern, graphic look. During the Christmas period, we combine these ‘cold’ industrial materials with softer materials such as linen, wood, plush, felt and wool. The result? A chic industrial look!

Please visit our webshop for the full range on this theme.

14

15

supplier in the spotlight

Steijn The ornamental plant nursery J.M. van Steijn & Zn. is a family business in the purest sense. Founded

by Miep and Joop, it is now run by the second generation, John, Janneke and Rob. And there is already another generation in line to take over from there, since daughters Sanne and Elise joined the business three years ago as well. The range of potted bulbs includes over 200 items, of which the company sells around five million each year.

16

f l o r e a c ma ga zi n e

supplier in the spotlight

A total product with a second life “Hyacinths and muscari, narcissus, crocuses, tulips…

My grandparents cultivated and bred them all on their own”, explains Elise. “Most of the potted bulbs went to wholesale, but they also sold some of them in their own garden centre.”

A second life But bulb cultivation is hard work, and what’s more, the Steijns were having an increasingly difficult time with the competition. Elise: “Until my father had the brilliant idea of incorporating the flowerpots into

decorative wooden crates. That way, we could offer them as a total product in garden centres, DIY centres and other points-ofsale.”

The concept was a hit: the nursery now processes around 90% of its flower bulbs into

finished products and the range has over 200 different references. Elise: “We design all our creations ourselves and we have a preference for packaging that can have a second life as, for example, a tea light holder, pencil holder, soap dispenser…”

Of course, the main goal is doing business, but above all, it’s an enjoyable and reliable partnership.

John van Steijn, V.O.F. J.M. of Steijn & Zn.

f l o r e a c ma ga zi n e

17

supplier in the spotlight

ID company V.O.F. J.M. van Steijn & Zn. location Voorhout (the Netherlands) sur face A r ea 1.5 hectares n umber of pl ants 5 million per year

All ecological At J.M. van Steijn & Zn., sustainability is an important priority. John: “With the large volumes that we handle, it would not be feasible for us to grow everything ourselves, so we purchase a lot of bulbs. But we only buy from MPS-certified companies. The temperature treatments, sorting and washing is still done in-house, just like the potting.”

Elise: “Our materials for decorating the pots are also manufactured ecologically in China and India.

Our importer keeps a close eye on that, and we also make regular on-site visits ourselves. Each year, we import 120 to 130 containers full of boxes, baskets and all kinds of accessories.”

Significant growth for both The garden centre started by Miep and Joop is still an established name in Voorhout, South Holland, but the vast majority of the potted bulbs are shipped all over Europe. The products are sold at garden centres, DIY shops and florists.

For over a decade, the nursery has also been a supplier for Floréac. John: “During that period, as a supplier we have grown significantly, but Floréac has also had a growth spurt. So, along the way, our collaboration has intensified. Of course, the main goal is doing business, but above all, it’s an enjoyable and reliable partnership.”

The family business is not yet active outside of Europe. John: “We once shipped a single container to China, but that was it, for now. Although I have the impression that there is certainly starting to be a market for our bulbs there. So, there’s plenty of opportunity for business in the future.”

18

f l o r e a c ma ga zi n e

person n el 8 permanent employees

and 52 seasonal workers active i n Europe

h igh l ighte d prod u c ts : ste i j n

HYACMX-HB41A

HYACMX-HB60A

HYACMX-ZNK14A

HYACMX-ZNK22A

HYACMX-HB80A

HYACMX-HB65A

UNTIL

20/12/2017

HYACMX-HB71A

HYACMX-HB99A

HYACMX-SP85A

HYACMX-SP111A

HYACMX-SP46A

HYACMX-SP72A

Visit our webshop to view the full range.

Promotion from the 13th of November until the 20th of December 2017.

f l o r e a c ma ga zi n e

19

theme

Christmas in Paris Be enchanted by a fairytale Christmas in the city of love! L’Amour de Paris creates a romantic atmosphere with a touch of baroque. These pastel colours are perfect for a vintage or colourful interior. In a sleek and contemporary interior, this theme provides an exciting contrast!

Please visit our webshop for the full range on this theme.

20

21

supplier in the spotlight

In Hillegom, in the heart of bulb country, you’ll find the flower and plant nursery run by Jaco Slof and Nico Hulsebosch. Along with cultivating ornamental bulbs and garden plants, MekoHulsebosch specialises in floral and plant arrangements for indoor and outdoor use.

Jaco Slof: “We stay abreast of the seasons and trends”.

22

f l o r e a c ma ga zi n e

supplier in the spotlight

Ready for the future In 2006 Jaco Slof of Meko, a specialist in bulb baskets, and plant cultivator Nico Hulsebosch joined forces. The joint operating agreement Meko-Hulsebosch was born. Jaco: “For many years, I had been a regular customer of Nico’s. I bought narcissus, tulips, hyacinths and muscari for my arrangements.”

Sustainable innovation Since launching the collaboration, MekoHulsebosch has grown into a hypermodern horticultural business that is more than ready for the future. Jaco: “In 2015, we moved into a brand-new facility with no less than 10,500 m2 of space. As it is a newly constructed building, we can concentrate on energy efficiency. For example,

there are solar panels on the roof, there is in-floor heating and the heat from the greenhouses is recycled. We also took the opportunity to review our work processes and to automate our entire order processing system.”

Meko-Hulsebosch maintains an in-house supply of a wide range of bulbs and garden plants that are used to compose ready-made products, but the company also purchases quite a few plants. Jaco: “For autumn arrangements, for example, that use plants such as heather and chrysanthemums. Our glassware comes chiefly from European suppliers.

We import most of the other pots, dishes and baskets from China. That represents some 150 containers that are shipped our way each year.”

f l o r e a c ma ga zi n e

23

supplier in the spotlight

We sit down together The products of MekoAll the arrangements Hulsebosch are found on the are designed by the shelves in garden centres, DIY creative team of Mekostores and florists throughout Jaco Slof, Meko-Hulsebosch Hulsebosch. Jaco: Western and Northern Europe.

“We have an extensive Since their earliest days, the standard range, but nursery has worked together we also put together with Floréac and, over the products in consultation with customers in years, a rewarding relationship has grown between Belgium and abroad. They act as our antennae supplier and customer. in their different markets, which lets us adapt Jaco: “Each season, we sit down together and our creations to local interior and gardening discuss where we want to jointly direct our focus, trends. Our range is so wide that there’s sure which markets are showing a lot of potential, to be something just right for young and old, popular styles, etc. That way, we have a good while we can still stay on top of the seasons and sense of what we can expect of each other and we trends. But innovation is crucial. Recently, for can plan ahead. Especially in the past four years, example, we have gradually begun producing the collaboration with Floréac has grown into an arrangements of houseplants.” intensive and, above all, enjoyable partnership.”

Each season, we sit down together.

ID company Meko-Hulsebosch loc atio n Hillegom (Nederland) su r face ar e a 11.000 m2 n umb e r o f pl ants 3,500,000 per year pe rso n n e l 15 permanent employees and

60 seasonal workers ac tive i n Western and Northern Europe

24

f l o r e a c ma ga zi n e

h igh l ighte d prod u c ts : m e ko - h u l se bosch

HYACWI-SP15A

HYACWI-HB06A

HYACWI-SP06A

HYACWI-HB15A

HYACWI-SP33A

HYACWI-HB07A

HYACWI-MA04A

HYACWI-HB25A

HYACWI-GL12A

HYACWI-HB31A

HYAWI-HB04A

HYACWI-SP03A

Visit our webshop to view the full range.

Promotion from the 13th of November until the 20th of December 2017.

f l o r e a c ma ga zi n e

25

theme

Classic Christmas The classic Christmas look never really went away.

Evoke a feeling of nostalgia and be inspired by British and American interiors with huge Christmas trees dripping with green, red and gold. An alluring Christmas!

Please visit our webshop for the full range on this theme.

26

27

Place an order before 24/11/2017 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