Floréac magazine #1 2018: contemporary trends

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Dear customer,

We are still full of holiday glow as the new year opens its doors. After the hectic holiday period, we would like to present three uncomplicated themes: Simply White, Simply Botanical and Simply Zen. The underlying motif is simplicity, purity and calm, inspired of course by contemporary trends. You will find our new themes ready and waiting for you, complete with POS material, at our online store www.floreac.shop!

A twinkle of light in the dark winter months is undoubtedly the hellebore, an increasingly popular must-have in your product range. This is also the perfect moment to introduce you to the Belgian family business Het Wilgenbroek, one of our preferred suppliers. Find out all about their passion for hellebore now in this magazine!

Let us be among the first to wish you a sparkling and captivating new year.

The FlorĂŠac team

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theme

Simply Botanical The botanical trend has been one of our personal favourites over the last few years.

The focus here is on unusual plants, with strangely shaped leaves or special flowers.

Group them in a separate corner of the living room, on a coffee table or on the window sill. Or put a single plant in the spotlight: pure splendour. This trend looks great in combination with vintage furniture. Instant character for your home!

Please visit our website for the full range of this theme.

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h igh l ighte d prod u c ts

MODELI-20A

GPFOMX-21A

ADIAMX-12A

Please visit our website for the full range of this theme.

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supplier in the spotlight

At Het Wilgenbroek in Oostkamp, breeding Helleborus Orientalis is the name of the game. Over the past decade, this family business has managed to assemble the world’s largest collection of genes for the colourful garden perennial. Thierry Van Paemel: ‘As a winter flowering plant, I had a sense early on that the Hellebore had tremendous potential.’

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supplier in the spotlight

An all-consuming passion for Hellebores Thierry Van Paemel and his wife Anneke took over the plant nursery Het Wilgenbroek just before the turn of the millennium. In the initial years, they were focused on an extensive range of special varieties that they sold from their own garden centre, drawing gardening enthusiasts from near and far to Oostkamp.

Little-known beauty Thierry: ‘We often made regular trips to the United Kingdom

to look for new items for our catalogue. During one of those visits we discovered the Hellebore and at the time, it was still a little-known species in our country. I was instantly fascinated by its exceptional colour scheme and I sensed that this winter-flowering plant had tremendous potential.’

In order to better tailor the Hellebores to the gardeners’ tastes, the couple decided to begin breeding them. They particularly wanted to specialise

in the highly versatile family of Helleborus Orientalis.

Thierry: ‘Unlike the Helleborus Niger family, which only bears white flowers, the Helleborus Orientalis offers a virtually unlimited array of flower colours, shapes, and patterns. It’s easy to see why this plant is called the cold greenhouse orchid.’

Unique collection of genes Years of intensive collaboration with the University of Ghent along with support from the f l o r e a c ma ga zi n e

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supplier in the spotlight Flemish innovation agency IWT gave the breeding research at Het Wilgenbroek a considerable boost.

In the past decade, the West Flanders natives have in fact been able to assemble the world’s largest collection of genes for the plant. Thierry:‘Our database includes many wild varieties and less commercially suitable species as well.

That’s how we are able to distinguish ourselves from the competition.’

Colour and shape of the flowers, leaf volume, blooming time…Over the years,we have worked to develop a range of characteristics to improve the plant, to make it more attractive for a wide audience. After all, that’s been the ambition of Het Wilgenbroek all along : to move Hellebores beyond specialised garden centres and to give them a place in the florist sector.

Thierry: ‘Actually, we are still only at an early stage in the breeding process for Hellebores, so the possibilities are endless. Aside from the garden and balcony variety, a Helleborus Orientalis as houseplant or cut flower would also be conceivable,ultimately.’

Well considered marketing For many years, Het Wilgenbroek has collaborated closely with the Floré Group. Thierry: ‘The young plant company Microflor is responsible for the propagation of the new varieties, while Floréac handles marketing the plants once they are

In terms of strategy, we’re on the same wavelength as Floréac Thierry Van Paemel, Het Wilgenbroek

fully grown. Through experience, such as the commercialisation of the Hortinno azaleas, Floréac has acquired the right expertise to bring our products to the market in an intelligent way.

Not in bulk, but as a niche product that offers added value to garden centres and quality florists.

Our aim is to see to it that there is still consumer interest in Hellebores in ten or twenty years from now. In other words, in terms of strategy, we’re on the same wavelength as Floréac.’

Black blossoms The Helleborus Niger –also known as the Christmas rose –is traditionally sold from November. The sale of the Orientalis starts in the same period, but early spring is also an important time for sales. Thierry: ‘The Hellebore is the earliest bloomer for garden or patio use. Their stunning flowers offer an early taste of spring.’

ID company Het Wilgenbroek location Oostkamp (Belgium) super face ar ea 12 hectares person n el 9 permanent employees active worldwide

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l e co u p d e cœ u r : h e t w i l g e n b r o e k It can easily take 5 to 6 years to get from breeding to commercialisation for a new species. That means it’s not a question of responding to the latest hype. Still, Thierry does keep a finger on the pulse: ‘The fans of special garden plants who come to us tend to be far ahead of the average consumer in their tastes. They are a bellwether for what is going to be in vogue in the coming years. For example, years ago, some of the customers began asking for black flowers. Fortunately, we were receptive to that signal back then because today, everyone wants them.’

HEORMAWH-17A

HEORMARE-17A

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HEORMAAU-17A

HEORMAGR-17A

HEORDBPI-17A

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theme

Simply White Let’s linger in the festive mood a little longer with the theme Simply White. There is no champagne as light, dry and elegant as a Blanc de blancs champagne made with 100% chardonnay grapes. Create the same refinement and elegance in your home with an easy combination of white and green plants. Beautiful in their simplicity!

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h igh l ighte d prod u c ts

COUPE-ยงSP311A

ANWHCH-17A

STEPHA-SP01A

Please visit our website for the full range of this theme.

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theme

Simply Zen With just a few ingredients, you can transform your home into a Zen paradise once the holidays are over.

Bring calm to your interior with neutral tints such as grey, beige and white with a touch of red or blue here and there, use light materials and create a natural touch with plants such as bonsai trees, aloe vera and ferns. Pause for a moment to enjoy the silence.

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h igh l ighte d prod u c ts

LIOXYG-19A

CEASIA-12A

ALVERA-SP25A

Please visit our website for the full range of this theme.

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Place an order before 15/01 for at least ÂŁ500 per theme and receive a theme banner

Order by FlorĂŠac nv Beerveldse Baan 4 9080 Lochristi Belgium

webshop : fax : telephone :

www.floreac.shop +32 9 355 52 34 +32 9 353 53 53

or contact your account manager T +32 9 353 53 53 F +32 9 355 52 34 info@floreac.com www.floreac.com