Floréac Magazine
05 08 14 22 30 31
Foreword
Plant in the spotlight: Poinsettia
Supplier in the spotlight: Hofland Flowering Plants
Employee in the spotlight : Liesl, crazy about Christmas
New kids on the block
Trade shows 2026
Winter sparks the imagination
Winter is perhaps the most enchanting season of all. A time when lights bring warmth to the darkest days, traditions are revived and homes are filled with greenery and cosiness. Winter invites tranquillity, togetherness and, above all, imagination. We at Floréac also seize this season to inspire our customers with new ideas and stories that empower their shop floors.
In this edition of our magazine, we want to show how we translate the magic of Christmas and New Year into concrete concepts. Christmas Grandeur, Cosy Chalet, Santa’s Village, Scandic Chic and Christmas Outdoor: five detailed themes that show how atmosphere and experience boost sales. You will also find even more inspiration in our webshop, with trends ranging from Cool Vibes to Noël à Paris.
We believe that imagination only becomes truly valuable when it is put into practice. That is why we link trends and storytelling to strategy and collaboration, this way, we not only bring products, but also ideas that meet the needs of your customer. After the festive season, we will make the switch to a Green Reset together: fresh air-purifying plants that bring new energy and respond to customer demand for detox and health.
We take you on a journey through stories of partnership and craftsmanship. In this issue, we spotlight Hofland Plants, a family business that has been growing flowering plants and operating sustainably for 125 years. Our colleague Liesl also shares her love for Christmas and shows how traditions and plants bring warmth together.
Because only by combining imagination with craftsmanship can we grow together, not despite winter, but thanks to it.
Warm winter greetings,
An vander Aa CEO Floréac
Christmas grandeur
With Christmas Grandeur, Christmas 2025 will all be about luxury, refinement and a touch of drama. The deep colours of burgundy red, royal gold, emerald green and ivory combine to form a palette that immediately evokes a festive atmosphere. It is a theme that not only radiates warmth and elegance, but also feels timeless.
For the shop floor, this means table arrangements with golden accents, shiny ornaments and carefully chosen plants that together form a grand whole. It is the perfect way to give products an extra premium look and tempt customers with a presentation that exudes class and refinement.
Christmas Grandeur is the theme par excellence for retailers who want to link their offering to an exclusive experience. With rich combinations, you can create a style that invites customers to dream, experience and buy.
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Plant in the spotlight: Poinsettia
No plant embodies Christmas quite like the poinsettia. With its fiery bracts, it is a staple in living rooms and shops alike. From its Mexican origins to sustainable innovations, discover how this classic plant inspires customers and offers retailers strong sales opportunities year after year.
From Mexican shrub to European Christmas classic
Euphorbia pulcherrima, better known as poinsettia or Christmas star, originates from Mexico and Central America. There it grows as a shrub up to four metres high. The striking red ‘flowers’ are in fact coloured bracts that protect the small flowers. The fact that it blooms in December makes it the symbol of Christmas worldwide.
The Christmas story behind the poinsettia
The link with Christmas goes back to a Mexican legend. A girl without a gift placed weeds on the altar, which miraculously turned into red stars. Since then, the poinsettia has been a symbol of love, hope and devotion. Its shape refers to the star of Bethlehem, its red colour to Christ’s sacrifice and its green leaves to eternal life.
From Mexico to the world market
American diplomat Joel Roberts Poinsett introduced the plant to the United States in the 19th century. There it became the best-selling Christmas flower, even getting its own holiday: National Poinsettia Day on 12 December. In Europe, the poinsettia quickly gained ground from the 20th century onwards, not only in red, but also in white, pink and mixed varieties. Today, it is a fixture in living rooms and garden centres during the festive season.
Innovation and breeding: focus on sustainability
Breeders such as Dümmen Orange are investing heavily in the future of poinsettias. In California and Germany, they are developing varieties that require less heat and grow more compactly. This reduces the ecological footprint and meets the demands of growers and retailers alike.
Europe: demand for compact, peat-free varieties that require fewer chemicals.
US: focus on more robust, larger plants. In addition, breeders are working on varieties with a natural V-shape (less branch breakage, higher plant density) and genetics that are resistant to temperature fluctuations. Biological pest control in cutting production (e.g. in Ethiopia) is also gaining ground.
Stars for Europe | #EUAgriPromo
Market trends and volumes
Approximately 17 million poinsettias are grown annually in the Netherlands, accounting for a European market of 90 million plants. Dark-leaved varieties are more popular because they are less susceptible to yellowing. Trade and logistics also influence demand: shorter plants (approx. 34 cm instead of 40 cm) reduce transport costs and limit wastage. Reliability and yield remain crucial: varieties such as Christmas Feeling prove that success often lies in robust genetics.
Growers in the spotlight
Belgium
• Gera Fleur: p13 (5+ flowers) and p15 (6+ flowers) in red, pink and white.
• Decock: p6 and p10.5, by colour.
• De Roose: p13 (4+ flowers red) and p24 (10+ flowers red).
• Deseo Plants: backup for late start or depletion of Dutch trade.
The Netherlands
• Perry van der Valk: stem-XXL in pot size 19 cm, red and white, peak production from early November to 5 December.
• René Grootscholten: stem in p15 (5+ flowers) and p17 (7+ flowers), red and mix. Also bush in p17.
• C&M Kester: bush in p19 with 12+ flowers, red and wide range.
• SVCO: mini poinsettia p6, also with organic glitter.
• Bas van der Wilt: wide range p10.5, p13 and p17, daily trade, also with organic glitter.
Inspiration for the shop floor
Poinsettias remain a strategic winter plant for garden centres and DIY stores. Combine classic red with white or pink varieties to give customers choice. Position poinsettias in compact arrangements or in sustainable, natural covers to support the trend for responsible decoration. Extra tip: capitalise on storytelling around the Mexican origin and symbolism – this strengthens the emotional connection with the customer.
Stars for Europe | #EUAgriPromo
: Stars for Europe | #EUAgriPromo
Cozy Chalet
Cozy Chalet brings the authentic charm of a snow-covered mountain hut to life. Materials such as wood, jute and wool provide warmth and a natural character, while colours such as deep red, creamy white and forest green enhance the winter cosiness. Subtle metallic accents add a touch of elegance without detracting from the rustic feel.
You can perfectly translate this theme in your shop with plants in wooden containers or baskets with jute covers. Think of cosy corners where accessories such as lanterns, cushions and pine cones complete the look. The result is an intimate setting that invites customers to take a piece of the mountain atmosphere home with them.
For retailers, Cozy Chalet offers a strong asset: authenticity that inspires confidence and inspires customers. This theme is ideal for customers seeking warmth and tranquillity during the busy endof-year period.
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Foto: Stars for Europe | #EUAgriPromo
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#EUAgriPromo
Supplier in the spotlight: Hofland Flowering Plants
With over 125 years of expertise, Hofland Flowering Plants has become a trusted name in ornamental horticulture. The family-run company from Naaldwijk is known for its craftsmanship, innovation, and commitment to sustainable growing. Its signature plant? The Christmas Cactus (Schlumbergera) — a true symbol of quality and passion passed down through generations.
From left to right: Frank, Goos, Frans en Annemiek Hofland, Sales Manager
Over 125 years of craftsmanship in flowering plants
Hofland Flowering Plants has been an established name in floriculture for over 125 years. What started with gooseberries and currants in Naaldwijk has grown into a thriving family business that is now known for its flowering plants and, in particular, the Christmas cactus (Schlumbergera).
Annemiek Hofland explains: “It was actually my grandfather Frans who laid the foundation. He discovered the Christmas cactus at a grower who was unable to make it work and decided to put his shoulder to the wheel and get the cultivation under control. He succeeded, and to this day, the Christmas cactus is our showpiece.”
A family business with vision
Today, the fifth generation is at the helm. Annemiek has been working with her brother for nine years now. “To be honest, my father had his doubts about whether I should join the company, because we have the same personality,” smiles Annemiek. “But together with my brother Frank, I found the perfect balance. He takes
care of the operational side, while I handle strategy and planning. That way, we complement each other.”
Wide and innovative range
“ The lid cactus is our showpiece – a credit to my grandfather, who dared to experiment and innovate.”
Annemiek Hofland
In addition to lid cacti, Hofland Flowering Plants grows a wide range of flowering plants such as Dianthus, Calibrachoa, Argyranthemum, Bidens, Lobelia, Sanvitalia, Euphorbia and Scaveola. The company also produces a unique concept: Checkies, three plants in one pot.
“We listen carefully to our customers and follow trends. New crops such as Scaveola and Euphorbia received positive responses, and we immediately incorporated them into our range.”
Where? Naaldwijk, Westland (NL)
What? Schlumbergera, Dianthus, Calibrachoa, Argyranthemum, Bidens, Lobelia, Sanvitalia, Euphorbia and Scaveola . A total of approximately 3 million plants per year.
Employees? 20 permanent employees, including 15 FTEs
Certificates? MPS-A, MPS-GAP, MPS-SQ, GRASP & Productproof
Market? The Netherlands, Belgium, Germany, France, Ireland, England, Italy, Scandinavia, Eastern Europe
Sustainable business in practice
Hofland Flowering Plants invests heavily in sustainability. A large proportion of the greenhouses run on geothermal energy, LED lighting is used extensively and irrigation water is recycled. Biological pest control already accounts for 60% of cultivation.
“Our ambition is clear,” says Annemiek. “We want to achieve 95% biological pest control. That’s exciting, but achievable in the long term. In addition, we separate more than twenty waste streams and have five MPS certificates. For us, sustainability is part of our daily practice, not just a nice promise.”
Collaboration with Floréac
The collaboration between Hofland Flowering Plants and Floréac goes back generations.
“My father already worked with Lisette van Floréac. We are continuing that partnership today. We solve problems together and celebrate successes together. For example, we recently launched a new line of 9 cm lid cacti in glass pots in various colours at Dobbies. Projects like this prove how valuable collaboration is.”
Looking to the future
For the future, Annemiek dreams of further steps in sustainability and of a sector that is once again seen in a positive light.
“The most important thing is to enjoy your work. It should give you energy rather than take it away. Ultimately, it’s all about passion for plants and for the people you work with.”
“ The most important thing is that you enjoy your work. That it gives you energy instead of costing you energy.”
Annemiek Hofland
Santa’s Village
Santa’s Village revives the magic of a traditional Scandinavian Christmas. The classic colours of red, white and green form the basis and are complemented by folklore prints, knits and handmade details. The result is a theme that exudes authenticity and nostalgia and evokes memories of cosy moments with family.
This is an easy concept to translate for garden centres and DIY stores. Plants in soft covers, displays with folkloric patterns and homely decorations create a warm and accessible atmosphere. This turns the shop floor into a place where customers experience recognition and trust.
Santa’s Village is not only inspiring, but also commercially successful. The theme encourages customers to make spontaneous purchases and creates a direct connection with the traditions and emotions that make Christmas so special.
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Scandic Chic
Scandic Chic is the perfect marriage of bohemian charm and modern sophistication. Woven textures form the basis and bring warmth and authenticity, while metallic accents in brushed gold, silver, white and olive green provide a glamorous finish. This subtle balance makes the theme contemporary and stylish.
On the shop floor, you can translate this by combining plants with pots featuring Scandinavian prints in subtle colours (Christmas trees, reindeer, etc.), complemented by shiny ornaments and candlesticks. Displays in which texture and shine reinforce each other immediately appeal to trend-conscious customers. This is a theme that responds to the demand for innovative yet atmospheric Christmas decorations.
For retailers, Scandic Chic represents an opportunity to inspire a younger, more style-conscious audience. The theme exudes refined glamour while offering a fresh take on tradition, ideal for customers looking for something different from the classic.
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Employee in the spotlight Liesl, crazy about Christmas
For Liesl, Christmas is without a doubt the most wonderful time of the year. Of course, lights, presents and conviviality play a part, but it is the traditions that really bring colour to her December. And there’s an added bonus: her dad’s name is Noël and he was born on 25 December – so it’s a double celebration.
Liesl Haegens, Key Account Manager
A Christmas tree in AA Gent* style
At Liesl’s house, the Christmas tree stays up from the end of November until the end of January. If it were up to her, it would stay even longer. While many people opt for red and gold, she resolutely chooses blue and white: the colours of AA Gent*. The tree has become a tribute, full of blue and white baubles, subtle Buffalo* details and ornaments that carry stories from all over the world.
Christmas markets with my sister
Another tradition is visiting the Christmas market with her sister. Together they stroll through the stalls, while her sister sells personalised gifts with her company Biekekreatief. Their motto? “I’m the talker and she’s the maker.” The ritual always ends with a hot chocolate. For Liesl, these are golden moments: making time for each other in the midst of the festive hustle and bustle.
Christmas is more than just lights
For Liesl, Christmas isn’t about how perfect the tree looks or the pile of presents underneath it. It’s about togetherness and the warmth of little rituals. The soft flickering blue and white lights in the evening, or the atmosphere of a Christmas market with someone important to her: that’s what Christmas is all about for her.
Christmas is also about plants
During her time with grower Lode De Waele, Liesl learned how important plants are during the festive season. Conifers, such as Chamaecyparis Ellwoodii, were particularly popular. They were shipped in large numbers to Italy, Poland, Scandinavia and beyond. In Italy, they were even transformed into Alberini: mini Christmas trees, richly decorated for retail. According to her, Christmas roses and amaryllis also deserve a permanent place in the home to bring colour and cosiness during the festive season.
A world tour in Christmas decorations
Liesl’s Christmas tree is also a journey around the world. Each ornament tells a story:
America: her dad brought back this cute couple from a bakery convention, which was given the name Gingerbread couple at home.
*AA Gent is a Belgian football club with club colours blue and white and nicknamed Buffalo.
Norway: her mum gave her the cheerful little man who seems to be climbing to the top of the tree. Their nickname? The Climber.
Czech Republic : a fragile glass bauble with a handpainted scene, carefully hung at the end of the tree.
Italy: a bauble featuring Castello di Tabiano, the place where Liesl lived for five years and still returns to every year.
France: a bauble featuring Chambord, a reminder of her first European holiday after returning from South Africa.
South Africa: her native country produced perhaps the most special decoration: a little angel, made on a dried sugar bush (protea, the national flower), finished with beads by African craftswomen.
Each piece has its own meaning, and together they form a Christmas tree full of stories – and above all, full of warmth.
Finally
“Merry Christmas,” concludes Liesl, with the same glow she keeps in her tree and in her heart.
Extra Christmas inspiration
In this magazine, you will find five detailed Christmas themes with atmospheric images and product inspiration. But that’s not all: in our webshop, you will discover not only these five, but also a range of other atmospheric Christmas concepts. This gives you a complete overview at a glance and allows you to easily respond to the diverse tastes of your customers.
• Christmas under Glass – Christmas compositions in glass: glass domes, terrariums, etc.
• Cool Vibes – Sleek combinations in white and icy blue.
• Glamorous Holiday – Luxurious shades of gold, bronze and cocoa.
• Noël à Paris – Chic in gold, combined with white.
• Snow and Berry – Pure winter white with accents of red.
A Garden Christmas
A Garden Christmas brings the Christmas spirit outdoors, where greenery and light come together in an atmospheric winter garden. The theme combines fresh outdoor plants with natural materials such as moss, pine cones and wood. Warm shades of red, green and cream create a cosy atmosphere, while subtle Christmas lights add a touch of magic to patios and garden paths.
On the shop floor, this translates into refined plant compositions in ceramics, terracotta or zinc, enriched with decorative winter elements. Think of atmospheric bowls for the front door, stylish outdoor baskets and combinations that appeal to both private and professional customers. The power lies in simplicity and naturalness.
For retailers, A Garden Christmas is an opportunity to inspire customers with ready-made ideas for outdoor experiences. This theme invites atmosphere, connection and a warm welcome in every winter garden.
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Green Reset
After the hustle and bustle of December, January is the perfect time for renewal. Green Reset is all about fresh air, tranquillity and renewed energy at home. Air-purifying plants such as Spathiphyllum, Areca palm, Monstera and Chlorophytum create a healthy living environment where breathing space is the key. Their vibrant green colour brings balance after the festive period and perfectly matches the need for a fresh start.
This theme offers numerous possibilities for the shop floor. Think of displays with clusters of air-purifying plants in minimalist pots in white, grey or soft green. Combine different leaf textures to create a contemporary, natural atmosphere that invites customers to rediscover their interior space.
Green Reset appeals to modern customers who live consciously and choose well-being, simplicity and harmony. An inspiring theme that sells tranquillity — literally and figuratively.
New kids on the block
Bedding : Euphorbia milli Helena
Houseplants : Begonia Spotlight Green
Houseplants : Ceropegia variegata
Bedding : Picea glauca little nordic bio
Bedding : Cyclamen illusia
Houseplants : Poinsettia in new added value
Trade shows 2026
GERMANY
Date Event Location
27 - 30 january IPM
NEDERLAND
Date Event
7 - 8 january Flora Holland Winter Fair
Essen
Location
Aalsmeer
3 - 4 february Plantarium | Groen-Direkt Int. Trade Centre Hazerswoude/Boskoop
11 - 12 march Trade Fair
8 - 9 april Spring Fair
26 - 27 august Plantarium | Groen-Direkt
2 - 4 september Autumn Fair
30/09 - 2/10 Groot Groen, boomkwekerij
3 - 5 november Trade Fair
BELGIË
Date Event
3 march Florall
25 august Florall
UK
Rijswijk
Aalsmeer
Int. Trade Centre Hazerswoude/Boskoop
Aalsmeer
GrootGroenPlus, Zundert
Aalsmeer
Location
Waregem EXPO
Waregem EXPO
Date Event Location
1 - 2 september Four Oaks Trade Show
8 - 10 september Glee
Cheshire
NEC Birmingham
Beerveldse Baan 4 - 9080 Lochristi - Belgium T +32 9 353 53 53 - info@floreac.com - www.floreac.com grow in green