Floréacinspiresyou mag#4 2017

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

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Dear client, The autumn pervades all of our senses: from the vibrant colours of fallen leaves to the crackling of an open fire and a steaming hot cup of tea. Why not conjure up this cosy mood in your garden centre too, and surprise your customers time and time again?

We are offering three ready-made themes to boost the autumnal mood in your garden centre: the classic Autumn Stroll, the trendy Blue Autumn and the musthave Misty Fields. Find out all about these themes and the accompanying POS material at our new online store, floreac.shop!

Not only has the look of our magazine been updated, but we’re also giving our partners the opportunity to contribute themselves. In this magazine, we introduce two suppliers: Hubert Janßen and Van De Walle-Lambert are two well-established family firms. They’ll be giving you an exclusive insight into their product ranges and working methods.

So what are you waiting for? Read on!

The Floréacteam

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theme

CLASSIC || AUTUMN STROLL The trees are dropping their autumn leaves, there are dark clouds in the sky and the sun is doing its best to break through every once in a while. Wonderful weather for an autumn walk! We’ve translated this mood into the ‘Autumn Stroll’ theme. With autumn colours like orange, reddish brown and chocolate, this is an absolute autumn classic. Our selection of bowl planters featuring mushrooms, pine cones and more will lend an atmospheric boost to your point of sale in no time!

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

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supplier in the spotlight

For twenty years now Hubert JanĂ&#x;en has been at the helm of the horticultural business which his parents set up in 1964. In 2012 and 2016 his sons Raphael and Marek came into the business. They have lent their weight to the family’s ongoing product and process innovations, and for this reason the business blows a fresh breeze through the sector. For decades the family has maintained close relations with FlorĂŠac, and today those ties are closer than ever.

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supplier in the spotlight

Passion for innovation and sustainable growth The Janßen family’s ornamental plant nursery lies in the North Rhine area, in North-Rhine Westphalia, in the west of Germany. On lands of 250,000 m² they grow about 4 million plants a year, including lavender, carnation and mimosa.

“But the Calluna vulgaris, a summer flowering heather, is the show-piece of the firm”, says Raphael Janßen. “We satisfy the strictest cultivation criteria for this plant species, which gives

us more possibilites to grow even more varieties than our competitors.”

A colourful assortment “We have a broad range on offer.

We grow plants in single colours, but we also grow them in two, three and even five colours, like the brands ‘High Five’ and ‘Starlight’. And they come in a variety of pot sizes”, continues Raphael. “To do this, we keep in step with our partners, of which

Floréac is one. We talk about which varieties are striking best, and about how to keep strengthening our assortment.

This is because we don’t see our collaboration in terms of a supplier-customer relationship, but as a true partnership.”

At the heart of all of this lies innovation: “We have our own growing programme to develop new plant species. We use nothing but the most efficient processes. And we keep refining

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supplier in the spotlight

our techniques, to make sure that we always get the best results and continue to perfect our programme.

More than a supplier The Janßen family goes beyond cultivation, by turning its attention to product marketing.

Tomorrow, front-of-mind today The ornamental plant nursery produces plants in large numbers and focuses strongly on innovation, but it is run with respect for the environment and product quality. “We don’t believe that this should be sacrificed just to guarantee results”, says

“Our collaboration is a true partnership in which each strengthens the other” Raphael Janßen, of Janßen ornamental plants.

“Today, more than ever, the thing is to transcend the role of supplier. We have many years of experience, and we use it to help our clients develop concepts that sell our plants”, Raphael goes on. “We develop labels, for example, and banners and pot covers, to give the plants a unique look, and we take care of the practical details.”

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Raphael firmly. “Our MPS A and MPS GAP certificates add weight to our vision of sustainability.

Floréac shares these values and this serves only to strengthen our ties.”

International opportunities Janßen offers service and innovative products of the highest quality; Floréac gives

supplier in the spotlight

the ornamental plant grower access to foreign markets.

Raphael: “By joining forces with Floréac we can sell our assortment far beyond our German borders. As well as heading for the neighbouring countries of Belgium, the Netherlands, France and Luxembourg, our plants get as far as Scandinavia and the rest of Europe. And you never know, we may still add a few countries to the list.”

Please see page 18 for a selection of lines from ‘ Janßen.’ Visit our webshop to view the full range.

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co m pa ny Janßen l o ca t io n Kevelaer-Twisteden, North-Rhine Westphalia, Germany area 250,000 m² p e rso n n e l 30 permanent staff and 30 seasonal workers exp o r t ma r ke ts Europe-wide

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THEME

TREND || BLUE AUTUMN Are you looking for a powerful, contemporary eye-catcher for your point of sale? Then be sure to take a look at the unique ‘Blue Autumn’, based on the colours of the kingfisher. Its breast is somewhere between orange and rusty brown, its back a stunning blue, and in the middle is a light blue, almost fluorescent stripe. When the bird is flying in the full sun, its plumage can look more green than blue. ‘Blue Autumn’ is a trendy collection with contemporary colours such as petrol blue and grey green that combine beautifully with orange. This is a theme that’s not to be missed!

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

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supplier in the spotlight

Van De Walle-Lambert from Nevele is a family-run business in the truest sense: brother and sister are at the helm of this ornamental plant business that specialises in evergreen houseplants. Their supplier relationship with FlorĂŠac goes back decades and has developed into a very close partnership.

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supplier in the spotlight

A partnership based on openness Ornamental plant business Van De Walle-Lambert grows Bromeliads, Syngonium plants and foliage begonias at two different locations in the town of Nevele. Their main focus, however, lies with two niche products: Strelitzia – also called the bird of paradise plant – and Croton plants. Bart Van De Walle: “Both species are grown by only a handful of growers across the whole of Europe, which means

we are in prime position to monitor trends in these niche markets.”

Big ambitions with Croton The company grows Strelitzia plants in small pot sizes. But as these plants only start flowering when at least a number of years old, they are sold with a lifelike artificial flower attached. Bart explains: “Although the idea certainly is

not new, we are the ones who have put it back out there. And successfully so, because this segment of our business is now thriving.”

Croton plants provide the largest source of income for the family business. The plan is to become market leader in Europe with this product. Bart: “Our ambition is to make sure that when people think ‘Croton plants’, they think ‘Van De Walle’.”

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supplier in the spotlight Strength in numbers To strengthen their position in the Dutch export market, the company decided to join forces with six other ornamental plant businesses from East and West Flanders and establish a new growers association called ‘Speciale’. The partnership has given all companies involved more commercial

“Our supplier relationship with Floréac goes back many years and has developed into a very close partnership” Bart Van De Walle, ornamental plant business Van De Walle-Lambert

weight and an opportunity to operate on a much larger scale. Bart continues: “We can make group purchases, organise networking events and even prospect new clients together. Our association also regularly exhibits at trade fairs. All our activities are complementary so we don’t get in each other’s turf.”

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supplier in the spotlight With their niche products, Van De Walle-Lambert want to reach specialist garden centres rather than standard retail outlets.

Bart: “This makes Floréac in Belgium and Moterra in the Netherlands the perfect partners for us. In fact: we have been Floréac’s preferred supplier ever since my father started our ornamental plant business in the late 1970s, and we have maintained this relationship throughout the years.”

Everything in the open “Our supplier relationship with Floréac goes back many years and has developed into a very close partnership”, he points

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out. “Their team is always willing to try out our latest products and varieties on the market. We often sit down with them and discuss how we can introduce certain products in different market segments by making a few adjustments here and there.”

“There is a great sense of openness, not only when we talk with the team at Floréac about our products, but also between them and their customers”, Bart concludes. “We really value this transparency, as it allows us to better meet each other’s needs.

This level of interaction benefits each one of us.”

Please see page 19 for a selection of lines from ‘ Van De Walle.’ Visit our webshop to view the full range.

Co m pa ny Van De Walle – Lambert Lo ca t io n Nevele Sur fa ce a rea 13,000 m² Pe rso n n e l 4 permanent employees and 3 seasonal workers E xp o r t ma r ke ts all European countries, Russia and the Middle East

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THEME

MUST HAVE || MYSTIC FIELDS The rising sun on a misty autumn morning can create stunningly beautiful tableaux! These dreamy pastel shades are the perfect basis for a wide range of plants: from green plants to a colourful Phalaenopsis. What’s more, they can easily be combined with timeless natural shades such as beige, offwhite and light brown. They lend themselves to all kinds of possibilities.

This understated theme is pure and soft and perfect for creating a cosy cocoon at home!

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

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HIGHLIGHTED PRODUCTS (HUBERT JANÃ&#x;EN)

NEW

NEW

EXCLUSIVE

EXCLUSIVE

CALLSKTR-11A

CALLHIFI-11A

CALLTR-BLB40A

CALLQU-SCH23A

CALLKNMX-17A 18

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HIGHLIGHTED PRODUCTS ( VAN DE WALLE-LAMBERT )

CREXCE-T24A

CREXCE-17A

CROTMX-13A

STRELI-BL13A

STRELI-BL17A

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Place an order before 15/09 for at least ÂŁ500 per theme and receive a festive banner

Order by FlorĂŠac nv Beerveldse Baan 4 9080 Lochristi Belgium

webshop : fax : telephone :

www.floreac.com > webshop +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