‘Germans want distinction’
Who in Germany do you supply to?
“Our customers include a large German florist chain. In addition, we are getting more involved in the shop-in-shop concept in and around supermarkets. This generally concerns high quality and innovative products. Our designers are constantly looking for products the consumer can identify with. The softer colours are most popular this year. The combination of red and yellow isn’t in demand as much.”
What does the day-to-day work look like?
“We have our own flower line and around seventy flower bunchers who create handmade bouquets of superior quality. I’m not only referring to the quality of the flowers here, but also to the design, the colours and any possible added value. Time and again, the German consumer is willing to pay a higher price if the bouquet fits in with his/her interior and lifestyle.”
How is the business doing?
“Things are going well this year. The weather conditions have been favourable; we had a mediocre summer and a relatively nice autumn. This drives up the prices. Even more so when you’re buying exclusive flowers, like ours. Germans are more and more looking for distinctive products.”
Florists and supermarkets, do they go together?
“I believe that the supermarket and the florist can coexist without any problems. For gifts, people will still be going to the florist. That means that the two target groups mostly remain separated.”
COMPANY: Bloominess, Aalsmeer
FUNCTION: Commercial manager
MAIN MARKETS: Germany, Norway, Denmark, The Netherlands
PURCHASING: 95% directly from growers, 5% at auctions
NUMBER OF EMPLOYEES: 100
