Royal FloraHolland at Tendence Outdoor Living in Germany22 June 2017
On June 24 - 27, Royal FloraHolland is participating in the Tendence Outdoor Living trade fair in Frankfurt am Main. It's a great opportunity to explore and map the growing market for outdoor plants. Tendence is the largest summer trade fair for home decoration and luxury accessories. This year it has been expanded to include the Greenfestival Outdoor Living.
Tendence is known everywhere as a real order trade fair: a marketplace where 900 exhibitors and 22,500 visitors gather. Most of the visitors are buyers of home decorations and outdoor products. By adding the Greenfestival Outdoor Living, visitors also become acquainted with horticultural products. On the festival grounds, a special truck will display plant concepts for the occasion.
Trade fair participation by Royal FloraHolland
Royal FloraHolland is treating participation in Outdoor Living as a trial. Monique Heemskerk from Business Development explained, "We want to explore the new market. And examine how international buyers can be motivated to buy greenery (or more greenery). That fits with our strategy to improve the margins of our members and buyers by exploring and helping to develop new markets and market segments."
In Frankfurt Royal FloraHolland is acting as host and market researcher. A team from Business Development will welcome the visitors to Greenfestival Outdoor Living, register and interview them. They will thus document the visitors' background, sales regions and need for horticultural products.
Experiences at other international trade fairs
During the Floradecora, the winter edition of this international trade fair, Royal FloraHolland played the same role. Monique clarified, "At that time, we found that the visitors, like interior decorators and wholesalers in home decoration, were interested in horticultural products and formed an attractive, additional sales group. At the Frankfurter Messe we identified these needs and thus the potential of this target group. By working together, we can contribute to expanding the market and sales possibilities. After this pilot is complete, we shall decide whether Tendence and the new Greenfestival Outdoor Living are interesting enough for our sector to include it in the annual trade fairs calendar. In the second half of 2017, we shall share the collected market information, knowledge and experiences with the sector during an information meeting."
Interested in Tendence or Greenfestival Outdoor Living?
Growers and buyers who are interested in attending Tendence and Outdoor Living or learn more about Royal FloraHolland's participation can ask questions of the Business Development Department
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