“In the flower industry, it is important to reach new target groups. This works particularly well at trade fairs that do not have the main focus on fresh flowers and fresh plants”, says to Julia Uherek, Messe Frankfurt’s group show director for consumer goods, Messe Frankfurt Exhibition GmbH. "Especially after the current economic crisis triggered by COVID-19, many manufacturers and retailers have to concentrate on new target groups and trend-conscious product combinations.”
Julia Uherek. (Source: Messe Frankfurt)
Expanding range with fresh flowers
Uherek is in charge for organizing the annual trade fair Christmasworld, one of the leading international trade fairs for seasonal and festive decoration that will take place from 29 January to 2 February, 2021 in Frankfurt am Main, Germany. Over the years, she has seen an increasing demand for seasonal decoration that will be more and more combined with flowers or plants. “At Christmasworld, for example, there are many buyers of gift boutiques, from the furniture and decoration trade and from the food trade. They want to expand their range with fresh flowers and plants to meet the trend towards combining decorative items with flowers and plants.”
Overview of Hall. (Source: Messe Frankfurt) Click here for more pictures of the trade fair.
Combination of decoration and fresh flowers
She also sees a trend towards the combination of decoration and fresh flowers in the area of living interiors. "Fresh flowers and plants continue to gain in importance compared to silk and artificial flowers - this also applies to Christmas decorations." Visitors to this year's Christmasworld could experience a variety of decoration ideas, for example at “Decoration unlimited” from 2Dezign. The two Dutch designers, Rudi Tuinman and Pascal Koeleman, have impressively designed the motto "Dark Ocean" with fresh flowers and plants as well as decorative elements." They brought in fresh flowers and plants into Christmasworld 10 years ago, so since then, these fresh products earned a spot in the show.
(Source: Messe Frankfurt)
New hall well received
Last year, Floradecora was right next to the Retail BLVD, but this year, it was in hall 8. Based on surveys they can conclude that the new concept of moving this section to Hall 8, where all supplies for visitors with the group flowers are looking for, was well received. "Our results from the surveys also show positive feedback on the Floradecora area - with an increase in interest and satisfaction. This certainly has something to do with the placement in Hall 8, because it is an ideal environment for these exhibitors and a perfect combination of the product groups. The supporting program with “Christmasworld Trends”, “Retail Boulevard” and “Decoration unlimited” also offered special highlights."
(Source: Messe Frankfurt)
Christmasworld 2021 - 90% booked
At Christmasworld 2021, the Floradecora area will once again be found in Hall 8, where the floral exhibitors are placed with their individual stands in the middle of the hall. And Uherek stresses the importance of registering now. According to her, the late registration of the floral exhibitors was also one of the reasons that the 2020 Floradecora edition was much smaller than the years before. "Last year in June, Christmasworld was already sold out. Floral exhibitors came really last minute in autumn, so we had to squeeze them in." Also this year, despite the COVID-19 situation worldwide, already 90% of the exhibition space is filled.
“The suppliers from the flower industry - whether producers or wholesalers - should register immediately without obligation, because as said, most of the space in Hall 8 is already occupied. So if you are interested in presenting your fresh flowers and fresh plants in a harmonious environment consisting of seasonal decoration, Christmas decoration, floristry and garden decoration, you should contact us now so that we can reserve good areas early."
For more information:
Christmasworld
www.christmasworld.messefrankfurt.com