News » 24.09.2025 - A new promotion platform for the floriculture sector
John Elsgeest of FlowerCircus and Marcel Jansen of Strøm Creative Marketing have joined forces to launch The Floral Collective, a cost-efficient promotion platform for the floriculture sector. The focus is on supporting floriculture partners while helping florists with inspiration, tools, and storytelling.
Starting in Sweden
On October 1 and 2, more than 10 growers, breeders, and product groups will come together in a large joint stand at the Elmia Garden trade fair in Jönköping, Sweden. The idea is to create a strong collective impact for Swedish florists, while still giving each participant the opportunity to showcase their own branding, message, and focus. Some highlight sustainability, others extend the season with fresh product offerings, while others play into gift opportunities or the typically Scandinavian color palette.
Further support
The Floral Collective team, including a Swedish-speaking floral designer, will represent participants at the fair and ensure visibility, promotion, and storytelling around each product or brand. A creative studio within the stand will host live shows and demonstrations filled with commercially relevant ideas, offering florists practical inspiration they can use to grow their businesses.
Fighting spirit and sustainability
That focus fits perfectly with the Swedish florist mindset. Florists in Sweden are proud of their craft and want to distinguish themselves from supermarkets through creativity and sustainability. They are hungry for inspiration and information, but most of all, they seek a carefully chosen range of flowers, plants, and authentic stories to strengthen their local profile.
Thinking the other way around
"This is exactly where we want to step in with a curated selection of Dutch products," explains Marcel. "We started with a wish list from the market itself and then approached product groups and growers to help florists move forward together. It's not about flat promotion from the supply side, but about responding to demand and the real market situation. In other words, we're thinking the other way around."
Relieving partners
Another key principle is cost-efficiency for participants when it comes to trade fairs and marketing activities. The Floral Collective takes care of everything, so partners don't have to worry about building an expensive stand or flying in a full team. By sharing resources, participants benefit from lower costs, greater impact, and the strength of presenting together.
Working together like flowers in a bouquet
"As a group we can tell a stronger and more relevant story to florists and reach a much wider audience," says John. "We're not competing with each other. Just like in a bouquet or floral arrangement, different products complement and strengthen each other. The product groups we approached immediately recognized both the attractiveness and effectiveness of the concept."
On October 1 and 2 in Jönköping, The Floral Collective will present and represent participants such as Just Chrysanthemum, Futura by Porta Nova, Lisianthus, Orchid Info, Hydrangea World, Cymbidium, Anthurium, Love for Lilies, Deliflor, and Hello Amaryllis.
"This is a wonderful first step toward long-term sustainable cooperation across the chain, with creativity, passion, expertise, and the craftsmanship of the florist as the foundation," John and Marcel emphasize. "Florists remain crucial. With their shops, knowledge, passion, and social media presence, they are the real showcase of our industry."
Source: www.floraldaily,com
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