Floréac was awarded the Trophée d’Or 2020 for the best supplier of houseplants and cut flowers by the leading French magazine ‘Jardineries’. The family business from the province of East Flanders achieved the highest score for three criteria: innovation, logistics and commercial dynamic/communication. However, it was above all its ‘proximity to consumers and shops’ that convinced the jury made up of purchasers from leading garden centres and chains.
The fact that the company achieved the highest score for these three criteria is not entirely coincidental. For years, Floréac has been investing in innovation, focussing mainly on efficiency and proximity. "Our success is the result of reliable, long-term collaboration with our growers and clients,” explains Wouter Busschaert, Sales Director for France. “Thanks to our knowledge of all the European markets, we offer an efficient total solution through our online store. Each team then adapts and customises the offers per country and per client.”
Efficient response to our clients’ needs and the latest trends
Investing in an online platform meant a major step forward. For Floréac it now makes little difference whether the client operates from France or another European country. Everything is now arranged with just a few clicks of the mouse, from purchase to delivery, and all the administrative and logistical steps in between.
“An important advantage for clients is the online store’s orientation function. They can compile their own range on the basis of, for example, size, colour, price, etc. Decorative themes also offer clients inspiration. So Floréac regularly shares moodboards inspired on what is trending on social media,” says Guillaume Bianco, sales representative in France.
Close to the client
The platform makes many things possible, but the key to success lies in the long-term cooperation with clients. A dedicated sales team regularly hits the road. They support clients with expert advice and a customised offer. Last year, that approach already yielded an exclusive partnership for the brand ‘Silence, ça pousse’.
The future’s looking green
Following this award, 2020 looks promising for Floréac. But how do Wouter Busschaert and Guillaume Bianco of Floréac see the future? “People are buying more houseplants, especially non-flowering ones. The demand has risen considerably over the past three years, even during COVID-19. The offer of plants has become more varied. Amongst other things due to innovative breeding techniques that develop new varieties. As well as the return of a number of plant species that are back in vogue. New, younger customers are discovering our range. This is the result of trendy examples on social media but also tasteful product promotion in shops. Our prediction? Plants are essential for creating atmosphere.”
Floréac has 60 years’ experience in horticulture. The supplier offers a wide range of potted plants for specialised retail such as garden centres and DIY stores. The company is part of the Floré Group, a European group active in breeding, propagating, growing and trading in potted plants. With a consolidated turnover of 120 million euros and 550 employees, the Floré Group is market leader in Belgium and one of Europe’s leading horticultural companies.
Bart Van Hoye
Tel: +32 474 469 504