How do you differentiate yourself as a florist?

This question, of course, is not unique to florists. A number of growers were already working on this more than 25 years ago. That's when the idea was born, among the pioneers of Decorum, to stand out from the crowd. The first Decorum growers, including Peter ten Have (J&P ten Have) and Goos Hofland (Hofland Flowering Plants), started by simply selecting the best quality plants and putting them in a different tray. This worked: they saw that they could not only sell these trays of quality plants for a better price, but they also quickly discovered that the demand for this particular top range was growing. Apparently there was a need to be sure of the best quality.

Customers wanted more consistency and wanted to be able to recognize quality products by more than just the name of the grower. There needed to be a seal or certification for this selection of plants. Thus, in 1999, Decorum was born. All Decorum plants were delivered in the iconic blue tray with a "Decorum Plants" label inside.

Also flowers in Decorum
Year after year, new growers joined the club and the range of plants expanded. In 2014, the first flower growers started supplying in the Decorum brand. However, nothing changed at the core of the brand: Each grower selects their most beautiful plants and flowers from the nursery to deliver them under one brand: Decorum.

Meanwhile, Decorum has become the premium brand of more than 50 top Dutch growers. Not only product quality is important to the brand. The brand is concerned with quality in the broadest sense of the word. In the areas of service, packaging, innovations, technology, sustainability and personnel, Decorum does everything it can to excel.

Investing in the world around us "The earth is what we all have in common. That's why Decorum growers are investing in sustainability. From geothermal heat to solar panels and from organic crop protection to the most advanced growing techniques. Every Decorum grower holds the best environmental certificates and is always working to develop in this area. For example, new heat wells are still being drilled, solar panels installed and new systems developed to use less fossil fuels or save water.

The brand also invests in lasting relationships. That was the reason Decorum was featured at VBW's funeral event last March. A hot topic in florist country. Several designers created funeral arrangements using Decorum products, including urns and funeral arrangements for the natural cemetery.

Renate Hoogendoorn, senior marketer at Decorum, also attended the event. 'Decorum likes to enter the conversation with the Dutch florist. We notice that florists get a lot of questions about sustainability in the nursery. We are working on this in many areas and at the funeral event we put on a presentation about our laurel grower, who is a textbook example of sustainable business practices. In this way we hope to provide florists with information that is of real use on the store floor," says Renate.

Dare to dream!
And all this is what makes Decorum unique, the story, the experience, the promise. The future belongs to those who believe in their dreams. Our dream is to make you happy with beautiful flowers and plants, grown with passion, specially selected and custom packed.