How do you distinguish yourself as a florist?

This question is of course not only relevant for the florist. 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 distinguish themselves from the masses. 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 placing them in a different tray. This worked: they saw that they could not only sell these trays with quality plants for a better price, but they also quickly realized that the demand for this specific top assortment was growing. Apparently, there was a need to be sure of the best quality.

Customers desired greater consistency and wanted to identify quality products by more than just the grower's name. A quality mark or certification was needed for this selection of plants. This led to the creation of Decorum in 1999. All Decorum plants were delivered in the iconic blue tray with a 'Decorum Plants' label inside.

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

Meanwhile, Decorum has grown into the premium brand of more than 50 leading Dutch growers. Product quality is not the only important factor for the brand. The brand is focused on quality in the broadest sense of the word. In the areas of service, packaging, innovations, technology, sustainability and personnel, Decorum does everything to excel.

Investing in the world around us 'The earth is what we all have in common'. That is why Decorum growers invest in sustainability. From geothermal energy to solar panels and from biological crop protection to the most advanced cultivation techniques. Every Decorum grower possesses the best environmental certificates and is constantly working to develop in this area. For example, new geothermal wells are still being drilled, solar panels are being installed and new systems are being developed to use fewer fossil fuels or to save water.

The brand also invests in sustainable relationships. That was the reason Decorum was present at the funeral event of VBW last March. A hot topic in florist land. Several designers created funeral arrangements with Decorum products, including urns and funeral pieces for the natural burial ground.

Renate Hoogendoorn, Senior Marketeer at Decorum, also attended the event. ‘Decorum is keen to engage in discussions with Dutch florists. We have noticed that florists are receiving many questions about sustainability in the nursery. We are working on this in many areas and presented our laurel nursery at the funeral event, which is a prime example of sustainable entrepreneurship. In this way, we hope to provide florists with information that they can really use on the shop 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 packaged.