During the recent FlowerTrials, Magical Hydrangea unveiled an expansion of its retail concept. The well-known Magical Express—a Piaggio Ape customized in the company’s branding and used for in-store displays—is now available with a specially designed trailer.
The Magical Express is used by garden centers and retailers as an eye-catching display for the brand’s indoor and outdoor hydrangeas. According to Magical Hydrangea, implementing this concept leads to an average increase in sales of 33.6%. The addition of the trailer creates extra space for product displays and seasonal promotions in larger retail spaces.
According to account manager Marleen van Arendonk, the expansion offers new opportunities to enhance the brand experience on the sales floor. “With the Magical Express and trailer, you can truly create a magical experience on the sales floor. Combine indoor and outdoor plants.”
Visitors to the FlowerTrials® were able to see the combination of the Piaggio Ape and trailer for the first time at Kolster BV in Boskoop. The presentation demonstrates how storytelling, atmospheric experience, and visual merchandising are used to draw extra attention to hydrangeas on the sales floor.
Magical Hydrangea focuses on hydrangeas that change color multiple times throughout the season and places a strong emphasis on concept-driven retail presentations and brand experience.
