The flower market is in full swing. While the number of independent flower shops is decreasing, the total turnover in the sector is actually growing. According to Marco Maasse, director of the Royal Association of Florist Retailers (VBW), this is because consumers continue to buy flowers, albeit through new channels. "Fewer stand-alone shops and companies are jointly realizing more turnover," he says in an article in RetailTrends.
Innovations such as flower subscriptions, automated flower sales and artificial flowers create new competition. Yet traditional florists do not have to see these players as a threat, says Maasse. “The arrival of Bloomon initially seemed like a threat, but it has actually stimulated the sector. Many florists now also offer subscriptions themselves.”
In addition, sustainability is becoming increasingly important. Both fresh and artificial flowers are being scrutinized, and more and more entrepreneurs are taking steps to reduce their impact. According to Maasse, florists can continue to distinguish themselves with craftsmanship, customization and service.
