The flower market is in a state of flux. While the number of independent flower stores is decreasing, the total turnover in the sector is actually growing. According to Marco Maasse, director of the Royal Association of Florist Shopkeepers (VBW), this is because consumers continue to buy flowers, albeit through new channels. "Fewer stand-alone stores and businesses are collectively realizing more sales," he says in an article in RetailTrends.
Innovations such as flower subscriptions, automated flower sales and artificial flowers are creating new competition. Yet traditional florists need not view these players as a threat, Maasse argues. "The arrival of Bloomon initially seemed like a threat, but has actually boosted the sector. Many florists now 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.
