70 Days of Deals: partner in the spotlight FlorAmorFloréac is celebrating its 70th birthday. In order to honour this moment we gathered some of our long-standing partners to reflect on the joint development of our cooperation, across generations. To mark the occasion, you can also find their special celebration offer in our 70 Years – 70 Days of Deals promotion! Join us for this one-of-a-kind celebration—you’ll love being part of it!
FlorAmor is European market leader in the breeding, production and trading of high-quality indoor and garden azaleas with an extensive colour and shape range, marketed under the house brands Hortinno® and Flandresse®. FlorAmor also built a strong market position in Clivia & Cordyline and during the last 5 years strongly developed its quality Hortinno®garden segment with a.o. Rhododendron & Kalmia. The key to success? A strong and professional team, a total approach and decades of passion and experience, values that fit perfectly into Floréac’s market approach.
What can you tell us about the pioneering period at the beginning of the cooperation with Floréac?
The collaboration originally started between the company ID’Flor and Floréac. For many years, ID’Flor was part of the same group, to which Floréac also belonged. In this sense, you could say that the collaboration is one ‘of the first hour’. FlorAmor saw the light in 2018 through a merger between a division of ID’Flor and De Bruyne – Flandresse and built on the historical cooperation with Floréac. Recently (as of 1 July 2024), FlorAmor took another important strategic step by integrating the cultivation activities of ID’Flor, AZARO ánd BRACKE through acquisition of the trading funds. For the azalea specialist – supplier of Floréac, an important step in its strategy to optimise capacity, exploit synergies and strengthen its market position.
Is there a anecdote you can tell about our collaboration?
It dates from some time ago, but it is one that the late Anne Muylaert would have confirmed with pleasure and fun. At the time, a Swiss customer of Floréac was visiting us to buy green azaleas, something that happens regularly and helps in the exchange of information and the proper functioning of the ordering cycle during the season. He was staying in Belgium for a few days and laughingly told us that the hotel shower was of the same excellent quality as the years of collaboration. I thought the comment might have been meant ironically, but he went on undaunted, telling us that he would install the same shower knob at his home if he found himself in a position to do so. A prime moment for Anne and myself to take the customer-friendliness of both companies to the next level, and we agreed immediately without consultation. After the meeting, we made every effort to find the shower head in question, allowing us to accompany a very happy customer to the airport with a brand new shower head in his luggage.
How has the business relationship developed over the years?
Commercial strengths
There is a tremendous openness at Floréac to spread ‘the Floramor story’ to customers and, by extension, to the whole market. Like no other, the Floréac team knows what the customer’s needs are and links this back to the supplier. Like Floramor, Floréac strives for a long-term partnership with a win-win for everyone in the chain. Both companies share the three key values: innovation, high-performance supply chain and dynamic open communication. Another plus: the Floréac clientele closely matches Floramor’s positioning on the market.’
Strong partnership
Floramor is a total supplier and first and foremost wants to unburden its customers in an efficient and profitable way. With a good and high-quality product, but also with a wide and reliable range. Floramor thinks along with the customer and offers a complete answer to their wishes regarding different pot sizes and varieties throughout the season. Floramor also supports new market introductions with concrete tips and by anticipating customer questions from consumers. But Floramor also takes steps towards the end user. With its Hortinno® and Flandresse® consumer website for example, here you will find concrete tips on the maintenance of Azaleas, history, facts …., among others. The B2B2C story will gain even more importance in the future. Visualisation of the USPs of the plants in the point of sale can still bring nice added value to the customer.
Sustainability, fundamental in further cooperation
In the cooperation with Floréac, attention to a sustainable approach is very important. FlorAmor has been strongly committed to sustainability for years and created its first sustainability charter in 2022. FlorAmor’s sustainability charter is based on the seventeen Sustainable Development Goals (SDGs) of the United Nations and was completely tailored to the company. In doing so,Floramor focuses on three specific pillars that span several SDGs. Specifically: reduce footprint, wellbeing and the third pillar: efficient infrastructure & operations. FlorAmor also values sustainable relationships, and Floréac is undoubtedly a great example of this!
