With its unique umbrella-shaped flowers, our purple cyclamen Fleur en Vogue has attracted lots of market attention. This year, Fleur en Vogue will also be available in white, offering a second colour for this luxury plant.
Fleur en Vogue was created to be special – a high-value product that would be marketed for its exclusivity. Its unique flower shape, which resembles a gala dress or ball gown, gives it an elegant, feminine look. And it is grown in strictly limited quantities to ensure it really is exclusive.
Special gift plant concept
The marketing concept is based on positioning Fleur en Vogue as an ideal gift sold through garden centres and flower shops. It’s supplied with a special gift label that people can use to write a personalised message to the person receiving the plant. There are also posters and sales support for the retailers to use.
A hit with retailers
The product has won prizes at major exhibitions such as the Salon du Végétal (France), Flowers (Russia) and Flormart (Italy). Retail sales have been strong too. Two Dutch growers could not meet demand last year and there is huge interest from retailers and platforms such as Intratuin, a leading chain of Dutch garden centres.
“Although there’s lots of demand, we are not aiming simply to sell as many Fleur en Vogue as possible. The idea is to keep it as an exclusive plant available to key clients who can make some additional margin with it. We also help retailers promote the product and monitor the results, so we can continue to improve the product each season,” says Hans van Geest, Strategic Account Manager, Syngenta Flowers.
A successful concept ready for more applications
Fleur en Vogue is the first product line of its kind, and is the result of a close co-operation between Syngenta Flowers and one of its distribution partners, FloriPro Services, who have exclusive rights to the product. The success of this concept has exceeded expectations, and Syngenta Flowers is keen to extend it by working together with other distribution partners to develop similar programmes for other products that lend themselves to this kind of exclusive marketing approach. Distributors, selected growers and retailers and ultimately, of course, consumers will benefit from this ‘boutique’ style approach that brings pot and bedding plants into the premium luxury and gift market.
For more information about this exciting new concept for retailers, contact Hans van Geest or Georg Kurz.
Source: Syngenta Flowers