In the summer of 2018, the two Flemish azalea specialists, ID’Flor and De Bruyne – Flandresse, joined forces. Henceforth they will be active together under the name of FlorAmor. ‘With this synergy, we can offer a response to the consolidations around us and make more efficient investments to be ready for all kinds of new demands coming our way,’ says sales manager Christoph Stevens. FlorAmor will continue to market the existing brands, Hortinno Home & Garden and Flandresse Indoor & Outdoor.
‘We combine the best of two worlds in FlorAmor. Craftsmanship in a complete range of azaleas combined with a strong, commercial, direct approach.’
Two competitors become one
Two leading Flemish producers of azaleas merging: the result is a top company completely ready for the future. ID’Flor and De Bruyne - Flandresse were two strong companies that were similar in many ways, both with regard to their range of products and their approach. Both players were looking for a response to the large wave of consolidation on various fronts, from suppliers to customers. What’s more, substantial investments were necessary to meet the demanding requirements with regard to amongst other things software and the environment. ‘These external factors were an important driver for the merger,’ declares Christoph. ‘After all, the two companies did not see the developments as a threat but rather as an opportunity to offer a suitable response to the evolutions in the market by working together. In this way we avoid double investments and can now offer our customers a complete range of azaleas. For our customers, the transition was very smooth, since we naturally already had the same service, approach and pricing. They soon noticed that we could become a strong partner thanks to the merger,’ emphasises Christoph.
Focus on azalea
‘At FlorAmor you will find a complete range of the real Belgian azalea, in every shape, size and variety, for indoors and out, ready to be sold. For our customers we are a one-stop shop when it comes to azaleas,’ Christoph summarises. ‘And they can always still turn to FlorAmor for their familiar brands Hortinno and Flandresse. Flandresse is the quality brand that represents the traditional azalea with the very widest and highest quality range. With stylish packaging and a recognisable label, we have been communicating with our customers for 23 years already and offering the consumer that little bit extra,’ explains Christoph. In addition, FlorAmor also offers the Hortinno collection, which is derived from ‘horticulture innovation’. ‘It’s our quality label for our distinctive collection that is bred by the Hortibreed company. It has been breeding indoor azaleas, outdoor japonica and rhododendron for over 30 years. To guide the consumer through the broad range of products, we have the Hortinno Home collection, that offers the best guarantee of long flowering, and in addition to that Hortinno Garden, which responds to the trend of evergreen patio or garden plants with an extremely long flowering period,’ clarifies Christoph.
Eye for sustainability
FlorAmor works with respect for man, nature and the environment. ‘We do our utmost to keep our impact on the environment to a minimum. For example, we have invested in a double skin in our heated greenhouses and we also use cogeneration,’ illustrates Christoph. ‘And we keep our water consumption under control thanks to the use of a rainwater and a recirculation system. What’s more, we make maximum use of organic crop protection and we reduce chemical growth inhibition by opting for other cultivation techniques. We are MPS-A, GAP and SQ certified and can guarantee our customers the necessary sustainability certificates,’ concludes Christoph.
From customise solutions to XXL order
‘Thanks to the merger we can now really handle any type of order, from complex customised solutions to XXL orders. Our customers can count on smooth, efficient service, with short delivery times and strict tracking & tracing. 98% of our turnover comes from export; our main markets are our neighbouring countries. Our products above all go to garden centres, florists and retailers there,’ according to Christoph.
Company in figures
- Employees:
- 2 managers
- 18 permanent employees
- 10 occasional helpers
- Company surface area: (FlorAmor forcing house + Azaro and Id’flor breeding centres)
- 12 ha container field outside
- 12 ha in unheated greenhouses
- 2 ha in heated greenhouses
- Export: 98 % of the turnover
- 70% Netherlands
- 10% France
- 10% UK
- 5% Germany
- 5% Other
