Harrogate Christmas & Gift: Hall C, Stand C15

Five years ago luxury artificial floral company Pineapple Circus was born. And now the brand with a name as whimsical as its inspiring products is making its debut at Harrogate. Directors Darren Broxup and Mathew Dickinson spoke to Sarah Welsh.

What were your backgrounds in the industry?

Darren: The bulk of my professional career has been immersed in the floral and Christmas sectors. My journey started at Peter Harvey, a wholesale florist cash and carry, and I subsequently moved to a floral importer where I played a key role in expanding their Christmas collection. In 2019 we founded Pineapple Circus.

Mathew: I’ve always found my passion in life through plants and flowers. I worked in the horticultural industry for a decade and then fell into the world of flowers completely by accident. After training in floristry at the famous Constance Spry flower school I went on to work for Terence Conran. I now run my own florist business, decorating beautiful venues and I get to meet with an array of celebrities and wonderful clients. I also decorate using faux flowers, which is how I met Darren.

Why do you think there’s such a love for this product sector?

Mathew: People delight in home décor, regardless of the season and whether it involves flowers or Christmas decorations. This enthusiasm is unmistakable from our bustling high streets too where we see increasingly elaborate shop displays and restaurant décor.

How much has sustainability and customer awareness of this been a factor for the brand?

Mathew: Customers are driving the desire to elevate living spaces, and there’s a huge emphasis on floral and Christmas displays on social media. Often these displays highlight products with a significant lifespan, which reinforces that culture of re-use and durability.

Where did your unusual business name come from?

Darren: The enterprise has brought together a diverse array of talented people, encompassing creative flair, financial acumen, expertise in imports and trade and digital innovation. Mathew likened this collaboration to converging roads leading to a central point, much like the bustling hub of Piccadilly Circus. So we initially considered ‘circus’ as the company name, but the addition of ‘pineapple’ injected a touch of whimsy and distinctiveness to the concept.

The story of the business is that you were brought together by a mutual friend, but what was it you saw in each other that made you realise you’d work so well together?

Darren: I guess it was the fact that we both shared identical ideals and objectives, coupled with a mutual desire to embark on something genuinely stand-out with Pineapple Circus.

Pineapple Circus is exhibiting for the first time at Harrogate Christmas & Gift this year – what are your plans for your show stand and what ranges will you be showcasing?

Darren: The aim is to present our floral collection and trio of Christmas themes in a uniquely captivating manner. We want to genuinely inspire people through these displays, sparking a desire to recreate the same magic in their own shops or garden centres. We want to leave a lasting impression!

What festive floral trends/colourways do you think will be big for next Christmas?

Darren: We anticipate the popularity of natural and wintry trends to continue, and we’ll be being a fresh perspective to these themes. The goal is to infuse unique elements into these well-loved styles. And we’re also excited to present a pastel theme with a snowy twist.

What do you think the next year is going to look like for Pineapple Circus?

Darren: As we gaze into the future our enthusiasm remains steadfast. We’re eagerly anticipating collaborating with current customers but we’re also thrilled at the potential to attract new ones, particularly at Christmas & Gift.

Despite the initial challenging hurdles posed by the pandemic, surging shipping rates and volatile market fluctuations, we maintain a profound sense of optimism for what lies ahead.

For more information visit: www.pineapplecircus.co.uk 

Harrogate show: Hall C, Stand C15