For almost six decades Florelle has been supplying stunning artificial flowers, plants, trees and seasonal decorations across Europe. Once again, they’ll be leading the design pack at both Harrogate and Spring Fair. Sarah Welsh spoke to CEOJonas Clement.
It was almost six decades ago that the family behind Florelle International started to build their brand. And in 2026 this now third-generation business will mark its 60th anniversary.
Starting out with fresh flowers, the company evolved into the faux flower market in the 1990s and they’ve never looked back. Now with stylish artificial flowers and plants continuing to grow in popularity as trends from America cross the pond and environmental purchasing becomes ever-more important, Florelle have grown to be market leaders in this blooming retail sector.
“We design a lot of products ourselves being true to what the actual flowers look like, We’re really inspired by nature and we’ve seen demand for beautiful faux flowers only increase in recent years”2
“We design a lot of products ourselves being true to what the actual flowers look like,” CEO Jonas Clement says. “We’re really inspired by nature and we’ve seen demand for beautiful faux flowers only increase in recent years. The last decade has been crazy as American themes have come over here – autumn wreaths, Halloween and of course Christmas.
“Our festive sales are around 30% of our annual business so those ranges are definitely important.
“Harrogate is such a key event for us, in terms of showcasing our new range, seeing existing customers and meeting potential new ones. We bring as many designs as we can across all the calendar celebrations.
“We take the whole range to Spring Fair. Our show stand is around 1,500 to 1,600 square feet and it takes us up to six days in total to set it up and decorate it. What we create in Birmingham is real theatre for visitors.”
Jonas says that more and more customers are also making the journey to Florelle’s impressive showroom in Huddersfield, often spending half a day there. For serious buyers the design team is always happy to tweak products to exactly meet a bespoke brief, and to offer exclusivity.
“We deal with a broad range of customers, from independents to high end garden centres to pound shop retailers,” Jonas says. “Our visual merchandising team create amazing displays and shop windows and we can help buyers recreate the stunning effects in their own stores.”
In terms of Christmas faux flower trends, Jonas says that often the ‘bread and butter’ of the festive collection are traditional pieces, but ensuring their collections encompass the entire colour spectrum is also very important.
“We always have wreaths, garlands, hanging baskets in green and red and poinsettias,” he reveals. “But we also do things like candy cane colour designs and metallic tones are also very popular.
“For 2025 we have a Barbie theme with light blues and glittery pinks. Colour is always something we think very carefully about and offering a broad range is absolutely key to our success.
“Another factor that is also vital for success is being eco-friendly with our designs and manufacturing. We try to use recycled plastic wherever possible to make pots and all our grave pots come in it.”
For more information visit: www.florelle.co.uk
