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A Swiss Excursion
A look at three florists in Switzerland |
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Written by Marianne Suess, aifd, cafa
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In August, I travelled to Switzerland and during my visit, got the opportunity to visit three florists. These florists were all very different from one another and helped demonstrate all the important ingredients and elements so crucial to the survival of our floral industry today. The struggles, trials and successes are in nature very close to our experience here in North America and for that matter can also be viewed on an international level. What makes them successful? Why do they stand out above the crowd? These are some of the questions I posed to the three shops.
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| Verde, Florale Kultur is a florist in Switzerland that capitalizes on its retail space. Both the shop’s interior and the exterior converts into a space for hosting events and gatherings. |
Verde, Florale Kultur
Verde, Florale Kultur, is a small floral establishment in the small city of Lenzburg in the central part of Switzerland. The shop is nestled in between medieval and early 19th century houses, shops, restaurants and hotels. The owner of the shop, Brigitte Becker, a Master Florist, opened her business with a specific business strategy in mind. Many hours were spent researching the location before the doors opened. Since the location was not occupied by a flower shop before, a client base needed to be established and associations formed to make this a successful venture.
A well-known five-star hotel across the street became a specific focus for the shop. As a result of many hours of conversations between hotel management and Becker, the two businesses established an active and engaging business relationship. One example of this relationship is that the florist now hosts different cultural events right at the shop, making use of the exterior and interior space. Cocktails are served out front, using the potted plant gallery as a backdrop. For the meal, guests are served inside, where the shop floor has been transformed into a very intimate and private event space.
Of course the displays around the venue help to create that very personal feeling. This, I think, is a very remarkable example of networking and building relationships with our neighbouring businesses. Also it is an innovative way of finding opportunities to share and collaborate with new ideas in promoting each unique business on their own merit as well as a joint venture. The shop can host small events of about 60 people. Other associations were also formed with the local castle and the local funeral home. In both cases, the businesses were provided with a personal CD from the shop where clients can view a slide show and product pictures, which can be ordered directly from the shop.
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| A design created by staff at Verde, Florale Kultur. |
Merchandising inside and outside the store is a very important focus for the store. The main counter in the store sets the theme and at the same time provides a focal area for the shop. All other display elements are flexible such as wooden boxes that can be painted in different colours according to season and trends and metal cubes that can be moved and stacked in many different ways. This, of course, is especially helpful when an event is planned and the shop needs to create the space for tables and chairs. The owner insists on changing the displays frequently and moves the flowers and hard goods into different spots to create interest and excitement. This is a terrific way to keep customers coming back to instill a sense of discovery and desire. Another very important aspect in this concept is of course the display of the fresh flowers. Coolers in the Switzerland flower shops are hidden away in the back or in the basement, because they believe flowers are here to be enjoyed by the clients. That is one of the delights of a flower shop in this part of the world. In North America too often we can only enjoy our flowers through a foggy glass door of a floral fridge, which usually contains all the fresh floral and arrangements. What we then see is a mosaic of colours but have difficulty identifying individual forms and shapes of floral materials and designs.
In conversation with Brigitte, I realized very quickly that her focus in all aspects of her business was very detailed and meticulous. Customer service marks a high priority, which includes a 24-hour pick up service for her clients.
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| Phillip von Arx attends to a customer in his newly opened shop, von Arx. |
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| Indoor and outdoor plantings are popular with von Arx customers and force passersby to stop and take a look. |
Von Arx
Phillipp von Arx is the owner of a new business in the city of Olten called von Arx, a small but very unique flower shop, which grew out of many generations of floral and garden design business. The concentration here was on creating a gallery type store with very unique and unusual merchandise. Because of its long tradition of indoor and outdoor plantings it has become a very important aspect in the shop, focusing on creating innovative plant environments and spaces for their clients. When I spoke with him, Phillipp von Arx emphasized the fact that his clients appreciate the artistic touch, the unusual containers and textures he is able to integrate into their spaces. Merchandising, changing the displays on a regular basis and using simple and flexible display fixtures help the store maintain the very unique features of this business. A single rose purchased from this store becomes a work of art! The attention to detail in choosing packaging, colours, accessories is extraordinary. And that of course only works to promote and advertise the store. The owner does not advertise in any of the traditional ways but through his clients and associations with other businesses. Collaborations are made throughout the year with a fashion store in town and participating in shows and events.
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| This florist welcomes international tourists with designs that mimic the mountainous landscape surrounding the shop. |
Didi’s Bluemelade
Nestled in the Swiss Alps, and 1,800 metres above sea level is Didi’s Bluemelade, a flower shop housed in a Swiss Chalet with an incredible backdrop of a mountain scenery. The focus at this shop is catering to international tourists and celebrities. Client consultations, customer service and providing interesting and unique floral designs are the main strengths of this business.
The small shop is unique in the sense that the owners and the staff need to be able to serve customers in different languages. Because it is an international resort, speaking English is a must as well as French and Italian. Didi’s Bluemelade also provides an outdoor alpine landscaping, a service popular with residents who have vacation homes. They enjoy a maintenance free service offered with a contract all year round. I have seen some examples of wonderful plantings of different species of plants native to the mountain regions. These plantings are combined with other native elements like rocks, mosses and driftwood, creating spaces, which fit beautifully into the environment. The outdoor component of this business is very unique in the sense that the concentration is focused on the immediate environment and surroundings, creating a very detailed and measured style of landscaping.
Through my travels, I discovered that the simple answer to the question of what makes these businesses successful is dedication and a tremendous amount of attention to detail in all aspects of the company. Attention to detail is key and demands that we are constantly on our toes and aware of new opportunities we could provide. The possibilities never stop! Collaboration and associations with other businesses and ventures is a relatively new trend but provides unlimited opportunities. Lastly, what all the shops shared was the willingness to go forward and take risks trying new ways to create business. They also exhibited the ability to showcase their artistic and creative focus in their work, develop new concepts and share these with their clients and their community and of course most importantly, increase their business along the way.
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