spoga+gafa 2014: High Quality of Visitors, Growth in Exhibitors

The spoga+gafa 2014 is over and the final numbers show once again that the trade fair in Cologne is the melting pot of the international garden industry.

Around 36,800 trade visitors from over 100 countries attended the international garden trade fair to inform themselves about the novelties in the garden industry. The share of foreign visitors was 58 percent. “The overall attendance in 2014 was stable. However, there was a shift in the visitor structure across the countries. Positive developments were particularly recorded from North and South America and Oceania. Due to the social and political situation, growth from Africa and Russia was not to be expected,” explained Katharina C. Hamma, Chief Operating Officer of Koelnmesse GmbH.

Boasting 2,012 exhibitors from 56 countries, the spoga+gafa 2014 experienced a growth rate of 10.7 percent compared to the previous year. “The abundance of innovations and the expansion of the range of exhibits raised the event up to top level. The high media coverage in both the trade and daily press also indicates a positive development,” commented Hamma.

“The quality of the visitors has also underlined the fact that the spoga+gafa is the leading international garden trade fair.” In 2014, the spoga+gafa covered exhibition space spanning 241,000 square metres with its five exhibition segments ‘garden creation’, ‘garden living’, ‘garden care’, ‘garden unique’ and ‘garden basic’ and the trade fair showcased everything that makes garden living better, more beautiful and more comfortable.

The spoga+gafa 2015 will be from August 30th to September 1st 2015.

Further Information: spoga+gafa.com

EFSA: Garden Retail Trends for 2015

A newly designed lifestyle magazin for the new trends of the coming seasons, a concept store at the spoga+gafa 2014 to show “the garden centre of the future” and the launch of a new website: The European Floral and Lifestyle Product Suppliers Association EFSA shows what’s going to be important in the next garden year. 

Concept Store 3.0

For their third concept store at spoga+gafa, EFSA chose the theme “Changing the City”. Urban gardening and farming are growing areas with enormous unused potential for suppliers and retail. Visitors can look forward to the following subthemes of the concept store.

  •  Tribal – Avantgarde and rich with atmospheric and ethnic decorations.
  • Nautic – All about water features in the garden and on the balcony.
  • Level – Solutions for outdoor experiences on the balcony.
  • Tom Boy – Playful, social solutions
  • Secret – Endless possibilities of a ‘secret’ inside garden. 

The store has been developed and realised with TPK Media Partners and Vinnce Ponnet of Viretail. According to EFSA, a tempting combination of product ranges, scent, light and signage allow the retailer to respond to the subconscious of consumers and lure them into specific parts of the shop.

New Format for Publishing Trends 

EFSA is going to present the next colour and style trends for the spring/summer season 2015 in form of a fun and exciting lifestyle magazine. Besides the trends, there will be expert interviews and opinions, news and EFSA’s event agenda. For 2015 they have made out five different garden themes:

  •  Vitamin Vibe – Pure, fresh and clean with contemporary design
  • Poetic Project – Summer in the city with industrial spirit and vintage influence. Urban gardening and farming are key elements
  •  Super Shore – a hippy-chic spirit full of fresh aquatic shades of blues and greens
  • Flash Fusion – modern arts meet ethnic references in a high summer atmosphere, a homage to the sixties
  • Eternal Earth – a dry, almost desert like environment, raw and pure

The trends are based on the Colour and Style Forecast from Nelly Rodi Paris, an international leader in trend forecasting.

The magazine will be available at the EFSA Area and in the Concept Store in hall 10.1 of the spoga+gafa 2014.

Further Information: efsa.com

Husqvarna: 325 Years of Swedish Engineering

The world’s largest producer of outdoor power products is celebrating its 325th anniversary.

The small village Huskvarna in southern Sweden gave the company its name and its headquarters is still located there. Husqvarna started in 1689 as a weapon factory, producing rifles for the Swedish crown. In 1867 this contract ran out and Husqvarna expanded its product range and started producing sewing machines, hunting weapons, wood stoves, mincing machines, bicycles, motorcycles, gas stoves, microwave ovens and much more. From the 1960s on, Husqvarnaspecialized in outdoor power products like chainsaws, lawn mowers and hedge trimmers. Now the company is the largest producer of motorized tools. According to Husqvarna their secret to success is constant passion for innovation, the urge to develop and improve. Net sales in 2013 amounted to SEK 30 billion, and the Group had 14,000 employees on average in more than 40 countries, their products are sold in over 100 countries. 

Kai Wärn, President and CEO for Husqvarna Group states: “As we look into the future we will continue to deliver high performing products and solutions building on our values of entrepreneurial spirit and staying close to our customers.” 

Further Information: husqvarnagroup.com


Weber Stephen Opens First Concept Store in Berlin

The American BBQ company wants to try out new sales concepts and innovations in the world’s first Weber Original Store.

The shop is located on the Litfaß-Platz 1 near the Hackescher Markt in Berlin’s centre. The purpose of the new location is to optimise and advance sales strategies like the sales conversation, the PoS-experience, and multichannel marketing. There will also be a new online store that brings the new concepts into the net. The location Berlin is supposed to push sales on all levels, according to Weber Stephen.

The new store will offer a “360-degree Weber experience” on 500 square metres. Besides the product range there will be information about the company history and large assortments of Weber merchandises, wines, spices, and fresh meat. One of the store’s highlights is the integrated BBQ-Academy where “Weber Grillmasters” can share their secrets with up to 30 attendants. Larger events can be held in the store with up to 100 visitors. The business manager will be Joachim Beckert who already worked for Apple in Berlin and Hamburg.

Further Information: weberstephen.de

The Gardens of Appeltern – Discover and Be Inspired

Thousands of visitors come every year to the Netherlands to visit a true park of ideas: “De Tuinen van Appeltern” – The Gardens of Appeltern. Garden enthusiasts can explore over 200 display gardens on 23 hectares and learn how differently they can be laid out, planted and furnished. The season in Appeltern begins on March 1st and lasts until the end of November, so visitors can experience the gardens nearly year-round with all senses.

Appeltern is a small village in the Netherlands ­between the towns Tiel, Nijmegen and Oss and the rivers Maas and Waal, only 20 minutes distant from the German border. Here, the best landscape gardeners and designers show their skills and ideas. The designs presented here can be sophisticated,  sometimes playful, sometimes simply beautiful, but always inspiring. Balcony and lounge gardens, vegetable- and kitchen gardens, shrubberies and sculpture gardens etc. can be visited on the premises, different lakes and water fountains show the latest state of the art. The diversity of the different materials can be seen in paths and terraces, garden sheds and pavilions, accessories, pots, pails, outdoor furniture, artificial lighting and much more.

Every year around 100.000 people visit this living and inspiring place that has grown during the past 25 years and  is still expanding. The Gardens of Appeltern are a meeting and learning point for people working in or for the garden sector and a AAA destination for keen gardeners from all over the world.

Further Information: Appeltern.nl