3 Questions to: Patty Willems (elho)

elho is a flourishing, family-owned company with over 50 years of experience in making synthetic pottery and related products. Surprise and fun are important aspects for their functional and creative products. Patty Willems is PR & CR manager.

Patty, how important is urban gardening for the elho collection?
Willems: Very important! elho introduced a total new collection around the urban way of living: The loft range, with the urban look & feel, is an enormous success thanks to the growing fan base that intensely enjoys city life and loves fund and leisure while the built in water reservoir ensures beautiful healthy plants that don’t require continual watering. You can sit back and enjoy “the urban way of life”.

Which colours do you promote this seasons?
Willems: Our new colours in the 2015 collection are:

  • Sweet softs like candy pink
  • New yellow: ochre
  • Natural browns like grainy sand
  • New pastels: light bleu and stone grey
  • Changing to soft greens; lime green

What are your most ingenious products for this summer?
Willems: We introduced our 2015 collection in September 2014 at the spoga+gafa. Our new collection will be shown on the next fair in August. At this moment we are working hard to present a great 2016 collection with lots of innovations to surprise our customers. The toppers of the 2015 collection are:

  • Green basics growtable XXL
  • B.for soft air
  • Pure cone serie
  • Balcony innovations like the Corsica easy hanger and loft flowerbridge

 Further information: elho.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