2016 Issue

SelectedTRENDS

GO FUTURE NEW CONCEPTS FOR THE BUSINESS HIGH POTENTIAL USING CHANGES IN CONSUMER BEHAVIOUR SUCCESSFULLY EDITORIAL TABLE OF CONTENTS 04 POETRY 06 EASY-CARE BELOVED HAVEN 12 RECARNATION he success of our first trend magazine last year proved us Tright. Future-oriented concepts for the sale of bedding and 16 SOCIAL MEDIA balcony are in higher demand than ever. and plants continue to be high priority for consumers. Social 18 HOMELAND trends have changed the expectations and wishes of customers and influence consumer behaviour. Our products must therefore keep on fulfilling their wishes, despite these 24 LIVING OUTDOORS changing factors. A major opportunity stems from the yearning of many people 26 CHRISTMAS for the safety of home and a feeling of comfort. In times of global travel, many consumers are looking for a personal 30 OUR SERVICE retreat and familiar settings – and they find it in their gardens. The plants and their scents awaken fond memories. Alongside geraniums and petunias, carnations are now also making their way back into gardens on the retro wave, and consumers of all ages are on board. Sustainability and environmental protection become a matter of course in this search for wellbeing and a sense of belonging, providing a solid foundation for customer confidence. Let’s inspire the consumer with emotional concepts, because

they offer an indispensable basis for unique added value! Photos Cover : © opoija - Fotolia.com, Jenny Strum - Fotolia. Fotolia.com - iconogenic Seite: diese Fotolia.com, - Zerbor com,

I hope you find lots of inspiring ideas.

Best regards, Richard Petri NIGHT POETRY “Petunia NightSky® is the perfect FleuroStar winner:

eye-catching at the Point

of Sale, combined with high commercial potential. Thanks to the „ perfectly-chosen name, this unique plant has an inspiring story to tell and brings the night sky to the terrace or balcony. FleuroStar is the ultimate contest to A find the ‘Winner with the Wow Factor’. STAR Thank you Selecta One for entering the competition with NightSky®, it is a real IS BORN pleasure to promote this beauty.“ Ann Jennen, Fleuroselect „

This unique and extraordinary petunia culti- var offers a galaxy of possibilities for compel- T he stars are beautiful ling storytelling in the retail outlet: It tells of because of a flower a thousand journeys through the starry skies, the poetry of the moment, of life, discovery that cannot and astonishment. NightSky® has a history be seen … that gives flight to the imagination, because The Little Prince, Photo: © konradbak - Fotolia.com it stills our yearning for more feeling. It is Antoine de Saint-Exupéry a story that has already sold hundreds of thousands of times – and will continue to do.

Fleuro Star THE RETAIL + WINNE R + Potential: Unique innovation, one-of-a-kind storytelling. Added value through multiple awards, e.g. winner of the “FleuroStar Award” in the 2015 ® FlowerTrials®, “Best Bedding or Pot Plant” in the 2015 Four Oaks Show in ightSky , the petunia with the England and the “Gold Innovert Award” at the Salon du Végétal in France. + Target group: Consumers of all age groups, whether as a gift or Nunique petal variegation, is the new for personal use. + Pull effect: Numerous articles about cultivation in social media and shooting star on the petunia horizon. print publications generate strong demand. Every flower is a tiny universe. + Sales: Secondary placement with a special display. 4 5 EASY-CARE LITTLE HEROES ittle heroes can meet (almost) any challenge and reward their Lowners for even minimal care with profuse flowering. They make it easy for urban nomads to create a blooming oasis – even if they have no green thumbs.

Water reservoirs for independent living It blooms and blooms and blooms. Portulaca PortoGrande® won’t let the occasional dry period spoil the summer. On principle all this little blooming wonder needs is a rain shower from time to time, allowing it to store water in its leaves and keep on producing new flowers. So the watering can will stay dry most of the time.

® Yellow Compact FlowerPower Flowers„ are fantastic! But I’m not interested in more chores, I don’t need any more deadlines. My balcony should be a “laissez-faire oasis”.„ Comment of a Facebook user

ardy, strong and beautiful: when plants are Hsometimes left to fend for themselves, they

must possess special skills. contrastwerkstatt © Photo: Fotolia.com - 6 7 LITTLE HEROES EASY-CARE

THE RETAIL + + Potential: As a problem-solving concept, it offers added value for the retailer and higher revenues per unit area. + Target group: Younger consumers with little or no experience with plants as well as consumers with little time and space or difficult planting sites (e.g. windy roof ). + Storage efficiency: These “little heroes” are also a convincing product for retailers due to their high storage efficiency. + Problem solvers: The new concept encourages even consumers with little experience or bad luck with plants.

A PLACE TO LIVE ll beginnings are easy. Especially in densely populated cities, Shoppin Pelargonium Marcadag list a balcony improves the quality of life ® And uncomplicated Calibrachoa MiniFamous® – even more so if it’s full of beautiful ® A Portulaca ® plants. But modern city dwellers these PortoGrande 3 in 1 plants provide an instant days have numerous other interests all Trixi®® competing for the little time they have. Mandevilla Dundee® feeling of achievement, making Career, friends and family, treasured Lavandula LaVela ® ® hobbies – easy to forget the call to Pelargonium Moonlight® ® want more. The water. So plants that are guaranteed Xerochrysum Mohave® easy-care will prevent flower fun from Pennisetum advena Chelsea right choice is what counts. turning into balcony boredom. Osteospermum FlowerPower ® ® 8 9 LITTLE HEROES EASY-CARE BECAUSE IT’S SO EASY THE RETAIL + Trixi® is the balcony ’s best + Potential: Benefits along the entire retail friend. Selecting and combining has chain! Tried and tested mixtures of homogene- never been so easy, since there are ous varieties. Perfect cash & carry product, sells already three complementary varieties well without special sales advice. growing in every pot. With the tools POS tools: Information brochures, printed we have developed for the POS, these + pots, a poster, photo material and lots more plants virtually sell themselves. We sales promotion support for plant retailers. would be happy to help you with this. Just get in touch. + Storage efficiency: Meets the demands of storage and transport efficiency on all levels of retail. + Problem solvers: Excellent flowering all summer long, even without extensive plant know-how.

CONVENIENCE: PRÊT À PLANTER In this day and age when time is scarce, smart products are a hit with consumers. Trixi® sells well without special advice and offers garden centres and flower shops perfect balcony solutions for their customers – and without taking up a lot of space. Whether cheery, romantic or exciting – whatever summer blooms the consumer wants to experience, Trixi® offers the right combination.

® Trixi Blueberry Parfait he trendy triplet for more variety Tin one pot. Trixi® offers harmonious combinations without any compromise. Purchase, plant and appreciate the

blooming spectrum. ® Trixi Passion ® Trixi Crazy Cocktail ® Trixi Coco Bello ® 10 Trixi Bolero 11 RECARNATION REVIVAL OF THE CARNATION You’ll never have shining eyes or be able to laugh about yourself if you’re always worried about what could go wrong. Have courage. “Get out there and live. Just try it. Gina Schöler, German Ministry of Happiness and Wellbeing THE BASEBALLS – A LIFE ATTITUDE IN MUSIC The story of this German rockabilly band begins in 2007 in . Their love of the music and lifestyle of the 1950s and 1960s draws the three band members together ” from the first moment. But at the same time they also want to reach young people with their music, so they explore the idea of doing cover versions of pop songs, interpreted with their own special twist. The result: instant popularity. Because what this trio likes doing most is also what thousands of fans like too. Their YouTube video of Photos: © opoija - Fotolia.com, Iakov Kalinin - Fotolia.com, Sindt Sven Fotolia.com, - Oleksly Mark Fotolia.com, - Zerbor ’s hit “Umbrella” has meanwhile been viewed over 23 million times, the kick-off for this success story. Their debut album “Strike!” sold nearly a million copies off the cuff. From then on, everything they touch turns to gold and platinum: 4x platinum in , 2x platinum in , platinum in , and the , gold in , and the UK! Their live performances drive fans all over Europe wild. In the late summer of 2016 their fifth studio album will come out. Rock 'n' roll is alive!

CROSSOVER WITHOUT LIMITS If you want to stay ahead of the pack, you first have to take a few steps back. Without much sense for tradition, many younger consumers today look to past decades for inspiration. Their feeling for life is expressed in a carefree, colourful mix of Best-of-Before – across all style boundaries. It’s all about a yearning for warmth and a sense of belonging in a high-tech world. dear old friend enjoys resurgent popularity. Whether sixties furniture, crocheted cushions, vintage VW buses, macramé When looking back on past decades – and planters or vinyl records: all over the A globe trendsetters revel in the beauty Colores also into the present – the growing desire for of yesteryear. And also from the pool of childhood memories, the carnation is neo-retro styles is obvious. also experiencing a grand revival. Capitán 12 13 REVIVAL OF THE CARNATION RECARNATION

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THE INDIVIDUAL CULTIVARS 1 Colores 'Sangre' 2 Colores 'Oro' 3 Colores 'Beso' 4 Colores 'Amor' 5 Colores 'Nieve' n today’s leisure cosmos, people are less 6 Colores 'Dulce' Iabout rebellion than about everything that 7 Colores 'Sol' gives them a feeling of belonging. Plants we remember from Grandma’s house are a part of Photos: © Sensay - Fotolia.com, iconogenic - Fotolia.com, Konstantinos Moraiti - Fotolia.com, Sven Sindt a large pool of shared memories. And that “It was actually a coincidence that Sam, makes the pot carnation, which is a style icon Basti and I met at a of a past era, so attractive to today’s trend­ rehearsal studio in Berlin in 2007. We immediately setters. And yet, similar to the modern-day recognized each other by our style. We bonded record player, the modern carnation has also through rock ’n’ roll and THE RETAIL Pillow + become a high-tech product, thanks to cutting- founded our band shortly after that. We wanted to reach + Potential: Around 30% of all plants are impulse purchases or gifts bought young people with our music. Our concept: we take good to give on a special occasion. The renaissance of old favourites is a big trend for edge cultivation techniques. Durable, long songs and guide them to their real purpose, which is rock consumers. ’n’ roll. We’ve been extremely successful with this. The fun flowering, easy-care and up-to-the-minute we have with golden oldies, the mixing of past style + Target group: Consumers of all age groups, as gift or for personal use, flower colours – how can you not love them? elements to make something new is something that increasingly also young consumers with a penchant for retro trends. appeals to many fans – whether it’s a retro leather jacket + Sales: Secondary placement with a special display, e.g. ‘Pink Kisses’ as a plant or even a cool carnation, it’s a perfect fit in today’s world. & pot set or miniature. FYI this summer our new album is coming out – we’re calling it “HIT ME BABY…”. This time we merge an entire Storage efficiency: Carnations also meet the demands of storage and + music era in the 1950s and 1960s. Time to gel up your hair, transport efficiency on all levels of retail. get your carnation on the table and rock!” + Marketing: Some varieties year-round. Digger Brans, The Baseballs

14 15 SOCIAL MEDIA CUSTOMERS HAVE HIGH EXPECTATIONS “The PinkKisses® concept is a good example of how well MEETING THE CONSUMER They want to be able to decide freely about modern concepts can function – from the nursery to the end how and when they are informed about consumer. With a strict, target group-oriented marketing new products. Through the consistent cross- concept and a bunch of innovative ideas, which may media orientation of all marketing activities, sometimes have a polarizing effect, we can draw attention everyone can have it their way. Social media to our products and receive appreciation for them. Last but provides a welcome platform especially for not least, the huge success of our posts about PinkKisses® the younger generation, above all when they on the Facebook page of the “Flowers - 1,000 Good want information about the latest trends. Reasons” initiative has shown that modern cross-media Digital storytelling has the aim of increasing marketing can generate a higher recognition value and awareness, expanding access to target simply inspire the consumer. This benefits all levels of the audiences and initiating a dialogue with retail chain.” customers. On Facebook and YouTube Michael Hermes, Division Manager at Landgard PinkKisses® is given a ‘human touch’ through video animation, which connects with the user on an emotional level. QR codes provide easy access to these offerings. Photo: © Tyler Olson - Fotolia.com

he PinkKisses® brand Tbecomes a member of the digital trend community. A social media campaign completes the communication mix and generates interaction with the consumer. 16 17 HOMELAND A LAND IN ALPINE FEVER DAHOAM Feeling at home anywhere in the world, always connected to your homeland. Tradition-minded denizens manage the balancing act. Dirndl dresses and lederhosen can mean- while be found in closets from one end of the country to the other. The music of folk rockers such as Andreas Gabalier connects generations of fans. Wanderlust is an affliction shared by all, alongside a penchant for genuine, down-to-earth and grassroots things. The market for homeland publications is growing, with such magazines as “Landlust”, “Landidee”, “mein schönes Land” and “MUH” surpassing the circulation quotas of established titles like Gala and Focus. Homeland is more than just house and home. It is a life feeling that is somewhere between the beloved scents of childhood and a kind of warmth and security that can only come from the existence of familiar

Photos: © Jenny Sturm - Fotolia.com, Kzenon - Shutterstock values.

The whole world associates homeland with an idyll. But home is not a place, it’s a feeling you crave. “Stefan Strumbel, successful German” pop artist ® AlpeTunia Soft Pink

n a globalized world it isn’t always easy to find Iyour inner compass. In the search for the promise of comfort and safety, old customs and traditions

bring cultural identity. Lilac Picotee, Lilac Dark Vein 18 19 DAHOAM HOMELAND Exclusive THE RETAIL + in specialty + Potential: The AlpenGärtner concepts not only sell plants, but shops and at Obi also create a positive holiday feeling and unique storytelling, boost brand confidence of consumers in regional and authentic products. in 2017 + Sales: Premium plants excellently suited for later marketing. + Quality: Outstanding shelf life and sustainability for the consumer, AlpeTunia® and pelargoniums are weatherproof, fast-growing and extremely disease resistant. + Cross promotions: Ideal product for supporting classic retail themes such as “Oktoberfest”, the “Bavarian Weeks”, etc.

DREAM BALCONY À LA BAVARIA The style of Alpine gardens is anything but small. Long cascades of flowers flow down dramatically from chalet balconies and luminous colours are resplendent against the blue-and-white of sky. The magic word is long-range impact, which is achieved with germaniums and hardy ® AlpeTunia® petunias. Mountain flair AlpeTunia Dark Blue can also be showcased at the POS with long-range effect. We would be happy to support you in developing a promotion of your own.

g list Photo: © fotogestoeber - Fotolia.com ShoppinGlacier White® Pelargonium ® Dalaya Suna ® Petunia AlpeTunia Dalaya Dahlia ® ® lpengärtner brings the homey flair of Alpine Gaura Belleza landscapes to your balcony. Regardless of where Gentiana Luis Easy Blue A Meditation White Echinacea ® ® it is: Bremerhaven, Krefeld, Cottbus, Kassel or Bad Pelargonium Sunrise ® ® Dianthus Diantica Tölz. Kitty Dark Blue Festuca ® ® 20 Argyranthemum LaRita 21 HOMELAND WILD LIFE “The topic of sustainability THE RETAIL is gaining increasing + + Potential: Natural gardens and environmental consciousness are hot importance among the trends for consumers. population. The home Target group: Families, consumers with a love of nature, but also classic DIY improvement and garden + hobbyists are open to this theme. industry has therefore been actively supporting the + Cross-selling: Cross-selling: Range of balcony plants for enhancing protection protection of bees and of bees and insects, topics relating to (wild) herbs as well as books and magazines sustainably produced plants on these subjects. for the past two years. In a mutual dialogue with plant producers and retailers, the use of substances potentially harmful for bees has been massively cut back and that are harmful for bees have been taken off the market. DIY and garden centres demonstrate their sense of responsibility in many areas and their commitment is constantly increasing. Such retailers have

significant potential at the interface with the consumer, which must be used to advantage.”

Jana Stange, Project Manager Environment, BHB (German DIY retail association) He who„ wants to increase his wealth, Dalaya Shari should take the bees as an example. They collect the honey, without ECO ETHICS EN VOGUE By now it is a well-known fact that we destroying the flowers.„ would be lost without insect support. For this reason, consumers are looking Siddhartha Gautama for possibilities to foster these useful little garden dwellers. Beekeeper associations are also attracting increasing numbers and beekeeping is deemed the new yoga among bee enthusiasts. The bee-friendly balcony box is not only beautiful but also a statement of nature. Bees hover around dahlias and lavender while butterflies ShoppingSensation list Pink Echinacea flutter over to the wild sage. Hidcote Blue Information on the tags provides the Lavandula Munstead Dark Red consumers with guidance for choosing Sedum bee-friendly plants and matching Marino Blue ustainability and back-to-nature Heliotrop combinations as well as giving them a Dalaya “good feeling”. After urban , Dahlia ® themes are becoming increasingly Belleza urban beekeeping is now taking the S Gaura ® cities by storm. important for many consumers. They Lobelia Curacao® Xerochrysum Mohave® want to be ethically responsible and are Eldoro Bidens ® willing to support a good cause. Verbena Blues 22 23 FRIENDS & FAMILY LIVING OUTDOORS

“In the summer, gardens in Germany are trans- formed into true open-air living spaces – to the extent the weather god allows it, everything from cooking to chilling takes place outside. Rest and relaxation are a central factor in the way we perceive our gardens today, because at a time when the influence of megatrends such as urbanization and connectivity are so great, a garden offers first and foremost a retreat from the hectic pace of daily life on the other side of your front door.” THE RETAIL + Anna Hackstein, press speaker for the + Potential: Grilling and dining outdoors German Garden Industry Association (IVG) are the biggest growth drivers in the German garden market. + Target group: All garden owners, fans of barbeque parties and people looking for a gift. + Positioning: The closely related barbeque theme opens up the possibility of impulse buying of gifts for future garden parties. ® + Marketing: Possible from spring to Pink Kisses autumn.

he garden has established itself

® as the favourite place for Pillow T Shopping ®list spending summer days. It is the Dianthus LaVela Lavandula Portogrande tulaca ® preferred meeting point for family Por Trixi ® 3 in 1 Rozanne and friends and is gradually Geranium Maroccan Mentha Italian becoming a green living room Origanum vulgare Greek Columnar® Basilicum in need of decoration. Pelargonium MoonlightRed Baron Photo: © Daxiao Productions - Fotolia.com Imperata cylindrica FlowerPower ® 24 Dark Purple 25 CHRISTMAS COLOUR CHANGE inter pastel eye-catcher. The trendy colours Wcaptivate young consumers and show just how wonderfully versatile poinsettias are.

WHITE CHRISTMAS GUARANTEED Poinsettias now present themselves Shades of pink in perfect white. In combination with silver, they make a modern statement; dressed up in gold they look especially Pastel pink has sophisticated. White as a colour has a precious image and makes flowers a relaxed look. appear larger. Christmas has never been so brilliant. “ Laurie Pressmann, Vice President of the Pantone Color Institute ”

® s the harbinger of the Christmas festivities, the Princettia Indian Red Ared poinsettia is a traditional, decorative high- hristmas comes in many Ccolours. Pink, rosé and light. Available now in more colours than ever creamy pink are especially

before, this bestselling plant has growing potential. Photo: © pogodina - Fotolia.com popular among young consumers. ® Princettia Pure White 26 27 COLOURWEIHNACHTSSTERNE CHANGE CHRISTMAS “Fairtrade has brought THE RETAIL + many changes to the cut + Potential: New colours appeal to flowers industry, for younger consumer groups, while red example in Kenia, Ethiopia varieties remain favourites of modern and Ecuador. Environmental consumers. standards are being imple- + Communication: Wide-reaching mented, while occupational product advertising in the press supports safety and working retailers. conditions have improved. + Sales: Secondary placements with The workers also profit from off-the-shelf articles (e.g. miniatures). the additional FAIRTRADE Sustainability: Certification creates bonus. We also want these standards for our plant + a basis of trust for consumers and production staff as well as safety in the workplace, co- retailers. determination and union freedom. That is why we are hoping for a successful second Christmas season for fairtrade poinsettias on the German market.” Dieter Overath, Managing Director, TransFair e.V. Photo: TransFair / Rainer e.V. Holz

Per Klemm / Feelings Wonder

FAIR AND SUSTAINABLE AS A MATTER OF COURSE hristmas joy also means the joy of sharing. Sustainability means maintaining a balance between humans, the environ- International companies have special ment and the economy. A decisive factor for consumers and trade, as flowers C and plants can provide more enjoyment if they are grown under consideration of the needs of both humans and nature. Social responsibility and the sensible Christmas shoots produced by workers on fair social responsibilities. Selecta one takes its use of resources have long been among the basic values at the family-operated trade farms in Africa and cultivated in Germany. SELECTA ONE organization. So we are proud to be able to document this with responsibility for people and the environment More information at www.fairtrade-deutschland.de our commitment to fair trade. Our production location for poinsettias in Uganda has now achieved FAIRTRADE certification. 80% of German consumers are familiar very seriously – no matter where in the world with the FAIRTRADE seal of approval – the most well-known certification system the company is active. sustained production in the world. 28 29 SELECTA ONE FOR YOU OUR SERVICE SELECTA MARKETING + + Photography: Whether product photos, a macro shot or ambience, we provide you with picture material for all the plant varieties in our range. You can download any pictures you need in the download area of our website. Or if you have special wishes, our in-house photographer would be happy to help. + Texts: We will be glad to provide you with detailed descrip- tions of any of the plants we breed. One focus of our work is on creating press releases, information and advertising texts. + Translations: One great strength of our marketing team is their multi-lingual skills. We also write and translate texts in English, Dutch, Spanish and French. + Layouts: If you need flyers, posters or other layouts, our team of trained graphic artists will support you with everything down to the printing of your marketing material. + Concepts: Are you interested in a customized concept with Selecta plants? We can develop individually-tailored measures for you.

Get in touch with us at [email protected]

A small selection of our references

or us, service goes much further than just Fpassing on plants. It is our aim to support our customers with customized solutions and help You can find a large selection of product and ambience photos in the promote their sales – even beyond the bounds of download area of our website at trade. Give us a challenge! www.selectaworld.com! 30 31 WE LOVE TO GROW

Selecta Klemm GmbH & Co. KG Hanfäcker 10 · 70378 Stuttgart · Germany Tel: +49 (0) 711-95 32 5-0 Fax: +49 (0) 711-95 32 5-240 E-Mail: [email protected]