In 1995 Decorum was established by several innovative growers who had joined forces in the collective Merk Ontwikkeling Sierteelt (MOS). They wanted to create a quality label for the specialist trade.
They were convinced of the need to be distinctive in terms of quality rather than indistinguishable in the chain. There was also a desire for collaboration and sharing knowledge. And that is what they did, for hours and hours…
Decorum wanted to create a different market approach that involved specifically listening to the consumers’ wishes. So the growers organised a consumer safari. In shops and in consumers’ homes, they examined what consumers are looking for when they consider buying flowers and plants.
Eric Moor, chairman of Decorum, explains: 'We really needed to do this consumer safari. We thought we knew everything, but nothing could be farther from the truth. And you need to hear that information with your own ears. Only when you gather all of this together, you can finally perceive what the consumer wants. This allowed Decorum to choose the right approach.'
An important year
In 1999 the first plant with the Decorum quality label appeared on the market. Over the years, the association continued to grow, in terms of the number of its members, products and aims.
Decorum was supplying the specialist trade in Europe and had also started several private labels in Dutch and Belgian chains. Decorum was the plant supplier working together with various partners.
Then in 2013 an important step was taken: Decorum decided to expand into flowers, Decorum Flowers. Why was this done? There was an increasing demand for high quality flowers with one brand label. There were also great opportunities opening up on the store floor. In 2013 Decorum got the chance to collaborate with several quality supermarket chains in Germany. It allowed Decorum to apply category management optimally: a complete plant- and flower display arranged according to assortment proposals and order recommendations. By building up a long-term relationship with a retailer, sharing data and acting boldly, great partnerships evolved.
Today, in 2016, Decorum has 43 plant members and 20 flower members. The product range carries 3000 products, which are marketed both within and outside Europe through a selected dealer network. In addition, Decorum is category manager for 30 shops in Germany, working with five different entrepreneurs. And one of them is a chain from outside the sector, a fact that we are very proud of.
Decorum has established a pioneering role over the past few years, due in part to its forward-looking members. The belief in a high quality flower- and plant brand has never changed and will always remain our focus.
The year 2016 will be filled with daring strategic decisions and an entirely new brand image. We shall keep you informed…