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October had us on the road — and what a road it was. In the space of a few days, Flower Circus and Blooming Collective brought flowers to two of Europe’s most exciting trade fairs: Elmia Garden in Sweden and the brand-new Novafleur in Reims, France. Different crowds, different energy, same result: inspired florists and plenty of new conversations.
For the second time, Blooming Collective stepped into Elmia Garden, Scandinavia’s leading B2B fair for the green sector, held at the Elmia Exhibition Centre in Jönköping on 30 September and 1 October.
If last year the Swedes needed a moment to warm up, this year they came straight to the stand. The collective presentation of flowers and plants from multiple growers drew real crowds, and the open set-up worked brilliantly — visitors stepped in naturally, often asking to be guided past the growers and promotion groups one by one.
Two things stood out. The Flower Grand Prix, contested by 40 florists during the fair, pulled in extra trade visitors and created the kind of live energy that no static display can replicate. And a sustainability talk by former world champion Per Benjamin made one thing very clear: Swedish florists are not just knowledgeable — they are hungry. Hungry for new varieties, and above all for the tools to tell the sustainability story that their market demands.
That’s a conversation we’re very happy to keep having.
Fresh from Sweden, Flower Circus and Blooming Collective headed south for a different kind of debut: Novafleur’s first edition in Reims, held at the Parc des Expositions on 4 and 5 October — the show’s inaugural run since its move from Tours.
We landed a prime spot right next to the presentation stage, surrounded by great company: the Gerbera Collective, Just Chrys, and fellow initiatives that gave the whole corner an extra buzz. And with an arranger working live in the stand? People come in for what is being made — and then there is time, sometimes all the time in the world, to talk about the flowers behind it. That combination never gets old.
Attendance was slightly below the Tours editions, but the quality of visitors more than made up for it. Exporters and fellow exhibitors reported strong new leads and fresh customer connections across the board.
A good reason to come back to Reims next year — and to make the corner even bigger.
Two fairs. Two countries. Dozens of new conversations with florists, growers, and industry professionals who care about flowers as much as we do. This is exactly why Flower Circus keeps showing up — live, in person, with real flowers and real people.
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