Decorum Brand Centre: from product range to strong brands
Decorum has opened the new Decorum Brand Centre at the World Horti Center. An inspiring presentation that brings together Decorum’s entire family of brands. Not only to showcase beautiful plants, but above all to demonstrate how product range, concept, presentation and collaboration can reinforce one another.
For years, Decorum has stood for premium quality from its affiliated growers. But a strong product alone is not always enough. In a market with a vast range of products, helping both customers and consumers make a choice is becoming increasingly important. That is why Decorum develops different brands, each with its own story, target audience and application.
In the Brand Centre, these brands physically come to life. Alongside Decorum Original, the brands on display include Green & Easy, Oxygen, Colores, Decorum Only, Concepts, Feel Green and Outdoor. From plants that are easy to care for and air-purifying greenery to colourful eyecatchers, exclusive products and surprising concepts. Each brand offers a different reason to choose a plant.
More than a collection of products
This is precisely where the strength of the Decorum Brand Centre lies. It shows that Decorum is more than a collection of products from individual growers. Within Decorum, joint efforts focus on developing propositions that meet the needs of the market.
Products from different growers can be brought together under a single brand and supported with a recognisable visual identity and point of sale materials. This creates a clear story on the shop floor, while preserving the strengths and quality of the individual growers.
This makes it easier for exporters, wholesalers, retailers and garden centres to put together a distinctive presentation. Not only based on product category or pot size, but also, for example, on ease of care, health, colour, exclusivity or sustainability.
From inspiration to practical application
The Brand Centre is not a static showroom. It is a place to work with customers to explore possibilities for their own markets and shop floors. How can you combine products from different Decorum growers? Which brand suits a particular target audience? Which presentation and POS materials support the story? And how can Decorum make it as appealing and straightforward as possible for the customer?
The Brand Centre is therefore also a meeting place for growers, trade partners and end customers. A place to discuss ideas, put together product ranges and develop new concepts further.
The presentation at the World Horti Center thus makes Decorum’s direction clear at a glance: harnessing the combined strength of specialist growers and translating it into recognisable brands and concepts that support sales.
Strong products remain the foundation. By working together to add a clear story and an appealing presentation, we make choosing a plant both easier and more interesting.
Would you like to know more about Decorum’s brands, the possibilities for your customers or a visit to the Decorum Brand Centre? Contact your Decorum account manager or email Decorum at info@decorumcompany.com.
