A magical look back with family business Expo Flora

The expertise of Expo Flora, based in Harmelen, extends to various elements: from flower decoration and plants to furniture. As a leading creative partner for fairs, events, conferences and festivals, they also managed to add an extra touch of fun to MASTERS EXPO – The Magical Edition. The family business would like to look back with a video.

Creating the difference…

Expo Flora has its roots firmly rooted in the world of trade fairs, with an initial focus on the rental of plants and flowers to stand builders who served fairs throughout Europe. The trade varied from modest plants to complete gardens, but the market vchanged gradually. The emergence of more screens and other attributes on stands meant less space for greenery. It was Mercedes-Benz that came up with the idea of ​​live cooking on its stand in 2007. This meant an opportunity for Expo Flora to reinvent itself. The company started making furniture in-house. EEarlier, MASTERS visited the management of the family business: Stefan Enthoven and Herman Bos. 

Herman: “We mainly worked with stand builders who served trade fairs throughout Europe. The trade at each stand varied from a plant or flower arrangement to a complete garden. Of course, one position didn't pay off. So what did we do? We delivered the orders that came in from abroad to the various trade fairs in one go - truckloads. But slowly but surely the market for renting plants and flowers diminished. This was because stands became more attractive: there were more screens and other attributes, which left less room for greenery. One of our customers, Mercedes-Benz, approached us in 2007 with the idea of ​​live cooking on the stand. We took that opportunity to reinvent ourselves: we had furniture made especially for their stand. While the furniture rental companies mainly supplied sleek furniture, we invested in lounge-like furniture, hipper and more attractive - that was not available yet. We had the first furniture lines made in-house in Poland: we brought flowers and plants there every week and now the trailers did not have to return empty to Harmelen.”

Stefan: “We have grown enormously in that business. We wanted even more luxurious things and soon the furniture came not only from Poland, but also from Italy and Spain. It didn't stop at tables and chairs. We noticed that many stands used those white walls as a partition. We came up with the Expo Wall system: two columns with a decorative cloth that can be rolled out from bottom to top. We put together a range of uniform cloths, but also gave the customer the option for a custom-made solution with, for example, their own logo on it. The design of trade fairs and stands became increasingly beautiful and customers became aware that Expo Flora makes the difference. It is not without reason that our motto is: 'creating the difference'. "