Back to basics

In a world overflowing with marketing concepts, plastic packaging and digital distractions, Gerwald van Ingen of Delano Wonen en Tuin deliberately chooses a personal approach and the sale of high-quality greenery. He himself is the ‘face’ of his company in Culemborg.

Personal conversation

Over the years, Gerwald van Ingen’s garden centre, named after his son Delano, has grown into a brand with extensions into interior design and garden furniture. While Van Ingen junior specialises in these areas, senior is returning to the core of a garden centre: a strong focus on greenery. No cat litter, batteries or bags of sweets at the checkout like you increasingly see elsewhere.

“As professionals, we shouldn’t go along with that. Stick to what you know best!”

Gerwald focuses on a target group that visits the garden centre for high-quality greenery: the 55-plus generation.

“That group is a consistent and loyal customer base. They don’t come for ten sad-looking roses for two euros; they choose quality. They buy violas in early winter and hanging geraniums only after the Ice Saints.”

Where Gerwald feels that trade fairs are often ‘flooded with packaging and marketing concepts’, he chooses the personal approach. He himself is ‘the label’ of his business.

“Customers want to be informed. Whether it’s about the difference between conventional and organic products or the flowering guarantee of an orchid, you are the expert who earns their trust.”

Pace of sustainability

At a time when many flower shops are closing their doors, Gerwald sees opportunities. But only under sustainable conditions.

"You shouldn’t want to sell delphiniums or a blooming Primula in winter. You won’t find cellophane at our shop anymore either, but paper instead. And we use string rather than plastic binding wire."

He supports sustainability, although he does have some reservations about the pace of change.

"The pace is so rapid that a hard-working grower can no longer keep up. There needs to be enough return and investment capacity left to be able to take these steps."

Good advice

By purchasing carefully, Gerwald minimizes waste and can operate with sharper margins.

"Customers no longer accept a ‘three times markup’ margin, but they are willing to pay for good advice. Make sure you have the right materials available in your shop, such as the appropriate string or support stick, so you can add value in that area as well."

"We need to get back to the basics. I am convinced there is still a future for the specialist who moves away from mass production and truly dares to give expert advice."

Quality at Plantion

He carries this ‘back to basics’ approach through to his purchasing strategy at Plantion, where he feels right at home. He loves the dynamics of the auction clock, although he does warn about the risk of “following the market instead of leading it.”

"If all growers start doing the same thing, prices will collapse. That is devastating for profitability."

That is why Gerwald is increasingly opting for the single-purchase cart, featuring distinctive products from growers such as Botanica Nova. He also chooses quality when it comes to Delano’s Mediterranean range.

"Not palm trees from Italy, but a genetically strong variety from the Spanish highlands that can withstand harsh conditions."

He finds it all at Plantion.

Where Gerwald sees knowledge and expertise within the sector declining, he believes Plantion can also play a role in safeguarding craftsmanship.

"It is an ideal place for young employees from florists and garden centres to further develop their skills. Let them master the auction process, as it will give them valuable commercial insight."