The sunny autumn weather is deceptive: in local retail, the focus is already on the Christmas business. This is also the case with Bellaflora – the supplier of plants and decorative items with headquarters in Leonding presented its new concept on Wednesday in order to attract customers to its branches during the contemplative time of the year.
The newly created Christmas worlds offer a wide range of items – from Christmas trees, fairy lights, jewelry and even gifts. Craft stations and Christmas markets at selected locations are intended to encourage shopping.
The conditions in retail are currently difficult: “We expected even better in the spring, but from the summer onwards there was a noticeable reluctance to buy,” said Bellaflora managing director Susanne Eidenberger. “Purchasing behavior has changed since Covid, customers have lost the joy of shopping and see it as a burden.” Competition from cheap suppliers from China, especially when it comes to artificial flowers and handicrafts, is also causing problems for Bellaflora.
Apprentices and sustainability
Nevertheless, we managed to increase sales slightly in the past financial year. Founded in 1978, the company currently has 27 branches employing a total of 550 people. The number of apprentices – currently 24 – is to be doubled by 2027. Integrative employment should also be expanded, said Eidenberger. The company wants to continue to assert itself with a focus on advice and a digital offensive including various campaigns.
There has been progress in terms of sustainability: compared to the previous year, heating energy consumption was reduced by a fifth. According to Eidenberger, this is due on the one hand to the warmer winters and to the precise control of the glasshouses, which avoids waste.
Bellaflora wants to reduce the number of plastic containers that contain plants by 2027. The reusable share is to be increased to 30 percent; Bellaflora is taking part in the Europe-wide EuroPlantTray initiative. The first test runs are planned for spring.
The price increase for the purchase of plants and vegetables has returned to normal, and the increasing weather extremes are a burden. When it comes to vegetable plants, Bellaflora’s organic share is 73 percent, the majority of which is sourced from Austria, said Eidenberger.