Flower Power

The new permanent flowers are either botanically correct or way-out wacky.

By Bessie Nestoras -- Gifts & Decorative Accessories, 2/1/2001

The obvious advantage to permanent florals is just that: they're permanent. There are no worries about keeping them in water, hanging them up to dry, or getting rid of them when they wilt and droop. Some people may feel that permanent florals lack appeal because they look fake. But those folks probably haven't seen the permanents on the market today. These sophisticated blooms no longer look anything like the frightening plastic bouquets of years past.

Using modern technology and materials, manufacturers are creating permanent florals that are as true to life as possible. "Our goal is to make them look real," noted Joe Gordy, president of Natural Decorations Inc. (NDI) in Brewton, Alabama. "We strive to create flowers in colors that are the colors they grow in naturally." NDI has taken "reality" a step further: "One look that is popular for us is flowers placed in acrylic 'water,'" Gordy said, "almost like you just picked them from the garden. It's a very casual look."

"Things cycle a lot in the floral market," noted Mike Stadleberger, executive vice president of Aldik in Valencia, California. "Right now there is a focus on botanically correct flowers-in the stemming and the color."

Hit the Road, Silk

While the term "silk flowers" is often used to describe permanent florals, it's a misnomer, according to Gordy. "Silk really is not used. It doesn't hold its color or shape well," he said. "We use the term 'fabric florals.' Cotton, polyester, parchment, paper, and foam are among the many materials used. If we need something for brilliance, we might use a thin velvet. Also, fabrics are being bonded together to get a more true feel and texture of a real flower."

Stadleberger noted: "Just about every fabric being used in clothing is being used in flowers. The materials vary depending on the look you're trying to achieve."

In the pursuit of reality, manufacturers are not necessarily seeking perfection. "In decorating magazines, you'll see a vase of tulips or hydrangeas made to look very natural, like they've just been cut from the garden," said Stadleberger. "We have a line called Cuttings that reflects this, with discolored petals, bug bites, and missing petals-like you find in nature."

Patterned Petals

While much of the focus has been on creating real-looking flowers, Ken Kallen and his wife, Yvonne, of Swedish Accents in Centerbrook, Connecticut, are discovering that having a little fun with flowers pays off. Solid-colored flowers are a part of the Swedish Accents line, but it's the petals with the patterns that receive the most attention. Everything from checks to stripes to animal prints is used in the Kallens' creations. And the couple is expanding the palette of the 2001 line to include vibrant colors in bold combinations like red, pink, and orange, or purple and lime.

"Flowers are a decorative accessory," said Yvonne. "They're something you can coordinate with the colors in your house. This is something that you look at the same way you would look at a vase. I'd like to inspire people to display the flowers in different ways."

Ken agreed, adding that, because their flowers are so different, it is important for retailers to show customers how to display them. "Unless you inspire your customer, the flowers won't sell. Until you give customers some ideas, they won't know what to do with them. You have to show different display arrangements," he advised.

While Swedish Accents flowers aren't for everyone, those seeking something out of the ordinary will love them.

Casual Chic

In today's hectic world, decorating needs to be fuss-free. No one has the time to create elaborate floral arrangements, so "easy looks" are gaining popularity. Bouquets made up of a single flower or grasses mixed in with flower displays are two casual chic trends.

To make these new permanent florals a successful part of your merchandise mix, display them in more casual settings, alongside furniture and accents made of rattan, bamboo, and leather. Create a visual for your customers so that they associate the casual chic look with flowers and greenery. Keep the new permanents in buckets placed around your shop, near the entrance to your store, and by the cash wrap desk. And heed Stadleberger's directive that "less is more." He explains: "People are looking for items that make a simple statement, but are very natural, very botanical, with a lot of detail."

Permanent florals not only attract impulse buyers, but lend a natural, summery feeling to your store year-round. Customers will take notice, and so will your cash register.