Six Concepts, One Clear Vision

Q: What is Decorum?

<p>Decorum is the premium brand of over fifty <a href="/articles/a-short-history-of-decorum">Dutch growers</a>. All are family-owned businesses, many of which are third or fourth-generation. These growers work together to create a strong brand that stands for high quality, innovation, and sustainability.</p>

The way plants are styled, combined, and positioned determines how customers connect with them. That understanding lies at the heart of the renewed brand house introduced by Decorum Plants & Flowers. With six concepts, Decorum offers florists a fresh and structured way to organize their assortments - without losing individuality or creative freedom.

1 Brand House, 6 Stories

The new Decorum brand house is built around diversity with purpose. Each of the six labels has its own identity, mood, and visual language, making it easier than ever to align plant choices with your shop concept and target audience.

The 6 new brand concepts from Decorum Plants & Flowers

For florists, this means clarity instead of overload. Whether your store leans toward minimalism, natural charm, or bold styling, there is a Decorum concept that feels like a natural extension of a vision. The brands complement one another yet stand firmly on their own.

Decorum Plants and Flowers Collection Colores — *Collection 'Colores'*

Plants as a Lifestyle Statement

At the Trade Fair in Aalsmeer, Decorum introduced its new concepts. The refreshed setup didn’t just show products – it created atmosphere. Plants were positioned as lifestyle elements, each concept telling a story that goes beyond color and shape. Visitors experienced how thoughtful styling transforms plants into mood-makers. This approach turns the shop floor into an experience rather than a display.

The presentation of the new concepts on Trade Fair Aalsmeer 2025

The official launch of the new brand house is planned for the second quarter of 2026, with ordering available from that moment. But the true value already lies in the inspiration it offers.

*Green & Easy: Zamioculcas by Duijn-Hove in Decorum*

Crafted by Growers Who Know the Trade

Behind every Decorum concept stands a grower with deep expertise and a shared commitment to high quality, sustainability, and innovation. That craftsmanship is visible in the consistency of the plants and in the confidence with which they can be presented.

For florists, this creates room to do what matters most: surprising customers with living products that feel carefully chosen and thoughtfully styled.

Header image: Chrysanthemum Zembla Next Supernova Purple by Lionplant and Decorum Plants & Flowers

FAQ

What is Decorum?

Decorum is the premium brand of over fifty Dutch growers. All are family-owned businesses, many of which are third or fourth-generation. These growers work together to create a strong brand that stands for high quality, innovation, and sustainability.

When is a product labeled as Decorum?

Each grower has a list of requirements that a product must meet to be delivered in Decorum packaging. This includes criteria such as the minimum number of flower buds, size, minimum weight, diameter, size of the flower or plant, and ripeness. Each company designs its quality process differently, depending on the specific product the grower cultivates. Some use scales, others use cameras, while some growers select everything by hand or use a combination thereof. Finally, and critically important, Decorum utilizes independent external quality controllers who verify in the supply chain that all Decorum flowers and plants meet the required standards. This confirms and strengthens the commitment to quality.

Have you ever used product from Decorum Plants & Flowers?