Aalsmeer, March 1st, 2016
Damasque, the first true consumer brand for cut flowers
Damasque will be the first true consumer brand for cut flowers in the horticultural industry. It will be launched in April this year. Besides being the first in developing a consumer brand, Damasque is also different because of the direct contact Damasque has with its partnering florists. Although the logistical and financial settlements take place via the exporter / wholesaler, orders and other questions go directly from florist to grower/importer.
Damasque currently has around 25 types of authentic fragrant garden roses in its range. The emphasis is on scent. This is deliberately chosen as a unique selling point because the characteristic scent of roses is something we seem to have forgotten. Nowadays roses are not selected on scent.
Of all senses, scent is one of the strongest elements that evokes memories. This is used by Damasque in its communication by introducing the platform www.createamemory.today next to the www.damasque.com website. Users can submit their stories about a special moment they have experienced when scent was involved, with or without Damasque roses. Scent is carefully stored in our memory, together with the moment it happened.
Damasque roses are only available through an exclusive network of ambassadors. Damasque values all their resellers. So Damasque offers florists exclusivity in their neighborhood, city or region. The ambassadors must meet certain quality requirements. Detailed knowledge about the various fragrant roses and the way they are produced, from cultivation to handling and care, are a part of these requirements. At this time the number of ambassadors counts around 50, primarily in the Netherlands and Belgium.
BENEFITS FOR EVERYONE IN THE SUPPLY CHAIN; BENEFITS FOR WHOLESALERS, EXPORTERS AND FLORISTS
New to the floriculture industry is the direct contact with the florist. But the Damasque roses are not sold to florists directly. The deliveries are always carried out by a wholesaler or exporter. However, orders, questions and comments go directly to Damasque. An advantage for wholesalers and exporters is that there’s no risk incurred on the products. They just take care of the logistic and financial settlement. Moreover, wholesalers and exporters can suggest a good value proposition to their customers.
For the florist it is attractive to have direct contact with Damasque. Damasque will support ambassador florists with information about the products, a display, brochures, packaging and other promotional materials. Another benefit to a participating florist is that there are no unnecessary extra links in the supply chain. The florist is guaranteed the utmost freshest product for the best price.
The ambassadors ultimately make the Damasque brand what it was intended to be; an international consumer brand for fragrant cut flowers.