EverlastingBlooms is the new FM Group product category for high-quality silk flowers, dried flowers and preserved flowers. This fourth product category expands our offering beyond fresh flowers, plants and accessories, giving customers durable alternatives with a premium, long-lasting decorative effect.
In this article, Wietse Ypes explains how EverlastingBlooms came to life, why the market is ready for it, and how we are building a high-end assortment for florists, retailers and designers worldwide.
EverlastingBlooms is FM Group’s new product category for:
Silk flowers
Dried flowers
Preserved flowers
These products form a unified category that allows customers to buy durable floral designs with the same convenience they expect from our fresh assortment. The goal is simple: offer more choice, attract new customers, and strengthen the services we provide to the floral market.
Rapid Growth in Demand
The idea started with the fast-growing popularity of high-quality silk flowers. They are increasingly visible in shops, offices and homes. Recognizing this momentum, Wietse Ypes drafted a business plan to develop the concept seriously. At the same time, Gijs Noort had purchased a small stock for 4-Attention—proving that the timing was ideal.
Demand is expanding so rapidly that FM Group management decided to invest fully in a dedicated, premium offer.
1. A Premium, High-End Focus
Silk flowers do not face the shelf-life challenges of fresh flowers, yet they are increasingly used alongside them. Many florists already offer both. However:
High-quality silk flowers are hard to find—this is where FM Group wants to make a difference.
We focus on:
Realistic, high-end materials
Premium designs (“Audi & Porsche” level)
Products that remain attractive long-term
Styles that match modern interiors and decorative needs
In combination with the right vase or setting, these products offer a lasting decorative effect that customers appreciate.
2. Continual Quality Improvements
Product quality is improving quickly. Soon, EverlastingBlooms will also include:
Fire-retardant variants (ideal for events)
UV-resistant variants (for long-lasting color retention)
This aligns the category with professional use cases and evolving customer requirements.
EverlastingBlooms is being developed from within 4-Attention, where processes and product handling can be deeply understood. The internal response has been overwhelmingly positive—many colleagues even said: “Finally!”
We are working on:
Setting up the online environment and supporting processes
Composing an attractive, high-end assortment
Preparing our planning to go live in Q1 2026 (currently ahead of schedule)
Defining short- and long-term strategies
Building marketing channels and a launch strategy
Our shared goal is clear: make EverlastingBlooms a success as a group.
Are you curious about EverlastingBlooms possibilities? Get in touch to learn more.
