From flower shop to international event partner: Van Straalen's story is one of growth, specialisation and sustainable innovation. We talked to Gerben van Straalen about his family business that has existed for over 50 years.
From flowers to experience
"Actually I grew up with it," starts Gerben van Straalen. "My parents had a flower shop and folk gardens in Monster. Behind that they started renting plants for parties. My father soon made theme decorations, like typical Dutch facades. An artist painted matching panels by hand."
What started out small, grew into a full-fledged company. Van Straalen is now more than 50 years further. Gerben took over the stick fifteen years ago and built it together with his partner Mila Takens to what it is now: a leading partner in green even clothes, with a team of specialists and an increasingly international field of work.
We are truly developed into a company that provides customization for events, with plants and trees as the heart of our service. Whether it's a subtle green touch or a complete transformation of a location!
From fax to footprint
Today's event world is incomparable to that of 50 years ago. "We advertised in the Golden Guide, customers sent a fax or called us," Gerben laughs. "You couldn't show everything in an advertisement, so we had to explain a lot by phone. Or people filled out a paper form where they could check what they wanted to rent!"
Where Van Straalen once supplied a wide range of materials, from furniture to cashiers, the company now deliberately chose specialization. "Events now require craftsmanship. We saw a clear shift towards more specialised companies within the various aspects of events. That is why we focus entirely on plants and green styling, which has greatly increased our quality and reach. Meanwhile, we even work internationally."
Growth
"Our team has grown considerably over the past three decades," says Gerben. "We now have colleagues with specific expertise, which enables us to serve customers better. For example, we have a full-time employee for green care, essential for XL plants and trees, to keep them in top condition."
Olympic Project
"Last year we were allowed to take care of a special project: the green decoration of a prominent location on the Champs-Élysées during the Olympic Games in Paris, an impressive experience. Yet for us the charm is in the variety: from such prestigious jobs to the familiar collaborations with permanent partners, where contact is pleasant and the atmosphere informal."
Cooperation and challenge
For Gerben, a successful project is not only about a satisfied customer, but also about the team feeling. "Everyone should look back with a good feeling. Clear communication is essential here , from the first application to delivery."
What remains challenging? "Last-minute peaks in high season. Then sometimes we have to say "no," something we'd rather not do. We always keep room for permanent partners, but sometimes dream of more spread in the applications."
The future: sustainable and playful
"We absolutely welcome sustainable events," Gerben says. "And a sustainable approach also deserves an appropriate look. Plants are a logical part of that. They strengthen the atmosphere and the statement of an event."
At Van Straalen, sustainability is not an empty promise, but daily practice. From ecological pesticides to smartly planned transport: is deliberately chosen in each step. The plants themselves are sustainable, they are carefully maintained, used several times and restored where necessary. "If a plant gets damaged during an event, we lovingly give it the right care. In our special recovery cap they can rest in peace, so they can shine again later on at a next event. This is how we extend their lifespan and reduce our ecological footprint."
Finally, what should never disappear?
"Personal contact!" says Gerben. "During the corona period, we saw a shift to hybrid events and working at home, with certain benefits. But in the end, you find that people prefer to meet physically. Live presence really makes the difference: the atmosphere, the interaction, the energy, you don't replace it with a screen."
This personal contact is also indispensable in cooperation with customers. "Real consultation leads to more trust and often to more creative solutions. Please let that continue."
Thank you Gerben for the nice, open conversation! We hope that together we will continue to grow for many years.
