BouquetMat at IPM Essen 2026 – Germany Ready for the Next Step in Flower Vending

ByAndrzej Dąbrowski

After a strong success in Poland and dynamic development across Europe, BouquetMat will make its official appearance at IPM Essen 2026. This moment is important not only from a branding perspective, but above all from a strategic one. Germany has been on our radar for a long time – we receive regular enquiries from this market, we see growing interest, and at the same time… there is still no BouquetMat installation in Germany.

IPM Essen is therefore not a coincidence. It is the right place and the right moment to start this conversation responsibly and consciously.

The German flower market – large, mature and cautious

Germany is one of the largest flower markets in Europe. High purchasing power, a stable consumer base and a dense network of brick-and-mortar flower shops create enormous potential. At the same time, it is a mature and highly organised market, shaped by strong habits and well-established business models.

The German flower customer:

  • values quality, durability and predictability,
  • is loyal to trusted flower shops and brands,
  • pays close attention to aesthetics, order and visual consistency,
  • makes fewer impulse purchases compared to Polish customers.

Flowers are part of everyday life in Germany, but purchasing decisions are usually more planned and considered. This creates a very different starting point than in Poland.

Poland vs Germany – two different customer behaviours

The Polish flower market, although smaller in absolute value, is characterised by:

  • a much higher level of impulse buying,
  • a strong role of occasions (birthdays, anniversaries, holidays, spontaneous gestures),
  • a fast adoption of new sales channels.

These characteristics explain why flower vending machines have developed faster and on a larger scale in Poland. 24/7 availability, convenience and the possibility to buy flowers outside shop opening hours perfectly match real customer needs.

In Germany, impulse buying plays a smaller role and customers are more attached to traditional service models. This does not mean a lack of potential – it means the need for a different approach, a different narrative and a different pace of implementation.

Flower spending per capita – similar levels, different structure

When looking at flower spending per capita, the difference between Germany and Poland is not as large as it might seem. The key difference lies in the structure of sales, not in total spending:

  • in Germany, planned and subscription-based purchases play a bigger role,
  • in Poland, occasional and spontaneous purchases dominate.

This structural difference helps explain why flower vending machines became a natural extension of the market in Poland, while in Germany they are still perceived as a niche solution.

Market structure – florist networks in Germany vs independent shops in Poland

One of the most important differences between the two markets is their organisational structure.

In Germany, a significant part of the florist market consists of:

  • florist chains and strong regional brands,
  • businesses organised around purchasing groups,
  • shared marketing activities and unified visual and operational standards.

As a result, the German market is more structured, predictable and scale-oriented. Investment decisions are often made collectively, based on analyses and pilot projects.

In Poland, the market is far more fragmented, built mainly around independent flower shops. This allows faster decisions and greater flexibility, but makes large-scale coordination more difficult.

This difference explains:

  • the faster adoption of flower vending machines in Poland,
  • the more selective and cautious approach in Germany,
  • the crucial role of trust, references and local partners in the German market.

Flower vending machines in Germany will not grow chaotically. Their potential lies in well-designed, network-based implementations, visually consistent and embedded in brand strategies.

Flower vending machines as real business support for florists

One of our key goals at IPM Essen 2026 is to clearly communicate that flower vending machines are not a threat to traditional florists, but a real support for their businesses in increasingly challenging market conditions.

Across Europe, florists face similar challenges:

  • growing difficulty in finding staff,
  • rising labour, energy and operating costs,
  • pressure to increase revenues in order to remain profitable.

In this context, a flower vending machine is not a technological gimmick. It is a business tool that helps to:

  • increase sales without proportionally increasing costs,
  • reach new customer groups,
  • extend availability to 24/7, beyond shop opening hours.

A flower vending machine located away from the main flower shop is an additional sales channel, not competition for the existing store. It means:

  • new customers,
  • additional revenue,
  • greater financial stability for the business.

Our role in Essen is to show that flower vending machines support florists, enrich their offer and increase accessibility – creating more opportunities for delight and spontaneous purchases.

A well-designed flower vending machine works like a 24/7 advertising billboard that actually sells.

BouquetMat – experience instead of experimentation

Today, over 1,300 BouquetMat machines operate successfully in Poland, with further installations running in other European countries. This is not a pilot project or an experiment – it is a proven business model, built on real data, florist experience and years of market work.

From Germany, we have received enquiries for a long time. However, we have consciously postponed the first installation. Germany requires:

  • local expertise,
  • a deep understanding of customer mentality,
  • a strong local partner.

That is why a key role in our German market entry is played by Blumenautomat24 – our official BouquetMat partner and representative in Germany, also active in Austria and Slovakia.

Blumenautomat24 combines local market knowledge with experience in implementing modern flower vending solutions, with a strong focus on design, personalisation and alignment with German florist standards.

For this reason, IPM Essen 2026 is a starting point for us – not a sales push.

IPM Essen 2026 – the beginning of a dialogue

At IPM Essen we will present:

  • the latest BouquetMat solutions,
  • real operational experience from multiple markets,
  • VendiFlor – a structured franchise concept for automated flower retail.

We are not coming to Essen to sell machines. We are coming to talk, explain and build trust. Germany is too important a market for rushed decisions.

Germany ready for the next step

We believe that the German market is now ready for the development of flower vending machines. Customers expect quality, aesthetics and convenience. Florists are looking for solutions that genuinely support their businesses and help them grow sustainably.

We are ready.

BouquetMat represents flower vending machines with exceptional design and high functionality, created with the future of the floristry industry in mind – open to development, adaptable to different business models and prepared for the needs of tomorrow.

IPM Essen 2026 marks the beginning of a new chapter – one based on dialogue, partnership and responsible growth in the German market.

— The BouquetMat Team

+48 576 375 900 hello@bouquetmat.com

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