Strong growth in urban trends at Elmia Garden

Environmental thinking and urban development go hand in hand for the garden industry. That trend was clear at this year’s Elmia Garden in Jönköping, the industry fair for the garden retail trade. More and more international players are now also focusing on the Scandinavian market with their products.

“We have very positive experiences of the fair and every year we bring more suppliers with us, ” comments Lieve Van Kerckvoorde of the Belgian industry organisation VLAM, which coordinates suppliers from Flanders and which brought nine suppliers to this year’s Elmia Garden, all with a focus on Sweden and Scandinavia. “We see good opportunities for cooperation between our countries because we have similar taste. Our products also suit the Swedish climate well.

“We like the clear trends we see here in Sweden and we believe our countries have a lot to offer each other. We’re at Elmia Garden both for inspiration and so that our suppliers can have good meetings with potential customers.” 

Greater international interest

As well as the Belgian companies, Polish, Dutch and Danish companies also exhibited at the fair with both plants and other products for garden design and maintenance.

“There’s been a clear increase in international interest in the Scandinavian market,” says Henrik Landén, manager of Elmia Garden. “Over the years the fair has also become a place where people get an overview of the range of products available and can also discuss major industry issues.” 


Three big trends for 2016 were presented at Elmia Garden – Dark Forest with a focus on forests and mystery, Flower Couture with pale colours and a romantic theme, and the Urban Grower’s Garden, which highlighted organic and edible plants.

Urban development and urban living were major themes both in the stands and at the seminars held during the fair. Recycling, the smart choice of materials and environmental production were visible themes in many of the new products exhibited at the fair, such as the ten new smart products nominated for the 2016 Garden Product of the Year award.

“These topics come up in all discussions within the industry. It’s clear that the industry is influenced by how urban living is developing and that there is such an awareness of the environmental issue,” Landén concludes. 

Elmia Garden 29–30 September attracted 3,029 visitors. The next edition of the fair will be held on 5–6 October 2016. 

For more information: Henrik Landén, business manager, +46 36 15 22 57,

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