Friday, November 28, 2025
Anticipate, source, innovate: Garden Trends as seen by a plant buyer
For this new edition of JdC Garden Trends, we spoke with Ninette Karam, head buyer of plant products for the Bricomarché and Bricorama chains. A regular at the show for the past four years, she closely follows the evolution of garden product ranges and the arrival of Greenzone, the new area dedicated to plant suppliers. From structuring the product offering and anticipating trends to key meetings, she discusses what makes JdC Garden Trends an essential event for her profession… and what she expects from the 2026 edition.
1. To begin
Can you introduce yourself briefly and describe your role within your company?
For the past 4 years, I have held the position of head buyer for plant products for the Bricomarché and Bricorama stores. I manage the development and supply of the nursery and flower market ranges.
How long have you been participating in JdC Garden Trends?
I have been participating in JdC Garden Trends for four years now. For the last three years, I mainly managed the ranges of seeds, bulbs, potatoes, houseplants and Christmas trees, product families very present at the show, which naturally led me to participate regularly.
2. His feedback
What makes you want to come back to the show every year?
I particularly appreciate the impeccable organization of the trade show, as well as the wide and diverse presence of suppliers. The conferences, always highly professional and engaging, provide real added value. The friendly atmosphere and the presence of all the major purchasing groups also make the event essential for me.
How do the JdC Garden Trends and now the Greenzone (the area of the show dedicated to plant suppliers) bring real added value to your work as a buyer?
The creation of Greenzone, alongside JdC Garden Trends, brings real added value to my work as a buyer: it allows me, as well as other buying groups, to have a complete and structured offering for plants and gardening. This facilitates exchanges, comparisons, and the creation of more coherent and effective product ranges.
Was there a key moment, encounter or product discovery that particularly stood out to you during a previous edition?
Suppliers often use the JdC (Journées de la Consommation - Convenience Days) to unveil their new products in preview, which always creates an exciting and very interesting atmosphere. This collective enthusiasm contributes to the real buzz surrounding the show. The JdC also allows me to meet almost all the major players in the market and identify the potential for listing new suppliers, making it an important event for me.
How do JdC Garden Trends help you anticipate market trends and build your offering?
Conferences are the main way I can anticipate trends and develop a relevant product offering. Presentations from Chlorosphère, the Garden Consumers' Guide, and GfK provide insightful analyses, up-to-date data, and valuable forward-looking perspectives that help me adjust product ranges and better understand market expectations.
3. Projection 2026
What are you expecting from the 2026 edition, particularly with the expansion into plant life and the rise of the Greenzone?
I expect the 2026 edition to offer a diverse range of nursery and flower market products, both French and European, so that we can discover new products and expand our selection of plant products.
In your opinion, what will be the key challenges for distributors in the plant market next season?
The key challenges will be to offer products adapted to the constraints of climate change, while maintaining attractive prices, and prioritizing local and French production. The aim will be to reconcile sustainability, quality, and affordability to meet market expectations.
Is there a product category or trend that you are particularly looking forward to exploring there?
All product categories are interesting to discover on site, but I am particularly eager to explore Mediterranean plants, which offer many opportunities to diversify the offering and meet consumer expectations.
4. Message to other buyers
Why would you recommend that a buyer participate in JdC Garden Trends?
The JdC Garden Trends are the unmissable event of the year, bringing together all the professionals in the gardening and retail sectors. You always leave with new contacts, new ideas, and a clear vision of upcoming trends.
If you had to summarize the JdC Garden trends in three words for a professional who has never attended, which would you choose?
Inspiring, Dynamic, Opportunities
Ninette Karam
Head buyer for plant products
Bricomarché and Bricorama
Find her on LinkedIn: www.linkedin.com/in/ninettekaram