The breakthrough of artificial flowers has radically changed Regina®'s floral art business. With the theme 'Floral Feelings', we have developed a rejuvenating strategy that empowers Regina® with market change anticipation and also rolls out a business strategy for future developments. As a purpose brand, Regina® is ready to (continue to) do good for people and nature.
Over the past 70 years, flower art company Regina has established itself as an thriving floral art & decoration business in The Hague, The Netherlands. A moment that the owners want to seize to prepare Regina for the next 70 years. Knowing that the floral art business is on the verge of the breakthrough of artificial flowers. A radical change that will change the floral art market forever. A change that Regina® wants to anticipate with a repositioning of their brand and future-proof business strategy.
After 20 years of self-employment, the process at JORIS™ has been a great gift to us. We reinvented ourselves. At the end of the process there was a structure with which we can continue doing business with new energy and pleasure for the next 15 years.