About gestalten & verkaufen - Eine Marke der TASPO

gestalten & verkaufen – Eine Marke der TASPO

gestalten & verkaufen (g&v) is the ideas magazine for florists and retail gardeners, published every two months by the Haymarket Media GmbH in Braunschweig as a brand of the TASPO media family. Positioned as "das Ideenmagazin für Floristen und Einzelhandelsgärtner" (the ideas magazine for florists and retail nursery gardeners), the magazine serves the creative retail side of the green industry: the flower shops, the garden centers, the retail nurseries whose business lives on inspiration, presentation and seasonal emotion – the businesses that sell not just flowers but the feelings that flowers carry. With an IVW-verified distributed circulation of 5,366 copies (2024), g&v is the creative journal of the German floristry trade – published by Haymarket Deutschland, the wholly owned subsidiary of Britain's largest privately owned media group, whose seven business media brands in horticulture and floristry employ some 60 people in Braunschweig.

Overview

gestalten & verkaufen appears every two months (6 issues per year), published by the Haymarket Media GmbH, Frankfurter Strasse 3d, 38122 Braunschweig. The trade-press directory (Fachzeitungen.de, updated 30 April 2025) documents the key figures: frequency "2-Monatlich," sold circulation 4,095 copies and distributed circulation 5,366 copies (IVW 2024) – the independently verified reach into the floristry and retail-horticulture trade, the audited numbers that the B2B advertisers trust.

The magazine's self-description – "g&v – Gestalten & Verkaufen ist das Ideenmagazin für Floristen und Einzelhandelsgärtner" – defines its mission with unusual clarity: the ideas magazine, not the technical journal. Where the TASPO weekly covers the green industry's news – the most-read medium in the market and the generalist among the green industry's specialist titles – and where the production titles cover the growing technology, g&v covers the selling: the creative ideas, the shop design, the product presentations, the seasonal concepts, the marketing strategies – the inspiration that the florist needs to turn flowers into revenue, the craft knowledge that turns the flower shop into the neighborhood's emotion dealer.

The target readership is the retail side of the green industry: the florists with their shops – from the traditional Blumenladen to the event florist without a storefront; the retail gardeners with their garden centers; the flower departments of the larger retailers – the businesses whose success depends on creativity at the point of sale, on the seasonal staging, on the personal consultation that the online flower trade cannot replicate. The magazine's promise is the commercially applicable idea: every creative suggestion tested against the retail reality – does it sell, does it inspire the customer, does it fit the season's business?

The TASPO brand family – "Eine Marke der TASPO" – anchors the magazine in Germany's leading green-industry media house: the TASPO weekly as the market's most-read medium, g&v as its creative-retail sibling, alongside the other Haymarket brands for production, technology, trade and events – the full-spectrum media house for the green industry, from the nursery to the flower shop.

History

gestalten & verkaufen was developed within the TASPO publishing house – the Braunschweig media house for the green industry that Haymarket Media operates in Germany as the 100-percent subsidiary of the largest British privately owned media group. The magazine established itself as the floristry trade's ideas journal – the bi-monthly inspiration source for the flower shops and retail nurseries, complementing the TASPO weekly's news coverage with the creative depth that the retail business needs: the ideas that the news magazine's rhythm cannot provide.

The "g&v Florist des Monats" (g&v Florist of the Month) competition became the brand's community institution and its most visible editorial product: every month – since February of the competition year – the magazine crowns a "Florist of the Month," chosen from the trade's practitioners. At the IPM Essen – the world's leading horticulture trade fair – the "g&v-Florist des Monats – Jahresgewinner" (annual winner) is then chosen: the best of the best among the monthly winners, voted online (until the January deadline) and crowned live in the g&v CreativCenter, where the annual winner's ceremony takes place. The competition embodies the magazine's mission: celebrating the craft, inspiring the trade, building the community – the florists' own hall of fame.

The g&v CreativCenter at the IPM Essen – Haymarket Media's presence in Hall 1A – became the brand's physical stage and the magazine's editorial program made walkable: the creative center where visitors see the new product collections, the trends for the green industry and the inspirations for the creative product presentation at the POS (point of sale) – the trade-fair installation that translates the magazine's ideas into the three-dimensional experience, where the industry's retailers touch, photograph and order what the magazine's pages proposed.

Haymarket Deutschland – the wholly owned subsidiary of the largest British privately owned media group – provides the institutional base: some 60 colleagues working on the seven business media brands in horticulture and floristry, with journalistic quality as the heart of the media brands. The company profile states the mission: "Wir entwickeln, gestalten und vermarkten Medien, Plattformen und Strukturen für Menschen und Märkte: Magazine, Online-Auftritte und Events" – developing, designing and marketing media, platforms and structures for people and markets: magazines, online presences and events.

Content and Sections

The editorial program of g&v follows the florist's creative and commercial calendar, from the Christmas business through the wedding season to the All Saints' Day. The creative ideas sections present the floral design: the bouquets, the arrangements, the bridal floristry, the funeral floristry, the seasonal concepts – the craft inspiration photographed in the magazine's visual language and explained in the working steps, from the material list to the technique.

The shop design and presentation coverage addresses the point of sale: the store architecture, the product presentation, the visual merchandising, the window dressing – the "kreative Warenpräsentation am POS" that the CreativCenter showcases at the IPM – the design knowledge that turns the shop into the stage, the sales area into the experience, the interior-design and shop-architecture expertise that the Austrian floristry transformation guide documents as the retail success factor.

The product and trend sections present the novelties: the new product collections, the trends for the green industry, the accessories, the gift items, the interior decoration – the assortment intelligence for the retail buyer who decides what the shop will sell next season.

The marketing and business coverage addresses the commercial side: the customer acquisition – winning new customers through recommendation and social media; the influencer and social-media marketing – the targeted viral effects, the online word-of-mouth, the strategy for selecting the right channels for the right target groups; the digital staging of offers and services – photographing the emotional products for the social feeds; the physical business presence – the sales area's potential, the co-use concepts, the fusion of business premises and digital elements into the interactive experience – the business knowledge for the retail entrepreneur.

The "Florist des Monats" features present the trade's personalities: the monthly winners with their shops, their concepts, their success stories – the community's role models, from the craft-focused ateliers to the high-end interior-decoration specialists.

Publisher and Organization

gestalten & verkaufen is published by the Haymarket Media GmbH, Frankfurter Strasse 3d, 38122 Braunschweig – Haymarket Deutschland, the wholly owned subsidiary of Britain's largest privately owned media group, with some 60 employees working on seven business media brands in horticulture and floristry. The editorial contact is Andrea Eggers (telephone 0531/38004-34); advertising: Johanna Zeiser (0531/38004-31); contact: Silke Burkert (+49 (0)531 38004-41, fax -25). The magazine appears every two months with an IVW-verified sold circulation of 4,095 and distributed circulation of 5,366 copies (2024). The online home is gundv.de, with the Facebook page (facebook.com/gestaltenundverkaufen) and the Instagram account (instagram.com/gestaltenundverkaufen).

Digital Presence

The digital home of g&v is gundv.de – the portal that extends the bi-monthly ideas magazine into the digital channels, with the online voting for the "Florist des Monats" annual winner (gundv.de/abstimmungfloristdesmonats) as its interactive signature – the community vote that the IPM live ceremony completes. The Facebook page (facebook.com/gestaltenundverkaufen) and the Instagram account (instagram.com/gestaltenundverkaufen) carry the magazine's visual inspiration into the social feeds – the natural habitat of the floristry trade's imagery, where the bouquets and shop stagings find their audience. The TASPO.de portal – the green industry's leading online platform, the most-read medium's digital home – anchors the brand family digitally.

With its bi-monthly rhythm, its "Ideenmagazin" positioning, its IVW-verified circulation, its Florist-des-Monats community, its CreativCenter stage and its Braunschweig Haymarket base, gestalten & verkaufen remains the creative journal of Germany's floristry trade – from the bouquet idea to the shop design, from the printed inspiration to the IPM stage, "Eine Marke der TASPO" for the florists and retail gardeners who sell emotion by the stem.