Refreshed Brand Strategy and Innovative Highlights at IPM Essen 2026

Dümmen Orange shines at IPM Essen (January 27 - 30, 2026), one of the most prominent trade fairs in the ornamental horticulture sector. In a modern, open stand concept in Hall 2 (Stand 2D12), the breeder is unveiling a complete brand refresh this year. This new identity, together with the Dahlia 'Summer Bees' and various innovative potted carnation novelties, forms the core of the seven highlights that will be central to the presentation.

Strategic Rebranding:
The most important step Dümmen Orange is taking this year is the full rebranding of the product groups Calibrachoa, Petunia, and Pelargonium. These three mainstays of the assortment have been given a new visual identity for maximum recognition throughout the entire supply chain.

"With this rebranding, we are creating a consistent and powerful story for the grower and the consumer," says Corina van der Heiden, Marketing Manager APP EMEA at Dümmen Orange. "It enables our partners to position our top genetics even more strongly, where quality and visual appeal go hand in hand with a modern brand experience."

The Seven Highlights in the Spotlight
One of the absolute crowd-pullers at the new stand is the Summer Bees Dahlia series. This series has been specifically bred to respond to the demand for biodiversity; its open heart makes nectar and pollen optimally accessible to pollinators. The potted carnation segment is also receiving full attention with three new novelties within the trusted Springfestival series:

• Pink Blush: A soft, romantic color with a refined gradient that gives a delicate appearance.
• Red Velvet: A deep, intense red hue with great stopping power and a luxurious appeal.
• Spring Pastel: A trendy color scheme that aligns with the demand for soft, calm pastel shades.

Complete Offering
In addition to the new brands, the Summer Bees Dahlia, and the potted carnations, the following products complete the offering of the seven highlights:

• Pericallis Mandala: Known for its geometric symmetry and vibrant colors.
• Calla assortment: Featuring the striking varieties Tokyo (dark red), Pink Harmony (hot pink), and Djembe (intense yellow).

Furthermore, the characteristic Berry Eyes series will also be presented, which is beloved for its striking two-tone pattern.

"Our new stand reflects the energy and innovation power of Dümmen Orange," concludes the team. "We invite all our relations to come and discover the refreshed presentation of our assortment in Essen in Hall 2, Stand 2D12."