The British Florist Association Industry Awards 2024 were a night to remember for Smithers-Oasis UK as they took home the Sundries Supplier of the Year award. The awards ceremony, held at the East Midlands Conference Centre in Nottingham, celebrated the outstanding achievements and professionalism of those within the UK floristry trade. Out of the 10 hotly contested categories, Smithers-Oasis UK (OASIS® Floral Products) emerged victorious, solidifying their position as an essential partner to florists in the UK and Ireland.
Smithers-Oasis UK’s Managing Director, Paul Southwick, expressed his excitement about the win, acknowledging the hard work and dedication of the team over the past year. “It’s been an incredibly busy 12 months for us,” Paul shared. “We’ve been really focused on enhancing our engagement with the floristry community. The industry has it’s challenges, and we needed to do everything we could to support. We are also innovating, and expanding our product lines, all of this comes from listening to our customers. This recognition means a lot to me and my fantastic team, and motivates us to continue to support this very special floral industry in the future”
Product Innovation
The award comes as no surprise to those familiar with Smithers-Oasis UK’s commitment to innovation in the realm of floristry supplies. Over the past year, the company has introduced more than 400 new products, including four trend-led collections, each aligning with the latest themes in floristry. These collections, which include nine on-trend themes, were met with remarkable enthusiasm, with one theme—Sharing The Motherload—selling out within weeks of its launch.
Their sustainability efforts have also taken centre stage. With new eco-friendly products like Biodegradable Film and Eco Flower Wraps, and the introduction of recycled containers for the FloraLife® range, Smithers-Oasis UK is championing environmental responsibility. Their ongoing commitment is encapsulated in their Big Green Plan; a comprehensive strategy aimed at reducing the environmental impact of their business and their products.
Paul highlighted their approach: “Our focus is always on creating products that not only look great but are practical and sustainable. Whether it’s beautiful new wraps, stylish cards, or innovative flower care products like our FloraLife® QuickMix Dosing System, we strive to help florists stay ahead of trends while maintaining their commitment to the planet.”
A Year of Milestones and Engagement
The OASIS® Floral Products brand has maintained a strong presence in the floral industry, with Smithers-Oasis UK ensuring their presence at key floristry events. This included supporting the Interflora World Cup, exhibiting at the BFA FloriCon event, and backing initiatives like the first ever National Florist Day as a Premier Patron. Their dedication to supporting the industry at a grassroots level is further evidenced by their hundreds of visits to florists and wholesalers, which they have used to strengthen their connections with the users of their products.
Additionally, the company’s education and development initiatives are making a tangible impact. Their new College Support Programme launched in 2024, providing students with free products, learning materials, and webinars, while their new Behind The Blooms online resource area aims to be a go-to hub for florists seeking tips and advice.
“We have worked so hard, we’re listening to florists and wholesalers and taking action, changing and adapting wherever possible. We’ve seen a huge shift in the industry and we’ve been there to support, which feels fantastic” said Laura Black, Account Director, “We’ve made some big changes - we implemented a new CRM system which helps us gather quantitative data, we’ve been designing new product ranges, we’ve onboarded some amazing florist ambassadors and built an in-house studio for videos and live webinars. We are growing and evolving with the industry, for the industry, and it’s incredibly exciting.”
Recognising Excellence and Celebrating Together
The BFA Industry Awards were a night to celebrate excellence across the industry. In addition to Smithers-Oasis UK’s win, there were other notable accolades, including Flowers by Karen in Kilmarnock winning Retail Florist of the Year, and Westflor in Enfield being named Local Flower Wholesaler of the Year.
Looking Ahead: Supporting Florists and Driving Change
As Smithers-Oasis UK look forward to another year of supporting the floristry industry, they show no signs of slowing down. With a renewed focus on product development, sustainability, and educational support, they continue to prove why they’re a trusted partner for UK florists.
An Anniversary Year to Remember
Celebrating 70 years of supporting florists in 2024, Smithers-Oasis has more reason than ever to reflect on their legacy and look towards the future. As summed up by Paul Southwick: “We’re incredibly proud of the part we play in this industry, and it’s a privilege to continue our journey with the florists who inspire us every day. This award isn’t just a win for us—it’s a win for everyone we work with.”
Since we revolutionised the world of floral design back in 1954 with the invention of our amazing water-absorbing floral foam, we've never stopped innovating, problem solving and trend hunting in order to provide exceptional products and outstanding service to professionals of the floral industry.
