Illusia’s magic works for the entire chain
One year after its commercial launch, Illusia continues to amaze growers, retailers and consumers alike. With its striking, upward-facing petals and exceptional longevity, Illusia has secured its place in the premium segment. We spoke with Dinja Lankhorst, regional manager for Northern and Central Europe and team leader Growing Support, together with Growing Support specialist Rick Slingschröder, about what makes Illusia so enchanting.
Dinja’s enthusiasm is immediate as she describes Illusia: “The flower looks right back at you — that’s truly unique. It creates a wow-factor that instantly connects with people.” That defining characteristic positions Illusia as a product with genuine added value. Rick adds: “On top of that, the shelf life is remarkable. Illusia lasts far longer than consumers expect, giving them weeks of enjoyment.”
Award-winning first year
Illusia's debut year was nothing short of a triumph. Its trophy cabinet speaks for itself: the IPM Innovation Award in January, the New Plant Award at the UK’s HTA National Plant Show, and in Japan both Flower of the Year and Best Pot Plant at FlowerTrials.
What sets Illusia apart
“Illusia is hugely popular,” Rick explains. “Young plant producers receive more requests than they can fulfil.” That scarcity is intentional, Dinja confirms. Schoneveld Breeding is careful not to flood the market: “We want Illusia to remain desirable. That way, everyone in the chain can earn a healthy margin.” Beyond its unique flower shape, Illusia brings other advantages. “Its long shelf life,” says Dinja without hesitation. “The blooms hardly show signs of ageing, keeping the plant looking fresh and attractive.” Rick advises growers to target at least 8–10 open flowers per plant:“That’s when Illusia really shows its special character, and consumers in garden centres can instantly see its added value.”
Cultivation and market positioning
According to Rick, growers find Illusia relatively easy to integrate into existing production. A few details need extra attention: in larger pot sizes, nitrate levels should be monitored, and irrigation remains crucial, especially in warm weather. “But overall, Illusia flows smoothly within standard cultivation practices,” he says.
As part of his daily role, Rick supports growers with cultivation advice, but he also notices a growing demand for marketing materials. “Requests increasingly go beyond technical questions. Growers also want photos, labels and promotional tools to present Illusia properly. Our online portal helps with this too, we see strong downloads of cultivation protocols and photography.”
Illusia is firmly presented as a premium product. Dinja explains: “We create added value across the entire chain, from seed price to retail price. Everyone benefits from that added value, and rightly so, Illusia is that special.” To support sales, Schoneveld Breeding invests in recognisable branding and strong presentation. Each plant comes with a distinctive label included in the price, while artwork for dedicated pots and POS materials are also available. “Brand awareness grows through recognisability across the chain,” says Dinja. “Of course, strong marketing from the grower’s side also plays a vital role.”
Positioning at the point of sale is crucial. The UK market has shown clear results from well-executed presentation. “We were asked to supply displays and posters and it worked,” says Dinja. “We’re already hearing from customers who want to reserve Illusia again for next year.”
Looking Ahead
Despite the buzz, Schoneveld Breeding is deliberately cautious with expansion. Illusia is currently only available in one colour. “That’s a conscious choice,” Dinja explains. “A clear, consistent concept strengthens recognition and reinforces the premium effect. By keeping focus, we ensure the entire chain continues to benefit from Illusia’s added value.”