purchase, sale, rental as well as any other transaction related to flowers, whether artificial or natural; in particular floral arrangements and decorations; management of establishments in its own name or indirectly; in particular by granting licenses, franchises or similar contracts, intellectual or industrial property rights and know-how, which the company manages, operates, develops or holds; advice and services in the field of management, in the form of franchising or retail trade in the aforementioned fields; import-export in the aforementioned fields; advice and services related to these fields (cf. statutes for full purpose).