PARIS, France: In France, statistics show that 15, 260 florists shops, account for 37.4 % of all flower and plant sales nationwide. Florists continue to be the number one point of purchase, especially for gifts. However, individual florists are increasingly under pressure, due to the relatively small size. They are forced to sell flowers and plants at relatively high prices to keep their businesses profitable.
For ten years, the florist sector has witnessed the growth of retail florist-chains diminishing sales for individual shops. Today, 20 % of flower and plant purchases are made at chain stores.
How can such success be explained in a sluggish market? The florist-chain business model combines self-service concept stores, handtied bouquet expertise and centralized purchase and and service capabilities, such as internet sales and click and collect.
This allows them to offer fresh attractive bouquets at a reasonable price, thus positioning them between a traditional florist and supermarket.
For investors florist-chains offer an opportunity to enter the floral business with fewer risks, thanks to a proven concept: assistance in finding a good location, building a business plan, training, marketing and advertising.
There are two main companies that dominate the marketplace: Emova (formally Monceau Fleurs), with 354 retail outlets and FloraNova with 160 shops.
Both have been developing several concept stores, according to location (city center, suburbs, commercial centers) and a targeted customer base.
Compared to florists, chains generally sell more ready-made bouquets, including hand-tied bouquets, and fewer flowers per stem.
Au nom de la Rose have broken the rules of traditional assortments, by creating a full concept city center shop devoted solely to roses, displayed with non-floral items.