ARGELES-SUR-MER, France: Flowers at prices French customers love. A seasoned franchise and corporate expert has started a nationwide expansion across France with the launch of a pilot store front where he sells flowers and plants at discounted prices.
In a retail offensive to attract new customers and eat further into the sales of traditional florists, Jean-Philippe Lajambe, a seasoned expert in French floral franchise networks (Emova Group, Casino, Géant) is currently preparing to set up a flower discounter where overhead is kept to a minimum and customers pay rock bottom prices.
In addition to the pilot store front in Argelès-sur-Mer ( Pyrénées-Orientales), Lajambe plans to open a second one in Saint-Priest-en-Jarez (Loire), near Saint-Etienne next February. Boasting 140m2 of shopping space, as well as 20 parking spaces the second Flower Price store is set to attract new customers, encouraging them to purchase by offering them the best deal in flowers and plants. The least expensive item in the shop is a 5 euro bouquet while the most expensive is a 25 euro bouquet. Flowers can also be purchased per stem for 1, 2 or 3 euros.
Lajambe says his aim is to sustain competitive pricing in addition to the three pillars of his business model: well-situated high traffic and lower rent locations, competitive sourcing and reasonable transportation costs. He is now looking for franchise owners to turn his vision of a network of Flower Price shops into reality. Pricing aside, what the industry can learn from Flower Price is that the concept successfully breaks down threshold fear, the uncertainty some people might feel about entering a florist shop.
Author: Luc Narolles, France, adapted text: Ron van der Ploeg