Completely Flowers: Franchises, the recovery looms?

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Flowers is a well-known group among florists. Indeed, it has an important network of franchises that are present in many cities of the country, including Bordeaux. By highlighting local producers in the choice of flowers and plants it sells, Carrement Fleurs supports this struggling craft with COVID-19. Driven by its impact, its franchise network continues to roll out in the territory, and thus sets itself in reference. With its 36 points of sale, it enjoys an exemplary reputation and availability.

Valentine’s Day is an important event for all couples in the territory but not only. Indeed, behind the pleasure of proving one’s love with gifts or moments of sharing is a whole economy. Among the traditional gifts that can be given on Valentine’s Day are flowers. And more specifically there are roses. Symbolizing feelings, flowers are in the ranking of the 3 gifts to offer for Valentine’s Day. However, this event was not spared by the health crisis either. In 2021 the budget for the purchase of flowers decreases by 7% according to figures from France Agrimer.

In addition, florists lost 9 points compared to the previous year regarding the preferences of places to buy. For florists it is necessary to react to this and conquer consumers again in the context of special events such as Valentine’s Day. Indeed, according to the study conducted by Carrément Fleurs with Yougov, 52% of French people say they buy flowers only for specific events such as Valentine’s Day. Therefore, it is necessary to reach out to consumers to make them want to prefer the purchase of quality flowers from florists.

Still according to yougov’s study a flower is more in demand to celebrate the occasion. Indeed, the rose is the favorite flower of the French at 69%. It is also the most requested flower for Valentine’s Day. Statistics from the brand and its stores also show that between 5 and 10% of women buy flowers for their half on Valentine’s Day.

While this figure remains low, it is nevertheless a data that is important. Contrary to popular belief, women can be a target on this occasion. It is then necessary to look for the latter to develop a little more this segment. Men are not the only ones offering flowers for the occasion. Thus, sexism should not apply in the messages of the signs. Indeed, it would be necessary to set up a message to democratize the purchase of flower by women during the occasion.

Flowers, a group that makes its franchises flourish in the territory

The brand has been in existence since 2006, and bears the colours of the tricolour know-how. Indeed, it offers only flowers from local producers, and in season. Through this initiative, it supports professionals affected by the COVID-19 crisis. Flowers are a must-have gift, good for any occasion. In New Aquitaine, this market was in 2017 for 397 horticulturists and nurseries. It is the third region that produces the most flowers, behind Auvergne Rhône-Alpes and Pays de la Loire.

It produces flowers and plants on 1,800 hectares of farm area, with a turnover of 125 million euros excluding taxes. Although the number of horticultural farms is gradually decreasing, turnover remains relatively stable. Since the creation of Carrement Fleurs in 2006, its franchise network has grown and established itself in the territory, to support local producers. A hand outstretched towards the end of the crisis, after months without sales.

During the confinement, consumers stopped buying flowers, a difficult time for florists. Their activity is particularly marked at events such as Valentine’s Day, Mother’s Day, Grandmother’s Day or the end of the year. These are pivotal periods when they make a large part of their turnover.

During containment, many chose to rely exclusively on delivery. But nationally, 60% of florists suffered a loss of 50% to 70% of their turnover in March. 90% of companies had no activity in the second half of March. This lack of activity has precipitated the partial unemployment of employees for 63.7% of florists. This is also a decrease in the activity of some 1982 producers in the sector in New Aquitaine. A “snowball” effect with an estimated total dry loss of 40 million euros.

Promoting local producers, a widely supported priority

The period following the end of containment was marked by consumer support for local producers. In all sectors, local businesses are gradually resuming their activities. During the summer period, they were able to count, especially in tourism, the mobilization of French tourists. The latter moved all over France, in search of space and rest after a difficult start to the year.

The use of local businesses and businesses then enters the mores, with the desire to support a large-scale solidarity initiative. To revive this trend, some local florists have chosen to sell their creations to encourage buying. A way to sell their creations, and allow consumers to afford a nice bouquet. Fleurs offers many compositions to appeal to an ever-widening audience. A varied offer, which allows to differentiate itself by promoting the local.

Thanks to state and regional aid, florists are able to stay the course. However, many are in deficit, and find a bitter difference between 2019 and 2020. If local consumption continues to continue with consumers, it is likely that the impact of COVID-19 will be mitigated, albeit present. An example illustrated by the results of the Cité du Vin, in Bordeaux, with attendance well beyond its forecasts given the role of foreign tourists. Relying on local consumers, a major support for a serene recovery? A boon for Carrement Fleurs, which relies in particular on the success of bouquet delivery, to respect sanitary measures…

Sources:

VALHOR – Edition 2019/2020 – Horticultural production and nursery: surveys and figures

FFAF – 07/22/2020 – Post COVID Florists Activity Barometer

CCI – 29/04/2020 – The horticulture sector in the face of the COVID-19 crisis

Express delivery of fresh flowers to France by Carrement Fleurs

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