Each station has a product that characterizes it. Spring is certainly distinguished by flowerswhich although they are marketed throughout the year have a boom between September and December. “The sun accompanied by the warmth of spring stimulates the purchase of flowers,” said the owner of Almacén de Flores, Andrea Luciardi.
flower store It’s a company specialized in flower arrangements that emerged as a result of the pandemic. As Luciardi told Coffee & Business, she was dedicated to floral work for events and when the health emergency was declared, she was forced to reconvert the business. She then began to offer a florist service, but with a difference: “We wanted to change the concept of traditional florists,” she said. They market bouquets —each one, different from the previous one— and transparent boxes of different sizes, filled with flowers.
the florist is another business in the sector that works with products similar to those of Luciardi. Sells a bouquet design —in various sizes—, which changes from week to week both in the floral composition of the bouquet and in the colors it uses. About the company’s proposal, its founder Mercedes Lalanne said that she responds to a need that she identified in the market: “That there be a floral proposal that has a fresher imprint.”
“The possibility of going through the flower shop and taking a bouquet like take away weekly that is already ready waiting to be picked up “; that is the differential of the brand according to Lalanne. La Florería aims to promote the daily consumption of flowers, which is not something only for special dates.
However —although it is similar in proposal to Almacén de flores—, La florería does not have its sales peak in spring. Mercedes Lalanne said that Although the level of sales is high during this season of the year, it is not higher than in winter, the season with the most commercialization. According to Lalanne, winter is the season with the highest number of sales for two reasons. On the one hand, because the brand’s target audience is in Montevideo. On the other hand, because in the winter months there is less contact with nature and people feel more need to buy fresh flowers.
the value of flowers
Asked about the value of the bouquets, Luciardi stated that they range from $2,200 up to $10,000. The variation within this range depends on the size of the arrangement and the type of flowers. The best sellers in Almacén de Flores are sunflowers, warriors, lilies, orchids and roses.
At La florería, the average purchase receipt varies between $800 and $1,000. As Lalanne said, the best-selling bouquets within the weekly design are the regular size that are sold at the cheapest price that the company has: $840. However, he stated that it is common for a customer to enter the store thinking of buying a single bouquet at a time, but end up buying at least two: a very common situation is that someone goes to the store to buy a gift and ends up taking a bouquet For your home.
usual consumption
In both businesses, sales increase year after year.
Being relatively new stores —Almacén de flores emerged in 2020, and La Florería in 2019—, the public is just getting used to visiting them and taking into account the consumption of flowers throughout the year. Currently, they have a permanent flow of public.
