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Joseph takes Young Florist title at Chelsea
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First winners announced at Chelsea
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Customer confidence creeping back
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American vision at Interflora conference
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Durham florist innocent
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Taste of Italy
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Americans keep foliage price
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New branding for FWTA members
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Recession-hit orchid firm closes
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Fleura and Metz announce merger
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Summer party campaign launched by FCH
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Fashion plate for Society
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Flying Brands fly high
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Recession makes customers read small print
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Australian florist fights back
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Famous college to stop floristry
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Ian Rawlins leaves Flowers Direct
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US/Kenyan link up
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Joe Massie wins Florist of the Future
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Bournemouth florist takes Interflora crown
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Neil to fight for World Cup
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Second win for young designer
Hot on the heels of his win at Interflora Conference last month, young designer Joseph Massie has been crowned the RHS Chelsea Flower Show Young Florist of the Year. His creation … a classic but awe inspiring hooped hat festooned with tiny butterflies and internally decored with delicate bullion strung orchids, wowed judges and public alike. The full list of medal winners is below and a photo album will appear shortly.
Pictured: Managing Editor of F&WB, Caroline Marshall – Foster with Gold Medal winners Heidi and Joseph. Sadly the other Gold medal winner Vicky Rymell had left for the day.
RHS Chelsea Young Florist of the Year
Joseph Massie, Fishlocks Florist, Liverpool
Gold
Heidi Lawley, Lindsay Barrow Designer Florist, Hawkhurst
Vicky Rymell, Hubbards Florist, Coventry
Silver-Gilt Grenfell
Donna Mascall, Courts of Rayleigh
Silver Grenfell
Alison Hoskins, A. J. Guttridge, Porthcawl
Christine Gulliver, Greycourt Florists, Kempston, Bedford
Laura Goldsack, Contemporary Flowers, Broadoak, Canterbury
Bronze Grenfell
Sian Johnson, Contemporary Flowers, Broadoak, Canterbury
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Neil scoops title at Chelsea
Neil Whittaker, just back from coming second in an international competition held in Croatia, has done it again by taking the first ever RHS Chelsea Florist of the Year title. The other winners in the senior heats are listed below while on Friday we’ll bring you the results of the Young Florist competition which will be set up and judged on Thursday morning.
The competition, run in conjunction with the British Florist Association, who organised heats around the UK, asked competitors to construct a floral hat using only flowers and accessories. To see Neil’s winning entry click here for the first of our special Chelsea Flower Show photo Albums
RHS Chelsea Florist of the Year
Neil Whittaker, Design Element, Irlam, Manchester
Medal Winners
Gold
Louise Roffey, Southwark College
Sarochi Promsiri, Southwark College
Silver Gilt
Sarah Horne, Sarah Horne Flowers, Leamington Spa
Lana Bates, Anastasia Flowers, Leeds
Clare Allen, Skipps Florist, Biggleswade
Silver
Catherine Date, Trugs Florist, Exeter
Bronze
Stephanie Lui, Majestic Flowers, Potters Bar
Jane Benefield, Henley College
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Sales figures show consumer confidence slowly improving
Sales figures from BDO Stoy Hayward’s High Street Sales Tracker for the week ending 10 May 2009 showed that while total sales fell by 1.7 per cent on a like-for-like basis the underlying trends are still better than expected. With a +12% figure non-fashion retailers enjoyed their best week since the turn of the year with the vast majority of stores witnessing positive sales. Retailers with a focus on luxury, outdoor goods and leisure related items posted the strongest results, with demand for small ticket gifts especially good.
Homeware stores had an excellent week as well with a +9.1% increase although this figure was admittedly helped by weak comparatives. Demand was up in most areas with furniture sales improving significantly, while sales of general household items, such as linen, glass and cookware were also higher.
Compared with last year, when a sudden warm period of weather helped drive demand, most fashion retailers posted negative results this week resulting in a -8.8% drop. A general reduction in the level of promotional activity compared to last year also did not help, with footwear and womenswear suffering the most.
However non-store takings were once again significantly stronger than physical retail sales, with the vast majority of businesses recording double-digit growth to record an across the board rise of +53.1%.
Rupert Eastell, Head of Retail at BDO Stoy Hayward, says: “Results were extremely mixed this week - non-fashion retailers experienced the best results since the start of the year, with homeware stores not far behind, whereas fashion stores witnessed a sharp drop. Although this was the weakest outturn for three weeks, it is still nevertheless a reasonable performance given the difficult underlying conditions. Even though demand seems to have slowed a little in recent weeks, generally sales have held-up much better than expected, with consumer confidence slowly improving.”
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Top men at Interflora Conference
Mark Goldston, (pictured with Caroline Marshall-Foster) the CEO of United Online, the company who bought FTD and Interflora last year, and Robert Apatoff, President of FTD paid a flying visit to the Interflora conference last month.
During the packed day of business activities on Saturday Mr Goldston took the opportunity of presenting his vision for the group in a speech that inspired many of the delegates. At the Gala Dinner not only were the winners of the competitions announced but also key members of Interflora recognised with the presentation of the John Hunt Medal to Ian Wells and Honorary Membership to Diane Taylor, the first woman President of the Association.
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Durham florist cleared of fraud
While her husband, Douglas Brown, was jailed for seven years, florist Joan Brown who owns Elvet Flowers in Durham was cleared of money laundering. The prosecution had claimed that Brown, who had siphoned off over £2.4 million from his employers over an 11 year period, had also paid money into his wife’s shop.
Mrs Brown had denied five counts of money laundering totalling £35,000, and was formally told today that the prosecution offered no evidence against her. According to press reports she sat in the dock with her husband, but faced away from him for much of the proceedings and did not look at him when he was led away.
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Tuscan floristry, food and fashion and a discount for F&WB Readers
It’s not the cheapest holiday you could take but oh boy will it be stylish … and not only could you put it on expenses but claim an exclusive discount as well. Because top society florist, Michael Pooley has hooked up with the people at Casa Portagioia, voted Tuscany’s best B&B by Tripadvisor, to create what’s being described as the ultimate floristry course … set against the splendour of the Tuscan countryside.
But be warned. The Tuscan course is not about becoming a florist; it’s about enjoying everything Italian. You see the five days won’t just cover Italian influenced floral design but day trips, luxurious accommodation and exquisite cuisine. Oh yes and a chance to do a bit of shopping in the famous Mall outlets or Prada outlet … an experience in it’s own right.
Running from 11th August to 16th, the price per person in a shared room with twin bed is £1299 excluding flights but if you quote reference F&WB online you can gain a massive 25% discount. For more details log on to www.suffolkschoolofflowers.co.uk and click on courses.
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US reaches Trade Agreement on EU Foliage
EU grown foliage going into the United States will remain duty-free, after the U.S. and the EU announced they reached an agreement in the dispute over hormone-treated beef.
In principle the US are now allowed to have increased duty free access to the EU with its beef while in return the U.S. have agreed not to impose new sanctions on a list of EU exports including foliage … a move that could have seen a doubling of price for Italian ruscus had the proposed 100 per cent duty been levied.
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New branding for FWTA members
Florists looking for a seal of quality from their wholesalers should look no further than the entrance door of where they buy, because wholesalers who belong to FWTA and abide by the standards set, now have their own logo to show they are part of the Association and aim to offer above average service. To find out where your nearest FWTA supplier is and why they should be your first port of call, log on to www.fwta.co.uk or ring Chrissie on 020 8939 6479 for a list of members.
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Recession-hit orchid firm closes
Despite their best efforts Sussex Orchids was forced to close down last month following a drop in demand. Alistair Sandy, Director of Sussex Orchids based near Chichester, a business started by his father, said demand had fallen for the plants which were seen as luxury items. More than 12,000 Orchids were sold off at rock bottom prices to avoid paying for the Orchids to go to landfill.
"It was a very personal business. Now it's just gone, and you feel kind of empty," he said. A naturally devastated Mr Sandy told local reporters "There's no-one in the whole of the UK that was doing it on our scale. However people have stopped spending on practically anything that's a luxury item and obviously we couldn’t just hold them back and wait till things got better.”
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Fleura and Metz announce merger
Industry giants, Fleura and Metz will merge at the end of June to form a company operating under the name Fleura-Metz. Having worked together informally for the last 18 months, the decision to formally join forces is based on their mutual vision and the benefits that the merger will bring not least to the florist who will continue to be the main focus of the company’s ideals as the joint press release announcing the move made clear.
· Fleura, with their cash & carry focus, and Metz with their direct delivery model, are better able to support and strengthen the market position of the florist. Fleura-Metz wants to be the best partner for the florist and can achieve that for this segment by unique economies of scale and the presence of knowledge in terms of sourcing and logistics
· The delivery area of Metz and Fleura as of 2009 is Europe and North America. Both the “cash & carry” as well as the “direct” model are highly successful in these markets. The combination of both companies creates a unique total package of sales concepts with which florists in the whole world can optimally be serviced
· Fleura-Metz wants to intensify its efforts in terms of market support for the florist. Specific know-how must be developed further. Innovation in marketing is our mission, whereby present services such as workshops, focus groups, demonstrations and Scala Verde comprise the early stages.
The board of Fleura-Metz will operate from headquarters in Westland and Aalsmeer, with both companies continuing unchanged in the market with their brands such as Metz, Fleura, HBI, Hottinger and Scala Verde.
The newly formed Fleura-Metz will have revenues of circa €300 million, supplying 25,000 customers in Europe and North America. The group employs 1,000 people and has 54 cash & carries as well as utilising the Internet ordering system Iris.
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£15000 worth of parties to be won
3000 florists throughout the UK have just received a promotion pack from the Flower Council of Holland for this major Spring promotion. Supported with a £200,000 national press and radio advertising campaign, it is single-mindedly aimed at driving people into their local florist at a time when many retailers are finding the going really tough in the high street. The radio campaign will reach 34% of 35 – 60 year old women
The advertising started on Monday 18 May for 4 weeks and the closing date for prizes to be claimed is 21st June. Leaflets will be handed out by participating florists encouraging shoppers to visit their local florist and pick up a scratch-card. No purchase is necessary and over 600,000 cards have been produced.
There are 10 prizes to be won, each worth £1500, and will take the form of a cash prize. It is a great way to get the summer off to a flying start for florists and shoppers too. It should create a real buzz and some much needed business as well. Unfortunately there are no more 'flowers make you happy' packs available, but you can register to be included in future promotions by contacting the Flower Council of Holland.
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Theme announced for SoF Annual Show
The Society of Floristry has announced that the theme for their Annual Show, which will this year take place on Sunday, 22nd November, will have the theme of “A La Mode”. The show will be returning once again to the East Midlands Conference Centre in Nottingham and after a very successful show last year, with over 2,000 attendees, the Society hopes it will once again be a day to remember. Watch this space for more information, or log on to www.societyoffloristry.org
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Flying Brands fly high
The Q1 figures for Flying Brands, the Jersey-based home shopping group, shows the company started the year on a positive note with sales up 2.7% (£12.7m) on a like-for-like basis compared with the same period last year. With a focus on tightening cost control and improving operational efficiency, Flying Brands are also looking at a target reduction in salary costs and an improvement in margins.
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Consumers more diligent in Recession
Recession-weary Britons are paying added attention to the small print on their purchases as they search for hidden costs on advertised bargains. A poll of 3,000 British consumers by brand-engagement specialists Kyp Systems found that more than a third (34%) have started paying close attention the small print. If they believe that brands are not being upfront about hidden charges, they will dump them even if they have used them for years.
This ‘new diligence’ reflects the fact that as recession bites, the hunt for cheap goods and services has become all important, with 44 per cent of consumers admitting that price was the most important factor in making a purchase. The poll found that women have been driving this ‘new diligence’ – with 38% reading more small print, compared to 29% of men.
Nicholas Miller, CEO of Kyp Systems, said: “Our clients depend on us to tell them exactly how to engage with customers, and this means that we need to know how consumers’ behaviour is changing, which is why we commissioned this research. “Increasingly, as consumers feel the bite of recession in their wallets, they are going to invest time in understanding the reality of what they are buying.
“This is a lesson that as a consumer nation we perhaps should have learned before – but it means that shoppers are no longer going to be easily manipulated solely by attention-grabbing gimmicks and hidden costs. Businesses must begin to engage with consumers in an open and honest way, making as much information available as possible – good value and openness are the keys to success in recession Britain.”
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Ozzie man takes deceptive order gatherer to Court
Gordon Craven, who works for a flower shop in Australia, became so fed up of companies pretending to be florists and gather orders that should have gone to a real florist or at least a recognised relay company, that he decided to do something about it.
As a result and using his knowledge of the law, he has successfully brought one of the main culprits in Australia Ready Flowers Pty Ltd, to court and forced Teleflora in Australia to consider their actions. The legal papers and website www.fair-trading.com.au make for interesting and amusing reading but the case is a serious threat to rogue traders because if Ready Flowers, who share price has already dropped as a result, is found guilty of false advertising and misrepresentation it could set a precedent in other countries.
What is clear is that the issue of deceptive order gatherers is now a global problem but that with the aid of the Internet florists in countries around the world are now joining forces to both be aware of what and who is damaging their business and becoming far more savvy about who they take orders from.
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Pencoed to close floristry course
As we go to press we hear that Pencoed will be closing the doors on floristry when the current intake has completed their exams. Once regarded as one of the bastions of training, led by the marvellous Hilary West, the closure has yet to be formally announced. But, if true, it is a sad reflection on the state of floristry training and the lack of new talent coming through.
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Founder of Flowers Direct moves on
Ian Rawlins, the founder and Relay Director of Flowers Direct has left the company following the disposal of his majority share holding in the company to Zeus Private Equity and the successful hand over to new CEO Jonathan Wall.
Commenting on the move Jonathan Wall (pictured) told F&WB; “Ian was instrumental in the growth and success of Flowers Direct and helped me greatly in understanding the business and the industry. However Flowers Direct is now about the future and, with the significant strengthening of our management team over the last 12 months, it was the right time for Ian to leave and further his ambitions outside of the group for which we wish him all the best.”
Mr Wall continued: “Mandy Coulson will continue in her role of heading up our Relay Network and will report directly into our Operations Director, Victor Porter, while I will concentrate on developing the brand and growing our share of the market."
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Delaware Valley Floral Group & Finlays announce strategic alliance
Delaware Valley Floral Group (DVFG) and Finlay Flowers (Finlays) have established a strategic alliance between FreshBlooms, DVFG’s mass market division, and Omniflora, Finlays’ US subsidiary supplying retail mass markets. The alliance provides DVFG/FreshBlooms the exclusive right to distribute Omniflora/Finlays Africa-Sourced product to all floral segments throughout North America.
Finlays’ flower farms currently include 350 hectares (770 acres) of production employing innovative greenhouse infrastructure, hydroponic growing systems and integrated pest management controls. In partnership with Finlays’ owned and managed farms in Kenya and South Africa, and partner growers in Latin America and around the world, FreshBlooms and Omniflora will work together to bring premium quality, socially and environmentally accredited cut flowers to valued customers across the USA. Finlays’ farms are Fairtrade and Rain Forest Alliance accredited.
Jack Chidester, DVFG’s CEO, believes that the strategic alliance with Omniflora and FreshBlooms is the perfect combination. “In addition to providing exciting growth opportunities, I believe that we can now deliver a complete range of flowers, offering the most sustainable products and varieties to our customers.”
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Young florist is a winner again
The career of Liverpool florist, Joe Massie, received another boost last month when he won the Interflora Florist of the Future competition at the relay company’s Conference.
Joe, Creative Manager for Liverpool’s longest serving florists, Fishlocks Flowers Express, in Castle Street, wowed the judges with four different floral designs at the competition in Manchester - a Table Setting, a Floral Handbag, a Hand-tied Bouquet and a Designers Choice all had to be made to the highest level to go under the scrutiny of the judging panel. Joe managed to score extremely well in all aspects of the competition – but specifically in the Technique element – scoring an astonishing 198/200!
Commenting on his win, Joe told us: “Winning the award made all of the hard work worthwhile. I was honoured to represent my shop and my region and even more honoured to return to my city with the award - it’s been a great weekend!”
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Bournemouth florist crowned champion
Franco Martinez, head florist at Lansdowne Florist in Bournemouth, was crowned the UK Interflora Florist of the Year at the recent Interflora Conference. In a tense final held at the Hilton Deansgate in Manchester, Franco won the title with a clean sweep of all five categories.
The categories included a Party Handbag, a "Rock 'n' Roll Hand-tied, a Table Setting and a Designer's Choice which consisted of a giant punch bowl constructed out of hundreds of vibrant plastic cups. The flowers that were used included purple Vanda Orchids, yellow and orange Gloriosa Lilies, dark chocolate coloured Anthuriums and large headed Alliums. The overall effect was of great fun and movement all set against a black, leather effect backdrop.
Of his win Franco says: "I was totally speechless as the results were called out, I wasn't expecting to do quite so well.... all the hours of preparation have paid off!"
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Neil Whittaker to represent UK
Although Franco Martinez won the Interflora Florist of the Year competition, his marks weren’t quite enough to beat last years winner, which means Neil Whittaker will represent the UK in the Interflora World Championships scheduled to take place in Shanghai next year.
Neil, who scored an almost perfect mark in 2008, will now compete against competitors from throughout the world to try and reclaim the title for the UK which was last won by fellow Brit, David Denyer, in 2002 and which put Great Britain at the top of the board for the most wins with Alan Nunn and Sue Artus previously taking the trophy.
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