Article

Read

Fleurop

from Wikipedia, the free encyclopedia
Fleurop AG
Legal form Incorporated
Foundation 17. September 1908
Seat Berlin
Management Stefan Gegg
Sales 32.58 million euros (2012)[1]
Industry Service
Website www.fleurop.de

Fleurop AG is a stock corporation and a service company for the supra-local brokerage of flowers, bouquets and flower arrangements. The system is the world’s leading flower brokerage service, whereby shareholders are exclusively partner florists who run a specialist flower shop and offer the Fleurop service.

Company history

Max Hübner (1866-1946), owner of a flower shop in Berlin, founded the “Blumenspenden-Vermittlungsvereinigung” on September 17, 1908. In the same year, 98 shops joined the system, and by 1921 there were already 1,363 members. In 1910, the comparable but competing “Florists’ Transworld Delivery Association” was founded in the USA. In 1927, Hübner founded “Fleurop-Interflora”, which operated throughout the European continent. The competitive system in the USA was also booming.

In 1931, the German Fleurop was founded as an association with 3,500 members; in 1937, it was converted into a limited liability company. Shortly afterwards, in 1939, orders worth the equivalent of 40 million euros were already being processed.

Shortly after the end of the Second World War, in 1946, “Fleurop Interflora”, “Interflora British Unit” and the “Florists’ Transworld Delivery Association” merged to form the globally operating “Interflora Inc.” To simplify invoicing, an artificial currency was introduced, the so-called “Fleurin”, based on the Swiss franc. Since the introduction of the euro, this “artificial currency” has been aligned with the Swiss franc.

The German Fleurop did not join Interflora until 1949. It now operates as a stock corporation “Fleurop AG”. The registered office of “Fleurop AG” is Berlin. Stefan Gegg is the chairman of the board. Fleurop Interflora Landesabteilung Österreich GmbH” is based in Vienna, “Fleurop-Interflora (Schweiz)” is based in Wangen near Dübendorf.

The continental European “Fleurop-Interflora European Business Company AG” has its headquarters in Zurich, Switzerland.

The parent company is “Interflora, Inc.” with its registered office in Downers Grove (USA), or the umbrella organisation “Interflora Holdings Ltd. Since July 31, 2006, this company has itself belonged in full to “Florists’ Transworld Delivery, Inc.”, which in turn belongs in full to the “FTD Group, Inc.” (headquarters of all companies also in Downers Grove) via the intermediate company “FTD, Inc.

“Fleurop Interflora” is now represented in 150 countries, each with legally independent country departments. Worldwide, the more than 50,000 Fleurop partner florists execute over 25 million flower orders annually. In Germany alone, the florist has over 7,000 Fleurop partners.[2]

On April 29, 2008, the Internet company United Online announced its intention to acquire the FTD Group in full for USD 800 million by the autumn of this year.

Fleurop is committed to climate protection in cooperation with the myclimate foundation. Through this cooperation, the company wants to compensate for theCO2 emissions caused by the production and transport of cut flowers. However, the buyer has to pay a surcharge on the ordered bouquet, which is donated to a carbon offset project.[3]

The system

Flowers from Fleurop are delivered in such packaging.

The flowers and bouquets are not physically shipped, but only orders are exchanged in a network of florists. Only in a flower shop connected to the system at the recipient’s location are the desired orders freshly assembled and delivered. The Fleurop system relies exclusively on Fleurop-approved florist shops. Fleurop organises the financial settlement between the participating businesses. Orders can be placed in person at an affiliated shop, by telephone, by fax and via the Internet.

Reviews

In a test by the magazine Computer Bild (issue 3/2007), Fleurop was the only one of ten tested flower senders to receive the grade “good” (2.38). However, as with almost all flower senders, the quality of the delivered bouquets was criticised. Some of the flowers delivered were damaged and lasted only four to six days.

A test of rose bouquets by Stiftung Warentest, published in February 2007, rated Fleurop as the only supplier with the grade very good (durability: good, grade 2.4; appearance at purchase: very good, grade 1.4), but found (as with all suppliers, however) residues of pesticides.[4]

Fleurop launched a 7-day “100% freshness” guarantee in August 2007, valuing sensitive plant material such as poppies and delphiniums as naturally less durable.

In a consumer study on the quality of offerings and service as well as prices of flower mail order companies in March 2016, which was conducted by the German Association for Consumer Studies (DtGV) in cooperation with the TV channel N24, Fleurop achieved third place in the overall ranking. In the subcategory of flower quality, Fleurop achieved first place.[5]

Competitor

Because of the attractive profit margins, especially compared to the stationary flower trade, Fleurop’s core market has been under massive pressure for some time. On the one hand, there is the company EuroFlorist, which also offers flower delivery worldwide via a florist network, and on the other hand, mail order companies, supra-regional florists and discounters are entering the market with their logistics know-how. These competitors, such as Valentins or Blume 2000, operate a cost-effective distribution network from one or more centralized or decentralized mail-order warehouses via their own or purchased logistics service providers. Unlike Fleurop, their delivery is not restricted because of the lack of density of affiliated florists, but they can deliver flowers wherever logistics companies operate.

Web links

Individual references

  1. Net sales of Fleurop in Germany in the years 2008 to 2012.In: Statista. 2012, retrieved on 19 February 2015.
  2. Company profile.In:Fleurop company profile on climate protection. Retrieved 19 February 2015.
  3. “Flower greetings from Fleurop for energy efficient stoves in Kenya”.In:press release Fleurop, 19.02.2015. Archived from.Original19February 2015; retrieved 19 February 2015.
  4. Cut rose test by Stiftung Warentest test.de, February 9, 2007
  5. Flower senders: test of prices, quality and service, March 2016.In: GermanAssociation for Consumer Studies (DtGV). Retrieved 30 December 2017.