Blakemore sees benefit of flower delivery scheme

Spar wholesaler AF Blakemore has reported a 13% rise in flower sales in August after it started delivering fresh blooms from its distribution centre.

The company moved into flowers after wholesaler Flowerfete, which had supplied retailers directly, ceased trading in February.

Blakemore moved quickly to plug the Valentine's Day gap with four mixed bouquets and soon ­expanded its range.

The company said its flowers were a higher quality than Flowerfete's and had a shelf life of up to eight days. "Initial demand was unprecedented, with retail sales up by 64% year-on-year," said marketing director Richard Harman. "The huge increase in retail margin has enabled stores to budget wastage without detriment to their profits."

AF Blakemore has also increased promotional activity, driving up sales from its base range by 34% in the four weeks to August. Deals included £3.99 per bunch of Gladioli and two for £3.50 on mixed foliage plants.

"In the increasingly competitive market place, we need to be constantly adding to the range of products we offer," added Harman.