Morrisons has bought wholesaler Flower World, in the latest move by the supermarket to integrate its supply chain.

Flower World already supplies around a third of Morrisons’ fresh flowers, including supplying its Fresh Lab concept store in Leeds. The business also provides flowers, plants, bulbs and seeds to florists and other retailers, with annual sales of £33.7m.

“Morrisons wants to be known as the supermarket that excels at retailing flowers,” said chief executive Dalton Philips.

“We believe that we can do this by owning our own flower business, being closer to growers and therefore better able to control quality and value.”

Jane Speakman, managing director for horticulture at the supermarket, added: “Flower World has strong relationships with growers and farmers and a real expertise in these products. We know that this business can help [us] build the best flower shop proposition.”

The deal represents the latest in a string of acquisitions for the Bradford-based retailer, including UK e-commerce specialist Kiddicare and a 10% stake in US online retailer Fresh Direct.

Read more
The human price of cut-price flowers: an investigation by The Grocer (4 June 2011)
Saturday Essay: Is Morrisons the new trailblazer in grocery? (16 April 2011)