Flowers Direct

Flowers Direct

August 05, 2009 04:00 ET

Flowers Direct Launch VIP Flowers

MORECAMBE, UNITED KINGDOM--(Marketwire - Aug. 5, 2009) - "Do you have a VIP in your life?" so asks the latest advertising blurb from leading online floral gifting company, Flowers Direct. They've just defied the recession to launch a new luxury range of floral gifts - christened VIP Flowers. The collection is aimed at those who still very much want to 'make a statement' when they shop for gifts, despite the economic downturn - and lavish the very best on their very own, personal VIP.

"Marketing data tells us there are approximately 6 million regular online luxury consumers in the UK," says Marketing Director, Michael Duffy. "Each of these spends over Pounds Sterling 7,000 per annum in e-commerce transactions and appear to be more cushioned from the recession than most. And so they still want the very best."

The company believes it has spotted a niche opportunity, not particularly well served by its industry at the moment.

"There are a lot of cheap and medium priced flowers available online at the moment," continues Duffy, "including the competitive selection we believe we offer at Flowers Direct. But there's not much choice at all if you want something really special."

VIP Flowers are priced from Pounds Sterling 65 - for the 'delicate arrangement of Cherry Brandy Roses presented in a clear glass bowl', so says the website about its aptly named 'Bowled Over' number. And the top price runs to Pounds Sterling 150 - for a stunning floral design going by the name of 'So Very Spoilt'. With other product names such as 'Big Impression', 'Show Stopper' and 'Grand Design' you'll quickly get the picture. The story is one of pure opulence - and it's unashamedly a tad brash.

The company, based in North West England and owned by venture capitalists, Zeus Private Equity, send out the majority of their customer orders through their 800 strong UK network of local florists.

"Our florists can be relied on to skillfully craft these premium designs - and then personally deliver them to the VIP in your life," claims Duffy. "Try taking home garage forecourt flowers once your special person has received one of these fabulous designs - then you'll really be in the doghouse!"

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