Fleurop

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Fleurop AG

logo
legal form Corporation
founding 17th September 1908
Seat Berlin
management Stefan Gegg
sales 32.58 million euros (2012)
Branch service
Website www.fleurop.de

The Fleurop AG is a public limited company and a service company for over local exchange of flowers , bouquets and flower arrangements. The system is the world's leading flower brokerage service, with shareholders being exclusively partner florists who run a flower shop and offer the Fleurop service.

Company history

Max Hübner (1866–1946), owner of a flower shop in Berlin , founded the "Flower Donation Mediation Association" on September 17, 1908. In the same year 98 shops joined the system, in 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 operates across the entire European continent. The competitive system in the USA was also booming.

The German Fleurop was founded in 1931 as an association with 3,500 members, and in 1937 it was converted into a GmbH. Shortly afterwards, in 1939, orders worth the equivalent of 40 million euros were 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.”. Fleurin ”based on the Swiss franc . Since the introduction of the euro , this "artificial currency" has been aligned with the one.

The German Fleurop only joined Interflora in 1949. It now operates as a stock corporation "Fleurop AG". "Fleurop AG" is based in Berlin. The board of directors is Stefan Gegg. The seat of the "Fleurop Interflora Landesabteilung Österreich GmbH" is Vienna , the seat of the "Fleurop-Interflora (Switzerland)" is Wangen near Dübendorf .

The continental European "Fleurop-Interflora European Business Company Ltd." is based in the Swiss Zurich .

The parent company is "Interflora, Inc." based in Downers Grove (USA), or the umbrella organization "Interflora Holdings Ltd.". Since July 31, 2006, this company has belonged entirely to “Florists' Transworld Delivery, Inc.”, which in turn, via the intermediate company “FTD, Inc.”, is fully part of the “FTD Group, Inc.” (all companies are also located in Downers Grove) heard.

“Fleurop Interflora” is now represented in 150 countries with legally independent national departments. Worldwide, more than 50,000 Fleurop partner florists carry out over 25 million flower orders every year. In Germany alone, the flower sender has over 7,000 Fleurop partners.

On April 29, 2008, the Internet company United Online announced that it would take over the FTD Group completely by autumn of that year for 800 million US dollars.

Fleurop is committed to climate protection in cooperation with the myclimate foundation . Through the cooperation, the company would like to offset the CO 2 emissions caused by the production and transport of cut flowers. However, the buyer has to pay a surcharge for the ordered bouquet, which benefits a climate protection project.

The system

The flowers and bouquets are not sent physically, 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 requested orders freshly compiled and delivered. The Fleurop system is based exclusively on flower shops approved by Fleurop. Fleurop organizes the financial processing between the companies involved. You can order in person in an affiliated shop, by telephone, fax and via the Internet.

reviews

In a test by Computer Bild magazine (3/2007 edition), Fleurop was the only one of ten flower senders tested to receive a “good” rating (2.38). As with almost all flower senders, however, the quality of the bouquets delivered was criticized. The flowers delivered were partially damaged and only lasted four to six days.

A test of rose bouquets by Stiftung Warentest , published in February 2007, gave Fleurop the only provider with the grade very good (shelf life: good, grade 2.4; appearance when buying: very good, grade 1.4), however ( ) as though with all providers residues of pesticides fixed.

Fleurop started a 7-day "100% freshness" guarantee in August 2007, assessing sensitive plant material such as poppy seeds and delphinium as naturally less durable.

In a consumer study on the quality of offer and service as well as prices of flower senders in March 2016, which was carried out by the German Society for Consumer Studies (DtGV) in cooperation with the television station N24 , Fleurop achieved third place in the overall ranking. Fleurop took first place in the flower quality sub-category.

Competitor

Because of the attractive profit margins , especially in comparison to the stationary flower trade, Fleurop's regular 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, on the other hand mail order companies, supraregional florists and discounters are entering the market with their logistics know-how. These competitors, such as B. Valentins or Blume 2000 , operate a cost-effective distribution network from a centralized or several decentralized dispatch warehouses via their own or purchased logistics service providers . In contrast to Fleurop, their delivery is not restricted due to the lack of density of affiliated florists, but they can deliver flowers wherever logistics companies are in use.

Web links

Individual evidence

  1. ↑ Fleurop's net sales in Germany from 2008 to 2012. In: Statista . 2012, accessed February 19, 2015 .
  2. ↑ Company profile . In: Fleurop company presentation on climate protection. Retrieved February 19, 2015 .
  3. ^ "Flower greetings from Fleurop for energy-efficient stoves in Kenya". (No longer available online.) In: Press release Fleurop, 19.02.2015. Archived from the original on February 19, 2015 ; Retrieved February 19, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / fleurop.newsroom.eu
  4. ^ Cut rose test by Stiftung Warentest test.de, February 9, 2007
  5. ↑ Flower mailers: Test of prices, quality and service, March 2016. In: German Society for Consumer Studies ( DtGV ). Retrieved December 30, 2017 .