Competitive prices, great off ers and new stem varieties available from eFlorist Marketplace, the new service exclusive to PRO fl orists.
An update from eFlorist
It’s been just over a year since Lorraine Key took over from Ian Brett as eFlorist GM for UK and Ireland and during this time fl orists have seen a 50% increase in eFlorist orders – what a year! Part of the Eurofl orist Group since May
2010, with two other ‘hubs’ covering Scandinavia and Central Europe, under Lorraine’s leadership, the UKI team have been busy bringing to life the eFlorist vision which is ‘to make life easier and more profi table for fl orists’. And the following rundown is just some
of the activity undertaken to turn that vision into reality!
Re-brand During the summer the eFlorist logo was refreshed to bring a more modern feel to the brand during the year that eFlorist celebrated its 65th anniversary. The symbol element of the logo represents both a fl ower and a bird – the trusted messenger who delivers a gift of fl owers and a sentiment from sender to recipient. The same symbol has been adopted and incorporated into the logos of the other two Eurofl orist hubs – a universal symbol used in all 12 countries in which the Group operates across Europe, demonstrating a
44 F&wb Spring 2013
truly international network and facilitating brand recognition. The Eurofl orist Group has almost 10,000 fl orists across 12 countries. As for the colour purple – that was chosen
because it’s classy, modern and elegant and it illuminates all fl ower colours, thereby showcasing the beautiful fl owers used in all eFlorist products. Purple is also the colour that symbolizes inspiration and imagination – really important when representing and working with a group of highly creative people such as fl orists. The new logo also enables fl exibility when
fl orists wish to use it alongside their brand. Using the bird symbol with their shop name means promoting their brand whilst also demonstrating they are part of a larger international network of professional fl orists. And by and large, this new updated logo has gone down well with fl orists. And for customers, it means that when they send fl owers they do so safe in the knowledge that their gift is being delivered by a trusted messenger.
Taking eFlorist on the road... Next on the year’s agenda was a series of autumn roadshows – run as a programme of workshops in several locations across the UK as well as Dublin, the theme was the eFlorist/Eurofl orist vision ‘To make life easier and more profi table for fl orists’. Those fl orists who attended were taken along a journey which started with a look at why retail
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