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The Flower Factory whose website is the easy to remember www.florist.com.au was founded by Geoff Phillips in 1977. Not only were there no websites then, no one had a personal computer.
The Flower Factory currently has 8 retail outlets, a large corporate customer base, a significant telephone order business as well as a rapidly growing internet business. As well as the directly owned stores we have affiliates in most Australian Capital cities (Sydney, Melbourne, Brisbane, Canberra, Adelaide Hobart and Perth). As a long standing member of Interflora and Teleflora we have worldwide reach.
Florists depend very heavily on the quality of our flowers. Because of our size, our buying power ensures we get the best quality and value flowers and plants. Our high turnover and multiple outlets ensures that we never have to hold stock for long ensuring our customers of longer lasting flowers. The buying function is so important for our business it is carried out by our principle (with about 30 florists giving him advice).
We have an international group of nearly 30 florists. They come from Europe, Asia and Australia and are the cornerstone of our business. All our florists have formal qualifications plus a wealth of experience. Being a larger group has advantages in allowing some florists to specialize and all florists to swap ideas (and occasionally get a bit competitive with each other). This results in better and more beautiful arrangements for any occasion. As well as preparing arrangements our florists are very careful to control what the waste. Why? Because it helps give our customers the best possible value.
Our own fleet delivers a large proportion of our flowers. We use courier services for the balance of our deliveries. Our own drivers have years of experience in delivering flowers and ensure not only that we have fast and reliable deliveries but also that the flowers are handled carefully and left in a safe location if no-one is able to accept the flowers personally.. Our couriers are carefully monitored to ensure we get a similar level of service.
The rest of our team collect and count any "beans" that have come in or gone out.
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