article New York City’s best floristry businesses have become increasingly popular in recent years, with some opening in the United Kingdom and others opening in California and Washington.
But some have also been shut down due to rising rents and the rise of online shopping, according to the company that operates them.
The floristic industry has seen a dramatic increase in recent decades, and many people have struggled to find a home in a city that now has some of the world’s largest floriculture businesses.
Some floristing companies have taken the easy way out and closed for good, but others have not.
TechCrunch sat down with the founders of two floristeries that have been operating in the U.K. and California to learn how they’re going about expanding.
“When we started our business, we weren’t looking to make a fortune,” said Adam Smith, founder and CEO of The Shrub, which opened in 2013.
“But after a year and a half, we realised that we could do much better.”
The Shrubs owners, who work closely with the city’s planning department, are not currently profitable.
They hope to be profitable by 2018, though they have a number of projects they’d like to complete before then.
The Shubs is run by Smith and his wife, Tracey, who have a long history in the florarium industry.
It was founded in London in the late 1960s, and it was initially based in the UK, but they have now expanded to the United States, and are also expanding internationally.
In 2017, The Shrsburs opened a second location in California, a move that was part of a larger shift to the West Coast.
“In London we were just trying to stay competitive,” said Smith.
“We wanted to stay out of London and make sure we had our own brand in the area.”
The Smiths have been in business for over 20 years and have made an effort to maintain a healthy business model.
The owners are now looking for a new location to open their first new shop in 2018, with a second one expected to open by the end of the year.
“I think it’s a very different kind of business,” said Tracey Smith.
They also believe they can provide a different service to the larger floristers, which typically charge $300 for a visit to their flower garden, compared to $2,000 for a private visit.
“If you’re a florista and you’re looking for something to do, you’re going to spend a lot of money and you’ll have to work your butt off,” said David Crouch, founder of the London-based flower garden company, L’Enfant.
“For me, the business model is different, the flowers are different, and the service is different.
And the flowers aren’t going to get as much love.”
Smith says his family and partners have worked hard to keep their businesses sustainable, including having a third of their business revenue go to charitable causes.
He says that while he and his team are still trying to figure out exactly how they plan to continue to thrive after their new business expands, he thinks they have the right idea to grow a business that’s sustainable and profitable.
“The fact that we can do this, we’ve managed to get the business right, and I don’t think that’s going to change in the future,” he said.
“This is what the market wants and this is what they’re used to.
And I think the market will take it and see how we can be successful.”
TechCrunch’s Nathan Morrison visited The Shsbs flowers in New York and San Francisco to learn more about the businesses that are going online and online floridating, and to get to know some of their customers.