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The UK's fresh cut flower market is worth £2.2 billion at a retail level, and Freddie’s Flowers is looking to take a cut of this with its subscription-based service that delivers seasonal flowers through the post. We explore the insights behind the innovation, and understand how Freddie’s Flowers is appealing to people who want a relaxing indulgence delivered to their door.

Launched by Freddie Garland, Freddie’s Flowers aims to “bridge the gap between cheap bunches sold by supermarkets and expensive florist-made bouquets.” Garland notes that the “concept is really simple: we offer just one delivery box, meaning we can keep costs down," he says. "Everyone loves receiving flowers, but our business is subscription-based, so it's about treating yourself... and enhancing your home." The £20 boxes are seasonal, so customers receive a different selection every week, with 95% of flowers grown during British summer.

Plants in-home promote relaxation Plants in-home promote relaxation
Rawpixel.com, Creative Commons (2017) ©

Tapping into a £2.2 billion retail industry, the service gives people something to look forward to every week, as well as saving them time with its convenient home deliveries. It's following the lead of a number of disruptive subscription-based services such as Smol and Dollar Shave Club. But unlike these companies, Freddie’s Flowers isn’t selling everyday objects such as laundry detergent or razor blades, instead it provides a way for customers to treat themselves or loved ones. With only 12% of people enjoying a wild place as part of their working day, and studies suggesting that activities with plants “promote physiological relaxation,” services like Freddie’s Flowers can help people to enjoy nature from the comfort of their homes.

Tad Buxton is an intern at Canvas8 which specialises in behavioural insights and consumer research. He studies English Literature and History of Art at the University of Edinburgh. When he’s not studying, he enjoys surfing, reading sci-fi novels, and dreaming up new business ideas.


13 Jul 18
2 min read

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