ALL FLOWERS OF NAPLES
FRANCHISE OPPORTUNITIES

Franchise Info -  Intro -  Beginning - Letter from President - Non-Compete - Application

...HOW OUR BUSINESS BEGAN...

The flower business has always been a popular and an emotionally desirable form of human expression.  The conventional chain of distribution has always been a practical and necessary way to distribute fresh cuts.  The family wholesale cut greens and evergreen wholesale business began in 1949 by Adolph Alberici, Sr. 

Flowers were always popular and becoming even more popular in the 50's and 60's.  Adolph Sr. merged with another wholesaler in 1968 to become more efficient, competitive, and expand into fresh cut flowers, supplies, and seasonal plants.  

Just like any traditional family business I had been exposed to the floral business at an early age.  A proud six year old who was helping his dad.  What memories!

The involvement became more serious later in 1968 when I joined the newly merged flower businesses full time.  

The offer came from dad's partner as a part time bookkeeper and part time helper/driver.  His idea was to teach me the flower business, to include buying and selling.  

The real opportunity came in 1975 to buy out the partner.  My father seemed delighted to help this happen.  A couple of years later the involvement of my younger brother in 1977 completed the family business. 

The combination was ideal and the business grew and prospered for years, that is until the introduction of the fax machine, the computer and then the internet.

Today it seems everyone is trying to cut into the chain of distribution and upset the conventional flow.  This trend is interfering with the continuity of past established and necessary product distribution and the interference with the consistent, reliable supply that local flower wholesalers were once able to achieve. 

Many flower retailers are now purchasing bulk on the Internet and direct from growers, domestic and international.  One of the problems they have created is the absence of same day/reliable supply from local wholesalers and the break up of the conventional chain of flower distribution.  Chaos and confusion in growing, buying and selling with new competition that has spewed unrealistic pricing in the market and product handling that is less than efficient.  The problem became a reality as we began to feel it in the family business.  Many local flower wholesalers were affected by this same crisis beginning in the mid to late 80's.  It was apparent, many wholesalers and retailers would suffer from the changing times.

A unique marketing concept known as ALL FLOWERS ® was born as a result of my experience in the distribution of fresh cut flowers and floral supplies, the knowledge of the disadvantages and complaints of my valued retail customers,  and support the family wholesale business. 

I was convinced there was a real need to change with the time and at the same time fill a void in floral marketing, by promoting, the everyday use of, providing and distributing exactly what was needed on a daily basis and educating all flower consumers in the care and handling of, fresh cut flowers, related floral products, and the kind of service for special needs, "personal attention".   

It was extremely important to me, with my wholesale floral background and being partial to the floral retailer, to fit within the conventional chain of distribution adding a needed and realistic dimension to floral supply and flower marketing to all flower consumers and not upset the flow but enhance it for all floral professionals and the entire floral community.  This was my conviction to add a practical distribution beneficial to all at the same time enhance the popularity for the daily use and enjoyment of fresh cut flowers and related floral supplies.  Creating a business that would be inviting, convenient, pleasant and educational.  Where anyone could actually pick their own flowers and create their own masterpieces.  A place to do it and the help to get it accomplished and have fun in the process.

From a figment of the imagination to reality, we first began testing and developing of the "concept" in June of 92.  The proto type facility tested the concepts rules of operation and policies.  This is an ever-changing process and will continue to be fine-tuned. 

Although the "concept" can supply all flower consumers it was decided to concentrate on only one market for several years.  It was the intent of management to target the public as the first step of testing.  This would set the policies and procedures and allow our pricing, product analysis and marketing objectives to include establishing an identity for all flower consumers to accept us not as the conventional florist or flower shop but as floral marketers and suppliers.

The concept met its objectives within 3 years and began the second stage of expansion within the same community.  This second location was opened in May of 96 and profitable in the first full fiscal year 1997.

The concept now with two locations and a working distribution network, library of audio and video professionally produced commercials and print advertising that have become a trademark of our success.  We have tested and fine tuned, purchasing, inventory control, pricing, advertising, and numerous details that will be addressed in the training manuals.   The first target market has tested in two full business cycles and with two locations within a 10 mile radius and has proven extremely well received by the public and the floral community.  

Groups, clubs and organizations have been utilizing the "concepts" advantages as well as local businesses. There has been increasing sales to the professional floral community as the identity of the concept has supported the retail professionals and is now accepted as an additional source of supply to enhance their profits.  Our decade of research and development has proven the concept has been well received and continues to be popular in the first target market, the public.  The future potential is positive since we have not even reached all flower consumers or all existing target markets.  Our national achievements are yet to come, as well as, the potential to attract all flower consumers in all areas of the country and abroad.  

Franchise Info -  Intro -  Beginning - Letter from President - Non-Compete - Application