San Diego, Calif.-based Proflowers Inc. has changed its name to Provide Commerce Inc. in a move that signals a strategy expansion for the online flower site. The name change “reflects the company’s broader mission to be the leading e-commerce marketplace for the delivery of perishable products direct from the supplier to the customer,” according to a statement from the company. Proflowers will continue to operate its floral web site, which launched in 1998.
Provide Commerce is described as “an e-commerce marketplace for perishable goods that consistently delivers fresh, high quality products direct from the supplier to the customer at competitive prices.” Provide Commerce is offering the platform developed for Proflowers to other marketers in the perishable goods arena. That offering is a bundled package combining an online storefront, proprietary supply chain management technology, established supplier relationships and an integrated logistical partnership with FedEx Corp. that bypasses legacy supply chains of wholesalers, distributors and retailers. The system was originally created to speed the sourcing and delivery of fresh flowers, among the most perishable of perishable goods, the company notes.
Last October, Proflowers reported its first-ever operating profit of $1 million on revenues that overall rose 53% to $70.2 million over the previous year. Sales in the company’s B2B channel grew 231% over the same period.
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