Holiday floral shipments up 40% over last year at Provide Commerce
In an advance glimpse of financial results it says it will release in February, perishable goods e-commerce marketer Provide Commerce Inc. reported record shipments for the holiday season, defined as Dec. 13 through Dec. 24. During the period, shipments for its original online flower business, Proflowers.com, as well as its gourmet meats site UptownPrime.com and premium fresh fruit site CherryMoonFarms.com were approximately 251,000 versus 179,000 in the comparable period a year earlier.
On their own, orders in the floral business were up 40% over the same period a year earlier, despite transportation challenges that accompanied recent winter storms, notes CEO Bill Strauss. “We are pleased with our holiday season shipment growth and attribute those results to our direct business model and targeted marketing efforts,” says Strauss. “Our core floral business and gourmet food category both experienced solid results this holiday season.”
The company’s direct-from-the-grower model eliminates importers, distributors and other middlemen in the traditional supply chain to deliver products it says are days fresher than flowers distributed through the usual channels. For its fiscal 2004 year ended in June, Provide Commerce reported that sales rose 45% to $128.8 million across its brands.
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