A record-breaking Mother’s Day ups Provide Commerce`s financial guidance
Provide Commerce Inc., operator of floral site Proflowers.com, had a record-breaking Mother’s Day holiday, with shipments up 45% over last year. In the period from the beginning of May through the Saturday of Mother’s Day weekend, shipments for the company’s core consumer flower business were 550,000 compared to 380,000 during the same period a year ago.
Mother’s Day results were so positive Provide Commerce increased its financial targets for the year. The company now projects annual revenue at $122 million to $126 million, up from its earlier estimate of $119 to $123 million.
“We’re pleased with our Mother’s Day performance, which now ranks as the strongest holiday in our company’s history,” says Bill Strauss, CEO. “We believe our performance was a direct result of our superior value proposition, which delivers fresher, longer-lasting floral products.”
Proflowers.com uses a direct from the grower ordering and delivery process that links its online storefront with proprietary supply chain management technology and supplier relationships and integrates with Federal Express Corp. logistical systems. The process streamlines the supply chain to deliver flowers to consumers seven days sooner than if the flowers traveled the traditional route from producers, the company says.
While Proflowers.com remains its biggest contributor to revenues, Provide Commerce last year also launched UptownPrime.com for meats and CherryMoonFarms.com for fruits, which operate on a similar model.
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