Londis is going to head-to-head with the large multiples in offering affordable, fresh flowers in its stores.
More than 200 retailers have already signed up to receive a delivery every morning from Musgrave GB.
Musgrave invested £4 million in a new Londis chill transport system that allows the entire delivery fleet to carry chilled goods.
It ensures the flowers will last longer in-store until they are sold and will look good in customers' vases for the maximum possible time.
All flower lines have been simply priced at £3, £4 and £5, making them cheaper than most specialist flower sellers.
Willie Hamilton, Musgrave GB trading director, said: “This really represents a great new opportunity for the 1,839 Londis stores to add another fresh product range for their customers.”
Fresh flowers were trialled in 20 Londis stores during the traditionally low flower selling summer season.
They proved successful with stores making additional sales of between £150 and £300 per week with little wastage.
Musgrave GB has recently lowered its wholesale prices by over £1 million on over 1,400 lines.
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