Morrisons has acquired Flower World, one of the UK’s largest wholesale flower businesses.
The acquisition is the latest step in the Yorkshire retailer’s vertical integration strategy as it aims to improve the quality and freshness of our flowers.
Established in 1987, Flower World is a large-scale independent flower importers and distributor and provides fresh cut flowers, plants, bulbs, seeds, wreaths and bouquets to florists and retailers.
Flower World generated sales of £33.7 million in the year to August 2010.
The retailer said it “already has a strong working relationship with the management of Flower World”, which supplies one third of Morrisons’ products included the company’s Fresh Lab store in Leeds, in a statement.
Morrisons CEO Dalton Philips said: “Morrisons wants to be known as the supermarket that excels at retailing flowers. We believe that we can do this by owning our own flower business, being closer to growers and therefore better able to control quality and value.”
Peter Woodhouse, MD of Flower World, said: “The integration provides a very exciting future for Flower World. Morrisons strong commitment to the category coupled with our product knowledge and innovation means Morrisons customers can look forward to an even better offering in store.”
Flower World benefits from a strong management team all of whom have a great knowledge and passion for flowers, plants and marketing, product development and design, the supermarket said.
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