Auckland’s floral institution Flowers After Hours has opened a store in Botany, its second in Auckland.
It follows a record year of growth under its new management which has seen its iconic Parnell store boom despite unstable flower prices, natural disasters and economic uncertainty.
Driven by this success, this new store is projected to increase revenue by more than 40 per cent.
Under the leadership of Karen Hussey, Flowers After Hours has expanded its presence after 30 years in the market, with the grand opening of its second store at Botany Town Centre offering luxury blooms seven days a week.
This expansion signifies a new chapter for Flowers After Hours as it reaches out to a wider customer base.
“We have a clear strategy to grow the business and the expansion of our retail side of the business is a key component of this,” said Karen.
The decision to open a second store in Botany Town Centre was two-fold – Karen lived in the area when she first moved to New Zealand, and there is an established customer base already in the area.
“When we first arrived from England to New Zealand, the Eastern suburbs was where we initially settled, living in Bucklands Beach and Flat Bush, so this area is close to our hearts and we love the community,” Karen says.
“We also had some wonderfully loyal customers in this area too, including some of our large corporate accounts so we have identified this area as being a key area of growth for the business.”
While Flowers After Hours has long been a household name for those residing in the central suburbs of Auckland, Karen recognises that the brand is less known in the outer suburbs.
“Our goal is for more people to experience the Flowers After Hours way and to fall in love with our brand,” she explained.
With this new store, Flowers After Hours aims to connect with a wider audience “and introduce them to the luxury and quality that the brand represents”.
The Botany store will serve as a hub for fulfilling online orders, catering to areas such as Mount Wellington through to Pokeno.
Flowers After Hours has always been dedicated to providing the utmost convenience to its customers, and this expansion will make it even easier for residents of these regions to access its products and services.
It will also mean reduced delivery rates for all those living in the east.
In the past 12 months, Flowers After Hours has undergone a significant metamorphosis to achieve 10 per cent growth, solidifying its position as a frontrunner in the competitive floral market, Karen says.
This has included refreshed branding, a revamped e-commerce website, an expanded workspace and an improved delivery service.
They’ve also added an alcohol licence to send curated wine and champagne as well as partnering with aligned local suppliers and luxury brands from Colestown Chocolates, ARC candles, Noughts and Crosses Bakery as well as Triumph and Disaster to offer its customers a range of luxury add-ons to their flower purchases.
Karen says they’ve developed a customer base of more than 30,000 customers and are now sending more than 2000 bouquets per month.
- Flowers After Hours Botany Store is at Botany Town Centre (next to New World), 588 Chapel Road.
