Initially, the idea of the Australian online flower direct business Easyblooms was planned to be launched in 2018, but the model was parked as costs were daunting. "However, now I feel the time is right", says serial "hortpreneur" Adrian Parsons. "Australian growers have been hit hard by the COVID-19 crisis and this new platform will give them a new sales route into Melbourne homes."
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Consumer creates own arrangement at home
Easyblooms (www.easyblooms.com.au) aims to provide Melbourne consumers “field to vase” freshness in a broad range of Australian grown flowers and foliages, explains Parsons. "As different from most online flower models which offer pre made bouquets, Easyblooms offers grower direct bunches which the consumers can choose and arrange themselves at home."
Why now?
The model was planned to be launched in 2018, but was parked as the costs of building a visible brand on social media were a bit daunting. "Carving out a strong online brand profile remains a daunting task but I felt the time was right to enter this exciting distribution space for consumer direct cut flower deliveries”
According to Parsons, two factors make the time right for introducing this platform. "On the one hand, home delivery in a range of perishable products is booming in Australia with many “paddock to plate” offers including eggs, meat, fruit and vegetables and high end restaurants embracing take away and meal delivery offers. On the other hand, Australian growers can use a new sales route into Melbourne homes as they have been severely affected by the COVID-19 crisis.
Over 20 Australian growers
Easyblooms has secured supply agreements with over 20 Australian growers and has curated a great range of flowers that truly reflects local supplies. And according to Parsons, the quality of the crop during this time of the year is good. "As the weather cools in Melbourne, flower crops looking good include Lilies, Tulips, Iris, sweet smelling Hyacinths and autumn toned Hydrangeas." Easyblooms also offers filler flowers, wildflowers and greenery items to mix in a vase with the 100% Australian grown flowers.
As well as servicing local flower deliveries to Melbourne homes – Easyblooms can also accommodate larger volume deliveries for companies wishing to send flowers as a gift to your staff working in isolation at home. "An affordable bunch of Australian grown fresh flowers would be very welcomed by staff isolated with constant Zoom meetings who are lacking direct contact with their work colleagues. Customers simply tick the Multi Address box at check out and Easyblooms can do the rest be it 5, 10 or 100 bunches for your staff spread across Melbourne.
For more information contact
Easyblooms
Adrian Parsons
www.easyblooms.com.au