Interflora is to enter the Portuguese market aiming to sign up 150 - 200 florists to privide a nationwide service.
The international network of flower shops wants full distribution and estimates that this number of partner florists should be sufficient to enable its worldwide brand to succeed in the Portuguese market.
Eduardo González, general director of Interflora Spain, commented that the company is intent on succeeding in Portugal, “we see opportunities especially in the online flower trade in Portugal, for which we are preparing a website totally adapted to the Portuguese market."
Currently, the company has about 50 flower shops in Portugal but these only handle international orders, leaving the domestic market open for competitors.
Interflora España turned over €15 million from 250,000 orders in 2016 through a network of 1,600 associated florists.
"By 2016 we expect an increase in turnover of between 2% and 4% to approximately €16 million," said Gonzalez who sees expansion into Portugal as a way of consolidating the Iberian market.
The company has changed its website for mobile phones and tablets with e-commerce accounting for 70% of the orders received by the group, 35% of which are crammed into Valentine's Day and Mother's Day with buyers spending about €50 each time.