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Flowerama
Corporate Headquarters Reception Area |
Frink’s Green House, Inc., was founded in 1952 by
Maurice and Herbert Frink, son of a Waterloo, Iowa florist.
Their first attempt at wholesale growing came with the development
of a 50,000 square foot greenhouse operation located in
nearby Cedar Falls. The company’s facilities were
expanded to include the second 60,000 square foot range
in Waterloo in 1965. The Frinks eventually became suppliers
for more than 250 retail outlets primarily in Iowa, and
in several other Midwest states.
After many years of servicing the rather unpredictable
retail floral shops and supermarket chains, it became increasingly
obvious that in order to develop stable consistently dependable
outlets, a fresh, new marketing approach had to be implemented.
In 1967 the Flowerama Mobile Merchandiser
began. The Mobile Merchandiser was a portable trailer that
opened to a 24’ by 32’ sales and display area.
These mobile merchandising units were towed to high traffic
sites located in the parking lots of large supermarkets
and shopping centers. These portable garden centers offered
items that were typically found in small garden centers.
In 1970 a decision was made to open a number of company-owned
stores in Iowa and Minnesota in regional shopping malls.
The shops retained the same appealing openness of the mobile
units, yet afforded a comfortable, year round protected
environment and at the same time provided a constant stream
of impulse buyers.
Because of the success of the company-owned retail stores,
in 1972 a program was developed to expand the retail floral
shops through franchising.
The basic Flowerama merchandising approach
consists of making quality products conveniently available
at affordable prices. By purchasing flowers on a volume
basis direct from brokers and growers and by using the cash
and carry approach to merchandising, Flowerama
is able to offer quality floral products and arrangements
to the public at prices that usually are significantly less
than those of conventional florists.
Continued increasing rents and limitation on square footage
caused Flowerama to re-evaluate further
expansion in regional mall shopping centers. The opening
of Flowerama’s first freestanding
floral center in 1986 marked the beginning
of the transition from mall locations to freestanding stores.
Today there are over 100 freestanding
Flowerama centers in 28
states. Our 12 Company owned locations
in Iowa and Minnesota provide the basis for continued
retail development as well as a testing ground for new and
unique product lines.
 
While continuing to embrace Flowerama’s
philosophy of offering quality flowers and related merchandise
at affordable prices the overall success of Flowerama
of America depends on the individual financial
success of each and every franchise location which is established.
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