Magzoid Magazine - Luxury Magazine in the Creative Space | Feb 2023

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Interflora is a network of flower delivery
services with more than 58,000 connected
flower shops spread throughout more than
140 nations. In 1920, a nurseryman named
Carl Englemann in Saffron Walden, Essex,
and a florist named Joe Dobson of Leighton’s
Seedsmen and Florists in Glasgow were trying
to expand their businesses. They applied to
become international members of the Florists
Telegraph Delivery Association, which had been
around in the US since 1910 and is now known
as Florists’ Transworld Delivery. The UK branch
of the FTDA was established in 1923 with 17
members. Flowers by Wire was one of the
advertising catchphrases used at a time when
florists were communicating with one another
via telegraph. Telegrams were thereafter sent
from one member to another.
In the original Interflora Directory, used by
members, the longest-established members could
be recognized by their telegraphic addresses.
This would be the only telegraphic address
in that city to include the name Interflora.
In the case of the founding members, their
telegraphic addresses were “Interflora Glasgow”
and “Interflora Saffron Walden”, respectively.
In 1953 the name changed to Interflora and
the slogan Flowers Worldwide along with the
Mercury Man roundel became well known. “Say
it with Flowers” became the subsequent and
most famous slogan associated with Interflora.
The company presents assorted options for
buying flowers from same-day delivery bouquets
for your last-minute plans to international ones for
your loved ones overseas. Anniversary Flowers
and Birthday Flowers stand to add a splash of
colour to your celebrations, all ordered online
from the luxury of your home.
Interflora champions the technologies of
the internet to deliver hand-made bouquets of
fresh flowers to their customers. The company
in the early 2000s bought out a system called
Rose, which used broadband connection. This
enabled orders to be transmitted in real-time.
All in all, it ensured a more pleasant experience
for its consumers and helped Interflora truly
become international.
88 February 2023 www.magzoid.com