What they do
Direct2Florist is an order network that connects customers directly with independent local florists rather than routing orders through a central warehouse. A customer picks a real high-street shop, and that shop makes up and delivers the order.
It runs as a relay for independent florists. The making florist keeps their own style and product list instead of being told what to stock. Orders go to real shops, not a dropship operation.
Who founded it
The business was set up in 2007 by the Stirling family, florists from the North West of England, and it is still family-owned and run from Farnworth in Bolton. It was founded by a father and son: John Stirling, who designed the original platform, and his son Simon, who took to the road to build relationships with florists and is now Managing Director. Jill Stirling (Account Director) and Fiona Stirling (Product Development) are also on the team.
The founders had run their own flower shops and were frustrated by the controlling, high-commission flower-sending options of the time. So they built a network for florists who wanted to stay independent and keep more of the money for the work they actually deliver.
How the model works
Direct2Florist sits between the customer and a local florist as a relay alternative. On relay orders the split runs 90% to the executing florist and 10% to the network. Florists are paid by BACS, typically within three working days.
Members also get their own listing and can take internet orders, on which they keep the full flower value. The aim is more money to the bench and less to the middleman than a traditional wire service.
Coverage
The network covers florists across the UK in England, Scotland, Wales and Northern Ireland, and extends worldwide through partner sites in Ireland, the USA, Canada, Australia, New Zealand and across much of Europe and beyond. It lists over 1,250 independent member florists worldwide.
Direct2Florist has been recognised by the British Florist Association, named Service Provider of the Year in 2018 and 2019 and National Flower Sender of the Year in 2020 and 2021.
Services and programmes
For florists joining the network
- Membership listing on the Direct2Florist platform with access to the worldwide relay network
- Relay commission split of 90% to the making florist, 10% to the network
- Payment by BACS, typically within three working days
- 100% of the flower value kept on a member's own internet orders
- D2F software and a delivery app, plus a selection guide and point-of-sale pack
- Optional member website with a dedicated designer and mobile-ready build
For customers sending flowers
- Order direct from a named independent local florist, in the UK or abroad
- Same-day and scheduled delivery through real high-street shops
- Worldwide sending via partner sites across Europe, North America, Australasia and more