In this new episode of our podcast, we had the pleasure of talking to Virginie Lefrancq, Florajet’s Managing Director, and Mélanie Perez, E-commerce Manager.
Together, they share with us the history, values and ambitions of a company which has positioned itself as a key player in France’s floristry sector.
From its family heritage to digital innovation, let’s look behind the scenes of a network of 4,500 affiliated florists and the levers that have shaped its success.
Florajet’s history takes us back to 1988, driven by the bold vision of Virginie’s parents. Their idea, which was both simple and avant-garde at the time, was to facilitate remote deliveries of flowers by using the fax machine. Within a year, more than 200 florists had joined the venture. This innovative and collaborative model laid the foundations for a solid network that can adapt to a constantly changing market, without ever losing sight of its mission statement: to make the gift of flowers accessible, fast and personalised.
Today, expectations have changed. Consumers no longer want to send just flowers, instead they wish to express a commitment and a more responsible consumer choice. Florajet supports this change by promoting local and seasonal flowers and by involving its network of florists in its environmentally responsible approach. This is a real commitment to more sustainable floristry, in line with current concerns.
Driven by a firmly digital strategy, 90% of Florajet’s sales are generated on-line. The aim is to offer a simple, seamless and fast experience. Thanks to its partnership with MONEXT, the company has completely overhauled its shopping pathway. This has resulted in an optimised payment funnel, the integration of solutions such as Apple Pay and Google Pay and a sharp decrease in the number of abandoned baskets. Mobile payments have become a key channel, accounting for 59% of orders in 2024, and are clearly on an upward trend.
Yet for Florajet, innovation does not stop at technology. It also reflects the ability to deliver flowers within three hours across France. This logistical challenge has been successfully met thanks to an extensive network of partner florists who are committed each day to guaranteeing a fast and high-quality service. Keeping this promise has boosted customer trust and loyalty.
Emotion remains central to the brand’s identity. Florajet is also innovative in the feelings conveyed by its flowers. For example, each bouquet can come with a personalised voice message accessed using a QR code. A recent but already popular innovation that restores the human act of gifting flowers, even from a distance.
To view or listen to the full podcast episode and take a deep dive behind the scenes at Florajet with Virginie and Mélanie, click on the links below:
