Dutch flower auction cooperative FloraHolland has acquired a minority stake in Frederique's Choice Europe BV, a consumer brand for flowers and plants specializing in online sales. Retail representatives are baffled, calling the move insensitive at best.
FloraHolland motivated the decision to invest in Frederique's Choice by pointing to the business potential of virtual sales to consumers via a webshop as well as its faith in emotion-driven marketing and increased branding when it comes to flowers and plants.
The partnership, which was initiated by the Retail Services division of the flower auction, allows FloraHolland to keep a close watch on the developments in this particular sales channel in both The Netherlands and the whole of Europe, spokespersons stated.
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