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Top Shops: Designed to Thrive
West Van Florist still inspiring after 77 years |
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Written by Amanda Ryder
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For 77 years, West Van Florist has been a mainstay on West Vancouver’s Marine Drive, and a place that customers rely on for great design and inspired floral arrangements.
The shop’s roots extend back to Betty and Frank Harrington, the couple responsible for opening West Van Florist in 1933. Back then, the business included a shop, a double garage and a truck that was outfitted with a basket in the back for pick-ups and deliveries. Flowers were wrapped in newspaper and often packaged in tin cans or recycled glass containers, as vases were hard to come by.
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At a Glance
Company Name:
West Van Florist
Location:
Vancouver
Owners:
Rob and Wendy Harrington
Facility Space:
8,000 square feet, of which 3,600 square feet is retail space
Website: www.westvanflorist.com
Wire Services:
FTD and Teleflora |
Over the next 40 years, West Van Florist saw expansions, reopenings and the addition of new product lines. In 1972, Rob and Wendy Harrington purchased the shop from Betty and Frank, a move son Rob was ready for after growing up in the store. In 1976 a garden shop was built and incorporated into the business.
Today, West Van Florist is a full-service flower, gift and garden shop with a retail area that measures 3,600 square feet. Rob Harrington describes the design style of the shop as “trendy and modern, to traditional, as well as Asian and English Country Garden. Our bouquets range from European hand tied to Artisan. West Van Florist designs with the individual customer in mind, avoiding a ‘mass produced’ look.” The shop also specializes in flowering plants, including popular orchid varieties.
The shop caters to a variety of customers and offers various product lines to suit. “If we were to describe our target customer, it is the individual who appreciates the quality and selection of product, service and knowledge we provide. We target the customer who understands and appreciates the value we offer,” says Harrington. West Van Florist has a grouping they call Take Home Product, which includes bouquets, cut flowers, indoor flowering and tropical plants, and outdoor plants. This selection is offered at lower price points. For the customer who wants to rely on the florist’s design expertise, the shop’s Designed Products are displayed in the large walk-in cooler and, as impulse items, displayed and merchandised throughout the selling area. If shoppers want to try their hand at floristry, West Van Florist also offers a Do It Yourself area complete with stems, branches, floral foam, glue and wire. A large selection of giftware and home décor items, and the garden shop’s wares, round out the product offerings.
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West Van Florist offers customers trendy and modern product that’s designed to suit the individual customer.
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With so many interesting and unique items available to shoppers, merchandising is key to the shop’s success. The florist’s retail area is a place where the display tables run seamlessly together, illustrating new trends and colour themes to show customers how they can incorporate the products into their homes. Jennifer Cockle is West Van’s merchandise manager and is responsible for purchasing hard goods, organizing displays and merchandising the products. Harrington says they also contract a professional merchandiser who comes into the store once a week to display the products.
The staff at West Van Florist are what Harrington says make the florist unique because they “believe in the product they sell and have the enthusiasm and knowledge to convey this to our customers.” Employees are well versed in the various areas of the shop and rotate positions so they can better serve customers. “Our motivation in rotating employees is to stimulate their learning and interest, and keep their outlook fresh. As sales consultants, employees have the opportunity to interact with customers, learning their preferences in design, giftware, plants, and flowers,” says Harrington. “Most customers want information, tips on design and product care, as well as the knowledge and advice we provide on their purchasing choices. This way everyone learns and a relationship is formed.” (See our sidebar to read more about how the staff is managed, in particular the design department.)
West Van Florist’s commitment to its customers is evident in the service and store policies by which the store operates. In-store customers account for 75 per cent of the shop’s business so creating a great shopping experience is top priority. This extends to even after the product is taken home through the business’ guarantee and exchange policy. “If for any reason we have misinterpreted what the customer or recipient wants, we will exchange or replace the product to their satisfaction – no argument. We do take into consideration our guarantee, which is 24 hours on fresh flowers, 36 hours on flowering plants, and 10 days on hard goods – all of which have some degree of flexibility, depending on the situation,” says Harrington.
When asked what has helped West Van Florist become a successful business, spanning seven decades, Harrington credits the product they offer shoppers. “Our strength is our knowledge and care of product and how we use that product to create desirable and lasting designs that suit our customers’ needs. We purchase hard goods that are fashionable and unique and have the features and benefits that will inspire our customers to purchase them. This is what we do best.”
Designed to Sell
One of West Van Florist’s major strengths is its design talent. The arrangements are created with an eye for style that customers can instantly recognize. “We are told by customers that they can always tell the arrangements that have come from West Van Florist when they see them at events since the quality of the design and flowers are exceptional,” says Rob Harrington.
This recognition and high standard for design is a direct result of a solid design department that includes six full-time and five part-time designers. Lara Mathias-Santos, the shop’s design department manager, gives her staff daily direction, oversees quality and has final say on all designs. Creative director Donald Yim, aifd, continually trains designers in new ideas, a position that suits him, as he presents and teaches at design seminars and events in the industry. Harrington says the company makes it possible for staff to attend local design shows and related events and distributes industry-related magazines to employees. The shop’s sales consultants are trained to arrange cut flowers into bouquets and also to arrange presentation rose wraps to ensure that customers are always taken care of and delivered the best service possible. West Van Florist believes in meeting frequently; manager meetings are held weekly and staff meetings are held each month to keep employees up to date on new products, trends and company information. Harrington says management also send e-mails to employees to detail current and upcoming events.
The shop has seen a number of highly talented floral designers come through its doors and, to encourage them to stay, Harrington says “we pay our designers well and provide a complete benefits package as well as a pleasant and friendly working environment. An extremely wide variety of fresh flowers and plants allows our designers the ability to be creative and unhindered in their approach to design.”
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