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Teleflora

Teleflora is an American floral wire service company founded in 1934 by Edwin S. Douglas as the Telegraph Delivery Service and later renamed Teleflora, which brokers customer orders for flower arrangements and related gifts to a network of local florists for delivery across North America and beyond.^[1] Acquired in 1979 by entrepreneurs Stewart and Lynda Resnick, it operates as a subsidiary of their privately held holding company, The Wonderful Company, headquartered in Los Angeles, California.^[1]^[2]^[3] The company maintains a network of more than 10,000 independent member florists in the United States and Canada, supplemented by approximately 20,000 affiliated florists internationally, enabling same-day delivery of hand-arranged bouquets, plants, and keepsake containers for occasions such as birthdays, anniversaries, funerals, and holidays.^[4] Under the Resnicks' ownership, Teleflora pioneered the use of collectible vases and branded containers in 1980 to enhance the gifting experience, a concept introduced by Lynda Resnick that distinguishes its "Flowers in a Gift" collection.^[4]^[1] By 1997, it had expanded to become the largest florist network in the United States following the acquisition of competitor Redbook Florist Services, and in 2000, it launched an online platform for members to facilitate e-commerce orders.^[1] Teleflora supports its florist partners through resources like MyTeleflora.com for business tools and FindAFlorist.com for customer referrals, emphasizing the preservation of local floristry while leveraging modern online ordering for nationwide reach.^[4] With a focus on fresh, locally sourced arrangements, the company has sustained operations for over 90 years, adapting to digital trends while remaining committed to the tradition of florist-delivered blooms.^[4]^[5]

History

Founding and Early Years

Teleflora was founded in 1934 by attorney Edwin S. Douglas in Los Angeles, California, initially under the name Telegraph Delivery Service. The company emerged as a response to the need for efficient long-distance flower ordering, allowing customers to send wire messages via telegraph to coordinate deliveries through local florists. This innovative approach positioned Teleflora as a direct rival to the earlier Florists' Telegraph Delivery (FTD), established in 1910, and marked it as one of the pioneering organized floral wire services in the United States.^[1]^[6] From its inception, Teleflora's core operations centered on building a centralized ordering system that connected customers nationwide with independent local florists for prompt delivery. Starting with partnerships involving just a dozen retail shops on the West Coast, the service facilitated out-of-town orders by relaying telegraph messages to participating florists, who would then prepare and deliver fresh arrangements. This model emphasized collaboration among florists, enabling small businesses to expand their reach without direct competition, and quickly gained traction as a reliable alternative in the fragmented floral industry.^[1]^[7] In the post-World War II era, Teleflora adapted to evolving communication technologies, incorporating telephone orders, which streamlined the process and broadened accessibility for customers. This shift supported steady expansion, solidifying its role as a key player in national flower delivery.^[8]

Growth and Acquisitions

In 1979, Teleflora transitioned to a for-profit privately held company following its acquisition by Stewart and Lynda Resnick, who transformed the struggling floral wire service into a more aggressive expansion-oriented entity.^[9]^[1] This shift enabled the company to pursue strategic investments and mergers, including the 1997 acquisition of competitor Redbook Florist Services, which expanded its network to over 19,000 florists and made it the largest in the United States.^[10] The 2000 integration with American Floral Services (AFS) further bolstered its supply chain and florist support infrastructure.^[11] By the early 2000s, Teleflora's network had expanded significantly, encompassing thousands of affiliated florists across the United States and Canada, facilitating broader market reach and order volume.^[4] During the 1990s and 2000s, Teleflora adapted to the rise of e-commerce by developing online ordering platforms that allowed customers to place floral deliveries through its website, integrating digital tools with its traditional wire service model.^[12] This adaptation was crucial as internet usage surged, enabling the company to capture a larger share of remote and last-minute orders while maintaining reliance on local florists for arrangement and delivery. Key milestones included enhancing its digital infrastructure to support same-day service nationwide, which contributed to steady revenue growth and positioned Teleflora as a leader in the evolving online floral market.^[13] Teleflora's international expansion accelerated in the 2010s, establishing operations in over 20 countries primarily through partnerships and affiliations rather than direct ownership, extending its network to approximately 20,000 additional florists worldwide (as of 2025).^[4] A notable acquisition in this period was Toronto-based Flowerbuyer.com in 2013, an online wholesale platform serving more than 2,500 active customers, which strengthened Teleflora's capabilities in the Canadian market and enhanced cross-border e-commerce integration.^[14] These efforts, combined with later moves like the 2019 purchase of Interflora UK from FTD for $59.5 million, underscored Teleflora's strategy of leveraging alliances to achieve global scale without extensive proprietary infrastructure.^[15]

Ownership and Corporate Evolution

Teleflora was originally founded in 1934 by Edwin S. Douglas as a floral wire service. In 1979, the company was acquired by Stewart and Lynda Resnick, who transitioned it into private ownership and established it as a key component of their growing portfolio of consumer brands.^[3]^[1] Under the Resnicks' leadership, Teleflora became a subsidiary of Roll Global, the holding company they formed to manage their diverse investments in agriculture, beverages, and consumer goods. In 2013, Roll Global was rebranded as The Wonderful Company, reflecting a unified emphasis on health-focused and sustainable branding across its subsidiaries, including Teleflora's integration alongside entities like POM Wonderful and Fiji Water. This corporate evolution allowed Teleflora to benefit from shared resources in marketing, technology, and supply chain management while preserving its core focus on florist partnerships.^[1]^[3] As part of The Wonderful Company, Teleflora has aligned with the parent organization's commitment to sustainable practices, including investments exceeding $600 million in environmental initiatives such as water conservation, renewable energy, and responsible resource use (as of 2024), which support the ethical sourcing and delivery of floral products through its network of local florists. The company maintains its headquarters at 11444 West Olympic Boulevard in Los Angeles, California, where it has been based since the Resnicks' acquisition, with no major relocations reported. Teleflora operates under private governance led by the Resnick family, with Stewart Resnick serving as chairman and president of The Wonderful Company, emphasizing long-term growth and community support. As of the 2020s, Teleflora employs approximately 600 people, contributing to The Wonderful Company's global workforce of around 10,000.^[16]^[17]^[4]^[18]^[19]

Operations

Business Model

Teleflora operates as a floral intermediary, utilizing a hybrid business model that integrates an online ordering platform with a decentralized network of independent local florists across the United States and Canada. Founded in 1934 as a telegraph flower-ordering service, the company functions as a clearinghouse, facilitating customer orders without owning inventory or retail locations; instead, it directs all transactions to partnered florists for fulfillment and delivery. This structure allows Teleflora to leverage the expertise of local artisans while providing a centralized digital interface for consumers seeking convenient flower purchases.^[20]^[21]^[22] The company's primary revenue streams derive from commissions on processed orders and membership fees charged to participating florists. For each transaction, Teleflora collects the full customer payment and deducts a commission—typically ranging from 20% to 27% of the order value, including service and marketing fees—before remitting the balance to the fulfilling florist, along with any applicable delivery charges and taxes. Florists also pay annual membership dues, which grant access to the network, marketing support, and technological tools like point-of-sale systems. Additional income comes from premium add-ons, such as expedited processing or promotional partnerships, though these represent a smaller portion of overall earnings.^[23]^[22]^[20] To ensure reliability, Teleflora emphasizes operational guarantees, including same-day delivery for orders placed by specified deadlines and a satisfaction policy that addresses quality issues, such as wilting flowers, through refunds or replacements handled via the local florist. These commitments help maintain customer trust in the intermediary model. In response to digital trends since the 2010s, Teleflora has enhanced its platform with mobile app-based ordering for iOS and Android devices, enabling seamless on-the-go purchases and integration with features like occasion-based recommendations, though it primarily focuses on one-time orders rather than ongoing subscriptions.^[24]^[25]^[26]

Florist Network and Delivery

Teleflora operates a extensive network of over 10,000 independent member florists primarily across the United States and Canada, supplemented by approximately 20,000 affiliated florists internationally.^[4] These florists are selected and monitored through rigorous standards to ensure high-quality arrangements and timely deliveries, including objective performance ratings on service metrics provided to consumers.^[27] Membership in the network requires adherence to Teleflora's guidelines for freshness, artistic design, and professional handling, fostering reliability in a decentralized model that connects local expertise with national reach.^[28] The order fulfillment process begins when a customer places an order online through Teleflora's website or via phone, after which the system routes it to the nearest qualified local florist based on location and availability.^[29] The selected florist then hand-arranges the bouquet using fresh flowers and personally delivers it to the recipient, typically within the same day if the order is received before 2:00 p.m. Monday through Friday or 12:00 p.m. on weekends in the recipient's time zone.^[30] In urban areas, deliveries often occur within 2-4 hours during standard business hours, enabling prompt service while maintaining the personalized touch of local craftsmanship.^[31] Teleflora integrates proprietary technology, including the Dove Network and associated point-of-sale systems like Dove POS, to facilitate real-time order routing, tracking, and management across its florist base, with core systems in place since the early 2000s.^[29] These tools allow for seamless order transmission, delivery status updates, and integration with e-commerce platforms, enhancing efficiency for florists.^[32] To address challenges such as seasonal demand spikes—particularly around holidays like Valentine's Day—the network employs inventory forecasting and management features within its software to handle millions of orders during peak periods, optimizing stock levels and resource allocation.^[29] This technological backbone supports scalable operations without compromising the handcrafted nature of deliveries. In a brief expansion effort, Teleflora acquired Toronto-based Flowerbuyer.com in 2013, integrating its wholesale platform to bolster the Canadian segment of its florist network.^[33]

Products and Services

Teleflora's core products consist of hand-arranged bouquets featuring fresh flowers such as roses, lilies, tulips, and daisies, alongside plants and gift baskets tailored for occasions including birthdays, anniversaries, holidays, get well wishes, and sympathy tributes.^[34] These offerings are artistically designed by local florists and often presented in keepsake containers like vases, mugs, or pitchers as part of the "Flowers in a Gift" collection.^[4] The company provides specialized services such as same-day delivery for most orders placed by early afternoon, international shipping to numerous countries through a network of over 20,000 affiliated florists outside North America, and customization options including personalized messages on greeting cards.^[4]^[35] These arrangements are fulfilled by local florists in the recipient's area to ensure freshness and quality.^[34] Customers can enhance orders with add-on products like boxes of chocolates in various sizes, mylar balloons, and stuffed animals, which integrate seamlessly with floral selections for a more personalized gift.^[36]^[37] In terms of sustainability, select Teleflora products incorporate eco-friendly elements, such as bamboo cube containers for plants and bouquets, which provide a natural and reusable alternative to traditional packaging.^[38]^[39]

Advertising and Marketing

Super Bowl Campaigns

Teleflora has utilized Super Bowl advertisements to promote its floral delivery services, particularly targeting Valentine's Day gifting, with a focus on emotional and romantic themes through celebrity partnerships.^[40] In 2011, during Super Bowl XLV, Teleflora aired a commercial featuring country singer Faith Hill, who starred as herself in a recording studio scenario where she coaches a young man on crafting an emotional Valentine's Day message to send flowers, highlighting the brand's collection designed in partnership with Hill to emphasize heartfelt connections.^[41] The spot, titled "Help Me Faith," aired in the second quarter and aimed to remind viewers of upcoming Valentine's Day by portraying flowers as a means to express sincere emotions.^[42] The following year, in Super Bowl XLVI, Teleflora featured supermodel Adriana Lima in a 30-second ad that depicted her preparing for a romantic evening while advising male viewers that Valentine's Day gifting is straightforward—simply send flowers for a rewarding surprise delivery.^[43] Titled "Valentine's Day," the commercial portrayed Lima in an alluring setting to underscore the ease and appeal of Teleflora's hand-arranged bouquets as a gesture of affection.^[44] This marked Teleflora's fourth consecutive Super Bowl appearance, building on prior efforts to capture peak holiday attention.^[45] Teleflora's Super Bowl strategy centered on high-profile celebrity endorsements to enhance brand recall and drive immediate consumer interest in floral gifting, resulting in measurable spikes in online searches for the brand following ad airings, such as a significant increase in Teleflora-related queries during and after the 2011 broadcast.^[46] These campaigns effectively leveraged the event's massive audience to position Teleflora as a go-to service for emotional, surprise-oriented deliveries during key romantic occasions.

Other Promotional Efforts

Teleflora has conducted a range of promotional campaigns centered on major holidays, emphasizing emotional storytelling to connect with consumers and highlight the role of fresh flowers in personal relationships. These efforts often feature video advertisements, social media activations, and partnerships with influencers or nonprofits, differentiating Teleflora's hand-delivered bouquets from competitors.^[47] For Valentine's Day, Teleflora's campaigns frequently promote themes of authentic love and romance through narrative-driven content. In 2025, the "Love Is." campaign featured a new film titled “Love Is.,” showcasing true love connections under the #LoveOutLoud theme, encouraging celebration of unique love stories.^[48] In 2024, the "Believe in Love" campaign launched with a three-minute documentary-style video featuring real couples sharing their romantic challenges and triumphs, aiming to counter cynicism about modern relationships; it was supported by a new bouquet collection and aired across digital platforms.^[49] Earlier, the 2019 "Love Out Loud, A Silent Film" initiative included an animated short film encouraging women to express affection boldly, in partnership with comedian Loni Love, and tied into a social media hashtag challenge.^[50] These promotions underscore Teleflora's strategy of using relatable stories to drive seasonal sales, with the 2017 campaign specifically critiquing drop-shipped and grocery store flowers to emphasize quality delivery.^[51] Mother's Day promotions have similarly focused on celebrating maternal bonds with heartfelt, research-informed narratives. The 2025 campaign, “Never Walk Alone,” used emotional creative based on consumer insights to depict delayed but genuine appreciation for mothers, produced in-house by the Wonderful Agency and distributed via TV and digital channels.^[52]^[53] In 2024, the "HER" ad honored the multifaceted identities of mothers—past and present—through a spot that aired nationally, accompanied by a bouquet lineup celebrating personal growth.^[54] The 2023 "The Hardest Part" continued the "Love Out Loud" theme by exploring the emotional challenges of parenting, such as letting children go, to foster deeper connections.^[55] Past efforts, like the 2020 "A Mother’s Love" during the pandemic, thanked moms for creating normalcy amid uncertainty, while 2017's "Just Like Her" supported the #SeeHer movement with an anthem video.^[56]^[57] Beyond romantic and familial holidays, Teleflora has extended promotions to other occasions, often incorporating philanthropy and community engagement. The 2025 holiday campaign, “The Boy and the Bot,” partnered with Make-A-Wish for the third consecutive year, committing up to a $250,000 donation (contributing to a total of $750,000 over three years) and featuring an ad about a boy and a robot highlighting compassion and hope through a floral delivery; it includes interactive donation opportunities via social media and sales.^[58] The 2024 holiday campaign, "The Power of Wishes," partnered with Make-A-Wish, donating $250,000 and featuring a magical ad about a hospitalized child and a snowman to evoke hope; it included interactive elements like virtual snowman-building to boost donations.^[59] In 2019, "Make Someone Smile Week" involved florists gifting Be Happy® Bouquets to those in need, promoting year-round goodwill.^[60] These initiatives highlight Teleflora's broader marketing approach of blending commerce with emotional and social impact to build brand loyalty.

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