Based in London, Whitney Bromberg Hawkings has utilized her extensive design background with Gucci and Tom Ford to carve out her unique niche, establishing her upscale international online floral enterprise FLOWERBX in 2015.
Although the tailor-made digital flower company swiftly gained recognition, catering to high-profile clients such as Dior, Louis Vuitton, and Tiffany & Co., Hawkings took the initiative to open a physical store for an enhanced competitive advantage. Recently, FLOWERBX debuted its latest location within the luxurious Corinthia London hotel, which offers a view of the Thames River.
With a well-recognized brand in the floral industry and a prestigious clientele, what motivated Hawkings to venture into a brick-and-mortar location? Let’s delve into the details.
Reasons Behind FLOWERBX’s Brick-and-Mortar Expansion
“Having a physical location allows us to provide a complete 360-degree experience for our existing clientele while also attracting new customers,” Hawkings states. “I genuinely appreciate how meaningful the giving and receiving of flowers is—the human connection is fundamental to my motivation for creating this brand. Thus, the chance to bring this experience from a digital context to a physical retail environment has always been a goal of ours. Plus, what could be more iconic than Corinthia London?”
From the outset, Hawkings envisioned the establishment of a tangible space for FLOWERBX. Even prior to securing their permanent location at Corinthia London, she emphasizes that engaging activities like brand events, workshops, pop-up shops, and collaborations had been crucial for directly connecting flowers with customers.
A showroom provides a venue for events and workshops that facilitate public engagement with their products, explains Hawkings. Meeting in real life fosters emotional connections with flowers and allows individuals to explore their intriguing qualities, as she has discovered.
“Offering individuals the chance to appreciate their visual appeal, fragrance, and discover new varieties in person is something I will always cherish, with the hope that customers will develop a fondness for flowers as I have,” she adds.
Establishing Roots at Corinthia London
Corinthia London proved to be a fitting partner due to its celebrated reputation, harmonious aesthetics, and prime location, appealing to both visitors and residents.
According to Hawkings, the ambiance and vibe of the setting complemented FLOWERBX perfectly. The hotel stands out from others in London, she notes. “It combines elegance with innovation, blending contemporary and classic styles seamlessly. Many venues either fall into traditional heritage or ultra-modern minimalism; thus, finding a location that genuinely encapsulates our brand’s essence was vital to our journey.”
Collaboration with Corinthia London—rather than securing a typical retail space—ensured a symbiotic relationship. “A standard high street in London might offer pedestrian traffic, but it lacks a pre-existing clientele,” Hawkings explains.
Conversely, Corinthia London draws in guests who naturally align with the FLOWERBX brand, embodying the same principles that she describes as “pure luxury, thoughtfully curated, and innovative.” Moreover, hotel occupants represent a captive audience, as they already resonate with the narrative and aesthetic of the hotel, making FLOWERBX a natural extension of that.
In agreement, Thomas Kochs, managing director of Corinthia London, remarks that the celebration of beauty, elegance, and sustainability by FLOWERBX perfectly mirrors the hotel’s values. “The unique approach to floristry by FLOWERBX enriches our hotel with a touch of charm and sophistication.”
He notes that the guest experience is further enhanced by stunning seasonal floral displays throughout the hotel, showcasing Hawkings’ carefully crafted single-stem bouquets, along with a selection of single-note candles, room sprays, and vintage homeware that Hawkings has personally curated. “Our collaboration with FLOWERBX is something we truly cherish,” Kochs adds.
Is a Storefront Right for You? Assessing the Benefits
If you’re running a successful online business, you might be contemplating the idea of opening a physical store. Lindsey Carnett, CEO of the Los Angeles marketing agency Marketing Maven and author of The Marketing Maven Method: Secrets of a Maven, suggests that a retail presence can confer a level of credibility, particularly for international clients. With 30% of her clientele being international, Carnett recognizes the common perception that without a physical address, legitimacy may be questioned.
A retail space also creates a physical footprint that fosters community building. Carnett emphasizes that effective storefronts curate an overall experiential atmosphere—from lighting and decor to music and fragrance—that reflects brand values. It offers customers a tangible experience that digital commerce often lacks.
Team members embody these values through their appearance and demeanor. “There’s great potential from a training aspect to deliver personalized customer service and train [the] in-store team [on] customer interaction,” she details.
A storefront serves as a gathering place for brand enthusiasts, fostering loyalty and bringing together those with shared values. Experiences that align with the brand help solidify and expand its fanbase, Carnett notes, highlighting Lush’s practice of offering customers a hand massage upon entry to enhance their shopping experience.
Her agency worked with a sustainable clothing brand that organized a holiday ornament workshop utilizing waste materials, inviting media to showcase the store as a community hub for art and local culture.
Challenges of Operating a Physical Store
Carnett points out that one of the most significant risks associated with opening a retail store is the substantial lease commitment. “We’ve witnessed this backfire firsthand,” she mentions, citing Rodeo Drive, where rising crime rates prompted luxury brands to close their doors. “A brand must carefully evaluate before entering into a ‘marriage’ with a lease.”
Regarding partnerships, Carnett warns that “Any collaboration comes with risks, as you rely on both parties to uphold their commitments.” If a hotel experiences poor management, it could lead to negative associations. Conversely, hotels must also vet the brands they host carefully. She advises conducting thorough research beforehand.
Choosing the right location is also crucial. “The address you choose makes a significant statement. You can communicate that in ways your URL cannot,” Carnett states.
For example, the choice between Soho and Brooklyn in New York City significantly impacts perception, as each locale has a distinct vibe. “It’s like entering a brand collaboration merely by being in that space,” she adds.
This principle extends to leasing within another brand, be it a hotel or shopping center. It’s essential to consider the implications of brand associations in those situations. “The way your brand is perceived is influenced by where you choose to establish a presence.”
Carnett forecasts a rise in experiential retail models resembling showrooms. “Customers might still purchase products online, but they will also want to physically engage with them in-store to appreciate all the distinct brand attributes that drive loyalty,” she concludes.
