Valentine’s Day is the equivalent of the Super Bowl for luxury floral brand Venus et Fleur. However, this year, the company is changing its strategy for the holiday in hopes that sales will blossom even more.
Venus et Fleur, now in its tenth year, has traditionally focused on floral arrangements priced at $299 and under. Last Mother’s Day, though, the company received more requests from customers wanting to buy flowers at higher price points. Now, to meet that demand at its biggest time of the year, Venus et Fleur is offering two new, intricate and expensive arrangements for Valentine’s Day: the Grand Venus ($1,699; limited to 150 units) and the Grandiose Le Plein ($4,999; limited to 20 units). The brand is also bringing in new styles of flowers like calla lilies as part of its ongoing effort to diversify beyond roses and freshen up its assortment.
By adding more products at higher price points, Venus et Fleur is bucking a common retail trend. Many of today’s headlines focus on companies cutting costs or focusing on value to woo budget-conscious consumers. But Venus et Fleur — like other high-end companies — is leaning into its status as a luxury brand and trying to find new ways to attract its core audience. For Venus et Fleur, that means offering a wider variety of flower types and larger arrangements that can act as “grand gestures” on par with other luxury products.
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