Online gift package specialists ‘Dont Buy Her Flowers’ drive sales up by 600 percent
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With hundreds of products for all occasions and workplaces, DBHF’s categories range from beauty and booze to accessories and books.
Buyers handpick their own hampers or select ones curated by the company, which also slips in a personal message from the sender that’s handwritten by a team member.
Along with packages for kids, teens and tweens, a favourite is its Stand Up To Cancer pampering care treat, a collaboration with the charity which holds its annual campaign day on October 15.
DBHF founder and chief executive Steph Douglas says: “Combinations are typically experiences, a cosy night in with a book, cashmere socks and hot chocolate, or cake, afternoon tea and a crossword. It’s about encouraging the recipient to take time for themselves, our customers really think about what the recipient wants.
“Seventy percent prefer to create the hamper themselves and our repeat rate is 30 percent – we listen to responses and the majority of our packaging is sustainably sourced and recyclable.” Come 2023, the Gloucestershire-based family company is forecasting turnover of £5 million. With prices starting at £15 and the average spend £52, choices are expanding with a dog-themed package for this Christmas, and others for wine and cheese.
The UK brands DBHF works with have played a huge role in its success, says Douglas: “These are home grown companies that were supportive before Covid when we didn’t order large quantities and met our needs when customer behaviour changed dramatically.” Her foresight making the investment to move to a larger warehouse in 2019 just before lockdown has more than paid off. With that almost full the hunt for more space is back on.
“Sales soared 600 percent when the pandemic hit,” says Douglas. “We had over 30 on the payroll and were able to employ local people without a job or juggling furlough. Now it has settled into a new rhythm with revenue up more than 200 percent.
“We’ll look to increase staff as Christmas approaches.” Douglas, a marketing expert and mother of three, started the company in 2014 from home as an alternative for those sending flowers to new mums.
As sales to the US grow, she is now considering external investment up to £700,000 next year and also high street retail concessions.
“We know how to be precise about how much and where to spend,” Douglas says. “The heart of our business makes more sense than ever to today’s customers.”
- www.dontbuyherflowers.com
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