In the US, somewhere around US$10.5 billion worth of flowers are sold each year, yet men make up just 35 per cent of the market. New website Real Men Buy Flowers wants to connect with men and help simplify a process which many men – apparently – find a little daunting.
“We know our husbands, boyfriends, and partners truly want to make us happy by finding small ways of showing us how much they appreciate all that we do,” says Gillian Harper, co-founder of Real Men Buy Flowers.
“So, with Real Men Buy Flowers, we make that easier for them.”
The team behind a new Atlanta and Los Angeles-based company believes that by simplifying the flower-purchasing process for men, their share of the flower-purchasing market should grow significantly greater than one in three. Their plan is simple: talk to men in a language they understand and help them deliver on their best intentions.
Harper’s online concept was inspired by a clip from Jerry Seinfeld’s stand-up comedy show, where he wise-cracked about men’s inability to fathom the power that flowers have over a woman.
When she researched the online flower marketplace, she was shocked to discover that it in no way did the industry cater to men.
“Every online florist required men to make approximately 10 choices – eight choices past his comfort level – when shopping for the perfect bouquet,” she recalls.
With a background in building male-dominated businesses, a desire to find niche opportunities within established industries, and a love for flowers, Harper joined forces with Hadi Irvani, Kenan Hill, and Tony Prescott to create Real Men Buy Flowers.
The key to the platform is the ease of use, meaning limited buying decisions and trust built in perfectly curated bouquets per occasion. “The biggest choice a man needs to make is how big a bouquet he wants to give, even when there are only three options.”
Another innovation on Real Men Buy Flowers is a subscription service that allows men to choose all of their flower-giving occasions across the year. The process is simple: punch in the important dates, where they want the flowers to go – anywhere in the US – and craft a loving message. The flowers will then arrive on time without any need to think about it again. Harper says sorting out floral needs for a whole year takes less than four minutes.
Real Men Buy Flowers’ arrangements are named by the occasions for which they are created, including anniversary, birthday, I’m sorry, just because, get lucky, and any woman, any occasion – as well as two limited-time, special event flowers for Valentine’s Day and Mother’s Day.
Each occasion’s arrangement is available in three different sizes at three price points – $59, $79, and $99.
The website launched on August 14.