How did you start out in this business ?

I started in the business in the 1980s at Rungis. Before that I worked as an executive for a mass distribution brand in Brest, after sailing all over the world with the French Navy. I lost my job after a reorganization of the company in Brest and I came up to Paris, where I ended up at Rungis Market in the horticulture sector. That’s where I learned everything about flowers and plants, starting out with Gérard Van den Berg, a large wholesaler in the C1 pavilion. I started as an ordinary salesperson and shortly afterwards I developed a houseplant and flowering plant sector there.

How did you develop your business  ?

While keeping my job at Rungis, I opened my first florist store in 1989, a self-service store established in Champigny-sur-Marne, under the name Ty-Flor. I then opened a second store in Maisons-Alfort in 1992, which is when I left Rungis Market. After selling my two stores, I created the company Limeil Fleurs Funéraire in 2003, which was a floral production workshop for funerals based in Limeil-Brévannes (94). In July 2005, I applied for and was granted a stall at Rungis, where I set up the business called Les Fleurs du Souvenir  after closing down the Limeil-Brévannes office.
By making lots of contacts with professionals in the undertaking sector, I understood that this was a big market. So I started with the Creteil branch of a well known undertaker chain and I developed this potential clientele. I made a catalogue, which I redo every three years, and I send it to all undertaker sales reps and I have also created a website (limeil-fleurs.com).

How do you work ?

We obviously always work to order. The most commonly requested arrangements are for the front and sides of the coffin, wreaths, sprays and hearts. The fashion is for suction cup fixations that can be easily attached onto rounded coffin lids. As regards colours, red and white are still dominant, but there is a general trend towards brighter colours. The average for a funeral is around five or six pieces. Occasionally, we have to make up to forty pieces for a single funeral. As a general rule we produce about thirty pieces a day. Our arrangements are always handmade, of course.  The most commonly requested flowers are roses (50%), gerberas, marigolds and small daisies, lilies (all colours), orchids and flat leaves.

Similarly, people often ask for original shapes (dolphin, football, racket, musical instrument, etc.) where the base is made of synthetic foam. I have a team of three talented florists and real creators to do this work. There is Patrick (who has been with me for twenty four years), Fabrice (for twenty years) and Stephanie (four years). Not to mention José, our star deliveryman, who is always on time and always knows the shortest, fastest way to get somewhere.  All our flowers come from Rungis; they are ultra fresh and available in large quantities, which saves us having to stock. For all these reasons, we propose the best value for money.  As our clientele is always in a state of grieving and distress, our way of showing our sympathy is to give them the best possible quality.

Do you have a development strategy ?

The funeral market represents a significant growth potential. In this respect, we are working on a major development project alongside the funeral business. In addition, we are investing in the decoration and events market. 90% of our turnover comes from the funeral sector and 10% from decoration and events. It grew by 54% in our first year of business and has averaged 20% a year since then. Thanks to Rungis, our turnover can double in volume and real terms with two more staff. There is also room to grow by developing our share of outsourcing which is currently limited to Paris and Ile-de-France. The funeral market today is considerably splintered and no longer under the PFG monopoly. This opening up makes it easier to regulate the market and it is very favourable for our development.

What do you think of Rungis Market ?

Rungis has given me a lot by simplifying procurement and by the wide choice it represents. Being at Rungis is a guarantee of quality, rapidity and reputation. Furthermore, it is a prime strategic location in terms of logistics. There is no doubt that Rungis is a market in full expansion.