NEW Covent Garden Flower Market wholesaler Green & Bloom has formed partnership with national operator Country Baskets to expand its cut flowers and plants offer to a new regional hub near Stourbridge.

Green & Bloom will open a new base at Country Baskets’ facility in Lye in the coming weeks.

The outlet will be one of two regional hubs created.

The first new hub was due to open at Whittingtons’ Norwich branch, Norfolk, on Monday April 29, with the second at Country Baskets in Gibbs Road, Lye, due to open in the first week of June.

The hubs will be sub-branded Green & Bloom Local and will be set up as collection points for online webshop orders, as well as offering local delivery to their respective catchment areas.

When Green & Bloom was formed by the merger of Zest Flowers and Arnott & Mason (who also joined forces with Floral Trade Group) in 2021, expansion beyond its New Covent Garden Flower Market base was one of the medium term aims.

Freddie Heathcote, Green & Bloom’s managing director, said: “Both Whittingtons and Country Baskets are keen to increase footfall in their stores and the click and collect element of the business will achieve that.

“We will also be including their product ranges on our 15,000-line webshop, which will significantly expand the offer and our combined reach.

“We’ll be giving customers in both areas a far wider product range than they have had access to until now.

“We’ll be looking to onboard as many new B2B customers as we can in the initial months. From our London base, we have seen a significant uptake in new account applications in the past two years due to our attractive new online offering and we’re very confident that we’ll have a similar level of interest in Norwich and Stourbridge, especially considering the existing customer networks of our partners.”

Products from abroad will be transported directly to Lye for same day delivery.

Freddie, who plans to relocate to the Black Country for a period to run his company’s operation there before installing management to take it forward, said: “We’re looking to expand our range of UK grown cut flowers and these transport route will open up some opportunities to do that logistically.”