Interview - onderglas - september

Today’s Consumer Wants Quality, Speed, and Convenience

VAKBLAD ONDER GLAS | September 2, 2021

In the Utrecht shopping center Hoog Catharijne, a luxury vending machine for flower bouquets has recently been installed. With this innovation, the company Daily Flowers aims to offer consumers the opportunity to purchase high-quality bouquets, even in the evenings or on Sundays. The young entrepreneurs behind this concept are working on a nationwide rollout.

Daily Flowers: A Trendy Eyecatcher

The stylish vending machine from Daily Flowers is a standout feature in Hoog Catharijne, located near Utrecht Central Station. Passersby can choose from 24 different bouquets, most of which include a vase. Prices range from €20 to about €35. “Customers make their selection using a touchscreen, and after paying with a card, they can collect their bouquet,” explains Yvar Achterberg.

Achterberg, along with Kevin van Hilst and Carlo van Noordwijk, owns Daily Flowers. The three friends in their twenties founded the company a year and a half ago. “Kevin occasionally helped out at the flower farm where his father worked, but otherwise, we had little connection to the flower industry,” says Achterberg. “In fact, I’m studying law, while Kevin and Carlo are pursuing business degrees. However, we’re all entrepreneurial by nature, and starting our own business has always been our dream. At some point, the idea arose to create luxury vending machines for flowers. We saw a clear gap in the market—if you want to buy a nice bouquet in the evening or on a Sunday, you’re usually stuck with a gas station selection.”

A Unique Design

The trio developed the vending machine in collaboration with a partner in London. “Carlo came into contact with them while studying in England. Together with this company, we created our ideal vending machine. We wanted to offer a unique concept. It might sound strange, but we didn’t want people to feel like they were just buying flowers from a vending machine. That’s why our ‘machine’ has a luxurious design, with a large touchscreen and spacious cooling compartments. Even the wall behind it was integrated into the design to create an immersive experience and a true eyecatcher.”

The vending machine was installed at Hoog Catharijne on August 10, 2021. “We deliberately chose this location—a shopping center combined with a train station naturally attracts a lot of people.”

From Bouquet to Vending Machine

The young entrepreneurs source their flowers directly from FloraHolland and traders. They also create the bouquets themselves at their workspace in Amstelveen. “Six months ago, we launched an online webshop for bouquets, with the idea that it would eventually complement the vending machine. A florist taught us the basics of flower arranging, and we’ve since become quite skilled at it. Every evening, we refill the vending machine with fresh bouquets.”

Sales Show an Upward Trend

Achterberg is pleased with the progress so far. “Although the vending machine isn’t sold out every evening, we are seeing an upward trend in sales. We expect this to continue, especially since we’ll soon start advertising at Hoog Catharijne and on social media. Interestingly, the vending machine has also boosted orders on our webshop, as our website address is prominently displayed on the machine.”

The entrepreneurs aim to offer a wide range of bouquets featuring different types of flowers. “We want to have something for everyone, and this approach is resonating with customers. So far, we haven’t noticed any specific types of flowers being significantly more popular than others.”

Future Expansion Plans

Achterberg is candid: the company is not yet profitable. Despite this, the friends have ambitious plans for the future. “Our concept, which is unique in the Netherlands, is clearly catching on. Today’s consumer wants quality, speed, and convenience—even when it comes to flowers. We are currently exploring options to expand the number of vending machines. Ultimately, we hope to cover the entire country.”

Even after completing their studies, the young entrepreneurs plan to continue growing the business. “Although I’m studying law, the idea of sitting in an office all day doesn’t appeal to me. I want to be active, to build something of my own. And with our concept, Daily Flowers, we believe we have something truly promising—we want to make the most of it.”