This marketplace concept within a store is a new approach for a third-generation, family owned floral company, Boston-based Winston Flowers said. The concept is founded and inspired by Maynard Winston’s original pushcart beginnings on Newbury Street.
This is the first partnership of its kind for Whole Foods Market with a lifestyle floral brand like Winston Flowers in the North Atlantic region.
In a statement David Winston of Winston Flowers said: “There is tremendous synergy between Whole Foods Market and the Winston Flowers brand. We’ve always admired the Whole Foods Market brand because of their merchandising sensibilities and their commitment to purchasing and supporting local, fresh products.”
What’s more, Winston added, “Our clientele is a Whole Foods Market shopper.”
According to Winston, this new retail venture puts his company face to face with more of its existing customers in an accessible, convenient location.
Winston Flowers at Whole Foods Market will occupy about 250 to 300 square feet of retail space. Bunched flowers and bouquets will be offered in buckets and displayed in groupings by color on iron and marble top tables. Flowers and plants will be merchandised ‘in the open,’ and not behind glass doors in a refrigerator case or wrapped in cellophane, the company said.
The new Whole Foods Market in Lynnfield may be unusual for another reason.
As a June story in The Globe noted, this store will offer its “customers something the company says no other major grocery chain has offered before: ‘rooftop produce,’ picked from a field atop the store.”
That story went on to say: “Tomatoes, carrots, kale, chard, marjoram, basil, tarragon, and more will be sown in more than 300 tons of soil contained in a rooftop planter installed over the past several weeks. The space — about 17,000 square feet, considerably more than a third of an acre — is expected to yield 10,000 to 11,000 pounds of produce a year.”