Euflora

Acquiring and Growing a Business to 10x Revenue in 2 Years

CONSUMER GOODS

Euflora is an innovative CPG brand in the novelty craft space, specializing in DIY kits, preserved botanical products, and large-scale green walls for both commercial and residential clients. In addition, Euflora fosters creativity through immersive workshops. Committed to sustainability and environmental stewardship, the brand prioritizes eco-friendly products and practices. As proud members of 1% for the Planet, Euflora actively supports women of color-led small business communities, driving positive change through creativity and conscious commerce.

My Role

Founder
Business Growth & Strategy
Product Design & Development
Global ECommerce

Team

Myself
Business Partner

The Challenge

We acquired a business during COVID with a small seed fund of $25,000.
All sales must be through eCommerce.
Limited time commitment from partners.
Product consisted mainly of time and weather-sensitive plants.

Solutions

Negotiated a mixed buyout model to include a small downpayment plus earned revenue buyout to distribute the risk between buyer and seller, and as a buffer in a volatile market under a global pandemic.
Established 4 channels of selling: Shopify, Faire, Etsy and Succulent Source (dropship).
Yearly iterations to pivot and adapt as needed.
Competitive, market and user research to continuously refine product portfolio.

View Site

San Diego, CA
2021-Present

A Business that Sprouted From a Hobby

YEAR 1
Planting Ideas Within Our Boundaries

Rooting Ourselves Strategically and Ethically

Euflora’s main competitors focus on eCommerce or Retail Sales, Event Florals or Custom Installations only - there is no other brand in the market that combines all three product lines - an advantageous position that allows for continuous product refinement.

Euflora is well positioned for brand partnerships with adjacent businesses without competing for the same customers. i.e. a collaboration with a local plant nursery allows audiences with similar interests to discover new products.

Euflora has chosen the intersection of creativity, nature conservancy, sustainability and community - making art with plants while doing good for the environment.

Nurturing Sprouts

YEAR 2
Budding Ideas from Insights

We’re getting a lot traction but some things were proving challenging…

Shipping live succulents was hit or miss because of timing and weather conditions during transit. A lot can happen.

Surprisingly, we’re getting more interest from interior designers wanting to partner with plant stylists on their projects.

Event florals have a lot of potential but requests are few and far in between and we’re not set up to be florists.

Workshops were great, but people were getting bored of just working with succulents. They want to see more variety.

We’re getting inquiries for set designing which is a new thing for us. Excited but unsure of how it’ll play out

Customers loved our bespoke plant walls but not everyone can afford the price tag, nor do they want something so big

Branching Out

Based on data and feedback, we experimented with new products and services

We launch DIY Moss Kits and seasonal items like succulent pumpkins and ornaments to continue selling online.

We partner up with a couple interior designers where we add some finishing touches of indoor plants and trees, outdoor planters, and moss walls

Though we’re not built out for florals, we position ourselves for people who can’t have flowers or prefer plants for their ceremonies and events. We launched Event Greenery.

Instead of focusing only on succulents, we started incorporating moss and dried flowers into our workshops.

We explore set designing! It was a completely new challenge and we came into it fully intending to keep with our botanical medium and promote working with plants.

We created smaller versions of our large scale moss walls. it was perfect for people who want to have plants but don’t have space, light or ability/willingness to maintain them.

YEAR 3
Weeding, Pruning & Trellising

It was an EXCELLENT revenue year!

But we realized some things were not for us and we needed to prune.

We stop year-round wholesale selling and focused only on seasonal and waitlist items only. We entertained one-off requests only if they made sense.

We expanded into 2 small retail spaces that we share with other local makers. It’s slowly growing and allows more visibility for us in other parts of San Diego.

We continued Event Greenery and became 1 of 4 preferred vendors for the San Diego Zoo and Safari Park. We currently service weddings and corporate events.

We focused on pop-ups, local crafter markets and being out in our community. We’ve booked many workshops and collaborations from the visibility we got from those events.

We moved platforms to simplify our systems and continued organic SEO. We also added more products to our online store and started phasing out succulents.

We added monthly plant maintenance as a complementary add-on to our plant styling service. It has given us the opportunity to work with a few more private clients.

YEAR 4
Blooming & Propagating

Euflora Today - What’s next?

Continuing to refine our products and making things people truly love and adore! Whether that’s a DIY kit, workshop or moss wall.

Reaching for the stars and fabricating moss walls for larger clients like airports and hospitals, where the beauty of the pieces can bring awe and joy to many.

More pop-ups and fun activations in the community! Sharing creativity and making art with plants to a broader audience.

Growing event greenery with our partnership with the San Diego Zoo and Safari Park. Hoping to also work with Balboa Park.

Expanding to Philadelphia, repeating the process of growth that has brought us success, only this time as an east coast iteration of the brand.