The new venture will set itself apart by offering a complete range of cut flowers, houseplants and up-to-the-minute sundries to florists and floral designers from a cash-and-carry unit in Epsom, Surrey.

The company, Arnott & Mason Flowers and Plants etc. is holding an open day on November 3 before opening for business on November 4.

The brains behind the venture are Martin Panter, chairman and John Paynter, md, who between them have decades of importing and wholesaling experience. Billed as 'a cash-and-carry with a difference' Arnott & Mason Flowers and Plants etc. will offer door-to-door delivery which can be accessed by phone, fax or e-mail.

'Our objective is to provide a one-stop shop for local florists and designers,' said Paynter. 'Cut flowers will be delivered fresh daily. Our plants and sundries will appeal to those florists who wish to add value to their sales by offering their customers a different and exciting dimension to their purchases.' Cut-flower sales will be managed by Andrew Noble, who has 23 years experience on New Covent Garden. 'It is a challenge to come away from the market, but we believe that the service we can offer local florists will only improve their sourcing,' said Noble. 'We are aiming at the top end of the business so our fresh-cut flower range will be most comprehensive.' And the company also has a consultant on board for sundries, to help provide the latest in trends from the continent and keep up with a rapidly changing offer.

Panter believes that such out-of-town operations will prove crucial to the future of wholesaling. 'Convenience and service to the customer are paramount if wholesalers are to remain both profitable and successful,' he warned.

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