London Inc. Winter 2021-22 - 17

She also uses flowers she grows herself.
(Supply issues, unsurprisingly, have
cropped up too: " There's definitely
flower shortages that we have to work
around, " she says.)
McCabe figures that, while the
subscription business model has grown
quickly in many different sectors,
a floral service was still a relatively
uncrowded space because flowers are
often treated like a one-off gift.
" I think people really appreciate the
subscription model because obviously
it's a perishable product, " she says. " It's
not something that's going to last forever,
so those people that like to have
flowers in their house all the time, it's
a really great option. "
In addition, McCabe says a threeor
six-month subscription makes a
great ongoing gift, at a better perunit
cost
than single deliveries.
Peony subscriptions start at $29 for
a bi-weekly Peony Original Bouquet
($35 for a once monthly delivery), or
$49 bi-weekly for the larger Peony Plus
Bouquet (or $55 monthly).
One encouraging early sign for
McCabe is a low churn rate - she
says many of her subscribers stay
subscribers.
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London Inc. Winter 2021-22

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