Challenge:

• How can we reposition a trend-setting flower business to create a unique and never-seen-before market offering?

• Innovators and Early Adopters (I/EA) are the primary audience required for the successful repositioning of an existing brand into a current market. Communicating with them means a brand must have purpose and relevance, demonstrate detail, and be about ideas.


• The market for floral styling is fragmented - a high number of small players - and as a result, businesses face growth challenges caused by limited scalability and serving a wide range of audiences.


• Standing out from the crowd required formalising the business model, defining a new value proposition, and pivoting towards specific B2B audience segments. Prototyping the value proposition with senior marketing and design decision-makers was essential to determine resonance.


• A clear brand purpose, articulating the core values, and defining the future desired audience, saw the brand evolve from a floral stylist into a B2B botanical set design and consultancy for brands who seek to reach I/EA.

Impact:

• The creation of a new market in botanical consultancy for brands.


• The unique positioning led to Mary Lennox gaining new clients such as American Express Platinum, Gucci, Mercedes-Benz, Nike, and RIMOWA.


• Mary Lennox has featured as a trend-maker in several publications worldwide, including Architectural Digest, Harpers Bazaar, The New York Times, and Vogue.


• Revenue grew 37% between 2019 and 2020.