Aquarelle.com Group

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The Aquarelle.com Group is a French ecommerce company specialising in flower delivery. Based in the Paris suburb of Levallois-Perret, the organization is privately owned and led by the founders, Henri and François de Maublanc.

Logo of Aquarelle

Overview[edit]

In 1987, brothers Henri de Maublanc and François de Maublanc opened the first Aquarelle flower shop in Paris. Over the next 10 years, they built up a network of 22 fully owned shops throughout France. In 1997, the brothers launched Aquarelle.com as an online flower delivery service. Unlike other similar flower delivery services such as Fleurop-Interflora who rely on local florists for the design and delivery of the flowers, Aquarelle design and make their own compositions in their workshops in Brasseuse[1][2] and use the French express postal service for delivery. Today, the Aquarelle.com Group employs around 120 people[3] and their online activities have almost completely displaced the offline business. Of the 22 shops in place at their peak, only the Paris and Rennes shops remain.[4]

Activities[edit]

Initially specialising in flowery delivery, Aquarelle began expanding its range in 2005:

  • Flowers (since 1997)[5]
  • Flowers and chocolates (since 2005)
  • Flowers and gift boxes (since 2009)
  • Flowers and scented candles (since 2012)

International[edit]

Through partnerships and subsidiaries, Aquarelle.com Group offers similar services in the following countries:[6]

In partnership with 123fleurs, the Aquarelle Group offers worldwide services: www.123fleurs.com[10]

Fair trade[edit]

Since 12 April 2016, alongside Système U, the roses delivered by Aquarelle.com in France are certified Fair trade/Max Havelaar.[11][12][13]

Sponsoring[edit]

Aquarelle has been primary sponsor for several skippers including Simoné Bianchetti and Yannick Bestaven for major events such as Vendée Globe,[14] the Solidaire du Chocolat, the Mini Transat,[15][16] and Transat Jacques Vabre. Yannick Bestaven won the Jacques Vabre Class40 in 2011.[17] Aquarelle also sponsors classical music festivals in Deauville, France – both the “Festival de Pâques“ and the August Festival.

.brand TLD[edit]

Since 2014, Aquarelle.com Group operates the .aquarelle TLD.[18] Implementation started in 2016.

References[edit]

  1. ^ "Journal du Net".
  2. ^ "France 3".
  3. ^ "Edubourse".
  4. ^ "Usine Digitale".
  5. ^ "E-marketing". Archived from the original on 2016-06-10.
  6. ^ "JDN Listing".
  7. ^ "Ode à la Rose". Business Insider.
  8. ^ "JMC Investment".
  9. ^ "AlleyWatch". 14 January 2015.
  10. ^ "123Fleurs". 13 May 2015.
  11. ^ "FairTrade Max Havelaar". Archived from the original on 2017-08-01. Retrieved 2016-05-11.
  12. ^ "FairTrade Flowers". Les Echos. 12 April 2016.
  13. ^ "Bioaddict".
  14. ^ "Vendée Globe". Yacts and Yachting.
  15. ^ "Aquarelle.com wins the mini Transat". Yachting World. 30 October 2001.
  16. ^ "Curwen comes second to Aquarelle.com". Telegraph.
  17. ^ "Yannick Bestaven wins Jacques Vabre". Yachts and yachting.
  18. ^ "ICANN". ICANN.
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