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Garden.Com Extends Its Virtual Warehousing Strategy With Launch Of 'Fresh Stems' Product Line.

Company's New Approach to Cut Flower Category Gives Consumers Direct Access To

Most Unique Varieties, Fresher Product and Overnight Delivery

AUSTIN, Texas, Nov. 18 /PRNewswire/ -- (Nasdaq: GDEN) a leading online destination for gardening products, information and services, today launched Fresh Stems by, its new fresh-cut-flower product line, and the latest category addition to its virtual warehousing business model. The company has partnered with a leading grower and leading wholesalers -- through one of the top five flower marts in the country -- to provide customers direct access to product previously only available to florists and floral designers. A new value proposition in the cut flower market, 'Fresh Stems' offers consumers a better way to order the freshest and most unique flowers available from more than 350 growers around the world.

"Historically, the floral supply chain has been inefficient and decentralized, with unnecessary layers between growers and the end consumer," remarked Emily Brakebill, general manager for Fresh Stems by "In fact, the average life of a cut flower is only 14 days, yet by the time a consumer receives product from their local florist, the flowers are already as many as 7-10 days old. Our goal with 'Fresh Stems' is to get unique product into the hands of our customers eight to ten days earlier than traditional outlets, more conveniently, and ultimately offer a depth and breadth of fresh product never before accessible."

"A recent survey done for the Society of American Florists found that 28% of consumers purchased fresh cut flowers from a garden center in the past year," added Cliff Sharples, chief executive officer for "We believe that's 'Fresh Stems' initiative is a natural extension to our product offering, and a good example of our ability as a company to leverage our core competencies in supply chain management to create significant consumer value."

For its initial launch, 'Fresh Stems' will offer more than 26 high-quality fresh cut flowers from such exotic locations as Hawaii, South America, and the Pacific Rim. With varieties such as Asiatic Lilies, 'Bells of Ireland,' Lisianthus, and Ecuadoran roses, 'Fresh Stems' offers consumers a wealth of fresh flower choices in a wide array of colors. The web site will also include photos and detailed descriptions, important care information, quick stats, and even design tips. 'Fresh Stems' expects to offer a continuity program in spring of next year.

Customers can access 'Fresh Stems' beginning today through the company's flagship web site, under "shop" or through its specific url address, Flower bouquets can be purchased alone or with one of two vase options with each variety, and prices range from $28.00 to $90.00 for the flowers themselves. Customers can specify delivery date and gift cards are available. And as with all of's products, each 'Fresh Stems' offering comes with a 110% credit, exchange or full refund customer satisfaction guarantee.

About Retail Floral Industry

The society of American Florists reported that in 1998, revenue generated from US retail sales of flowers alone was approximately $15 billion, and stated that this number is growing at an approximate annual rate of 5.5%. The American Institute of Floral Designers estimates that 5% of such sales occurred online. Revenues from the top ten floral chains currently represent less than 5% of the total market.


Founded in December of 1995, is a leading online destination for home gardeners. Through three Web sites,,, and, provides consumers a one-stop-shop resource though which they can access a wide variety of gardening information and services, purchase gardening and garden-related products, and interact with an online gardening community. The company's core online property,, offers gardeners an unsurpassed collection of more than 20,000 high-quality gardening supplies and garden-inspired gifts, seasonally inspired magazine content, professional advice, and garden design software. Headquartered in Austin, Texas, has offices in California and Iowa.

Forward-Looking Statements

This announcement contains statements of a forward-looking nature that involve many risks and uncertainties in's operations and business environment and could cause results to differ materially from those expressed. Such risks and uncertainties include, but are not limited to,'s expectation of operating losses and negative cash flow for the foreseeable future, limited operating history, unpredictability of operating results, seasonality, dependence on the gardening industry, reliance on key suppliers and a competitive marketplace. There can be no assurance that the expansion of's product offering to include cut flowers will have a positive impact on's business, financial condition or prospects. Other risks are set forth in's reports and documents filed from time to time with the Securities and Exchange Commission., Fresh Stems and Garden Escape are trademarks of, Inc.

Media Contact:

Eileen M. Caetano-Isola

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Publication:PR Newswire
Date:Nov 18, 1999
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