INTERFLORA

	Harvey Nash implicitly understands the Interflora business and can bring candidates to Interflora that are almost intuitive in their fit
	Steve Richards, Chief Executive, Interflora

Interflora’s UK - based network delivers flowers and related products in Britain, Ireland and the Channel Islands through a network of 1,850 member florists. It makes around four million deliveries a year, and offers same-day delivery to most locations on orders placed by 2pm. Orders for worldwide delivery are handled by a network of140,000 affiliated florists.

In February 2005 venture capitalist 3i bought out the British company, effectively ‘demutualising’ it from a member-based organisation. It is now owned by 3i, its management and some of the florists.

Under the new ownership the challenge for Interflora is to transform itself into a more aggressively sales-focused operation that can exploit the brand equity, engage the member-owned shops and drive revenues.

As part of a strategy to grow revenue through the core retail outlets chief executive Steve Richards and his senior executive team turned to Harvey Nash to help them scope out a new role of retail sales director. The role would be pivotal in helping the business successfully pursue its new strategy, and the top team believed Harvey Nash’s reputation in the marketplace would help it access the required calibre of person.

The consultancy had to work very closely with Interflora to understand its new culture, and to advise Richards on the parameters of the role and the kind of person needed. As well as search and selection, Harvey Nash provided candidate profiling, skills analysis and important market information.

The outcome was a candidate profile based on field sales experience in the retail sector and the empathy to engage and motivate the retailer members.

The shortlist of candidates came from both classic field sales and non-traditional backgrounds and included an entrepreneur. All were comfortable with uncertainty but had the blue-chip field sales management and retail experience to contribute to the leadership of the business and work effectively with the retailer members.
Richards was delighted with the final appointment. “ Harvey Nash implicitly understands the Interflora business and can bring candidates to Interflora that are almost intuitive in their fit,” he concludes.