Sarah Regan and Chris Berents are co-founders of Little Flowers, a start-up bringing simple bunches of joy to people across Sydney.
Innovation in floristry
Traditionally, florists target big ticket events such as Valentines Day, Mothers Day and anniversaries. But an Alexandria business is changing the idea that flowers are only for special occasions.
Working in advertising, Sarah Regan and Little Flowers’ 3 co-founders were based in an office where flower deliveries were common. She noticed the joy the flowers brought those who received them.
“People were excited about the beautiful bouquets, but it was the fact that someone was thinking of them that made them feel special,” said Regan.
“We were confident that there was a gap in the market.”
Little Flowers helps people easily send a bunch of flowers for $35, including delivery, so saying something with flowers doesn’t have to be a special occasion.
“Sending flowers was expensive, upwards of $80, with a delivery fee on top. There was a clear opportunity to ensure people don’t miss out because of the cost,” said Regan.
A bonus for industry outsiders
Sarah Regan, along with co-founders Chris Berents, John Kane and Ben Sampson, had no flower or retail experience. However, their advertising background equipped them with a useful skill: to think from the customer’s perspective.
“We knew we wanted to make sending flowers more affordable, and the more we looked at existing models, the more we realised there were lots of things we could improve,” said Regan.
Little Flowers, based in Alexandria, offers just 1, smaller-style bouquet each day. This means simpler decision-making for the customer and less waste for the company when buying the stock.
Learning on the job
Regan said that in the first 9 months of planning, researching and looking for finances, the team was scared out of their wits.
“The most intimidating factor was the unknown. We weren’t in the flower game. We’ve never done anything like this before.
“We did our due diligence, but eventually the time came when we had to say, ‘screw it, let's do it’, and learn on the job. We’ve learnt more from doing it wrong than doing it right!”
A better way to deliver
Along the way, the team learnt an important lesson: surround yourself with people who can do what you can’t.
At the beginning, the team delivered flowers themselves.
“Navigating your way through the city’s 1-way streets and loading docks in a van is not for the faint-hearted! The workload was back breaking. We were growing very quickly and struggling to keep up with the orders,” said Regan.
And then they met Joe, Little Flowers’ first bike courier.
“It was obvious that he could do the delivery much faster and more efficiently than we ever could. That was the day the game changed for us. We applied that learning to other aspects of the business. Trying to do everything will drive you insane, and you get stuck working in the business instead of on it,” she said.
“We have a desire to create ripples of happiness together with the people who buy our flowers. So, when we’re thinking about how to interact with our customers, we always stay focused on that mission.”
Sarah Regan and Chris Berents, co-founders of Little Flowers, spoke at the City Thought Leaders seminar, Not your average small business, in June 2016.
Little Flowers is an example of a local business bringing a new approach to retail. This story is part of our series of articles about savvy business minds around Sydney.
Published 16 January 2019, updated 29 February 2024
