Sessile Fights for the Independence of Artisanal Florists

The past few years have been tough for the various segments of the French horticultural sector. Between the gradual decline in the number of French growers—it is estimated that nearly one in two farms has closed since 2005—and the successive lockdowns linked to the COVID-19 pandemic, the entire sector has been left in a vulnerable position.

In addition to these changes in the industry, the growing influence of online retail has brought about profound transformations in the business. In a recent report, the Val’hor trade association estimates that 13% of consumers order their bouquets online, largely due to lockdowns, which have significantly accelerated the market’s digital transformation.

Faced with these new challenges, florists must be able to compete with new players—so-called “pure players”—that specialize in online sales and tout the promise of fast delivery and a direct relationship between producer and consumer, at the expense of the artistic craft of bouquet arrangement, which is the hallmark of florists. This is all the more true because, to establish a presence online, artisan florists often have to rely on flower delivery platforms that impose standardized arrangements —which do not necessarily reflect their artistic vision or preferences—and gradually tend to erode what makes each florist unique: inventiveness and originality.

This is especially true since florists can be confident in their ability to weather market changes. First, they continue to enjoy overwhelming trust from their customers, for whom their expertise is a guarantee of quality. Furthermore, they remain the market’s leading “brick-and-mortar” sales channel, thanks to the trust placed in them by their customers, who are deeply committed to artisanal craftsmanship. Although this trend is declining slightly, florists still account for 46% of plant and greenery sales, according to the 2020 Xerfi study.

Sessile, a collective supporting artisanal florists

The Sessile collective was founded to address this challenge; its mission is to champion the independence of florists by empowering them to keep the French art of floristry alive. Recognizing that market forces create economic uncertainty for floral professionals, the collective decided to adopt a model that is fairer to florists, allowing them to set their own prices for bouquets to adjust their margins while charging a lower commission.

The fact that the site does not impose a catalog of standard bouquets also gives florists greater freedom; they can now offer their own original floral creations, thereby making more room for seasonal flowers. The goal is to help them regain their independence so they can fully practice their craft and express their creativity. As the profession undergoes changes driven by digital technologies, we want them to be able to focus on what they do best: letting their creativity shine through to create beautiful bouquets.

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