Two of Bostons best-known floral names join forces; merger creates a stir in Boston's floral community

BOSTON, MA, ISSUED JUNE 27, 2000…The landscape of Bostons floral industry just changed dramatically, with two of Bostons best-known names in the industry joining forces to become one of the largest operations in the metropolitan area.

Wisteria Flowers and the Dutch Flower Garden, both leading providers of floral services to Boston and vicinity, have teamed up and will now operate under the name Dutch Flower Garden. The new, combined entity will have three Boston locations: Retail locations at 30 Rowes Wharf and 164 Newbury Street, as well as a design studio at 100 Magazine Street.

Norwell, Sharon residents partner to run larger, combined venture
Wisteria Flowers owner Joseph Reale, a Norwell resident, purchased the Rowes Wharf business in 1999. Reale began in the floral industry fifteen years ago as the operator of a floral trucking business that specializes in transporting flowers from airports directly to wholesalers. His travels have taken him to a number of European and South American cities, as well as New York and Los Angeles, to establish contacts for the direct importing of flowers, as well as to study and observe the latest trends in the industry. He will serve as the companys President.

In early 2000 Reale and business partner Josh Grady of Sharon, MA, purchased the Newbury Street business known as the Dutch Flower Garden from renowned floral designers Stephen Lussier and Lisa Llewellyn, both of Boston. Stephen and Lisa will remain on staff at Dutch Flower Garden.

Grady, a native of Roxburys Mission Hill section, met Reale when the two were students at the University of Massachusetts, Amherst. Grady, a Certified Public Accountant, was the first Controller ever chosen by Bostons Winston Flowers, a chief competitor. He will serve as Dutch Flower Gardens Chief Financial Officer.

From the Brattle Theatre to Newbury Street…and beyond
Dutch Flower Garden traces its roots to 1987, when it opened in the basement of the original Brattle Theatre in Cambridges Harvard Square. As the companys reputation for high-end, high-quality design grew, it eventually opened a location at 164 Newbury Street, and a design studio at 100 Magazine Street. Under the guidance of former owners Stephen Lussier and Lisa Llewellyn, Dutch Flower Garden grew from a neighborhood flower shop to one of Bostons premier floral design companies. Dutch Flower Garden has won numerous awards for its design, and provides services and design for virtually every major institution in Boston. Additionally, its clientele includes a number of prominent musicians, actors and actresses.

Wisteria Flowers traces roots to Post Office Square
Wisteria Flowers began in the Meridian Hotel in Bostons Post Office Square, in 1987. Later, the operation moved to the Boston Harbor Hotel at Rowes Wharf. The popular facility will now operate under the name of Dutch Flower Garden.

Key personnel to remain with organization
Lussier and Llewellyn will remain with Dutch Flower Garden, where they will serve key roles in design and consultation. The two are responsible for nearly twenty awards that Dutch Flower Garden has won over the years, and helping to build the companys reputation for excellence.

Reale commented, We are delighted to have Stephen and Lisa continue as part of our Dutch Flower Garden team. Their exquisite design talent and uncompromising commitment to excellence has made the Dutch Flower Garden name a leader in our industry. With the creativity and talent of Stephen, Lisa and the rest of our staff, and our ‘direct import approach to the business, we expect to be the market leader in this area."

Direct import a trademark of business
Reale said that what he and Grady will bring to the venture is the ‘direct import difference, along with their strong business backgrounds. Unlike so many florists who go to a broker, or floral exchange for their merchandise, we import directly from places such as Holland and Ecuador. Our knowledge of the product and the best sources for importation benefits the end user by providing a product that is fresher, better, and that lasts longer."

Reale said that the company may add another greater Boston location within the next eighteen months, and that plans are underway for a grand opening celebration.

About Dutch Flower Garden
Dutch Flower Garden traces its history in the Boston area to 1987 and the basement of the Brattle Theatre. Today, due to the merger, it encompasses three locations, including 30 Rowes Wharf, 164 Newbury Street, and a design studio at 100 Magazine Street. Dutch Flower Garden imports its floral products directly from countries including Holland and Ecuador, thereby insuring a longer shelf life and fresher, more vibrant product. The combined company serves the needs of individuals and corporations. For additional information, please call (617) 989-3700.