42 



The Florists^ Review 



Decembeb 0, 

 ^1 



i'.)2n 



An Unusual Spaciousness Characterizes this Store Interior. 



panions, so do they prefer to trade at a 

 store that sends some prestige with its 

 wares. That is what is known as a 

 "name" making sales. The quality of 

 stock at a store may be no better than 

 that at the one two blocks down the 

 street, the work may be no better per- 

 formed, yet the "name" of one draws 

 customers the other cannot get. One of 

 the most potent factors in making a 

 "name" is a flower shop's appearance. 

 Certainly no shop that is not of excel- 

 lent appearance can be considered in the 

 fashionable class. 



How powerful is this motive of fash- 

 ionablcness in winning business is not 

 always appreciated. A prominent figure 

 in the field of advertising merchandis- 

 ing reiterates that if he can put a prod- 

 uct into a few of the best homes in a 

 community he can be certain of sellinj^ 

 it to a large number of other citizens. 

 The popular desire to be in style, that 

 not so high in value. While a conserv- 

 of mimicry in the human race, sways 

 the majority of buyers of every retailed 

 commodity. It is a potent influence in 

 this trade, and it is aroused by nothing 

 so much as by a stylish store. 



Constituents. 



If the florist appreciates this quality, 

 he no doubt will recognize the constitu- 

 ents of stylishness in a flower shop. It 

 is not the intention to go into these in 

 detail, for Ihey have been dwelt upon 

 from time to time in these columns, at 

 greater length than would here be ])(ps- 

 siblo. Moreover, different situations af- 

 ford greater opportunities or jx'rhaps re- 

 strict tlieni. A shop in a crowile<l busi- 

 ness center cannot be the same as one in 

 a residence district where real estate is 

 not valued so highly. While a conserv- 

 atory is generally held, nowadfiys, to 

 add much to a store's sales ability, par- 

 ticularly in jilaiits, yet there arc <-<inili 

 tions that do not allow this feature and 

 flower shops so restricted are among the 

 most successful. 



Large show windows, liowcxcr, seem 

 to be invariably essential, as mncli so 



as comfortably arranged interiors. The 

 presence of chairs and benches arranged 

 for customers' convenience, desks at 

 which to write cards and orders, cases 

 and tables that show, rather than hide, 

 accessories and stock for sale, has been 

 generally accepted as indispensable. 

 One might name more of the features 

 of such stores, but study of stores 

 among the newest and best affords a 

 better means of guiding those florists 

 who wish to advance still farther along 

 this particular path of the trade's 

 progress. 



In Kansas City. 



At the top of page 41 is shown the 

 exterior and above, on this page, the 



interior of the newest and one of the 

 finest stores in Kansas City. The open- 

 ing of the new store of the Chandler 

 Landscape & Floral Co., Kansas City, 

 Mo., took place Saturday, November 20. 

 It is at Forty-seventh street and Mill 

 Creek parkway. The location is admir- 

 ably adapted to a shop of its kind, be- 

 ing at the entrance to the country club 

 and in a select residence district, where 

 business is restricted and shops must 

 conform to artistic architectural design. 

 Harmony of line, color and arrangement 

 have been combined in the building and 

 grounds. The store is 50x60 feet, 

 rounded in front, with seven large plate 

 glass windows facing the boulevard on 

 the south and east and Forty-seventh 

 street on the north. It is of cream 

 stucco, in the Spanish style of architec- 

 ture, with trimmings of blue and brown 

 and a red "tile roof. The interior is 

 finished in ivory and soft gray, with 

 sand shade silk hangings. The floor is 

 marble. An icebox with circular front is 

 built in and has a capacity of 900 pounds. 

 Ivory wicker furniture is upholstered 

 in old blue tapestry. Lighting is 

 from the ceiling through ground glass 

 globes. A conservatory opens from the 

 store by means of French doors, giving 

 a full view of pot and foliage plants of 

 all descriptions. Concrete walls, stuc- 

 coed in cream color, match the color 

 scheme of the building. The smoke- 

 stack also is covered with cream color 

 stucco. The conservatory is 25x75 feet. 

 Heating pipes and hangers are bronzed 

 to give added beauty to the place. 

 Cement walks are used throughout, in 

 order that customers may inspect pur- 

 chases without the usual annoyance of 

 mud and water in the paths. 



Three 36x100 pipe-frame houses, 

 heated throughout by gravity steam, 

 were installed by the American Green- 

 house Mfg. Co., which planned and built 

 the entire range. The boiler house is 

 a stucco building. The total cost of the 

 place is between $50,000 and $60,000. 



R. L. Motes, decorator for the com- 

 pany, arranged the ferns, baskets and 



Such a Store as This Is Something More Than a Salesroom. 



