Invisible Business: Far East Wholesale Flowers

Stephanie Batarse had a vision of color and motion—numerous rows of dazzling flowers, a never-ending stream of people coming and going cradling bouquets. Imagine the L.A. Flower District, but in Agoura Hills.

"I like this wholesale concept of a flower shop, bustling with activity, where people just come in and pick the flowers they like," she said.

Batarse has the informal trader part down, having purchased Far East Wholesale Flowers in the warehouse row of Derry Avenue three and a half years ago.

Financials of florals

Florist was not one of her many titles previously, but mom and volunteer were. "I was just looking for something interesting and enjoyable to do," Batarse said.

Husband Mark was vice president of a company that sold cookware to grocery stores. He was the numbers guy and she was the creative spark. The business and their individual strengths just clicked.

He goes out early and buys flowers five mornings a week. She opens the store and greets the first clients. He takes care of financial matters. She attends to all things floral. Two full-time employees assist with order taking and deliveries.

Take your pick

Roses remain an enduring favorite at Far East. The sky's the limit with varieties and colors, but according to Batarse, Ecuadorian roses are second to none, because of their long vase life, fragrance, thick stems and high petal count.

Aside from roses, Batarse has also noticed a high demand for colored hydrangeas. Oriental lilies at $17.50 a bunch are also ordered quite frequently. The orchid family, including dendrobiums, cymbidiums and phaleonopsis are also perennial best-sellers. Tulips, long imported and pricey but now grown locally, are also in style.

"Of course, the demand for certain flowers or plants is also dependent on the season," explained Batarse. This fall, she expects to get preorders for pumpkin trees, ornamental peppers, fall-colored mums and ornamental branches. For the December holidays, poinsettias and dyed sunflowers are always in high demand.

Batarse can procure almost any flower or plant on a client's wish list. Mostly California-grown, they can also be sourced from other countries when not in season here. The calla lily is a spring flower in California, but is flown in from Colombia during the rest of the year.

Floral trends

"We do welcome walk-ins but strongly advise our clients to preorder. That way, we can make sure we have what they want," said Batarse. The monkey tail (a.k.a. fiddlehead fern and false stag horn) is a classic example of a hard-to-find plant. A member of the fern family, the monkey tail of late has been earning a place in bridal bouquets and boutonnieres. Considered expensive at $1.50 to $2 per stem, most florists will carry it only if it's preordered.

June to September is peak season, because of graduations and weddings, followed by a brief lull before Thanksgiving and the December holidays. Valentine's Day and Mother's Day get the season going again. "Sales-wise, a good day is when our walk-in cooler is almost full or overflowing with flowers" that have been preordered, Batarse said.

Since the shop's products are perishable, estimating how many flowers to buy for walk-in customers can get tricky. About 5 percent is thrown out and considered waste but is part of the cost of doing business.

When the recession hit, Batarse said her clients became more value-conscious and started requesting succulents and flowers with longer vase lives, such as hyacinths, sea thistles and safari sunsets. Green and organic flowers from Australia were also popular, she said, because they are long lasting and earthier.

The wholesale concept

To reach clients such as other florists, hotels, restaurants, churches and synagogues, Batarse has experimented with direct mail, advertising in local publications, as well as community outreach through making donations.

By purchasing flowers wholesale, clients can get exactly what they want, at premium quality and with design assistance from her. Batarse also stocks up on floral supplies, including assorted vases and fillers, such as mosses and vines, to make Far East Wholesale Flowers a one-stop shop for most.

"We do want to spread the wholesale concept further and bring in more clients who would otherwise be trekking to the L.A. Flower District, because they don't know we are here," said Batarse.

Batarse offers this advice for customers who want to purchase flowers wholesale: "Do your homework. Have your numbers ready when you call or come in," she said. "It can save you money."