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1995 saw the opening of the Roses Only concept with two stores and a call centre to facilitate the volume of orders. This was soon followed by expansion to the dotcom world of business to allow time-poor buyers to conveniently order after hours and at short notice. Today, orders through rosesonly.com.au now account for roughly 75% of sales, something Stevens is sure will continue to increase.
The company's signature product since inception has been the gift boxed roses, which allows people to make a successful selection regardless of their floral knowledge. The roses, presented in a trademark box significantly reduce the logistical problems of flower delivery, have been developed over time and trends, to include other gifts including Meat, Chandon champagne and Lindt chocolates. Although the selection now extends to over 40 flower choices and arrangements, it's the wow factor of the core products which continue to spread positive growth of the business.
With the Roses Only concept now at the stage whereby products can be purchased for any occasion, phase two of the Stevens career saw further developments in his commitment to supporting charities and sponsorships by extending his business portfolio to become the Vice President of the Leukaemia Foundation of NSW for almost five years.
Whilst busying himself with the aforementioned activities, a side project for personal growth moved Stevens to join, and subsequently become the President of, the Entrepreneurs Organisation in Sydney in July 2006.
Having outrated any other online florist in Australia, and with current growth at a compound of 15% since 1999, Stevens took Roses Only into New Zealand and the UK, putting the wheels in motion for multinational success. The business platforms run to the same formula as in Australia, and have already started to see strong uptake in both markets. More importantly, no outside capital has ever been accepted.
With such achievements and accolades gained, his entrepreneurial flair and business instincts introduced a new brand concept to the Roses Only core business values: Fruit Only. In late 2005, Fruit Only commenced trading along the same channels as Roses Only and has seen significant growth in its first year.
What's next? Watch this space for Steven's next Only project.
