Interflora UK has recorded a pre-tax profit of £1.9m in 2024, reversing a £2.3m loss from the previous year. The performance improvement comes despite a dip in turnover, which fell to £83.2m from £86.7m in 2023.
The company’s financial turnaround follows a broader strategic reset, including the divestment of its stake in The I.S. Group in September 2024. The disposal brought in a one-off gain of just over £810,000. The I.S. Group had previously supplied floral sundries, but Interflora had already built its own wholesale arm in 2018, streamlining operations and consolidating supply.
Dividend payouts decreased to £4m from £7.5m, indicating a more cautious approach to capital allocation. The shift aligns with a longer-term strategy to boost brand relevance and future growth.
Interflora’s return to profit comes as it executes a wider repositioning effort, announced in early 2024, designed to refresh its appeal to under-45 female consumers. The initiative followed internal research that identified a dated brand perception and included a renewed focus on championing artisan florists.
The UK operation remains part of US-based Teleflora, which acquired the brand in 2019 for £47m as part of its international expansion strategy.
