Insight

Endura Roses flourishes at intu Trafford Centre

As the leading owner of many of the UK’s largest and most popular retail and leisure destinations, we create vibrant environments where customers want to be and retailers need to be. We offer huge opportunities to promote established and new brands in our centres, as seen with Endura Roses when it opened its doors at intu Trafford Centre in March 2017.

Endura Roses launched after the owner, Awais Babar, had an epiphany when he was looking for a gift at an airportt and saw flowers that were far past their prime. As someone passionate about the wonder of nature, he came to the conclusion that he would seek a way to preserve the beauty of fresh flowers.

The company now stock their beautiful range of naturally preserved flowers at intu Trafford Centre, reaching a high footfall of customers.

Endura Roses celebrated its success at the 2017 Opal Awards for winning the Mall Retail award.

Endura Roses decided intu Trafford Centre was the right fit for the business because of its affluent customer demographic and 31 million annual footfall. As the prime shopping destination of the North West, with a catchment of nearly 10 million, it was the first stop for the store as it expands outside of central London.

31m

annual footfall

After spending countless hours developing preservation formulas and mastering the flower technique, Endura Roses was created with the aim of striking a balance between artistic and scientific; giving customers a unique concept in a glamorous and contemporary way. The revolutionary natural preservation process used by Endura Roses means customers can enjoy their flowers for three years, without the need to water them!

The 8m x 6.7m space at the Bandstand in the Orient Dining Area allowed Endura Roses to make a bold statement; with a striking floral cascade of more than 2,500 roses intertwined with hydrangeas, orchids, carnations and lavenders twisting around the pillars at the top of the Bandstand.

The unique shape of the Bandstand presented some challenges for the floral masterpiece which Awais envisioned, but working with a specialist design team and on-going guidance from the intu team led to the creation of the perfect final design.

Customers are delighted as they experience the feeling of walking through a rose garden as they entered Endura Roses, with the sweet and natural scent of flowers created especially by the owner.

Alongside itsflowers, the store also sells the best-selling grande globes, marble vases, silver statement bowls and wooden duo arrangements - setting them apart from the competition.

Endura Roses had a fantastic first year of trading, exceeding its annual sales target of £300,000. The store welcomed around 200 customers a day spending an average of £40. During Christmas, Endura exceeded its targets by 54%, delivering £39K in sales.

Customers at the centre are enjoying the Endura Roses experience, with many commenting on the unique nature of the offering and its products.

200

daily customer visits

54%

targets achieved

£300,000

annual sales target

Customers at the centre are enjoying the Endura Roses experience, with many commenting on the unique nature of the offering and its products.

“I heard about Endura Roses from a friend. The shop has a very friendly atmosphere and is a very unique type of store.”

“I have never seen anything like Endura Roses before! I really love the products and have recommended it to friends for a visit.”

Following on from this success, intu is in discussion with Awais about expanding Endura Roses into two more of its shopping centres next year.

What started as one man’s mission to bring unique floral arrangements to the market, has blossomed into a wildly successful business venture which, with intu’s support, is set to be as enduring as the stunning flowers it creates.