The Bill Doran Company has acquired Denver Wholesale Florist (DWF), one of the nation’s oldest floral wholesalers. The sale, announced Aug. 5, marks a major shift in the floral wholesale landscape — combining two powerhouse companies with deep roots in the industry.
“Through early conversations, it became clear that our two organizations share closely aligned management philosophies and company cultures focused on integrity, employee empowerment, and strong customer relationships,” said Bill LaFever, president of Bill Doran Company, in a press release. “Combining our geographic reach, technology expertise, strong vendor relationships, and private label marketing programs, we are better positioned to deliver exceptional value across the floral community.”
According to the release, Bill Doran plans to retain DWF’s workforce to help maintain the service and quality DWF customers expect.
DWF President David Legge called Bill Doran “a trusted organization in our industry” and said the sale positions Bill Doran companies for long-term success.
“This is an exciting time for our employees and customers as we join a team that has set the standard of excellence and brings the resources and opportunities for a bright future ahead,” he said.
Founded in 1909 as a partnership of Colorado flower growers, DWF is headquartered in Denver and operates 13 locations in as many states. Bill Doran, established in 1945 in Rockford, Illinois, operates 22 locations in 11 states. Three of Bill Doran and DWF’s locations are in the same market: Omaha, Neb., and Dallas, both of which will be combined into one location; and Denver, where both locations will operate for the tine being, LaFever says.
Lori Wheat, AAF, a former member of DWF’s board of directors, the Society of American Florists’ president-elect and co-owner of Lafayette Florist, Gift Shop & Garden Center in Colorado, described the acquisition “historic.” Wheat’s family been involved with DWF for 60 years, and Wheat served on its board for a decade.
She called the decision to sell “the right timing” for DWF, noting that as an employee-owned company, the employees will benefit greatly from the sale. “DWF will become part of the largest floral organization in the world. And I feel DWF has found the right company to continue their legacy,” she says.
Wheat says the acquisition brings exciting possibilities for retailers. “Bill Doran is a trusted name and very similar to DWF,” she says. “A larger company has economies of scale — more selection, better pricing and greater availability. We will be exposed to a wider range of products from farms around the world.”
SAF President Oscar Fernandez, of the Miami-based grower and importer Equiflor/RioRoses, noted the move is part of a larger trend of consolidation in the floral industry — one that brings both opportunities and uncertainties.
“None of us should be surprised,” says Fernandez. “Consolidation in the flower industry has been happening for years, and this is probably one of the bigger ones any of us have experienced. The flower industry looks a lot different today than it did yesterday.”
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
