FTD removes brand from Florist.com

FTD member florists report receiving a mailing outlining the flower marketer and wire service company's new plan for mirror site Florist.com. After spending an estimated $6-$8M to purchase Florist.com late in 2004, and rebranding it as an FTD-owned site, the company has now decided to remove all references to FTD.

The old version (screen shot below) included the online retailer's name in both the products and descriptions.

Today's update shows many product categories removed, and 'FTD' omitted from product titles and descriptions.

Could FTD believe they'll sell more flowers with their brand removed from the site?

Based on early reports, FTD members must opt out of participation in the new plan for Florist.com, which includes agreeing that

Substitution of flowers or containers (with the exception of greens) is not permitted, price adjustments will not be accepted. SRPs include delivery.

This is a stark departure from original FTD member agreements, where retail prices were subject to negotiation (based in part on a settlement with the US DOJ regarding price fixing) and reasonable substitution of flowers was acceptable.

Orders destined for an area with no FTD local florist participant will be offered drop-shipped products only.

FTD member florists must now 'take it or leave it' at a fixed price when it comes to order fulfillment. Based on early reports, many are saying 'leave it'.