Is Pitching To High-End Retailers The Same As Hotels?

When florists start thinking about expanding into the luxury retail space, many wonder if pitching to high-end retailers like Louis Vuitton, Chanel, or Tiffany & Co. is the same as pitching to hotels. While there are similarities in the approach, the reality is that these industries operate very differently, and understanding these nuances can make or break your efforts.

Today, I’m diving into how working with high-end retail clients differs from hotels, sharing my own experiences landing some of the biggest luxury retail brands, and offering tips on how to build relationships that lead to these lucrative contracts.

It’s All About Relationships

When it comes to high-end retail, relationships are everything. Unlike hotels, where pitching to a general manager might open the door, luxury retailers often rely on internal teams like visual merchandisers or event teams to handle floral installations. And it’s not always easy to know who’s responsible.

Take Tiffany & Co., for example. I chased their team for a long time, leaving voicemails and trying to connect with the right person. But it wasn’t until I built a relationship through lunch with a PR director from a hotel that I finally met the visual merchandiser responsible for their floral needs. This person wasn’t even a direct employee—he was a freelancer hired specifically for his expertise. This is why building relationships is crucial, as the right connections can open doors you didn’t know existed.

Each Brand Operates Differently

Luxury brands like Tiffany, Chanel, and Louis Vuitton have their own internal processes, and they can be very different from each other. With some, the event team may handle florals; with others, it’s visual merchandising. Understanding how each brand operates—and being flexible enough to adapt—is key.

For example, when I landed Chanel, it wasn’t through pitching directly. I was already the in-house florist for a restaurant when Chanel came in for an event. The event planner trusted me and offered me the opportunity. These relationships and networks matter just as much, if not more, than traditional pitching.

How to Approach the Retail Space

If you’re aiming to land a luxury retail client, focus on doing an exceptional job with your current clients. Consistency, quality, and attention to detail will set you apart. By delivering flawless work, you’ll build a reputation that opens more doors. This is part of building your Brand Equity.

One piece of advice I always give: Don’t stress about landing every luxury client. Start with one, build a strong relationship, and then let word of mouth and your performance expand your reach. I talk a lot about this in The Starter Kit. I started with one hotel account and soon after landed seven luxury retail stores in Texas, including Tiffany & Co.

Conclusion

While pitching to high-end retailers shares some similarities with hotels, the approach is more nuanced, relying heavily on relationships, consistency, and understanding how each brand operates internally. Focus on nailing one incredible client and expanding from there. Your reputation and the relationships you build are your most powerful assets.

If you’re ready to dive deeper into landing luxury clients and creating consistent income through hotel floristry, the Hotel Florist Profit Method is designed to guide you through the process step-by-step.

Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 125 florists in the 7 Day Challenge! It's packed with actionable insights to help you succeed.

Keep blooming,

Franceska

PS: Did you know I have a bestselling book on working with hotels? It's available on Amazon! If you’re on a budget you can learn more about what flowers to use, design mechanics and more with this!