Hands On BY JENNIFER SPERRY SNAPSHOT Plant Room Payoff


>When Lindsay Irwin took over Bitterroot Flower Shop in downtown Missoula, Montana, 15 years ago, it offered a standard assortment of arrangements, house plants, and gift items. In recent years, Irwin noticed a shift in customer demand. Plant sales were trending up — way up. “I ran the numbers and saw that, over the course of 10 years, plant department


sales had increased by 155 percent,” says the storeowner, adding that this trend began even before the pandemic ramped up focus on home life. “We viewed it as a positive and decided to invest less in impersonal gift merchandise and more in plants and plant accessories.” Irwin went so far as to promote veteran employee Heather Springer to plant manager, tasking her with overseeing purchasing and displays. She also hired a full-time assistant for Springer. Now, upon entering Bitterroot, customers encounter grab-and-go arrangements


and plants, plus a walk-in cooler with cut flowers. But as they meander deeper into the store, they reach the aptly named “plant room,” where potted plants of all sizes and price points are arranged based on light requirements. When the shelves are fully stocked, and sunlight pours in through large windows and skylights, Bitterroot feels more like a botanical garden greenhouse than a shop. With Montana’s long, dark winters,


customers admit that they visit Bitterroot not just to shop but also to improve their mood and lift their spirits. “People tell us that they like to grab a coffee and walk through the displays because it feels so green and tropical,” says Irwin. In the plant room, staff is on hand to


answer questions; they can also place special orders for seasoned plant lovers looking for more challenging varietals. They also offer various accessories, from handmade pots to decorative baskets. “We don’t like for customers to leave with plants still in their grower’s pot,” points out Irwin. Customers are partic- ularly drawn to a newer merchandising find: Opportunity Resource Pots, crafted and glazed by artists with disabilities. “Each comes with a bio about the creator, and a large percentage of the proceeds supports the artist directly,” says Springer. Irwin’s prioritization of plants has


impacted other areas of her business positively as well. The team has outfitted offices, historic landmarks, and even local bars (“palms for tiki night,” says Irwin) with plants upon request. They’ve


12 FLORAL MANAGEMENT | July/August 2023 | WWW.SAFNOW.ORG


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60