Repeat Customers
Roughly half of mature-store revenue comes from people buying a second time. Getting the first bouquet right is the whole game.
The Numbers
Investment & Returns
Everything it costs and everything the model can return — set out in your market's currency, with the caveats attached.
The figures on this page are illustrative models, not a promise or projection of what your store will earn. Individual results depend on your market, site, format, costs and how you run the business. Nothing here forms part of a franchise agreement. Ask us for the current financial disclosure document before making any decision.
Initial Investment
What you should budget to get the doors open, from signing through to your first month of trading.
Ranges reflect the spread between a compact boutique and a flagship location. Your discovery call produces a figure specific to your site. Figures exclude VAT.
- Franchise feeOne-time, payable at signing
- 13 500 000 ֏
- Store build-out & fixturesVaries with size, condition and local labour
- 23 000 000 ֏ – 42 000 000 ֏
- Cold storage & equipmentCoolers, workstations, delivery kit
- 7 000 000 ֏ – 11 500 000 ֏
- Opening inventoryFirst stock order and consumables
- 3 000 000 ֏ – 5 400 000 ֏
- Technology & POS setupHardware, install and onboarding
- 1 700 000 ֏
- Grand opening marketingLaunch campaign, run with our team
- 2 700 000 ֏
- Working capitalThree months of operating cushion
- 9 600 000 ֏ – 15 400 000 ֏
- Total initial investmentExcluding rent deposits and any local licensing
- 60 500 000 ֏ – 92 200 000 ֏
Ongoing Fees
What you pay us once you're trading. Everything is a percentage of gross sales except the platform fee, so our upside is tied to yours.
No hidden charges: supplier rebates are passed through in full, and we take no margin on the flowers you buy through our network. No separate software or technology fee.
- RoyaltyBrand, systems and advisory support
- 5% of gross sales
- National marketing fundBrand campaigns run centrally
- 2% of gross sales
- Local marketing minimumSpent in your own market, by you
- 1% of gross sales
Illustrative Revenue Scenarios
Three modelled trajectories for a boutique-format store. None is a promise — they bracket what disciplined execution has looked like.
185 000 000 ֏Conservative
Slow ramp, single peak season captured · annual gross sales
217 500 000 ֏Target
The plan we build and train against · annual gross sales
250 000 000 ֏High performance
Strong site, corporate accounts, full peak capture · annual gross sales
When Does a Store Break Even?
A Latona store typically reaches monthly break-even once revenue covers rent, staff, stock and the 5% royalty — in our model between month 6 and month 10, driven mainly by site quality and how much of the first peak season you capture. Payback of the full initial investment is a separate, longer milestone shown above.
16 000 ֏Average order value
Blended across walk-in, online and corporate
1 450Orders per month
Mature boutique, non-peak month
62%Gross margin
After flowers, consumables and wastage
14–22Months to payback
Illustrative, on the initial investment
What Actually Moves Profitability
Six levers separate a store at the bottom of its range from one at the top.
Corporate & Events
Weekly office accounts and event contracts smooth out the quiet weeks and carry a materially better margin than walk-in.
Peak Seasons
Valentine's Day, Mother's Day and the December run can account for a fifth of annual sales. Preparation decides how much you capture.
Online Orders
The platform brings you orders you didn't have to find. Stores that keep their listings current see the difference within a quarter.
Subscriptions
Recurring weekly and fortnightly deliveries turn unpredictable retail into a predictable base you can staff and buy against.
Supplier Pricing
Buying through our grower network is where a meaningful part of the gross margin comes from — and it's available from day one.
Indicative Investment Calculator
Pick a market and a model to see an indicative range. This is a planning aid, not a quote.
Indicative total investment65 500 000 ֏ – 105 500 000 ֏
Includes the franchise fee and estimated store investment. Indicative only — not a binding quote; final figures depend on site, format and disclosure.
Get Your Latona Franchise Offer
A few questions, one at a time. At the end you get an indicative offer for your market — not a binding quote.