After more than a decade delivering flowers to doorsteps across Australia, Daily Blooms is entering a new chapter with its first-ever retail store at 157 Gertrude Street, Fitzroy.
Founded by Courtney Ray in 2014 with just $500, the Melbourne-born business has grown into a multi-million-dollar brand, delivering more than one million bouquets and gifts nationwide.
Now, customers can experience the brand beyond the screen, with a new floral studio designed for browsing seasonal blooms, picking up a bunch or creating a bespoke arrangement with a florist.
Inside Daily Blooms’ new Fitzroy store
Designed by Melbourne interior architecture studio In Addition, the space brings together warm timber, dark textured tiles, sage green accents and a soft pink marble bench.
The interiors offer a more understated take on Daily Blooms’ bright online identity, with tactile finishes and thoughtful details placing the flowers at centre stage.
Fitzroy’s creative community and independent retail scene made it a natural home for the brand’s first physical location.
“You can buy flowers in so many ways, but there’s something special about being able to see them, experience their seasonality and speak to the person arranging them,” says Ray.
Floristry workshops are also on the cards
The store will host floral workshops and classes, giving visitors the chance to develop their arranging skills and learn more about the craft. The space will also be available for events and brand collaborations, creating opportunities to connect with Melbourne’s creative community.
“We want people to walk in, feel welcome, discover something beautiful and leave with a little more knowledge and appreciation for flowers than when they arrived,” Ray says.
The opening marks a new chapter for Daily Blooms, taking a business built online into a physical space where customers can discover its flowers and the creativity behind them.
Daily Blooms Fitzroy is now open at 157 Gertrude Street, Fitzroy.
