Flower shops are the main sales channel for cut flowers in Europe. Competition from supermarkets and other unspecialised stores is increasing. In response, flower shops are lowering prices, diversifying their product offerings, paying more attention to their shop design and online shops, and organising joint purchasing. European flower shops are becoming more professional than ever. The specialised retail channel is supplied by specialised wholesalers through cash and carries or “Flying Dutchmen” who bring flowers to the florists’ shops.