As a small child, Berenice Rogombe had her own patch of garden where she would grow vegetables, fruit trees, and flowers. In that patch, a guava tree grew. To this day, McQueens Flowers takes inspiration from this tree, creating a bold brand that's unwavering in its commitment to innovative and elegant floral designs for events around the world.
Learn a little more about our latest addition to the Walpole family in our interview with the CEO of McQueens Flowers, Berenice Rogombe, below.
Walpole: Tell us about the history of your brand…
Berenice Rogombe: McQueens, as it has become known, was formed nearly three decades ago. Since then, the business has gone from strength to strength, relocating several times as it literally outgrew its physical boundaries, until is finally landed in its current headquarters on North Audley Street in Mayfair, London. We have always been known as a leader in our creative space and, as the floristry market continues to adapt, McQueens Flowers continues to adjust its creative footprint accordingly. From our origins as a local flower shop, McQueens has grown to become a global name in the industry with a presence in multiple industry sub-sectors and geographies. I truly believe that the McQueens Flowers story is only just beginning and that the most exciting chapters in our journey remain in front of us.
What is your brand best known for?
McQueens Flowers is synonymous with elegant, boundary pushing and trend-setting styles. We have our own distinct aesthetic which embodies a consistent drive for evolution and innovation. From gorgeous hand-tied bouquets to major installations and weddings, there is a certain je ne sais quoi about all of McQueens Flowers' installations.
From a business perspective, McQueens is known for being a progressive, industry-leading brand – we have carved out market segments that have opened the doors for competitors to enter.
In 1999, McQueens Flowers established McQueens International Flower School which represents the pinnacle of our business and allows us to share our creative vision with new and upcoming students. Our school is not only a place of education, but a place of creative collaboration, where students come from all around the world to share their perspective on the latest trends in floristry. The school is an amazing hub of creativity where ideas are collated and distributed throughout our alumni.
What has been a significant achievement in your company’s timeline?
McQueens has been so fortunate throughout its history to have worked with some of the leading brands in the world. Our client list includes most of the leading fashion houses, hospitality groups, corporate clients and award ceremonies, as well as many Walpole members. It has always been a privilege to have been trusted by this group of esteemed businesses.
One significant achievement I am tremendously proud of is our brand's commitment to be brave in our positioning. The floristry industry has become increasingly saturated with new brands that claim to be "luxury". As a business we are committed to being a luxury player not just in our name, but fundamentally in our product. In the face of saturated competition, it would have been very easy for McQueens to dilute our offering in order to compete on price. This is something that we categorically have refused to do. Instead, we have restructured and refocused. As we move into 2024, we are building a very new and different McQueens Flowers. I am extremely proud that as a business we continue to maintain our focus as innovators and market leaders, rather than trend followers.
Why do you love the brand?
McQueens innovates and leads creative styles. We pride ourselves on being a brand that thinks outside of the box and develops new and innovative products. Our commitment to creativity is underpinned by our constant focus on luxury style – from sourcing our products, to our packaging and our locations.
Why does your brand represent the very best in British luxury?
A trusted professor once told me, "don’t stipulate, demonstrate". By this they meant that it is easy to brash and loud. Making big statements does not demonstrate your value. Rather, it far more effective to go about your craft with a subdued calmness, trusting that the value achieved through the final product is proof enough in your ability. I have held this lesson dear and it is something that I would align very strongly with British luxury. An unwavering commitment to delivering exceptional service across all touch points of the product, promoted through a trust that our clients understand and appreciate the value achieved through the product and service delivered. British brands are not loud or brash – they are elegant and sophisticated, and, fundamentally, they are trusted globally.
McQueens works with clients all over the world and the tag of being a British luxury brand comes with an expectation of delivering exceptional service throughout the customer experience. Whilst we always place sourcing the most beautiful flowers at the bedrock of our business, what differentiates McQueens as a stalwart of British luxury is our unparalleled commitment to customer service. Each client is individual and we work closely with each of them to understand their needs and develop a creative direction to deliver a signature style unique to each client.
We also focus on the use of sustainably sourced flowers: we are the first florist in the world to be awarded a Butterfly Mark from Positive Luxury. This award recognises our continual work to improve our sustainable practices, such as frequently reviewing each step of our supply chain, from where the flowers are first cut to when they arrive to you in their various arrangements.
What attracted you to becoming a Walpole member?
Walpole is one of the most esteemed organisations within the luxury sector – the group encompasses the most prestigious and prominent business leaders. As a company focused on being the leader in our field within the British luxury sector, becoming part of the Walpole community is a natural step in our progression.
If you could collaborate with another Walpole member, which one would you choose (and what would you like to do)?
McQueens has a long history of being a preferred supplier to a number of Walpole members. Our footprint in the hospitality sector has developed over the last twenty years, but as a new avenue of growth, we have begun to invest heavily in our partnerships within the fashion sector. Early this year, we are launching a partnership with one of the most prominent new designers (which I am incredibly excited to announce soon), and it follows the great honour of doing the flowers for the British Fashion Awards 2023. My hope is that, as part of the Walpole family, McQueens can use the membership to not only solidify our presence within existing business areas, but also strengthen our footprint into new and exciting sectors.
Tell us about an exciting development or new launch for your brand in the coming months?
As alluded to above, we have a number of very exciting partnerships launching in the coming months. As a business we continue to invest in new and innovative channels and I am very excited for our loyal group of brand followers to get to experience these.
> Discover more about McQueens Flowers in the company's Walpole member profile
