The renowned florist Moxom & Whitney has closed its shopfront on Lonsdale Street in Braddon, Canberra, transitioning to an online-only business model. The decision, made by owner Loulou Moxom, was driven by declining foot traffic and the financial strain of maintaining a physical store filled with fresh flowers.
The closure marks the end of an era for the beloved florist, which had been a staple in Braddon for over a decade. Moxom announced the shift in a heartfelt Instagram video, describing it as “one of the scariest things I’ve ever had to do”. She emphasized the unsustainable nature of keeping the shop open when “people are not walking into stores any more, they’re shopping online.”
The Evolution of Moxom & Whitney
Moxom & Whitney was established in 2012 by Loulou Moxom and her close friend Belinda Whitney. The shop quickly became a part of Braddon’s transformation from a strip of mechanics and car yards to a vibrant hub of cafes, restaurants, and boutique stores. Known for its innovative floral arrangements, the shop played a significant role in reshaping local perceptions of floral decor.
Over the years, Moxom & Whitney expanded its offerings to include workshops and terrarium creation, becoming an integral part of Braddon’s trendy atmosphere. However, the COVID-19 pandemic accelerated the decline of in-person shopping, particularly for luxury items like flowers.
Adapting to Changing Consumer Habits
The shift to an online model reflects broader changes in consumer behavior. With the rise of e-commerce, many traditional retailers have struggled to maintain physical locations. Moxom’s decision to close the Braddon shopfront is a strategic move to adapt to these trends and ensure the longevity of her business.
Despite the challenges, Moxom & Whitney remains a thriving enterprise. The florist recently garnered attention when a bouquet created by Moxom was spotted at the wedding of Prime Minister Anthony Albanese and Jodie Haydon, highlighting the business’s continued relevance and appeal.
“So as scary as this move has been and as scary as this new chapter is, it’s so exciting,” Moxom expressed in her Instagram announcement.
A New Chapter for Moxom & Whitney
Moving forward, Loulou Moxom will operate from a home-based studio in Yass, where she will continue to offer workshops and create floral arrangements. This new chapter allows her to focus on the creative aspects of her business without the overhead costs of a physical storefront.
The closure of the Braddon shopfront is a poignant reminder of the changing retail landscape. However, it also represents an opportunity for Moxom & Whitney to innovate and reach a broader audience through digital platforms.
As Moxom & Whitney embarks on this new journey, it remains to be seen how the business will evolve in the online space. What is clear is that Loulou Moxom’s passion for floristry and commitment to her craft will continue to drive the brand forward.
