Spokane businessman Bob Hamacher has bought the assets of Jones Wholesale Florists from Spokanes Rosedale Greenhouse Inc. for an undisclosed amount.


The assets include the companys customer base, inventory, computer hardware, and equipment, but not the facility at 24 W. Second that houses the business.


Hamacher has changed the name of the 64-year-old operations to Roses & More Inc., the Floral Distribution Company, and plans to modernize the companys business methods, he says. Hamacher says he has invested about $250,000 so far in a rebranding effort, a new computer system, delivery vans, and other equipment, he says.


It was best to take a name that was more marketable, to update things, and move forward into this century and try to focus on what the industry is doing and where it is going, Hamacher says.


The floral-distribution industry is becoming more Internet-oriented, and Roses & More has launched a new Web site, he says. The company will make more of its services for retail florists available online, easing business transactions for clients, Hamacher says. He declines to disclose what the companys annual revenues have been or to project future revenues, but says he expects order volume to grow because of the recent changes.


Rosedale Greenhouse is owned by Max and Karen Montecucco, who are leaving the floral business due to an illness in the family.


Roses & More supplies flowers to retail stores in Eastern Washington, Idaho, Montana, and parts of Oregon, Hamacher says. He doesnt plan to seek new clients outside that region and says that most floral retailers within the region have ordered from Jones Wholesale Florists in the past. He hopes, therefore, to attract more business from current and former clients, he says.


Theres a finite number of florists in the region, Hamacher says. Revenues will increase as we become more proficient as a company in understanding the individual needs of florists.


Roses & More doesnt plan to change its role as a wholesaler.


Our desire is in no way to go into competition with the florists, Hamacher says. Theyre the people we supply.


The rebranding effort is being handled by BHW1 LLC, a Spokane-based advertising agency of which Hamacher is a principal along with Greg Birchell and Russ Wheat. Hamacher also founded KAYU-TV, a Fox affiliate here, as well as the Fox stations in Yakima and the Tri-Cities, Wash., but sold those stations in 1995.


Tom Lavagetto, who owns Floral Consulting Group, of Spokane, is heading up operations for Hamacher, who doesnt have experience in the floral industry. Lavagettos sister, Carlotta, who was a founder of competing concern Pacific Wholesale Florists, of Spokane, is general manager of Roses & More now, Hamacher says.


I would have never done this without the Lavagettos expertise, he says.


The wholesale companys staff of 28 employees changed only slightly through the ownership shift, Hamacher says.


Through RJH III LLC, a separate company he owns, Hamacher is leasing with the option to buy the 27,500-square-foot complex on Second that houses Roses & More. The complex, which covers most of the southern portion of a city block, is comprised of seven buildings that have been melded together by knocking down their connecting walls over the years, he says.


Pacific Avenue Properties LLC, a separate company owned by Hamacher, Birchell, and Wheat, owns a building at 19 W. Pacific that covers most of the north portion of the block on which Roses & More is located, Hamacher says.


Hamacher first became interested in Jones Wholesale Florists for real estate reasons. He says he wanted to buy its building from the Montecuccos.


In further discussions with the Montecuccos, I could see this was a good business opportunity, Hamacher says. It intrigued me. I thought that there were some marketing concepts that could be brought to the company to enhance it.


The Montecuccos had owned Jones Wholesale Florists since 1978.


They also own a greenhouse at 5020 E. 29th under the Rosedale name and had sold the flowers it grew through Jones Wholesale Florists. In August, the couple sold a portion of the greenhouse to Liberty Park Florist & Greenhouse Inc. and demolished another portion, says Karen Montecucco. They are seeking to sell a third portion of the greenhouse.