STAR'S FLORAL UNIT ON THE SCENT OF SUCCESS

AMY I. STICKEL

BOSTON -- In its newest store here, Star Market Co. has put its floral department front and center.

The store's main entrance leads directly into the Flower Market. Huge plate glass windows frame various flower arrangements. (For more on the newest Star Market, see related story beginning on Page 25.)

Star has positioned itself as a full-service florist, with a complete wire service. A brochure stresses that "no request is too large, too small or too unique for The Flower Market."

At the newest Star, a full range of floral products is available, from long-stemmed roses to potted amaryllis to dried flower swags. The store, which opened last month, features a large walk-in cooler with a sign on the door encouraging customers to come in and browse.

And while some supermarket florists have shied away from the wedding business, Star Market is trying to get couples to say "I do" to the chain's floral department. The company has established several wedding packages, and has set up an 800 number for floral and other wedding needs.

According to a brochure, trained florists are available to help select styles of flowers and color schemes. One florist will work exclusively on the wedding order, "giving you individual attention and complete satisfaction."

The brochure advertises three different wedding packages, ranging in price from $175 to $395. All packages can be customized with cascading or traditional round flowers. Additional flowers, such as aisle runners, extra corsages, boutonnieres, reception centerpieces and pew bows can also be purchased.

Officials at Cambridge, Mass.-based Star could not be reached for comment.