Billy Heroman’s acquires Fred Heroman’s
There have been some changes among Baton Rouge’s first family of flowers.
However, customers shouldn’t notice much of a difference after Fred Heroman’s Flowers & Gifts on Florida Boulevard was sold to Billy Heroman’s Flowerland.
William J. “Buzzy” Heroman, president and chief executive officer of Billy Heroman’s, said Fred Heroman will continue to work at the Florida Boulevard shop and be the primary face of the location’s business.
Back-end operations will be folded into Billy Heroman’s, which has locations on Perkins Road, Harrell’s Ferry Road and Lee Drive.
Buzzy Heroman said his cousin decided that, with no sons or daughters going into the business, selling it to Billy Heroman’s was the right thing to do.
“He really wanted to keep it in the family,” Buzzy Heroman said, noting all felt it was important to keep the bonds formed with customers intact.
“You work with so many people’s emotions every day,” he said. “It’s every emotion possible for people when we send them flowers … and you really do get attached to customers in this business.”
Buzzy Heroman said that letters went out to Fred Heroman’s customers last week, though the deal was final Nov. 1.
“We don’t want anything to change,” he said. “If anything, we can make it better by putting our resources behind it, and he can continue to serve his customers.”
The acquisition reduces the number of separate Heroman-owned companies from four to three.
Buzzy Heroman’s father — the eponymous Billy Heroman — was the third of four brothers whose businesses have endured to this day.
The eldest brother was a grower whose son is Fred, founder of Fred Heroman’s. The second brother was Harry Heroman and his family created the Heroman’s Florist with locations on Government Street and Staring Lane.
Buzzy Heroman’s youngest brother, Rickey, left Billy Heroman’s after 20 years to open Rickey Heroman’s Florist, with locations on Jefferson Highway and O’Neal Lane in Baton Rouge and S. Range Avenue in Denham Springs.
Buzzy Heroman said two of his sons and his sister’s son are selling flowers in his company, making it the fifth generation of Heromans selling flowers in Baton Rouge.
Buzzy Heroman said he can sympathize with people who can’t keep it straight.
“It’s complicated,” he said, laughing.