Nanz & Kraft Florists
Some of the key ingredients of being a business owner include having the passion for business and loving what you do. This is obvious in the history of Nanz & Kraft Florists. In 1850, Henry Nanz started the business. I would guess that none of us remember the opening of the business, but he certainly found a niche. According to a product catalog dated in 1896, Henry Nanz began growing his own products in a 10’ x 50’ greenhouse. The business grew as Louisville grew. Henry Nanz sold shrubs, ornamental and fruit trees, cut flowers, and hothouse plants. He described himself primarily as a florist, though in those days, that title often had a different meaning beyond what we think of as a florist today. Most modern florists sell cut flowers, potted plants and small gift items that they buy from other suppliers. Florists in the late 1800’s often operated their own greenhouse facilities and grew all their plant products themselves.
In approximately 1871, Henry Nanz acquired a partner, Carl Neuner, thereby changing the name to Nanz & Neuner. They sold flowers and bouquets for everyday requirements and floral wreaths and crosses. Unlike modern floral businesses, Nanz & Neuner also offered vegetable and flower seeds, bedding plants, fruit and ornamental trees and roses. In other words, they had become what we would consider a full-service nursery, or as they described it, a floral bazaar.
In approximately 1873, there was a change in partners. The name of the company was changed to Nanz, Neuner & Company, and the three partners became Henry Nanz, Alfred Neuner, and Edward Wachendorff.
In 1878, the company name changed once again, becoming simply Nanz & Neuner, with Henry Nanz and Alfred Neuner as partners. Along with the change in partnership, four more greenhouses were built to keep up with the demand. The company was doing a great deal of mail order business by this time, and the proximity of both rail and river transport assisted with this expansion. Catalogs were issued twice yearly, in the spring and fall. The florists also did both wholesale and retail, with roses as a specialty.
From 1893 to 1958, the name changed a few more times with new partners, and the company grew to 60 greenhouses at the St. Matthews nursery.
In 1958, the name of the firm was changed to Nanz & Kraft Florists; and in 1967, ownership passed to Edward Ramsey Kraft. The 1945 building and subsequent additions were completely destroyed by fire on November 22, 1976. The next day, the family leased temporary space in the front part of the Rasmussen & Son’s greenhouse on Hubbards Lane and there immediately reopened for business.
Currently pictured on the front cover of the magazine are the owners from left to right: David L., Edward R., and Michael A. Kraft.
Technology has played a large part within the business for Internet purchases; almost 20% of their business is conducted over the Internet. Technology has also saved time with their order entry, bookkeeping and driver delivery routes.
The Kraft brothers have many avenues of giving back to the community, some of which include: the Helping Hands program and raising money to fight breast cancer through the Louisville affiliate of Susan G. Komen for the Cure.
When I go into a business to consider a spotlight, one of the things at which I look is the level of customer service. At Nanz & Kraft, I witnessed wonderful customer service and they perform multiple checks to make sure each order is prepared correctly. I will be back to Nanz & Kraft Florists.
