Choosing the perfect name for your flower business is one of the most exciting (and important!) steps in building your brand. The right name can capture your shop’s personality, attract loyal customers, and set you apart in a blooming industry. Whether you dream of opening a cozy local flower shop or a modern online floral boutique, this guide is packed with creative, elegant, and playful flower business names and name ideas — plus helpful tips to find the name that truly blossoms with your brand!
Flowers are one of the best creations of nature that speak volumes through their beauty and essence. If you are the owner of a flower shop, you must choose a suitable and beautiful name for your flower shop.
Artistic and meaningful names are quite suitable as flower shop names. You can use poetry lines, names of flowers, or their colors in naming your flower shop.
Flower shops are all about selling flowers and making the surroundings beautiful. Hence, the name of your flower shop should be meaningful enough to convey the nature of your business.
Don’t choose too serious or abstract names for your flower shop. Take some time to think carefully and choose a name that suits your flower shop best.
Cute Flower Shop Names
- A Star Is Thorn
- Life Rose On
- Spells Of Daisy-ness
- Okay, Bloomer
- Daisy’d And Confused Be Gene-Rose
- Once And Floral
- Flying Flowers
- The Real Flower Company
- The Bee’s Flower Boutique
- Bicycle Blooms
- Interflora
- The Bouquet Shop
- Florist Shop
- Heavenly Floral Designs
- Edible Arrangements
- Flowers 24 Hours
- The Flower Studio
- Flower Delivery
- Be My Flower
- Artistic Blooms
- Xpressions Florist
- One Fifty Gift
- A Dreamweaver Florist
- Creations Florist
- Decoration House
- The Floral Basket
- Bloomshop
- Pretty Petals Floral Boutique
- The Rose Boutique
- Angel Blooms Florist
- Flowers By Grace
- Affinity Floral Designs
- Creative Floral Designs
- Fresh Urban Flowers
- Lush Bouquet Flowers
- Community Florist
- My Secret Garden
- Floral Gallery
- Mr.GreenShade
- Lofty Flowers
- The Famous Florist
- Per Petal
- Darling Buds
- Water Treats
- Valentine Florist
- Well Grown
- The Real Flower Company
- Creative Floral Designs
- Flowers for Dreams
- FreshBliss
Creative Flower Shop Name Ideas
- Bloom Ray
- Brighten Up Flowers
- WowChill
- Black Orchid Floral Design
- Beautiful Bouquets
- My Little Posy
- PureSplash
- Wild Daisy’s Flowers
- Perpetual Stem
- Dewey Flowers
- A Dreamweaver Florist
- Bees N Birds Flowers
- Finest City Florist
- The Orchid Design Florist
- Impeccable Florist
- Flower Home
- Active Arranging
- Preserved Art
- Mercedes Flowers
- Bonzai beat
- Classy Ethin
- Happy Stems Florist
- Star Struck Designs
- The Secret Garden
- Flowers Are Happy
- Bold Blossoms
- Flower Power
- Flowery Patch
- Great Growth Flowers
- Krazy Daizies
- Town Hall Flowers
- Bloomex
- Blooming Trails
- Fabulous Flowers
- The Floral Decorator
- Blooms & Bears Florist
- May Flowers
- Flower Connect
- Pretty Treats
- Darling Buds
- Enchantments
- Fresh Bliss
- Orchids and Tulips
- Brighten Up Flowers
- My Little Posy
- Ring Around the Roses
- A Pocket Full of Posies
- Bees and Birds Flowers
- Flower Home
- The Pretty Little Cottage
Catchy Flower Shop Names
- Cutting Edge Flowers
- Enchanted Florist
- Express Flowers
- Flower Buddy
- Flower Works
- Flowers Unlimited
- Green Finger Flowers
- Happy Petals
- House of Flowers
- Infinity Flowers
- More Than Flowers
- Mr. Green Shade
- Over the Moon Florist
- Plant Shed
- Rainbow Bouquet
- Royal Blooms
- She Loves Me Flowers
- Stems Inc.
- Loose Tulips
- Happy Petals
- Divinity Flowers
- Best Wishes
- Majestic Blooms
- Budding Blooms
- Must Be Spring Somewhere
- Lunar Florists
- Flower Trough
- Flora and Fauna
- Flower Passion
- Creative Buds
- Colorful Creations
- Flower Therapy
- Flower Works
- The Budding Philosophy
- Carnations
- Bouquets and Corsages
- Divine Creations
- Petal Power
- Flower Fetish
- Quench Chill
- Mild Flowers
- Au Natural Flowers
- Flower Room & Gifts
- Field Of Flowers
- Daisy Flowery
- Interflora
- Mother Nature Florals
- North Axis
- Purre’s Flower Junction
- Making Memories
Thoughtful Flower Shop Names
- Heavenly Floral Designs
- Golden Touch Flowers
- Elegant Flowers
- Paradise Valley Florist
- Edible Arrangements
- Tuscany Flowers
- Blooming Trails
- Whimsical Flowers
- Blooming Couture Flowers
- Sami’s Flower Shop
- Tola’s Floral Designs
- Custom Flower Creations
- Lotus Designs
- Happy Nature
- TinyFrost Flowers
- Jacob’s
- Greenlite
- Ace Flowers
- Big Wish
- Blooms & Bears Florist
- Busy Bee Florist
- Classy Design Flowers
- Designs by Rosa
- Ether Secret
- Fabulous Flowers
- Flower Room & Gifts
- Flowers by Blooming Affairs
- Garden Men
- Green Thunder
- Heights Floral Shop
- Marion Florist
- Nature Morning
- Pinkvibe
- Refine Flowers
- Plant Party
- Dream Events
- Lone Star Bloom
- King Florist
- Black Orchid Floral Design
- Rainbow Bouquet
- Freytag’s Florist
- Ben White Florist
- Enchanted Florist
- Texas Blooms and Gifts
- Loose Leaf
- ParkCrest Floral Design
- Verbena Floral Design
- Magpie Blossom Boutique
- Always & Forever Florist
- Margot Blair Floral
Fantastic Flower Shop Names
- Big Wish
- Elssious
- floworks
- Fleurish
- Wild Buds
- Spruce Up
- Best Buds
- Nostalgia
- Interlude
- Evergreen
- Starlight
- Love Song
- Flashback
- Innocence
- Fresh Cut
- Bloomey’s
- Tulipanna
- Rose & Co
- Flor Amor
- Frenchies
- Floatists
- Casanovas
- Fae Flora
- Happy Shop
- Long Stems
- Flower Lab
- Petals 101
- Love Spell
- Well Grown
- Rosery Hub
- Glow Patch
- Plant Shed
- Fab Beauty
- Garden Men
- Cactus Hut
- Puppet Pie
- Flower Bar
- A New Leaf
- Rose Shack
- City Grows
- Flower Hut
- Petal Post
- Roses Only
- Wild Lotus
- Loose Leaf
- Ladyfloras
- Sweetpea’s
- Mayflowers
- Carnations
- Petal Pros
Beautiful Flower Shop Name Ideas
- Flowerpots
- Floresmith
- Flowerinas
- Dorisfeast
- Flit Flona
- One Nest’s
- Green Feel
- Sunny Gump
- Rose Exxel
- Beautyness
- Floral Lab
- SpringStop
- Green Nice
- Great feel
- PureSplash
- Appry Over
- Truflowery
- Mast March
- Just Jacky
- Green Room
- FreshBliss
- Pink Petals
- Scene Stealer
- Mistress of Flowers
- Magical Vines
- Cozy Afternoons
- Rooftop Garden
- Falling Flowers
- Love Spell
- Blue Sea
- Sweet Fantasy
- Endless Field of Flowers
- Flower Journey
- White Christmas
- Autumn Madness
- Sunny Morning
- Wedding Bells
- Candlelight Dinner
- Colorful Blessings
- Heaven’s Gift
- Sweet Dreams
- Beautiful Tomorrow
- Bloom & Bud
- Wolff’s Floral Designs
- The Floral Decorator
- Judy’s Petal & Blooms
- Breathtaking Blooms
- Blossom’s Floral Artistry
- Bricolage Curated Florals
- Walton’s Fancy & Staple
Artistic Name Ideas for Flower Shop Names
- Natural Surroundings
- Sunny Florists
- Chaba Florists
- Central Square Florist
- Back Bay Florist
- Fern by Boston Rose Florist
- The Bloom Boulevard
- Sunrise Blooms Co.
- The Flower Dealer
- Ethereal Flowers Co.
- The Florist Lane, Inc.
- Bloom Yard, Inc.
- Fifty Shades Of Blooms
- The Lucky Blooms
- Pretty Bee, Co.
- The Neighborhood Florist
- Popsy’s Petals, Inc.
- So Fab Flowers
- Floral Bliss
- Deezy Daisy Flowers
- Spectrum Flowers
- Divine Blooms Flower Stand
- The Gentle Florist
- True Blossoms
- Glowville Florist Co.
- Bloom Galore Inc.
- Petals To Go
- Butterfly Garden Florist
- Beautiful Blooms
- New Look Floral Design
- Everyday Bouquets
- Family Florist
- Showcase Florist
- Petals & Stems
- Roses & More
- Greenleaf Wholesale Florists
- Fine Flowers
- Evergreen Florist
- Sunshine Flowers
- I Love Roses
- A Flower Matters
- Petal Pusher
- Preserved Art
- The Orchid Design Florist
- Fantasy Flower Shop
- My Obsession
- Florist Serving Sparkman
- Brilliant Blossom
- Floral Focus
- Petal Plan
Modern Flower Shop Names
- Flower Formula
- Imperial Petal
- Ruby Flowers
- Pegasus Petals
- Flower Queen
- Bloom Goddess
- Jade Blossom
- Flower Dynasty
- Exquisite Flowers
- Divine Flora
- Crystal Bloom
- Enticing Blossom
- Floral Stallion
- Lavish Flowers
- Floral Fascination
- Floral Extravagance
- Flowers Unlimited
- Flower Stern
- Artistic Blossoms
- Flower Power
- Feelmil
- Fragrant Flowers
- buds&bowers
- Jayne’s Flowers
- Rainbow Florists
- Rochester Flowers
- Bloom & Bud
- Blossom & Bows
- Greenlite
- Sweet Smell
- Wisteria Words
- Celebrations and Carnations
- Passion and Petunias
- Weddings and Wednesdays
- Stems of Love
- Travel
- Blooms of the World
- Jetset Flowers
- Floral Getaways
- Vacation Violets
- Hop, Skip, Jasmine
- Floral for One
- Tulip Together
- Petal Meets Metal
- Iris You Happiness
- Delightful Daisies
- Colorful Carnations
- Romantic Roses
- Budding Tulips
- Wonderful Wallflowers
Fancy Flower Shop Names
- Ace Flowers
- Gatewood’s Flower Shop
- Fragrant Flowers
- Flowery Bee
- Passionate Flowers
- Aloe & Ann
- Business Is Blooming
- Sweet Pea Florists
- SpringStop
- Blooming Mad
- Loose Leaf
- Powered By Flowers
- D Fab Flowers
- Petal By Petal
- Fancy Wheel
- Flit Flona
- Sconavink Florist
- Shades Of Roses
- Orran Florist
- Flower Hut
- Flowers With Essence
- BuzyBe Florist
- Stox recipe
- FancyMelody
- Trio Munchy
- Art of Bloom Florist
- Ice Crystal
- Distinctive Floral Designs
- Wessness
- Sliverline Flowers
- OxyFlow Flowers
- Beautiful Blooms
- Fashion Flowers
- Heather’s Flower Shop
- Bloom & Bud
- On Demand Flowers
- Flower Fixers
- Orbix Florals
- Farm Fresh Flowers
- Fancy Flowers and Gifts
- Pretty Buds
- Blissful Gifts
- Mother Earth’s Gifts
- The Flower Wagon
- Royal Garden
- Shades of Pink
- Stemmed Hues
- Happy Mornings
- Flower Entrées
- From The Garden
Memorable Flower Shop Names
- Fresh Flower Stand
- Wrapped Blossoms
- Divine Buds
- Because Flowers
- Charm & Bloom
- Flower Shower
- Gold Crown Flowers
- Heaven Valley
- Hummingbird Creations
- May Flowers
- Mega Flowers
- Onyx Petals
- The Floral Course
- The Petal Universe
- Blossom Touch, Inc.
- Shades Of Lily
- Florist Hideout
- Floral Insight
- Secret Rose Flower Shop
- The Floral Basket
- Awesome Flowers
- Valentine Florist
- Elegance of Flowers
- Spring Branch Florist
- Classy Design Florist
- Lush Flowers
- Floral Concepts
- Flower Picks
- Wrapped Buds
- Flower Ready
- Plush Petals
- Fab Bouquets
- Royal Garden
- Stemmed Hues
- Twin Flowers
- Garden Feels
- White Garden
- Pretty Daisy
- Classy Stems
- Flowery Hues
- Color Petals
- Lush Flowers
- Happy Petals
- The Clay Pot
- Classy Ethan
- Flower Pulse
- Mega Flowers
- Flowers Plus
- All In Bloom
- Tonic Blooms
Fun and Playful Flower Shop Name Ideas
- Bloom Boom
- Petal Party
- Happy Stems
- Bud & Blossom
- The Flower Circus
- Sunny Petals
- Giggles & Gardens
- The Jolly Rose
- ColorPop Blooms
- Poppy Parade
- Sprout & Sparkle
- Bloom Blush
- Zesty Zinnias
- Whimsy Blooms
- Merry Marigolds
- Flirty Florals
- Bubbly Blossoms
- Daisy Daze
- Cheery Petals
- Pop-Up Petals
- The Flower Cartwheel
- Buzzing Blooms
- Twinkle Petal Co.
- Jumpy Jasmine
- Bloom N’ Zoom
- Tickle My Tulip
- Blush & Bashful Flowers
- Wink & Bloom
- Kissed by Petals
- Buds of Joy
- Frolic Flowers
- Candy Petals
- The Flower Playground
- Giddy Garden
- Lush Rush
- Fiesta Flowers
- Peachy Petals
- Dance of Daisies
- Skip & Stem
- Breezy Blooms
- Twirl Tulips
- Sassy Sunflowers
- The Giggle Garden
- Vibe & Vine
- Jazzy Jasmine
- Daisy Chain Co.
- Peppy Petals
- Mirthful Meadows
- Hopscotch Blooms
- Smiley Stems
Nature-Inspired Flower Shop Name Ideas
- Wildflower Wonders
- Meadow & Bloom
- Garden Whispers
- River Petals
- Forest Florals
- Sunbeam Blooms
- Willow & Vine
- Sunset Meadows
- Ocean Breeze Flowers
- Evergreen Blooms
- Misty Petals
- Pebble & Petal
- Sapphire Stems
- Stone Creek Florals
- Twilight Garden
- Lavender Fields
- Windflower Boutique
- Blooming Bay
- Fern & Flora
- Brookside Blossoms
- Sunrise Petals
- Canyon Bloom Co.
- Autumn Garden
- Whispering Woods Florals
- Pine & Petal
- Celestial Blooms
- Frost & Flower
- Terra Flora
- Bluebell Grove
- Hilltop Blossoms
- Rustic Rose Garden
- Blossom Breeze
- Moss & Magnolia
- Orchard Bloom
- Valley Petals
- Dewdrop Flowers
- Crystalline Blossoms
- Wild Petal Co.
- Rainforest Rose
- Alpine Blossoms
- Prairie Posies
- Twilight Vines
- Driftwood Florals
- Coral Bloom
- Riverbend Flowers
- Wild Vine Florals
- Rainy Meadow Flowers
- Cloudberry Blooms
- Summerleaf Florals
- Sunset Petal Lane
Romantic and Sentimental Flower Shop Name Ideas
- Eternal Bloom
- Sweet Peony
- Whispering Petals
- First Kiss Florals
- Heartfelt Blooms
- The Love Garden
- Tender Buds
- Blush & Bloom
- True Love Blossoms
- Wild Romance Florals
- Kissed by Roses
- Ever After Flowers
- Enchanted Petals
- Purely Peonies
- Amour & Bloom
- Secret Garden Flowers
- Dear Blossom
- Velvet Vine Florals
- Rose Reverie
- Dusk & Desire Flowers
- Bloom Beloved
- Dreamy Petals
- Blossom & Vow
- Roses & Promises
- Love Letters Flowers
- Blushing Bride Blooms
- Cupid’s Garden
- Infinite Petals
- Sweetheart Stems
- Passion Petal Boutique
- Bloom of My Heart
- Petal Promises
- Crimson Kisses
- Love Song Flowers
- The Darling Daisy
- Kiss of Bloom
- Eternal Petal Co.
- Heartstrings Florals
- Romance Rooted
- The Wishing Rose
- Serene Love Blooms
- Floral Embrace
- Cherished Flowers
- Sweet Romance Florals
- A Thousand Petals
- Morning Vow Florals
- Evermore Blossoms
- Tender Bloom Co.
- Sentimental Stems
- Bouquet of Dreams
Luxury Floral Boutique Name Ideas
- Maison des Fleurs
- The Orchid Room
- Fleur de Luxe
- Velvet Roses
- The Bloom Atelier
- Goldleaf Blooms
- Sapphire Florals
- Belle Fleur
- Fleur & Co.
- Gilded Garden
- The Rose Conservatory
- Opulent Orchids
- Céleste Blooms
- Bloom Baroque
- Crown Petals
- Fleur Royale
- The Velvet Stem
- Jardin d’Amour
- Bloom Noir
- Magnolia Maison
- White Lily Luxe
- Bespoke Botanicals
- Emerald Blossoms
- Haute Blooms
- Platinum Petals
- The Orchid Affair
- Bloom & Bourdon
- Étoile Flowers
- Atelier Fleuriste
- Sterling Stems
- Rosé Reverie
- Bloom Luxe
- Fleur Élégante
- The Rare Rose
- Majestic Magnolia
- Fleur Vogue
- The Luxe Lily
- Bloom Legacy
- Golden Ivy
- Heritage Blooms
- Fleur Essence
- Sapphire Stems
- Marquise Flowers
- The Bloom Concierge
- Bloom Boutique Royale
- Jardin Luxe
- Posh Petals
- D’or Floral Designs
- Opal Bloom Co.
- Silk Rose Studio
Local and Community-Inspired Flower Shop Name Ideas
- [City] Blooms
- [City] Garden Co.
- [City] Petal Patch
- [City] Stem Studio
- [City] Floral Boutique
- [City] Blossom House
- [City] Meadow Flowers
- [City] Bloom & Vine
- [City] Flower Farm
- [City] Buds & Blooms
- The [City] Rose Garden
- The [City] Wildflower Co.
- Sunny [City] Florals
- [City] Fresh Flowers
- [City] Florist & Co.
- [City] Flower Market
- The [City] Bloom Bar
- [City] Stems & Petals
- [City] Flower Haven
- [City] Botanical Bliss
- Blossom by [City]
- [City] Floral Lane
- Petal Paths of [City]
- Bloomside [City]
- The [City] Flower Loft
- [City] Lily Lane
- The Floral Nest of [City]
- Petal Pals [City]
- Garden Gate [City]
- Daisy Dreams [City]
- [City] Stem & Seed
- The [City] Orchid Room
- Rustic Blooms of [City]
- Secret Garden [City]
- Whispering Blooms [City]
- Magnolia Market [City]
- Lavender Lane [City]
- Daisy Dell [City]
- Morning Petals [City]
- Sunshine Blooms [City]
- Willow & Vine [City]
- Midnight Blossoms [City]
- Serene Stems [City]
- [City] Petal Dreams
- Rosewood Florals [City]
- [City] Poppy Patch
- Lily & Laurel [City]
- [City] Garden Grace
- Sunbeam Stems [City]
- Prairie Petals [City]
How to Name a Flower Shop – Important Tips
1. Think in Detail
Brainstorm different ideas while choosing the name of your flower shop. Keep a note of the ideas, and after that, frame some suitable names from the ideas.
Check: How to Name a Business
2. Explore Different Name Ideas & Suggestions
You can use different ideas in choosing the name of your flower shop. For example, names of flowers, using words like fragrance or essence, names of flower arrangements, colors of flowers, and so on.
3. Consider Using Your Name
You can use your name in naming the flower shop. It will give an identity to the flower shop if it is located in your neighborhood.
4. Include Region Name if Needed
The name of the region, city, or state of the location of your flower shop can also be used in the name of your flower shop.
5. Shortlisting
Make a shortlist of the names that you have chosen. Go through the shortlist and see whether you want to change or rearrange any names.
6. Only Original
Don’t try to copy any name that is famous or renowned. Find a name that is creative, thoughtful, and original.
7. Take Opinion
Share the shortlist of names of your flower shop with your family and friends to know their opinion regarding the best name. Also, share the names on your social media handles and ask for opinions. This way, you will get an idea of the acceptance of names.
8. Register the Website Domain
Find the domain and register it in the name of your flower shop. This is necessary for the website of your shop.
9. Online Name Generator
You have the option of using an online name generator for your flower shop. You can give your keywords or mention the nature of your business in these portals and get name suggestions along with domain availability.
Also Check: Catchy Coffee Shop Names
10. Design the Logo
You have to design the logo of your flower shop after you finalize the name of your flower shop. Since it is a business with flowers, the logo must be artistic.
Flower Business Name Formulas to Create Your Own Unique Brand
Want to create a name that’s 100% your own? Try mixing and matching words using these simple formulas:
- [Your City or Town Name] + Blooms/Flowers/Petals – Example: Austin Blooms, Brighton Petals
- Color + Flower Type – Example: Scarlet Rose, Golden Orchid
- Adjective + Nature Word – Example: Sweet Meadow, Bright Flora
- [Your Name] + Florals/Flowers/Blooms – Example: Lily’s Florals, Sofia’s Garden
- Emotion/Feeling + Botanical Word – Example: Pure Blossom, Joyful Stems
- Two Nature Words Together – Example: Petal Creek, Blossom Grove
Play around with these combinations and see what feels right for your brand.
Flower Shop Name Generators
If you’re feeling stuck or want a little extra inspiration, some amazing online tools can help you brainstorm the perfect flower shop name! Here are a few you can try:
- Shopify Business Name Generator: Quickly generates tons of creative name ideas based on a keyword you type in.
- Namelix: A smart name generator that uses AI to suggest catchy and modern business names.
- Oberlo Business Name Generator: Simple and easy — just enter a word like “flower” or “bloom” and get instant ideas.
- NameSnack: Great for finding unique names and also checks if the website domain is available.
- BrandBucket: Premium, brandable names — perfect if you’re looking for something high-end.
💡 Pro Tip: Even if you don’t pick a name straight from a generator, it can spark new ideas you hadn’t thought of yet!
🌿 How to Use a Name Generator Effectively
- Start with a keyword: Try words like “petal,” “bloom,” “garden,” “flora,” or even your city name.
- Mix and match: Don’t feel like you have to use the exact name it suggests — combine parts you like!
- Keep it short and sweet: Aim for a name that’s easy to say and remember.
- Check availability: Always double-check if the domain name and social media handles are free.
- Trust your gut: Pick a name that feels right for your brand’s personality.
✨ Remember: the generator is just a starting point — the magic happens when you make it your own!
Common Mistakes to Avoid When Naming Your Flower Business
Before you fall in love with a name, watch out for these common mistakes:
- Names that are too long or complicated: Short and memorable wins every time.
- Following trends too closely: Trends fade — your name should be timeless.
- Ignoring trademark checks: Always check trademarks and domain availability to avoid future problems.
- Hard-to-pronounce names: If people can’t say it easily, they won’t remember it.
Frequently Asked Questions (FAQs) on Flower Business Names
How do I choose a unique name for my flower business?
Focus on your brand’s personality, use descriptive words, and make sure it’s available as a domain and on social media.
Should I include “flowers” or “florals” in my business name?
You can, but it’s not necessary! Including these words makes it clear what you do, but creative names without them can stand out too.
Can I name my flower shop after myself?
Definitely! Many boutique flower shops use the owner’s name to add a personal, trusted feel.
What if the name I want is already taken?
Try adding your city name, using a creative twist, or combining words in a new way.
How important is a matching website domain for my flower business?
Very important. It makes it easier for customers to find you and builds a professional brand.
More Shop Name Articles:
- Mobile Shop Names And Name Ideas
- Coffee Shop Names And Name Ideas
- Garments Shop Names and Name Ideas
- Tea Shop Business Names and Name Ideas
Conclusion: Let Your Brand Bloom 🌸
Finding the perfect name for your flower business is the first exciting step toward growing a brand you’re proud of. Whether you choose something elegant, playful, or completely one-of-a-kind, the right name will help your shop bloom and stand out. Take your time, trust your creativity, and most importantly, have fun with the process. Your perfect flower business name is just a few ideas away.
Editorial Team at 99BusinessIdeas is a team of experts led by Rupak Chakrabarty with over 25 years of experience in starting and running small businesses. Started in 2010, 99BusinessIdeas is now one of the largest free small business resources in the industry.