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During the early part of the 1900s, a lady called Phoebe started a small floristry business in Catford. From a small shop in Sangley Road, Phoebe built up her business selling cut flowers and plants and, of course, making up flower arrangements for gifts and funerals. The business thrived and in 1947, Phoebe and her husband, Ernest, bought a piece of land in Penerley Road, Catford. On this land they grew chrysanthemums and dahlias for the florist shop as well as to supply the cut flower market, then situated at Covent Garden.