Cover story: Coming up roses

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Cover story: Coming up roses

If the online marketplace were a family, could be considered a patriarch. In 1992, the flower distribution business joined AOL as the internet service provider's first merchant. Three years later, the company added a ".com" to its name and became one of the web's earliest and most recognizable success stories.

"My 14-year-old didn't even realize that we actually started as an 800 number," says Enzo Micali, senior vice president of information technology and CIO of, which has risen in 30 years from a 700-square-foot retail shop in Manhattan to an $800 million-a-year online ...

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