Cover story: Coming up roses

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Cover story: Coming up roses

If the online marketplace were a family, 1-800-flowers.com 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 1-800-flowers.com, 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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