Cosentino’s Fresh Flower Market did not make it into 2018.
Near the end of last year, signs went up at the shop, located at the corner of Las Flores Canyon Road and Pacific Coast Highway, indicating the family business would be shuttered—spelling the end of an era for the family and for its many loyal customers.
Asked Tuesday, Jan. 2, employees said the shop could be closed as early as Saturday, though no specific date has been chosen as the final day.
The Cosentino family first began operating the shop on that corner in 1973, though at the time it sold organic produce.
“We started off selling organic fruits and vegetables by the crate—the family lived on the property in a trailer,” John Cosentino, operator of the flower market, said in an interview with The Malibu Times. “The family had worked in the flower business in New York since ’55.”
John, along with his parents, Joe and Josephine, and siblings, moved to Malibu from Manhattan in October 1973, to a rented house on La Costa Beach. From there, the business took off—and grew into a small empire across Malibu’s 27 miles.
“Before flowers, we sold pottery, dishware and plants,” John described. “In 1977, we opened the nursery. In 1978, we started carrying fresh cut flowers.” The family later opened a shop at Cross Creek (which operated from 1980-2006) and another florist in the Malibu Colony Plaza (1989-2009).
“Coming here after school and working, that’s what we all did,” John recalled.
Looking back on the family’s legacy, John said surviving floods and fires created some memorable moments—especially the flood of January 1995, when water and mud from Las Flores Creek crested the bridge and rushed into the shop.
“People thought we were just buried, and in a week, we were up and running,” John recalled. “It was great. The whole community came out to help.”
Josephine “Jo” Cosentino, John’s mother, said running the store for so many years was a joy, and at times a struggle.
“It was a wonderful thing being here—a wonderful experience. Except when I was in water up to my waist!” Jo said. “I remember one time standing at the counter with water up to my ankles.”
In addition to floods, John said the whole place came close to burning down in the 1993 fire. “It’s like a phoenix—always rising. We were always able to pull through with the help of the community.”
Jo also gave credit to the community for making the flower shop what it was for so many years.
“They’re all friends—we saw children born and saw them have children,” Jo said. “We’ve always had a great relationship with our neighbors and the community.
“We did love being here,” she added.
According to John, multiple factors came together to cause the closing of the shop.
“It was a 45-year good run, and I just think, due to cultural changes—online, and the fact that all markets have flowers,” John said. “I think one of the keys to success was we always had a family member, and we’re just out of members.”
The market on Las Flores was operated for many years by John’s sister, Joie, but she was no longer able to take on the full task of operating the buzzing business.
The Cosentino’s nursery will remain open, operated by Tom Cosentino, John’s brother, carrying on the family’s long legacy.
“Still family run—absolutely,” John reassured.
