Two years ago, Schneider’s Florist became the go-to source for teenage boys preparing for prom in Springfield, Ohio thanks to a new offering: tuxedos.

“We’re the only place in town to rent tuxedos right now,” said owner Aaron Ardle. The de facto uniform for guys attending the big dance, tuxedos spur significant traffic for the shop. “They bring in people — all locals — who have never set foot in our business before,” he said. “And if they order a tuxedo from us, they almost always order prom flowers at the same time.”

Schneider’s partners with Jim’s Formal Wear, a national company with an expansive inventory.

“Everything is shipped to us from a distribution center, so space isn’t an issue,” Ardle said. “Still,” he added, “we’re fortunate to have 3,000 square feet, which allowed us to convert a storage room into two fitting rooms.”

The shop offers more than 30 styles of tuxedos for rent and eight styles available for purchase. Sizes range from infant to a size 60 coat. The top-of-the-line choices cost about $200.

The shop advertises the service in numerous ways, such as:

• Attaching a flyer on every order
• Distributing printed materials at all the area high schools
• Donating tuxedos for silent auctions or charitable raffles
• Outfitting a local dance company for its annual Nutcracker production
• Social media and blog posts
• A message on the marquee sign (“One stop prom shop: corsages, boutonnieres and tuxedos”)

“The number one way we promote the service, though, is by answering the phone, ‘Thank you for calling Schneider’s Florist and Tuxedo!’,” Ardle said. “I also wear them out at every opportunity.” (Following the Academy Awards last month, he appeared on the local Fox morning show in a tux to discuss men’s red carpet fashion.)

In 2017, the shop rented about 20 tuxedos. (“We started late and didn’t promote it much,” Ardle said.) Last year, the number topped 100. Ardle’s goal for 2019 is 200.

“If a florist is in an area with no tuxedo rental service nearby, this is a great add on to the business because it costs nothing to start,” Ardle said. “There’s a learning curve and mistakes will be made, but florists are detail-oriented people, so it’s a good fit in my opinion. It complements not only our prom business, but weddings as well.”

Katie Hendrick Vincent is the senior contributing editor of the Society of American Florists.