Footwear and accessories retailer Shoebuy.com today launched FloraFlora.com, a flower-selling e-commerce site that offers free delivery. The site aims to eliminate what the e-retailer describes as hidden fees in the flower industry and offers consumers an incentive to report such fees charged by other sites.

Consumers looking to buy flowers at a competitor’s site who discover hidden costs, and instead buy on FloraFlora can send an e-mail to [email protected] and receive 10% off their purchase. FloraFlora defines hidden fees as any fees that appear in the shopping cart that are not the actual price of the flowers, required taxes, or cost of advertised shipping. They would include, for example, handling fees, service fees, and previously unspecified delivery charges.

FloraFlora also is guaranteeing the freshness of its products, and is backing up its promise with a 25% refund for shoppers who feel their flowers are not as fresh as those they have purchased from other retailers. To claim the refund shoppers can e-mail [email protected].

“We are thrilled to launch FloraFlora.com and extend our e-commerce expertise into redefining the flower purchasing experience,” says Scott Savitz, founder and CEO of Shoebuy.com. “With FloraFlora.com, we are following the same model by listening and giving shoppers what they really want-a wide selection of the best floral products all with free shipping and no hidden costs.”

FloraFlora.com offers more than 250 arrangements of roses, carnations, lilies, orchids and novelty products. Shoppers can search for products by occasion, flower type or plant type. The site also features a gift reminder that sends alerts on special occasions such as birthdays or anniversaries.

FloraFlora, which took six months to develop, is the second new e-commerce operation in as many months for Shoebuy.com. Last month the retailer launched ProductExpress.com, which offers free next-day delivery for shoppers who are in a hurry. ProductExpress.com offers 150,000 best-selling items from Shoebuy’s inventory.

Shoebuy.com, No. 90 in the Internet Retailer Top 500 Guide, is a division of IAC, which also owns Evite and Match.com.