Florentaise

What Florentaise does

Florentaise is a French family-controlled manufacturer of potting soils, soil amendments, and mulches, founded in 1973 by Jean Chupin and now led in its third generation by PDG Jean-Pascal Chupin. The company operates 9-10 production sites across France (Saint-Mars-du-Désert HQ, Plonevez-du-Faou, Saint-Escobille, Lavilledieu, Louresse-Rocheminier, Labouheyre, Baupte, Treffort-Val-Revermont, Combrée, Montoir-de-Bretagne) and internationally in China (Fulan subsidiary in Shanghai and Jiangsu), India (Woodpeat® bricks/blocks export), Estonia (Tollari), and the UK/Northern Ireland (BIVIS wood-fiber production). Its core differentiator is a portfolio of patent-protected peat-substitute and low-carbon technologies — Hortifibre® (wood fiber via thermomechanical extrusion at 120°C, patented in the US), Turbofibre® (bark fiber, 90% CO2 reduction vs peat), Woodpeat® (compressed dry peat alternative), and Greenchar® (biochar via PYRO6G/ARIANE pyrolysis, 2.7 TCO2/T sequestration) — supported by 13 patents and €5M R&D investment over 3 years.

The company's revenue model combines direct sales of branded soil mixes (Florentaise Pro, Terre & Nature, Terre & Nature Pro, Terre au Naturel, Mon Jardin en Ville/JARD'IN) to professional horticulturists and through garden centers, DIY stores (M. Bricolage), and supermarkets (Super U, Casino, Intermarché), with private-label/MDD manufacturing for retail chains spanning 30+ years and hundreds of references. A higher-margin BIVIS production-equipment rental model licenses proprietary wood-fiber manufacturing machinery to other soil-mix producers in Europe with planned North American expansion. In France, revenue splits 69% general public / 31% professional. The China JV agreement (May 2024) targets 84,000 tonnes/year of biochar production, equivalent to 190,000 tonnes of carbon credits. Florentaise completed its IPO on Euronext Growth Paris in March 2023 (ticker ALFLO) and has a stated ambition to reach €120M consolidated revenue by 2027 with ~20% operating margin, versus €77.8M in 2021.

Recent operational signals include an October 2025 restructuring plan (PSE) and February 2026 Saint-Escobille site sale, suggesting portfolio rationalization amid execution of the low-carbon growth strategy. Notable client references include Fondation Louis Vuitton, Forum des Halles (Paris), and Paris 2024 Olympic Games venues. The company is a UN Global Compact signatory, EU Ecolabel-certified, Ecocert organic-farming compliant, and ADEME-published carbon accounting since 2009 (-29.3% emissions per m³ vs 2009 baseline, targeting -50% by 2030).

Name

Florentaise

Legal name

SA FLORENTAISE

Website

https://florentaise.com

Company type

Public

Founded year

1973

Operating status

Operating

Headcount range

251–500 employees

Short description

Florentaise is a French family-controlled manufacturer (founded 1973, third-generation Chupin family) of peat-free potting soils, soil amendments, and mulches, serving professional horticulturists and consumer retail channels across France, China, India, Estonia, and the UK through patented low-carbon technologies and 10 production sites.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint-mars-du-désert

HQ country

France

HQ region

Europe

Offices15 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Direct soil mix and substrate sales: Direct sales of potting soils, soil improvers, and mulches to professionals (horticulturists, nurseries, market gardeners, local authorities, landscapers) and the general public through garden centers, DIY stores, and supermarkets in France and internationally (China). 69% of revenue from general public market, 31% from professional market.
2. Production equipment rental model: Rental of production equipment (BIVIS machinery) to other soil mix manufacturers in Europe with expansion planned for North America. Provides higher-margin revenue streams alongside product sales.
3. Private label / MDD manufacturing: Extensive experience manufacturing hundreds of references for store/distributor brands (MDD). Partners have trusted the company for over 30 years with retailer brands.
4. Biochar production and carbon credits (China): Exclusive agreement for use and distribution of biochar produced through joint ventures in China. Letters of intent for 84,000 tonnes/year biochar production, equivalent to 190,000 tonnes of carbon credits annually.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core offering

Florentaise manufactures peat-free potting soils, soil amendments, and mulches for both professional horticulture and consumer gardening markets. The company produces its own proprietary raw materials — Hortifibre® wood fiber, Turbofibre® bark fiber, Greenchar® biochar — and combines them with functional additives (mycorrhizae, Trichoderma, algae extracts, water-retentive ceramics) to deliver low-carbon substrates under its own consumer brands (Terre & Nature, Terre au Naturel, JARD'IN), professional brands (Florentaise Pro, Terre & Nature Pro), and private-label/MDD manufacturing for retailers.

Product overview

Florentaise is a manufacturer of soil mixes (terreaux), soil improvers (amendements), and mulches (paillages) with a portfolio centered on peat-free and low-carbon alternatives. The product portfolio consists of core raw material innovations (Hortifibre wood fiber, Woodpeat, Turbofibre bark fiber, Greenchar biochar) combined with functional additive components (Aquastock water retention, Nutriflore mycorrhizae, Algiflore algae extracts, Greenprotect Trichoderma, Copolight lightweight aggregate, Terrafumur organic amendment). Commercial brands include consumer products (Terre & Nature, Terre au Naturel, Mon Jardin en Ville/JARD'IN) and professional products (Terre & Nature Pro, Florentaise Pro, Fertil subsidiary). The company also produces private label products (MDD) for retailers and distributors. Products serve horticulture, nurseries, market gardening, landscaping, local authorities, and home gardeners through garden centers, DIY stores, and supermarkets. International presence includes production facilities in France (9 sites), China (2 factories), India, Estonia, and the UK. The business model combines direct sales of soil mixes with manufacturing equipment rental (BIVIS fiber production machines) to other soil mix manufacturers in Europe and North America.

Differentiator

Problem solved

Functional benefit

Brands

• Terre & Nature: The 100% natural brand of the Florentaise group for large specialist stores (jardineries). Carries all the sustainable innovations developed by Florentaise, including Hortifibre.
• Terre & Nature Pro
• Terre au Naturel
• Mon Jardin en Ville
• JARD'IN
• Florentaise Pro
• FERTIL

Products and services

• Hortifibre® wood fiber Patent-protected 100% renewable wood fiber made from PEFC-certified softwood chips via thermomechanical extrusion at 120°C. Used as a peat substitute in soil mixes, providing aeration and reducing transport costs. Emits 24 times less CO₂ than coconut fiber over its lifecycle. Sold as a raw material and integrated into all Florentaise substrate products.
• Woodpeat® compressed peat substitute First dry, 100% renewable raw material combining Hortifibre wood fiber and coconut fiber. Can replace peat entirely or reduce its proportion. Compressible into bricks (380g = 8L of soil mix) and blocks (5kg = 100L) for efficient shipping. Exported globally from Indian facility as bricks, blocks, and grow bags.
• Turbofibre® bark fiber Total peat-substitute bark fiber obtained via patented process (patent granted in USA). High porosity and excellent aeration with optimal water/air availability. Identical agronomic performance to blonde peat while being 100% renewable. Avoids 90% of CO₂ emissions compared to peat products. Invented and produced in France.
• Greenchar® biochar Biochar from pyrolysis of agricultural biomass waste using PYRO6G and ARIANE pyro-gasification technology. Sequesters 2.7 TCO₂/T in soil and avoids 3.5 TCO₂/T globally through syngas valorization. Increases vegetable crop yields up to 25% (radish and lamb's lettuce) with multi-year residual effect. Powers the first carbon-compensated soil mix range launched in 2016.
• Aquastock® water-retentive additive 100% natural mineral hydro-retentive made from fine porous ceramic beads. Increases substrate water retention capacity, acts as a wetting agent for rehydration of dried soils, and improves redistribution of water and nutrients. Reduces watering frequency in horticultural applications.
• Nutriflore® mycorrhiza additive Concentrate of 6 species of symbiotic fungi (Symbivit® Pro) forming 10–100x more root exploration volume. Enables plants to access more water and nutrients, resulting in excellent growth with reduced fertilizer consumption. Patented and homologated.
• Greenprotect® Trichoderma additive Trichoderma fungus mycelium that envelops roots with a protective barrier strengthening plant immunity. Competes against pathogenic fungi in substrates, reducing disease probability and minimizing phytosanitary treatments. Efficacy multiplies when combined with Hortifibre. Patent-protected inoculation process on Hortifibre substrate.
• Algiflore® brown algae extract Brown algae extract concentrate from Breton-harvested algae, rich in proteins, oligosaccharides, alginates, calcium, and magnesium. Promotes early dense root development and rapid plant restart after repotting. Improves water and fertilizer retention.
• Terrafumur® organic amendment Organic fertilizing amendment combining animal manure and plant-based (grape marc) organic matter. Provides immediate fertilization from animal manure plus long-term nutrition from grape marc. Rich in humus, regenerates soil structure, and is Utilisable en Agriculture Biologique (organic-farming compatible). Available in powder or granule formats.
• Copolight® lightweight aggregate Lightweight renewable mineral material from recycled aggregates. Renewable alternative to pozzolan in substrates. Available in three calibers (3/7mm, 7/15mm, 15/40mm). Ideal for rooftop vegetation substrates and constrained urban environments where weight is limited.
• Terre & Nature consumer brand 100% natural brand for large specialist garden centers (jardineries). Carries all sustainable innovations developed by Florentaise including Hortifibre. Wide range of soil mixes, mulches, and soil improvers ensuring optimal growth conditions while respecting the environment. Targeted at retail consumer gardeners.
• Terre au Naturel consumer brand 100% natural brand dedicated to supermarkets and large food retail chains. Products eligible for organic farming or carrying the EU Ecolabel. Reference brand for responsible gardeners making organic garden and vegetable patch setup accessible. Distributed via Super U, Casino, Intermarché, and other supermarket chains.
• Florentaise Pro professional brand Historical professional brand created by professionals for professionals, designed to meet all plant producer requirements. Comprises conventional and specific soil mixes, organic amendments, and Ecolabel soil mixes. Sold via direct sales force in bulk, big bag, big bale, and bag formats.
• Terre & Nature Pro professional brand Brand for distributors in the landscaping industry with products suitable for organic farming (Ecocert) and carrying the EU Ecolabel. Specifically tailored for local authorities and green space professionals.
• Mon Jardin en Ville / JARD'IN urban agriculture brand Brand dedicated to urban agriculture targeting city gardeners and bringing nature into urban environments. Offers practical, simple, lightweight products (including JARD'INpot and indoor vegetable gardens) for balcony, container, and rooftop gardening in space-constrained city settings.
• FERTIL biodegradable wood-fiber pots French manufacturer of 100% natural biodegradable plant pots made from wood fibers. FERTIL operates as a wholly-owned subsidiary of Florentaise with Fertilpot plant pots distributed through Florentaise operations.
• FLOMIX biostimulant Revolutionary biostimulant developed from Hortifibre strains at Green Charcoal International subsidiary. Received French market authorization (AMM). Represents a new product category beyond traditional substrates for the company.
• Copobric low-carbon mulch New low-carbon mulch innovation launched as part of the company's bas carbone (low-carbon) product range. Won two industry awards at launch for its environmental benefits.
• Marques de distributeur (MDD) private-label manufacturing Private label / store-brand manufacturing of hundreds of product references (soil mixes, mulches, amendments) for retail chain store brands. Backed by 58 hectares of facilities with 45,000 m² of covered space and 29 automated packaging lines. 30+ years of partnership experience with major retailers across garden centers, DIY stores, supermarkets, and professional distributors.
• BIVIS production equipment rental Rental of proprietary BIVIS production equipment to other soil-mix manufacturers in Europe (with planned North America expansion). Enables third parties to manufacture Hortifibre wood fiber on their own sites using Florentaise's patented thermomechanical extrusion technology. Provides higher-margin recurring revenue alongside product sales. 6 BIVIS machines currently produce approximately 900,000 m³ of wood fiber annually in the United Kingdom.

Quantifiable outcome

• Ecolabel potting soils emit up to 10 times less CO2 than traditional peat-based products
• +8 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature12 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Chinese Industrial Actors (Jia Xing District)coreStrategic or Co-development Partner · 13 May 2024Creation of two joint ventures with Chinese actors for valorization of local agricultural waste and biochar production. Letters of intent signed for production of 84,000 tonnes of biochar per year, equivalent to 190,000 tonnes of carbon credits. Exclusive agreement for Florentaise for use and distribution of biochar produced. Supports China's goal of carbon neutrality by 2060.
• FloreasycoreOthers · 13 May 2024Floreasy is the parent company holding 92.75% of Florentaise's capital. Joint partnerships in China were signed between Florentaise, its parent company Floreasy, and Chinese actors.
• AFAIAminorOthersProfessional horticultural federation. Member of industry association supporting horticultural sector development.
• FNMJ (Fédération Nationale des Métiers du Jardinage)minorOthersNational federation of gardening trades. Professional horticultural federation partnership.
• Plantes & CitéminorOthersProfessional horticultural federation focused on plants and green spaces.
• VEGEPOLYSminorOthersHorticultural and plant sector competitiveness cluster. Strategic partner for innovation in the plant industry.
• Dirigeants Responsables de l'OuestminorOthersBusiness network of responsible leaders in western France. Florentaise is committed to the -50% GHG emissions target by 2030 through this network.
• Global CompactminorOthersUN Global Compact member. Commits to ten universal principles on human rights, labor, environment, and anti-corruption.
• Eco EmballagesminorOthersEco-packaging compliance and recycling organization in France.
• EcolabelminorOthersEU Ecolabel certification partner. Florentaise products carry the European Ecolabel for reduced environmental impact.
• MFQM Pays de la LoireminorOthersQuality organization for Pays de la Loire region.
• Jardiner MalinminorOthersMedia partner providing gardening information content.
• Le Lien HorticoleminorOthersHorticultural trade media partner.
• Jardiner en villeminorOthersUrban gardening media partner.
• Nantes ville comestibleminorOthersEdible city initiative in Nantes. Urban agriculture partner for bringing nature into cities.
• La SaugeminorOthersUrban agriculture association partner.
• Jard'InCité FoundationminorOthersFoundation created by Florentaise in 2018 under the Apprentices d'Auteuil umbrella. Supports urban agriculture projects for social integration through gardening.
• CATÉ (Centre d'Assistance Technique à l'Expérimentation)minorStrategic or Co-development PartnerTechnical assistance center for experimentation in Brittany. Conducted independent trials in spring 2023 demonstrating effectiveness of Florentaise's peat-free substrates on Choisya and Griselines crops.
• ADEMEminorOthersFrench Environment and Energy Management Agency. Florentaise's carbon footprint is published on the ADEME bilan carbone platform.

Scale indicators16 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Klasmann-Deilmann: German-based global leader in growing media and substrates for professional horticulture. Directly comparable to Florentaise as a peat-and-peat-alternative substrate manufacturer serving nursery, greenhouse, and landscaping customers across Europe and internationally.
• Jiffy Group: Norwegian producer of growing media, propagation substrates, and peat-reduced solutions including coir-based products. Comparable to Florentaise in substrate manufacturing with similar sustainability transition focus, serving professional horticulture globally.
• Pelemix: Israeli-headquartered global producer of coconut coir substrates and growing media. Direct competitor to Florentaise in peat-free substrate category, particularly as a Woodpeat co-component supplier with international footprint.
• Lambert Peat Moss: Canadian peat harvesting and substrate company serving professional horticulture worldwide. Comparable to Florentaise in substrate manufacturing, though more peat-focused and representing the traditional approach Florentaise is disrupting.

Broad incumbents

• Premier Tech: Large Canadian diversified manufacturer of substrates, peat, fertilizer, and horticultural products. Overlaps with Florentaise in peat and peat-free substrates for horticulture but operates across a much broader portfolio including industrial equipment.
• Scotts Miracle-Gro: US-listed consumer lawn and garden leader (NYSE: SMG) with broad portfolio of soils, mulches, and fertilizers. Comparable to Florentaise in retail gardening substrates but operates at vastly larger scale with focus on North American consumer market.
• COMPO EXPERT: German producer of professional and consumer specialty fertilizers, growing media, and lawn care products. Comparable to Florentaise in professional horticulture substrates with European footprint, though broader in fertilizer scope.

Emerging players

• DCM (De Ceuster Meststoffen): Belgian manufacturer of organic and organo-mineral fertilizers, soil improvers, and substrates. Comparable niche focus on organic/sustainable horticultural inputs serving European professional and consumer markets, similar to Florentaise's Terre & Nature positioning.

Regional players

• Westland Horticulture: UK-based gardening products manufacturer (composts, growing media, lawn care). Regional peer in UK market where Florentaise has Woodpeat production; both serve similar professional and consumer horticulture customers in the British Isles.

Others

• Carbonfuture: German carbon credit management and biochar registry platform. Adjacent enabler for Florentaise's Greenchar biochar monetization and China carbon credit JV, providing infrastructure to certify and trade the 190,000 tonnes of credits targeted annually.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/florentaise
• Facebookfacebook.com/Florentaise
• LinkedInlinkedin.com/company/florentaise/?originalSubdomain=fr

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florentaise