feey
feey AG is a Swiss online plant retailer selling indoor and outdoor plants, flower bouquets, and plant care accessories directly to consumers in Switzerland, Germany, and Austria via Shopify storefronts, supported by proprietary soil, a 365-day survival guarantee, and a monthly flower subscription.
- Company typePrivate
- Founded2019
- HeadquartersFlawil, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingServices
What feey does
feey AG is a privately held Swiss online plant retailer headquartered in Uzwil, Switzerland, selling indoor and outdoor plants, fresh-cut flower bouquets, and plant care accessories directly to consumers through Shopify-powered storefronts feey.ch (Switzerland) and feey-pflanzen.de (Germany and Austria). Orders ship CO2-neutral via Swiss Post A-Post, supported by a payments stack including Twint, Klarna, PayPal, and Shop Pay, and the company markets across Instagram, TikTok, YouTube, Pinterest, and a content-heavy blog/plant encyclopedia. Its product catalog spans individual plants, curated sets (Starter-Set, Homeoffice, pet-safe, 'farbloser Daumen'), accessories (ceramic pots, macramé hangers, plant care products), gift vouchers, and a monthly Blumenabo flower subscription, with prices ranging from CHF 14.95 entry-level items to CHF 519 XXL plant sets.
The company differentiates on plant preparation and after-sales support: every plant is repotted into a proprietary specialty soil (feey Spezialerde), treated with a proprietary nutrient/bacteria/fungi 'cocktail', and backed by a 365-day survival guarantee plus a free Pflanzendoktor (plant doctor) advisory service. A subset of the catalog is grown at feey's own indoor farm in St. Gallen using a proprietary mineral substrate, providing some vertical integration and quality control. The business operates a hybrid D2C and B2B model — individual home consumers, gift buyers, and corporate customers for office plants and team events — with revenue from one-time plant and accessory sales, recurring Blumenabo subscriptions, and corporate orders.
feey firmographics
Firmographics- Name
- feey
- Legal name
- feey AG
- Website
- https://feey.ch
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- feey AG is a Swiss online plant retailer selling indoor and outdoor plants, flower bouquets, and plant care accessories directly to consumers in Switzerland, Germany, and Austria via Shopify storefronts, supported by proprietary soil, a 365-day survival guarantee, and a monthly flower subscription.
- Ownership category
- akta.pro rank
Where feey is headquartered
LocationHeadquarters
- HQ city
- Flawil
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
feey business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Plant E-commerce: Direct online sales of indoor plants, outdoor plants, flowers, and accessories through their Shopify store. Products include individual plants, plant sets, care products, pots, and vases. One-time purchase model with various price points from CHF 14.95 to CHF 500+.
- Flower Subscription (Blumenabo): Monthly flower bouquet subscription service where seasonal flower arrangements are delivered regularly to subscribers. Provides recurring subscription revenue.
- B2B Corporate Sales: Corporate offerings including office plant rentals, customer gifts, and team events. Target business customers with dedicated B2B service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products (soil, small plants) |
| Unit Pricing | Pay-as-you-go | Mid-range plants and accessories |
| Unit Pricing | Pay-as-you-go | Premium/Large plants |
| Unit Pricing | Pay-as-you-go | XXL Plant Sets |
| Subscription | Monthly | Flower Subscription (Blumenabo) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
feey product offering
Product offeringCore offering
feey is a direct-to-consumer online plant retailer selling indoor plants, outdoor plants, fresh flower bouquets, plant care products (specialty soil, fertilizers), and decorative accessories through its Shopify storefronts feey.ch (Switzerland) and feey-pflanzen.de (Germany/Austria). The company operates its own indoor farm in St. Gallen where select varieties are grown in a proprietary mineral substrate, and repots all plants into a specially developed soil mixture enriched with a proprietary nutrient/bacteria/fungi cocktail before shipping. A monthly flower bouquet subscription (Blumenabo) provides recurring revenue alongside the B2B channel for corporate office plants and gifts.
Product overview
feey is an online plant retailer operating primarily in Switzerland and Germany (feey-pflanzen.de), offering a curated catalog of indoor plants, outdoor plants, fresh flower bouquets, plant accessories, and plant care services. The core offering consists of individually sold potted plants and multi-plant sets/bundles, supplemented by care products (specialty soil, biodynamic fertilizer), decorative containers (ceramic/pots in various lines), and value-added services (plant doctor support, plant finder tool, plant courses). Plants are sourced from both international growers and feey's own indoor farm in St. Gallen, Switzerland, where select varieties are cultivated in a proprietary mineral substrate. Fresh flowers are offered as one-time bouquets and as a monthly Blumenabo (bouquet subscription) delivered seasonally. The company positions itself around plant quality, care-friendliness for beginners, and comprehensive customer support.
Differentiator
Problem solved
Functional benefit
Products and services
- Zimmerpflanzen (Indoor Plants) Curated online catalog of indoor potted plants sold directly to consumers. Plants are repotted into feey's proprietary specialty soil, roots checked and treated with a proprietary nutrient/bacteria/fungi mixture before shipping, and delivered with care instructions.
- Schweizer Farmpflanzen (Swiss Farm Plants) Indoor plants cultivated at feey's own indoor farm in St. Gallen, Switzerland, grown in a proprietary mineral substrate without synthetic pesticides. Includes varieties such as Monstera, Philodendron, Calathea, and rare variegated specimens.
- Aussenpflanzen (Outdoor Plants) Outdoor plant assortment for consumers including balcony plants, garden plants, berries, herbs, flowering plants, ground covers, grasses, bulbs, and rhizomes.
- Blumen & Blumensträusse (Flower Bouquets) Fresh cut flower bouquets and arrangements sold as one-time purchases, including seasonal and occasion-specific collections (birthday, romantic, sympathy). Each bouquet is hand-bound by feey's florists.
- Blumenabo «Strauss des Monats» (Monthly Flower Subscription) Monthly recurring flower bouquet subscription delivering a seasonal hand-bound bouquet by feey's florists. Available as a personal or gift subscription.
- Zubehör & Pflegeprodukte (Plant Accessories & Care) Plant care accessories including specialty soil, biological fertilizer pellets, ceramic pots and planters (Variado, Direito, Lumi lines), macramé hangers, plant stands, vases, and gift vouchers.
- Erde für Zimmerpflanzen (Specialty Indoor Plant Soil) Specialty peat-free soil mix developed by feey for indoor plants, sold as a standalone product and included with plant purchases. A top-selling accessory.
- Biodünger Pellets (Organic Fertilizer Pellets) Organic long-term fertilizer pellets made from sheep wool, suitable for indoor and balcony plants, providing nutrients for up to 6 months.
- Starter-Set (Beginner Plant Set) Beginner plant set including one Schwiegermutterzunge (Snake Plant), one large Efeutute (Pothos), and one free heartleaf baby plant, with 365-day survival guarantee and care instructions.
- Homeoffice Pflanzen-Set Plant set designed for home office environments, combining multiple plants suited to workspace conditions.
- Tierfreundliches Pflanzen-Set (Pet-Friendly Plant Set) Plant set composed of pet-safe plants including a palm, fern, and succulent combination.
- Überraschungs-Babypflanzen (Mystery Baby Plant Sets) Mystery baby plant sets available in 3, 6, or 9 plant configurations. Customers receive surprise plant selections at a discount versus buying individually.
- Monstera XL Large-size Monstera deliciosa plant, one of the most popular indoor plants and a top-selling product.
- Goldfruchtpalme XL (Areca Palm XL) Large golden areca palm (Dypsis lutescens) in XL size, marketed as a statement plant for interior spaces.
- Glücksfeder (ZZ Plant) Zamioculcas zamiifolia (ZZ plant) with glossy dark green leaves and extremely low maintenance requirements. One of feey's most popular easy-care plants.
- feey Keramik-Töpfe (Variado, Direito, Lumi lines) Ceramic and plastic plant pots in various lines and color finishes (Variado with green/pink, Direito in black/white, Lumi in taupe/white/anthracite) in multiple sizes.
- Pflanzenkurse (Plant Care Courses) Plant care courses and consultations offered by feey, including the 'Mein grüner Daumen' (My Green Thumb) course for beginners.
- Pflanzendoktor (Plant Doctor Support)
Quantifiable outcome
- 365-day survival guarantee on plants
- +1 more outcomes
Companies that use feey
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
feey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
feey partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
feey competitors and assessment
Company assessmentDirect peers
- Plantura: Plantura is a German D2C plant and garden retailer selling indoor plants, seeds, and soil online. Highly comparable to feey in online-first model, target customer (home plant enthusiasts), and product mix across plants and growing supplies.
- Patch Plants: Patch Plants is a UK-based online plant retailer specializing in indoor plants with a strong brand, design-forward positioning, and plant care support. Directly comparable to feey in D2C model, indoor-plant focus, and beginner-friendly value proposition.
- The Sill: The Sill is a US online plant retailer emphasizing plant care education, quality, and stylish pots. Comparable to feey in care-first positioning, curated plant offering, and content-driven customer education strategy.
- Bloomscape: Bloomscape is a US online plant retailer delivering potted plants ready-to-display, with care support. Highly comparable to feey in pre-potted plants shipped directly to consumers and care-first positioning.
- Léon & George: Léon & George is a US online plant retailer focused on premium large indoor plants and designer pots. Comparable to feey in shipping sizeable indoor plants with a quality and design-forward value proposition.
- Gardening Express: Gardening Express is a UK online plant and garden retailer offering indoor plants, outdoor plants, and accessories shipped nationwide. Comparable to feey in pure online plant retail model and broad plant catalog.
- FloraPrima: FloraPrima is a German online flower and plant delivery service offering bouquets, subscriptions, and plants. Comparable to feey in DACH online flower/plant retail with subscription offerings and gift use cases.
Broad incumbents
- Bakker: Bakker is a long-established Dutch mail-order plant and garden retailer shipping across Europe. Comparable to feey as a pan-European online plant retailer with a broad catalog including indoor plants, bulbs, and garden supplies, though it operates at a much larger and older scale.
- Hornbach: Hornbach is a major DACH DIY and garden retailer with a strong online plant and garden offering. Comparable to feey as a competitor in the DACH indoor/outdoor plant market, though with a far broader catalog spanning hardware, building materials, and garden.
- Dehner: Dehner is Germany's largest garden center chain with an expanding online plant and garden catalog. Comparable to feey in DACH plant retailing, though Dehner's model is anchored in physical garden centers rather than D2C.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
feey social profiles
Digital presencefeey financial estimates
Financial estimateRevenue estimate
Valuation estimate
feey leadership team
Management profileNumber of profiles
Profiles2 records
feey funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
feey M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about feey
What does feey do?
feey is a direct-to-consumer online plant retailer selling indoor plants, outdoor plants, fresh flower bouquets, plant care products (specialty soil, fertilizers), and decorative accessories through its Shopify storefronts feey.ch (Switzerland) and feey-pflanzen.de (Germany/Austria). The company operates its own indoor farm in St. Gallen where select varieties are grown in a proprietary mineral substrate, and repots all plants into a specially developed soil mixture enriched with a proprietary nutrient/bacteria/fungi cocktail before shipping. A monthly flower bouquet subscription (Blumenabo) provides recurring revenue alongside the B2B channel for corporate office plants and gifts.
Is feey a public or private company?
feey is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was feey founded?
feey was founded in 2019. It employs 11 to 50 people.
Where is feey based?
feey is headquartered in Flawil, Switzerland, in the Europe region.
How does feey make money?
Three revenue lines are on record. Plant E-commerce is the primary driver. The others are flower Subscription (Blumenabo) and B2B Corporate Sales.
Who are feey's main competitors?
Direct peers on record are Plantura, Patch Plants, The Sill, Bloomscape, Léon & George, Gardening Express and FloraPrima. Broad incumbents are Bakker, Hornbach and Dehner.
Does feey have an API?
No public API is recorded for feey.