Fleurette
Fleurette SAS is a privately held French premium motorhome and campervan manufacturer, founded in the late 1960s and headquartered in Benet, producing vehicles under the Fleurette and Florium brands for European leisure travelers via an authorized dealer network.
- Company typePrivate
- Founded1969
- HeadquartersBenet, France
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fleurette does
Fleurette SAS is a privately held French manufacturer of premium motorhomes and campervans, headquartered in Benet (Vendée), with a workforce of 501-1,000 employees. Founded in the late 1960s and operating for approximately 56 years, the company produces vehicles under two brands — Fleurette and Florium — spanning ultra-compact low-profile, spacious low-profile with drop-down bed, A-class integral, and luxury campervan categories across roughly eight model ranges (Migrateur, Magister, Elister, Discover under Fleurette; Baxter, Mayflower, Wincester, Black Pearl under Florium). Core technology includes AL-KO chassis with double technical floor on Discover and Wincester models, Fiat Ducato base vehicles for low-profile ranges, Mercedes Sprinter platforms exclusively for the Elister ultra-spacious range, Truma 4D/6000 ED heating systems, 100 Ah lithium batteries, compressor refrigerators, 100% LED lighting, and the proprietary Vario washroom system on Black Pearl campervans.
The business model is a one-time-sale model: vehicles are sold through an authorized dealer network across at least five European markets (France, Germany, Netherlands, Spain, United Kingdom), supported by a multi-language website (FR/EN/NL/DE/ES), 360° virtual tours, downloadable catalogs, and an "Espace Pro" dealer portal. Customer financing is facilitated through a partnership with Rapido Group Finance. After-sales revenue levers include a 6-year body sealing warranty with annual leak testing, 24/7 assistance, and limited-edition upsell series such as the 2026 Wellness Edition. Fleurette SAS operates within the Rapido Group strategic partnership; it is not venture-backed, has no parent company controlling stake recorded, and discloses no public financial figures. The addressable customer is a single horizontal segment — leisure travelers and camping enthusiasts seeking premium French-built mobile living solutions — and the company explicitly differentiates through French craftsmanship heritage, 100% polyester bodywork, premium upholstery combinations, and proprietary layout innovations such as the face-to-face living room in sub-7m compact models.
Fleurette firmographics
Firmographics- Name
- Fleurette
- Legal name
- Fleurette SAS
- Website
- https://fleurette-florium.fr
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Fleurette SAS is a privately held French premium motorhome and campervan manufacturer, founded in the late 1960s and headquartered in Benet, producing vehicles under the Fleurette and Florium brands for European leisure travelers via an authorized dealer network.
- Ownership category
- akta.pro rank
Fleurette industry classification
Industry- Product category
- Recreational Vehicles
- SIC
- Truck & Bus Bodies (3713)
- akta.pro primary industry
- Motorhome / RV Rentals (Class A & Class C) (THADAIAB)
Keywords
Where Fleurette is headquartered
LocationHeadquarters
- HQ city
- Benet
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Fleurette business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Motorhome Sales: Primary revenue generated through the sale of premium motorhomes and campervans under Fleurette and Florium brands. Products include low-profile, A-class, and campervan categories with various configurations (central bed, twin beds, lounge layouts).
- Rapido Group Finance: Financing options offered through Rapido Group Finance for customers to purchase camping vehicles.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Fleurette product offering
Product offeringCore offering
Fleurette SAS designs, manufactures, and sells premium motorhomes and campervans from its facility in Benet, France, under the Fleurette brand (low-profile and A-class integral) and the Florium brand (A-class integral and vans). The portfolio is structured into named model lines, special editions, and an annual collection, distributed through an authorized dealer network across multiple European countries.
Product overview
Fleurette is a French premium motorhome manufacturer with 56 years of craftsmanship expertise, producing two distinct brands: Fleurette (Migrateur, Magister, Elister, Discover ranges) and Florium (Baxter, Mayflower, Wincester, Black Pearl ranges). The product portfolio spans multiple motorhome categories including ultra-compact low-profiles, spacious low-profiles with drop-down beds, A-class integrals, and luxury campervans. Fleurette models feature walnut-finish furniture while Florium models feature ash wood finishes. The 2026 collection introduces new Wellness Edition limited series with enhanced comfort features and updated exterior styling.
Differentiator
Problem solved
Functional benefit
Brands
- Florium: Premium motorhome brand under Fleurette, featuring elegant design, harmonious furniture curves, generous spaces and inbuilt technology. Offers 11 different layouts across multiple ranges including Baxter, Mayflower, Wincester, and Black Pearl.
- Migrateur
- Magister
- Elister
- Discover
- Black Pearl
- Baxter
- Mayflower
- Wincester
- Wellness Edition
Products and services
- Fleurette Migrateur A low-profile (profilé) motorhome model line within the Fleurette brand, designed for buyers seeking a premium touring motorhome with a streamlined roof profile.
- Fleurette Magister A low-profile (profilé) motorhome model line within the Fleurette brand, positioned as a premium touring motorhome.
- Fleurette Elister A low-profile (profilé) motorhome model line within the Fleurette brand, targeted at premium motorhome buyers.
- Fleurette Discover A low-profile (profilé) motorhome model line within the Fleurette brand, intended for touring and leisure travel.
- Florium Baxter An A-class integral (intégral) motorhome model line within the Florium brand, targeted at buyers seeking an accessible premium integral.
- Florium Mayflower An A-class integral (intégral) motorhome model line within the Florium brand.
- Florium Wincester An A-class integral (intégral) motorhome model line within the Florium brand.
- Florium Black Pearl A campervan (van) model line within the Florium brand, targeted at buyers seeking a compact, premium van-based leisure vehicle.
- Fleurette Wellness Edition A special edition of the Fleurette motorhome range focused on wellness-oriented features for premium buyers.
- Fleurette 2026 Collection
Companies that use Fleurette
Customer profileSegments1 record
Ideal customer profiles1 record
Fleurette technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Fleurette partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- AL-KOcoreAL-KO provides chassis technology for Fleurette Discover and Wincester motorhomes. The AL-KO chassis with double technical floor provides optimum insulation and extra storage space.
- Fiat (Fiat Ducato)coreFiat Ducato serves as the base vehicle platform for most Fleurette and Florium low-profile motorhome models, providing the foundational chassis and Fiat Multijet engines.
- Mercedes-Benz (Sprinter)coreMercedes Sprinter provides the exclusive base vehicle for Fleurette Elister ultra-spacious low-profile motorhomes, offering advanced cabin technology and safety features.
- TrumacoreTruma provides heating systems (Truma 4D, Truma 6000 ED) as standard or optional equipment across Fleurette and Florium motorhome ranges.
- Rapido GroupcoreFleurette-Florium operates as part of Rapido Group, a major French motorhome manufacturer. Fleurette SAS is the legal entity operating the Fleurette-Florium business.
- OVHminorOVH provides web hosting services for the fleurette-florium.fr website, located at 2 rue Kellermann, 59100 Roubaix, France.
- ComwellminorComwell designed and developed the Fleurette-Florium website, located at 18 place Dugast Matifeaux, 85600 Montaigu, France.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Fleurette competitors and assessment
Company assessmentDirect peers
- Pilote: French premium motorhome manufacturer with overlapping low-profile, A-class, and van conversion product lines and similar dealer-driven distribution across Europe. Directly comparable in customer segment, price tier, and chassis-supplier strategy.
- Chausson: French motorhome and van-conversion manufacturer (part of Trigano Group) producing low-profile, A-class, and fourgon ranges on Fiat/AL-KO chassis. Operates in the same European premium-to-mid-premium segment as Fleurette with comparable dealer-distribution model.
- Bürstner: German premium motorhome and caravan manufacturer with comparable product taxonomy (low-profile, A-class, van) and shared European dealer footprint. Competes head-to-head in the same premium leisure-vehicle customer segment.
- Dethleffs: German motorhome and caravan manufacturer (part of the Erwin Hymer Group) with extensive low-profile, A-class, and campervan lineup. Directly comparable product mix and European distribution architecture.
- Benimar: Spanish motorhome and campervan manufacturer producing low-profile, A-class, and van models on Fiat Ducato base vehicles. Overlaps with Fleurette on platform choice, customer profile, and dealer distribution across Southern Europe.
- Roller Team: Italian/UK motorhome manufacturer producing low-profile, A-class, and van conversions primarily on Fiat Ducato. Direct overlap on platform, layout philosophy, and European dealer-channel sales motion.
- Westfalia: German campervan (fourgon) specialist with heritage in van conversions; directly comparable to Fleurette's Black Pearl fourgon line on customer use-case (compact leisure travel) and conversion-on-van-chassis product model.
Broad incumbents
- Hymer (Erwin Hymer Group): German premium motorhome industry incumbent (part of Thor Industries), with broader model range and deeper European brand equity than Fleurette. Comparable in premium-tier positioning and dealer-led distribution.
- Knaus Tabbert: German leisure-vehicle group operating Knaus, Tabbert, Weinsberg, and T@b brands across caravans, motorhomes, and campervans. Broader portfolio than Fleurette but same European premium/mid-premium customer base and dealer-led GTM.
Others
- Rapido Group: French parent group of Fleurette-Florium and one of Europe's largest motorhome manufacturers. Included as ecosystem participant: while technically the parent rather than a peer, the group's brand portfolio (Rapido, Itineo, Dreamer, Campérêve) overlaps Fleurette's product categories and provides a useful scale benchmark.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fleurette social profiles
Digital presenceFleurette compliance and trust
Trust signalCompliance2 records
Fleurette financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fleurette leadership team
Management profileNumber of profiles
Profiles1 record
Fleurette funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fleurette 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 Fleurette
What does Fleurette do?
Fleurette SAS designs, manufactures, and sells premium motorhomes and campervans from its facility in Benet, France, under the Fleurette brand (low-profile and A-class integral) and the Florium brand (A-class integral and vans). The portfolio is structured into named model lines, special editions, and an annual collection, distributed through an authorized dealer network across multiple European countries.
Is Fleurette a public or private company?
Fleurette is a private company. It is classified as corporate owned and is currently operating.
When was Fleurette founded?
Fleurette was founded in 1969. It employs 501 to 1,000 people.
Where is Fleurette based?
Fleurette is headquartered in Benet, France, in the Europe region.
How does Fleurette make money?
Two revenue lines are on record. Motorhome Sales are the primary driver. The others are rapido Group Finance.
Who are Fleurette's main competitors?
Direct peers on record are Pilote, Chausson, Bürstner, Dethleffs, Benimar, Roller Team and Westfalia. Broad incumbents are Hymer (Erwin Hymer Group) and Knaus Tabbert. Rapido Group is listed as an others.
Does Fleurette have an API?
No public API is recorded for Fleurette.
What industry is Fleurette in?
Fleurette's product category is Recreational Vehicles. Its primary akta.pro industry code is THADAIAB, Motorhome / RV Rentals (Class A & Class C). Its SIC code is 3713.