Fleurop

What Fleurop does

Fleurop AG is a Berlin-based flower delivery marketplace and florist network operator founded in 1908. The company operates as a two-sided platform connecting consumers and corporate customers with a network of approximately 5,000 vetted partner florists in Germany and 50,000 international partner flower retailers spanning 150 countries. Core offerings include hand-bound flower bouquets (294 catalog varieties across three sizes and price tiers from under €30 to over €100), the premium Fleurop Deluxe designer collection, potted plants, dried flowers, seasonal products (Advent wreaths, Christmas trees), gift sets bundling flowers with chocolates, sparkling wine, and plush toys, gift vouchers, and a Blumenabo recurring-delivery subscription. Supporting services include the 100-Minuten same-day delivery service (Monday-Friday, 10:00-15:00), Blumen per Post via DHL, a 7-day freshness guarantee, and a Floristensuche store locator.

The underlying technology consists of an online e-commerce storefront with integrated order-routing logic that dispatches orders to local partner florists for hand-assembly and delivery, alongside DHL-integrated package shipping for mail-order flowers. All partner florists receive Fleurop training and may certify through the Fleurop-Stars quality program. Direct corporate employment is reported at 11-50, indicating a lean central orchestration layer atop a large distributed florist workforce. A 2017 acquisition of subscription-flower startup Bloomy Days extended digital subscription capabilities. Charity bouquet partnerships (notably the April 2025 Charity Strauss with KiTZ Heidelberg) and Trusted Shops certification round out the brand and trust positioning.

The business model generates revenue through transactional bouquet sales (transaction fees/commissions from partner florists), Blumenabo subscriptions (recurring revenue), gift-add-on bundling (transaction fees), corporate B2B bulk gifting (transaction fees), and a partner florist affiliate program (referral commissions). Go-to-market is direct-to-consumer across the website, email newsletter, and organic social (Facebook, Instagram, Pinterest, YouTube), supplemented by content marketing via the Fleurop blog. No revenue, funding, or ownership data are disclosed; the company is structured as a privately held German Aktiengesellschaft with no identified parent or public listing.

Name

Fleurop

Legal name

Fleurop AG

Website

https://fleurop.de

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

11–50 employees

Short description

Fleurop AG is a Berlin-based flower delivery marketplace founded in 1908, operating a network of approximately 5,000 German and 50,000 international partner florists across 150 countries to deliver hand-bound bouquets, plants, gifts, and subscriptions to consumers and corporate customers.

Ownership category

akta.pro rank

Product category

Flower Delivery Services

NAICS

Florists (45931)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industry

Event Floral Design & Arrangements (HSACAOAA)

Keywords

• Flower delivery
• Floral arrangements
• Gift bouquets
• Flower subscription
• Corporate gifting

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flower Bouquet Sales: Core revenue from handcrafted flower bouquets sold directly to consumers with delivery. Products range from budget-friendly options under €20 to premium arrangements over €100, with three size options (M to XXL).
2. Subscription (Blumenabo): Recurring flower subscription service allowing customers to receive regular flower deliveries on a scheduled basis.
3. Gift Add-ons and Combinations: Supplementary products including greeting cards, Fleur de Choco chocolates, Schlumberger sparkling wine, teddy bears, and vases bundled with flower orders.
4. Corporate B2B Services: Business customer solutions for bulk orders, corporate gifting, and event flower arrangements.
5. Florist Affiliate Program: Partner florists earn commissions through the affiliate program by joining the Fleurop network.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Fleurop operates a flower delivery marketplace connecting customers with a network of approximately 5,000 partner florists in Germany and 50,000 internationally across 150 countries. The company sells hand-bound flower bouquets in multiple sizes (M to XXL) and price points (under €20 to over €100), offers same-day delivery through its 100-Minute Service, ships mail-order flowers via DHL, and provides worldwide flower delivery. Additional offerings include premium designer floristry (Fleurop Deluxe), potted plants, dried flowers, gift combinations with chocolates and sparkling wine, Advent wreaths, Christmas trees, gift vouchers, a recurring flower subscription (Blumenabo), and B2B corporate gifting solutions.

Product overview

Fleurop operates as a flower delivery marketplace connecting customers with a network of approximately 5,000 partner florists in Germany and 50,000 internationally across 150 countries. The core offering consists of hand-bound flower bouquets available in three sizes (M to XXL) with prices ranging from under €30 to over €100, complemented by the premium Fleurop Deluxe designer floristry collection for special occasions. Key service features include the 100-Minuten-Service for same-day delivery, Blumen per Post via DHL for mail-order, and Fleurop International for worldwide delivery. The product portfolio extends to gift sets combining bouquets with Fleur de Choco chocolates, Schlumberger sparkling wine, and plush teddy bears; seasonal Advent wreaths and Christmas trees; dried flower arrangements; and potted plants including orchids. Additional offerings include flower subscriptions (Blumenabo), corporate B2B solutions, gift vouchers, and a florist store locator. All bouquets include a 7-day freshness guarantee with cut flower nutrition. The business model emphasizes supporting local retail through regional partner florists who receive regular training and can certify through the Fleurop-Stars quality program.

Differentiator

Problem solved

Functional benefit

Products and services

• Fleurop Blumensträuße (Florist Bouquets) Hand-bound flower bouquets freshly prepared by local partner florists. Available across occasions (birthday, love, thank you, wedding, funeral), flower types (roses, lilies, sunflowers, carnations, chrysanthemums, alstroemeria, peonies), sizes (M to XXL), and price ranges from under €30 to over €100. Intended for individual consumers and businesses.
• Fleurop Deluxe (Premium Designer Floristry) Exclusive premium designer floristry collection for extraordinary occasions such as marriage proposals, housewarmings, or corporate anniversaries. Features high-quality designer arrangements masterfully crafted and individually bound by partner florists.
• Blumen per Post (Flowers by Mail) Package shipping service for flower arrangements delivered via DHL, offering an alternative to personal florist messenger delivery. Enables mail-order flower gifting for non-urgent deliveries and extended delivery areas.
• Geschenk-Sets (Gift Sets) Combinations of flower bouquets with complementary gifts including Fleur de Choco artisan pralines (5 varieties: Himbeer Crunch, Schoko Mousse, Caramel de Sel, Pistazie Marzipan, Schoko Sahne), Schlumberger Sparkling Brut champagne, Fleurop-Teddy 'Felix' plush bear, and personalized greeting cards.
• Fleurop-Gutschein (Gift Vouchers) Gift vouchers available for purchase and validation, enabling recipients to choose their own flower arrangements. Stored-value product usable across the bouquet and gift catalog.
• Adventskränze & Adventsgestecke (Advent Wreaths & Arrangements) Advent wreaths and arrangements for the pre-Christmas season. Available in various styles including classic (fir branches with 4 candles), natural, boho-style with dried flowers and feathers, modern minimalist, and in colors such as white, red, gold, and silver.
• Weihnachtsbäume (Christmas Trees) Christmas trees available for purchase with delivery. Alternative sustainable options are also offered including potted trees with return programs and metal tree alternatives.
• Pflanzen (Plants) Potted plants including orchids, Kalanchoe, pot roses, and houseplants. Long-lasting gift alternatives to cut flowers, suitable for recovery wishes and sustainable gifting.
• Blumenabo (Flower Subscription) Recurring flower delivery subscription service for regular flower gifting, allowing customers to schedule regular bouquets on a monthly cadence.
• Fleurop für Unternehmen (B2B Corporate) Business-to-business flower gifting and event floristry solutions for corporate customers, enabling companies to send flowers for business occasions, client relationships, employee recognition, and event decoration.
• Trockenblumen (Dried Flowers) Handcrafted dried flower arrangements as sustainable, long-lasting alternatives to fresh cut flowers. Require no water and maintain beauty for months or years.
• Fleurop International (Worldwide Delivery) Worldwide flower delivery service covering 150 countries through a network of approximately 50,000 international partner florists, ensuring fresh, locally bound bouquets delivered internationally.
• Charity Strauß (Charity Bouquet) Charity bouquet launched in April 2025 supporting pediatric cancer research through a partnership with Hopp-Kindertumorzentrum Heidelberg (KiTZ). Each bouquet sold triggers a €2 donation (€1 from the customer and €1 from Fleurop) to the children's cancer center.

Quantifiable outcome

• 7-day freshness guarantee with replacement for quality issues
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Hopp-Kindertumorzentrum Heidelberg (KiTZ)minorOthers · 1 April 2025Charity partnership with €1 donated by customer and €1 donated by Fleurop for each Charity bouquet sold, supporting pediatric cancer research and treatment at the Hopp Children's Cancer Center Heidelberg.
• DHLcoreTechnology or IntegrationLogistics partnership for the Blumen per Post (flowers by mail) service. Selected flower arrangements are shipped via DHL for reliable package delivery to customers.
• Fleur de ChocominorGTM or Marketing PartnerExclusive chocolate brand partnership offering artisan pralines as gift add-ons with flower bouquets. Products include Himbeer Crunch, Schoko Mousse, Caramel de Sel, Pistazie Marzipan, and Schoko Sahne varieties.
• Schlumberger Wein- und Sektkellerei GmbHminorGTM or Marketing PartnerSparkling wine partnership offering Schlumberger Sparkling Brut as a gift combination with premium flower arrangements.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Appleyard Flowers: Premium UK online florist specializing in same-day London delivery and luxury bouquets. Comparable on premium positioned bouquet e-commerce and same-day urban delivery, though geographically focused on the UK.

Emerging players

• The Bouqs Co. Online flower delivery company sourcing directly from farms and shipping nationwide in the US, competing on price, freshness, and digital UX — a useful comparable for how digital-native disruptors attack incumbent flower marketplaces.
• Bloom & Wild: UK-origin digital flower delivery brand famous for letterbox-friendly packaged flowers shipped direct from growers. Comparable because it competes for the same consumer gifting occasions but uses a direct-shipping model without local florists.
• LolaFlora: Online flower delivery brand active across European and international markets, with similar consumer-occasion positioning and e-commerce-first delivery model — relevant digital-native comparable.

Direct peers

• Interflora: The UK's leading international flower relay network with a global florist-to-florist delivery model nearly identical to Fleurop's, including same-day delivery and partner-florist fulfillment across multiple countries.
• Euroflorist: Pan-European flower delivery marketplace operating in Germany, the Netherlands, Sweden and several other countries with local florist fulfillment — directly comparable in geography, model, and occasion-gifting use cases.
• Blume2000: Major German flower retailer with strong omnichannel presence including e-commerce and physical stores, competing head-to-head with Fleurop in the domestic German bouquet and occasion-gifting market.

Broad incumbents

• 1-800-Flowers.com: Large US multi-brand gifting platform covering flowers, gifts and gourmet food online. Comparable as a broad online gifting incumbent that sells flowers alongside adjacent categories and competes for the same gifting occasions.
• Teleflora: US-based international flower delivery network connecting consumers to local florists — the American structural analog of Fleurop, sharing the partner-florist network model and occasion-gifting positioning.
• FTD (Florists' Transworld Delivery): Long-established international flower relay service operating globally with member florist networks. Closely comparable network-relay model and international gifting use case, though more heavily US-anchored.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/user/fleuropvideo
• Facebookfacebook.com/Fleurop.de
• Instagraminstagram.com/fleurop.de
• Pinterestpinterest.de/fleuropde
• LinkedInlinkedin.com/company/fleurop-ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Fleurop