Vegetal

What Vegetal does

Végétal Rungis is a France-based B2B wholesale distributor of plants and horticultural products, headquartered at the Rungis Marché d'Intérêt National (MIN) — one of the largest wholesale fresh produce markets in the world. Founded in 2007, the company operates from hall Fleurs 508 at 120 Avenue des Pépinières, Rungis, and serves professional horticultural buyers including garden centers, nurseries, florists, and landscaping professionals. Its catalog spans garden and outdoor plants (annuals, biennials, shrubs, aromatics, ferns, climbers, grasses, succulents, perennials, Mediterranean varieties), indoor plants (flowering, green, cacti, orchids, carnivorous plants, mini plants, suspensions), decorative items (containers, vases, artificial flowers), and plant care accessories (fertilizers, mulch).

The business operates on a professional-only model: pricing and tariffs are gated behind B2B account registration, and orders are facilitated through an online quotation system alongside traditional in-market purchases at Rungis. The company offers professional delivery services and runs a "Production française" program emphasizing domestically sourced plants. Distribution combines a physical wholesale counter at the Rungis MIN with a digital storefront serving registered professional buyers across France. A related sub-brand, Brocante de La Bruyère, extends the offering into vintage/antique decorative items.

Revenue figures are not publicly disclosed; the company is privately held with no reported institutional investors beyond a single 2016 Entrepreneur Venture funding event. The company employs 11–50 people and is operationally active, with a maintained website, product listings, and recruitment pages. No technology, AI/ML, or proprietary platform capabilities are present — the business is a traditional wholesale operation supported by a standard B2B e-commerce interface.

Name

Vegetal

Legal name

Végétal Rungis

Website

https://vegetal.fr

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Végétal Rungis is a France-based B2B plant and horticultural wholesaler operating from the Rungis MIN market, supplying garden centers, nurseries, florists, and landscaping professionals with outdoor, indoor, and decorative plants plus accessories via an online professional ordering platform.

Ownership category

akta.pro rank

Product category

Plant Wholesale Distribution

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

akta.pro secondary industry

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)

Keywords

• Wholesale plant supply
• Horticultural distribution
• Garden center supply
• Indoor plants wholesale
• Horticultural accessories

Headquarters

HQ city

Rungis

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Plant and horticultural product wholesale: Traditional wholesale distribution of plants and horticultural products to professional buyers. Business operates as a plant wholesaler at the Rungis international market (MIN - Marché d'Intérêt National), selling to garden centers, florists, landscapers, and other horticultural professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Végétal Rungis is a French B2B plant wholesaler (grossiste) operating from the Rungis International Market (MIN), distributing outdoor garden plants, indoor plants, decorative items, and plant accessories to professional buyers such as garden centers, nurseries, florists, and landscapers. The business combines a physical wholesale counter at Rungis with a professional account-gated online catalog, online quotation requests, and merchandise delivery services.

Product overview

Végétal Rungis operates as a B2B wholesale plant distributor at the Rungis International Market (MIN) in France, offering a comprehensive catalog across multiple product categories including garden plants (annuals, shrubs, aromatics, ferns, climbers, grasses, succulents, perennials), indoor plants (flowering plants, green plants, cacti, orchids, carnivorous plants, mini plants, suspensions), and decorative items. The company provides online quotation services and delivery for professional customers. Additionally, the Founder Institute Colombia news mentions Vegetal Cloud as a separate smart vertical farming technology startup focused on automated indoor farming solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Brocante de La Bruyère: A separate brocante (antique/vintage) business operated in conjunction with Végétal, referenced on the website with its own website link (brocantedelabruyere.fr).

Products and services

• Végétal Rungis - Wholesale Plant Supply (Grossiste en plantes) B2B wholesale distribution of outdoor plants (annuals, biennials, shrubs, aromatics and vegetable plants, heathers, bulbs, ferns, climbers, grasses, succulents, perennials), indoor plants (flowering, green, cacti and succulents, bonsai, mini plants, hanging arrangements, orchids, carnivorous plants, arrangements), decoration items, and horticultural accessories; sales restricted to professional buyers via a mandatory professional account at the Rungis MIN wholesale market.
• Merchandise Delivery Service Delivery of wholesale plant and accessory orders to professional B2B customers, supporting non-counter-based fulfilment of merchandise purchased through the professional catalog.
• Online Quotation Service (Vos devis en ligne) Web-based online quotation system for registered professional accounts to request price quotes on plant and accessory orders without visiting the Rungis counter.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Greenyard: Belgian horticultural and fresh-produce giant serving retailers and food service across Europe. A broader incumbent with adjacent plant-related capabilities, but not focused on the ornamental plant wholesale niche Végétal serves.
• Jardiland: Major French garden center chain and one of Végétal's downstream customers. A broad incumbent in the French gardening retail market that buys from wholesalers like Végétal to stock its stores.
• Syngenta Flowers: Global flower seed and young-plant supplier serving professional growers. Comparable upstream to Végétal's producer role, though at much larger scale and through breeder genetics rather than wholesale distribution.
• Truffaut: Leading French garden center and home-outdoor retailer. Comparable downstream customer for Végétal and a broad incumbent in the French gardening retail channel.
• Botanic: French garden center chain with strong organic and sustainable positioning. Comparable downstream customer and broad incumbent that competes for French gardening retail demand.

Direct peers

• Royal Lemkes: One of Europe's largest B2B plant wholesalers, based in the Netherlands. Directly comparable to Végétal in business model — professional buyers, broad ornamental and indoor plant catalog, and large-scale distribution from a single European wholesale hub.
• Florensis: Netherlands-based breeder and propagator of ornamental plants supplying professional growers and retail buyers across Europe. Comparable to Végétal's production-plus-wholesale role in the professional ornamental plant chain.
• Landgard: German horticultural producer cooperative and one of Europe's leading plant wholesalers. Comparable to Végétal as a multi-category plant and floral distributor serving professional buyers across Germany and beyond.
• Waterdrinker: Large Dutch plant and flower wholesaler operating from Aalsmeer. Closely comparable to Végétal as a B2B plant distributor serving garden centers, florists, and landscapers across multiple European countries.
• Dümmen Orange: Global Dutch-based breeder and propagator of cut flowers, potted plants, and bedding plants. Comparable to Végétal's producer-and-supplier role, though operating at much larger scale and with deeper breeding IP.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Vegetal