FloraCraft
FloraCraft is the world's leading family-owned manufacturer of foam products for the craft and floral industries, selling proprietary Artesia WetFōM, FōM (XPS), Desert DryFōM, and SmoothFōM lines through 20,000+ stores in 50 states and 17 countries and via direct wholesale and e-commerce channels.
- Company typePrivate
- Founded1946
- HeadquartersLudington, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What FloraCraft does
FloraCraft Corporation is a family-owned manufacturer of foam products for the craft and floral industries, founded in 1946 and headquartered in Ludington, Michigan. The company produces extruded polystyrene (XPS), expanded polystyrene (EPS), and proprietary wet-foam formulations under a house of brands that includes FloraCraft Foam, Artesia, Desert Foam, Gala Boutique, and Twinklets Glitter. Its flagship product, Artesia WetFōM, features HydroFast+ patent-pending crosshatch technology that absorbs water up to twice as fast as standard bricks and extends flower life to eight days; the product is now produced in-house at a new 34,000-square-foot automated facility on the Ludington campus. Complementary categories span containers, wire products, tools and accessories, natural materials, sympathy products, and curated seasonal collections.
FloraCraft operates a hybrid go-to-market model: it sells through major retail channel partners including Walmart, Amazon, Michaels, JOANN, Hobby Lobby, and Albertsons, reaching more than 20,000 stores across all 50 US states and 17 countries; it also runs a direct-to-consumer e-commerce site and a B2B wholesale ordering portal at shop.floracraft.com, which requires account approval, mandates a $2,000 minimum initial order, and offers Net 30 credit terms after approval. Wholesale pricing includes tiered freight incentives (free freight over $3,500, 10% allowance between $2,000 and $3,499, FOB factory under $2,000) and 5%-6% transportation surcharges.
The company employs approximately 200 people with an average tenure of nine years, has never executed a layoff since its founding, and recycles over 98% of foam fabrication scrap. Its primary customer segments are the floral industry (professional and hobbyist florists) and the DIY craft industry, with secondary reach into school and education channels; a 2018 co-branded partnership with The Hershey Company extended the platform into holiday gift kits sold through Amazon, Hersheys.com, and Albertsons. The company is privately held by Chairman Lee Schoenherr and led operationally by President and CEO Steven Carlson, with no private equity, venture capital, or parent-company involvement disclosed.
FloraCraft firmographics
Firmographics- Name
- FloraCraft
- Legal name
- FloraCraft Corporation
- Website
- https://floracraft.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FloraCraft is the world's leading family-owned manufacturer of foam products for the craft and floral industries, selling proprietary Artesia WetFōM, FōM (XPS), Desert DryFōM, and SmoothFōM lines through 20,000+ stores in 50 states and 17 countries and via direct wholesale and e-commerce channels.
- Ownership category
- akta.pro rank
FloraCraft industry classification
Industry- Product category
- Craft and Floral Foam Manufacturing
- NAICS
- Polystyrene Foam Product Manufacturing (326140)
- SIC
- Plastics Foam Products (3086)
- akta.pro primary industry
- Foam Protective Packaging (EPS/EPE/EPP, PU, Molded Foam) (IMALAFAA)
Keywords
Where FloraCraft is headquartered
LocationHeadquarters
- HQ city
- Ludington
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
FloraCraft business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Foam Product Sales: B2B and B2C sales of proprietary foam products for craft and floral industries. Products include FōM (XPS), Artesia WetFōM, Desert DryFōM, SmoothFōM (EPS), and related accessories. Products sold to major retailers and directly to wholesalers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Wholesale pricing for registered retailers and wholesalers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
FloraCraft product offering
Product offeringCore offering
FloraCraft manufactures and sells foam products for the craft and floral industries. Its core offerings include FōM® (extruded polystyrene / XPS), Artesia WetFōM® (proprietary wet floral foam with HydroFast+ Technology), Desert DryFōM® (dry foam), and SmoothFōM® (expanded polystyrene / EPS). The company also offers complementary product categories such as floral containers, wire products, tools and accessories, naturals, sympathy products, and curated collections for wreath-making, weddings, school programs, and holidays.
Product overview
FloraCraft is the world's leading manufacturer of foam products for the craft and floral industries. The company offers a comprehensive portfolio of foam products organized under its house of brands including FloraCraft Foam®, Artesia®, Desert Foam®, and Gala Boutique®, Twinklets Glitter®, and others. The core product lines include FōM® (XPS extruded polystyrene), Artesia WetFōM® (professional-grade wet foam with proprietary HydroFast+ Technology), Desert DryFōM® (dry foam), and SmoothFōM® (EPS). Beyond foam, FloraCraft provides complementary product categories including containers, wire products (easels, wreath forms, wire and pins), tools and accessories, natural materials (moss, straw), and sympathy products. The company also offers curated collections for Wreath-Making, Wedding & Events, School & Education, and Holiday Favorites. FloraCraft serves major retailers including Walmart, Amazon, Michaels, JOANN, and Hobby Lobby, selling products in all 50 states and 17 countries.
Differentiator
Problem solved
Functional benefit
Brands
- FōM® (XPS): Premium extruded polystyrene foam for craft and floral applications.
- Artesia WetFōM®
- Desert DryFōM®
- SmoothFōM® (EPS)
- Gala Boutique®
- Twinklets Glitter®
Products and services
- FōM® (XPS) Premium extruded polystyrene foam for craft and floral applications, available in various shapes including blocks, boards, sheets, balls, cones, discs, eggs, hearts, rods, shreds, vase inserts, and wreath forms.
- Artesia WetFōM® Professional-grade wet floral foam formulated for all stem types, featuring unique grip technology and HydroFast+ Technology for faster water absorption. Keeps flowers alive for up to eight days. Available in standard and instant bricks, paper-mâché forms, and assorted shapes.
- Desert DryFōM® Dry foam product designed for craft applications and floral arrangements where wet foam is not required.
- SmoothFōM® (EPS) Expanded polystyrene foam product for craft and floral applications, providing a smooth foam surface for craft projects.
- Wire Products Wire-based floral and craft products including easels, wreath forms and rings, wire, and pins used to support floral arrangements and craft projects.
- Containers Floral containers and vases used to hold arrangements, centerpieces, and decorative displays.
- Tools & Accessories Floral and craft tools and accessories including card holder picks, decorative mesh, floral tools, foam tools, glitter, and vase fillers.
- Naturals Natural decorative materials including moss and straw used in craft and floral applications.
- Sympathy Products Sympathy-related floral products including cages, cemetery vases, containers, easels, foam, tombstone huggers, and casket saddles used in funeral and memorial arrangements.
- Collections Curated product collections bundling products for Wreath-Making, Wedding & Events, School & Education, and Holiday Favorites use cases.
- Paper-Mâché Forms Paper-mâché floral forms backed by research and strength testing, available for Artesia WetFōM® products.
Quantifiable outcome
- Flowers stay alive for up to 8 days with Artesia WetFōM
- +2 more outcomes
Companies that use FloraCraft
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
FloraCraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
FloraCraft partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Sandcastles Children's MuseumminorFloraCraft sponsors free community Christmas party at Sandcastles Children's Museum for third consecutive year. FloraCraft sponsors museum entry, bike raffles, and hosts craft station with FloraCraft products.
- Michigan Works! West CentralminorWorkforce development partnership providing Incumbent Worker Training to FloraCraft employees. Eight employees earned Operator Certification through the program focusing on operational knowledge, efficiency, safety, and productivity.
- Ludington Area Center for the Arts (LACA)minorFloraCraft donated foam and straw wreath forms for LACA's Festival of Wreaths silent auction, which raised over $850 for the arts center.
- The Hershey CompanycoreFloraCraft partnered with The Hershey's KISSES Company to create holiday-inspired foam starter kits. Three kits were launched for holiday season and sold through Amazon.com, Hersheys.com, and Albertsons stores. Creative influencers Tanner Bell (A Little Craft in Your Day) and Mariah Leeson (Giggles Galore) traveled to Hershey, Pennsylvania for live demonstrations at Hershey's Chocolate World.
- Sabo PRcoreCommunication partner that assisted with announcing the $4 million employee bonus gift. Developed messaging, press releases, social media posts, and coordinated over 600 media placements with 8.2 million audience reach. Agency won Gold PRoof Award for the campaign.
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
FloraCraft competitors and assessment
Company assessmentDirect peers
- Smithers-Oasis: Smithers-Oasis manufactures OASIS Floral Foam, the most globally recognized brand of floral foam and the direct competitive counterpart to FloraCraft's Artesia WetFoM. Both companies target professional and retail floral channels with wet foam bricks and accessories for flower arrangements.
- Ach Foam Technologies: Ach Foam Technologies is a leading North American manufacturer of expanded polystyrene (EPS) foam products, sharing FloraCraft's material science and manufacturing approach across packaging, building, and specialty foam categories.
- Foam Fabricators: Foam Fabricators produces custom molded EPS foam components and protective packaging products for industrial and consumer end-markets, comparable to FloraCraft's molded foam shapes and consumer-facing foam offerings.
- Activa Products: Activa Products manufactures floral and craft supplies including foams, clays, and accessories, directly overlapping FloraCraft's floral and craft industry customer base and product portfolio.
Broad incumbents
- Pregis: Pregis is a global manufacturer of foam-based protective packaging solutions serving retail and industrial customers, overlapping with FloraCraft's underlying EPS foam technology and large-retail channel relationships.
- Sealed Air Corporation: Sealed Air is a publicly traded incumbent in protective and food packaging, producing foam-based cushioning products like Stratocell and Instapak that share EPS/PU foam manufacturing with FloraCraft.
- Dart Container Corporation: Dart Container is a major U.S. polystyrene foam products manufacturer producing cups, containers, and foam packaging, sharing EPS chemistry and broad retail/foodservice channels with FloraCraft.
- Pactiv Evergreen: Pactiv Evergreen produces paper and foam-based packaging products including polystyrene foam foodservice containers, comparable to FloraCraft at the level of foam chemistry and major-retail distribution.
- Dow Inc. Dow Inc. is a major supplier of polystyrene resins used in EPS/XPS foam production (including legacy Styrofoam brand), an upstream incumbent relative to FloraCraft's foam manufacturing operations.
- Wilton Industries: Wilton Industries is a craft and bakeware products manufacturer serving similar retail channels (Walmart, Michaels, JOANN) and employing talent overlapping with FloraCraft's leadership ranks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
FloraCraft social profiles
Digital presenceFloraCraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
FloraCraft leadership team
Management profileNumber of profiles
Profiles1 record
FloraCraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FloraCraft 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 FloraCraft
What does FloraCraft do?
FloraCraft manufactures and sells foam products for the craft and floral industries. Its core offerings include FōM® (extruded polystyrene / XPS), Artesia WetFōM® (proprietary wet floral foam with HydroFast+ Technology), Desert DryFōM® (dry foam), and SmoothFōM® (expanded polystyrene / EPS). The company also offers complementary product categories such as floral containers, wire products, tools and accessories, naturals, sympathy products, and curated collections for wreath-making, weddings, school programs, and holidays.
Is FloraCraft a public or private company?
FloraCraft is a private company. It is classified as family owned and is currently operating.
When was FloraCraft founded?
FloraCraft was founded in 1946. It employs 51 to 100 people.
Where is FloraCraft based?
FloraCraft is headquartered in Ludington, United States, in the North America region.
How does FloraCraft make money?
One revenue line is on record: foam Product Sales.
Who are FloraCraft's main competitors?
Direct peers on record are Smithers-Oasis, Ach Foam Technologies, Foam Fabricators and Activa Products. Broad incumbents are Pregis, Sealed Air Corporation, Dart Container Corporation, Pactiv Evergreen, Dow Inc. and Wilton Industries.
Does FloraCraft have an API?
No public API is recorded for FloraCraft.
What industry is FloraCraft in?
FloraCraft's product category is Craft and Floral Foam Manufacturing. Its primary akta.pro industry code is IMALAFAA, Foam Protective Packaging (EPS/EPE/EPP, PU, Molded Foam). Its NAICS code is 326140 and its SIC code is 3086.