Florelle International

What Florelle International does

Florelle International Ltd is a UK-based wholesale supplier of artificial flowers, trees, plants, and seasonal decorations, serving trade customers across the United Kingdom and Europe. Incorporated circa 1970 and headquartered at Albany Works, Kirkheaton, Huddersfield, the company operates a B2B model in which buyers must register for and be approved for a trade account before they can view pricing, access quotes, or place orders. Goods are sold in outer-carton quantities at fixed unit prices, with free delivery offered on orders of £1,000 or more, and pricing is not publicly listed.

The product portfolio spans more than 460 SKUs across categories including flower bushes, single stems, potted plants, trees, grave pots (memorial cemetery decorations), Christmas and other seasonal collections, greenery and hanging items, vases, and display accessories. Catalog segmentation includes budget and pound-line tiers alongside premium pieces such as large orchids and display stands. The company also offers display solutions and bespoke floral range development, positioning itself as a one-stop merchandising supplier for retailers rather than a pure SKU wholesaler.

Florelle monetises through unit sales to trade buyers, with named customers including enterprise retailer W.Boyes & Co LTD and independent retailer The Artificial Flower Shop. Go-to-market is sales-led, combining a physical showroom in Huddersfield (open weekdays 9am-4pm), an e-commerce trade portal, and direct outreach. The company is privately held under what appears to be owner-managed/family-style control, with no disclosed external investors, no public filings, and no quantified revenue or growth metrics. Digital presence is limited to Facebook, LinkedIn, and email newsletter — consistent with a traditional wholesale operation rather than a digitally-led business.

Name

Florelle International

Legal name

Florelle International Ltd

Website

https://florelle.co.uk

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Florelle International Ltd is a UK-based wholesale supplier of artificial flowers, trees, plants, and seasonal decorations serving trade customers across the UK and Europe via approved trade accounts, an online ordering portal, and a Huddersfield showroom.

Ownership category

akta.pro rank

Product category

Artificial Florals & Seasonal Decorations

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

SIC

Wholesale-Furniture & Home Furnishings (5020), Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Artificial Flowers, Silk Florals & Faux Greenery Decor (HSACAOAK)

akta.pro secondary industry

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Artificial flowers wholesale
• Faux plants supply
• Seasonal home decor
• Christmas decorations wholesale
• Floral display solutions

Headquarters

HQ city

Huddersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Artificial Flowers and Plants: Wholesale B2B sales of artificial flowers, trees, plants, and seasonal decorations to trade customers across UK and Europe. Products sold in outer carton quantities at fixed unit prices. Minimum order value of £1000 for free delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Florelle International manufactures and distributes artificial flowers, plants, trees, vases, and seasonal/Christmas decorations to wholesale trade buyers and retail customers across the UK and Europe. Its catalogue spans flower bushes, single stems, potted plants, trees, grave pots, greenery and hanging ranges, vases, and seasonal collections, supported by display and merchandising solutions for florists, retailers, and decorators.

Product overview

Florelle International is a wholesale and retail supplier of artificial flowers, trees, plants, and seasonal decorations serving trade customers across the UK and Europe for over 50 years. The company operates a B2B trade account model where customers must register and be approved to access pricing. Their product portfolio centers on artificial floral arrangements and greenery across multiple categories including Flower Bushes, Single Stems, Potted plants, Trees, Grave Pots (memorial cemetery decorations), Christmas seasonal items, and Display solutions for retail merchandising. The product range spans budget-friendly items through premium pieces, with many products available in multiple color/colour assortments. The company also offers display solutions to help retailers merchandise their products, positioning them as a one-stop supplier for artificial plant and flower needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Artificial Flower Bushes
• Single Stem Artificial Flowers
• Artificial Potted Plants
• Artificial Trees
• Grave Pots and Remembrance Ranges
• Christmas Decorations
• Greenery and Hanging Ranges
• Vases
• Seasonal Collections
• Display and Merchandising Solutions

Quantifiable outcome

• Customers report increased floral turnover

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

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Afloral: US-based specialist in artificial flowers, plants, and trees sold direct to consumer and trade. Direct comparable to Florelle in product category (artificial florals), target market (retailers seeking decorative florals), and breadth of SKU coverage.
• Nearly Natural: Established artificial plants, trees, and floral arrangements brand serving both retail and trade channels in North America. Directly comparable to Florelle in product mix (artificial florals, trees, arrangements), B2B supply model, and broad catalog across categories.
• Knud Nielsen Company: Long-standing US wholesaler of artificial flowers, dried florals, and florist supplies to retail and trade. Comparable to Florelle in B2B wholesale model, artificial floral category focus, and trade-account distribution approach.

Broad incumbents

• Smithers-Oasis (Floralife): Global florist supplies company best known for floral foam and post-harvest products. Comparable as a broader incumbent serving the same florist/trade customer base as Florelle, though its portfolio is anchored in fresh-flower inputs rather than artificial florals.

Others

• Teleflora: Leading North American flower-delivery network connecting retail florists with consumers. Adjacent to Florelle because both serve the florist/trade channel, though Teleflora focuses on fresh flowers and delivery rather than artificial floral wholesale.
• Interflora: UK-headquartered international flower delivery network serving florist partners across Europe. Comparable to Florelle as a UK florist-industry ecosystem player, though Interflora operates a fresh-flower delivery model rather than artificial floral wholesale.
• 1-800-Flowers: Large North American floral and gifting retailer offering flowers, plants, and gifts direct-to-consumer. Adjacent to Florelle in the broader floral retail supply chain but operates a primarily consumer-facing gifting model rather than B2B artificial wholesale.
• BloomNation: Online marketplace connecting consumers with local florists for fresh and artificial arrangements. Comparable as a floral industry technology/distribution peer serving the same retailer and end-customer base, though its model is a marketplace rather than artificial floral wholesale.
• Aflorist: UK-based online flower delivery service offering same-day fresh and artificial flowers direct to consumers. Comparable as a UK floral industry participant, though Aflorist is consumer-facing rather than a B2B artificial floral wholesaler like Florelle.

Regional players

• Euroflorist: European flower-delivery platform operating across multiple European countries. Comparable as a regional floral industry player serving the European market that Florelle also targets, although Euroflorist focuses on fresh-flower e-commerce delivery rather than artificial wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FlorelleImport
• LinkedInlinkedin.com/company/florelle-import-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Florelle International