Flowerama Of America

What Flowerama Of America does

Flowerama Of America, Inc. is a Cedar Falls, Iowa-based franchisor of retail floral and gift shops, operating under the Flowerama brand since 1952 (originally founded as Frink's Green House by Maurice and Herbert Frink). The company licenses its retail merchandising concept to franchisees and retains a small portfolio of company-owned stores in Iowa that serve as test locations for new products. The product portfolio centers on fresh cut flowers, floral arrangements, green and blooming plants, silk and dried florals, and bedding plants, with complementary gift items including gourmet chocolates, Mylar balloons, greeting cards, flags, spinners, and inspirational keepsakes. Service offerings include sympathy tributes, wedding florals, corsages, and boutonnieres, serving individual consumers across a horizontal segmentation of personal occasions.

The business operates on a mass-merchandising, cash-and-carry model using freestanding retail locations in high-traffic areas, a format that has been in place since the 1986 transition out of enclosed shopping malls. Underlying technology is limited to a website-based ordering platform with state and zip-code store locator, plus e-commerce order capture via web, mobile applications, telephone, fax, and social media — with no disclosed AI, ML, or proprietary data systems. Franchisees are supported through volume purchasing programs direct from brokers and growers, site selection, training, and shared marketing infrastructure.

Since 2011, Flowerama of America, Inc. has operated as a wholly owned subsidiary of 1-800-Flowers Retail, Inc., integrating it into the largest floral franchise organization globally. The franchise network spans more than 60 freestanding centers across 16 U.S. states (Alabama, Arkansas, Florida, Georgia, Iowa, Kansas, Kentucky, Minnesota, Missouri, Nebraska, New Mexico, Ohio, Oklahoma, Pennsylvania, Texas, and Virginia), with the Midwest and Southeast representing the core geographic footprint. Revenue mechanics at the corporate level consist of franchise fees and royalties from the licensed retail network, supplemented by retail sales from company-owned Iowa stores — no consolidated revenue, headcount, or unit-economics data is publicly disclosed.

Name

Flowerama Of America

Legal name

Flowerama of America, Inc.

Website

https://flowerama.com

Company type

Private

Founded year

1952

Operating status

Operating

Short description

Flowerama Of America is an Iowa-based franchisor of retail floral and gift shops, operating 60+ freestanding centers across 16 U.S. states under a mass-merchandising cash-and-carry model. A wholly owned subsidiary of 1-800-Flowers Retail, Inc. since 2011, it serves individual consumers purchasing flowers, plants, and gifts for personal occasions.

Ownership category

akta.pro rank

Product category

Retail Florist

NAICS

Florists (45931), Florists (4593), Florists (459310)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industries

Event Floral Design & Arrangements (HSACAOAA), Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ), Floral & Event Installations (HSACAAAC), Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Retail florist shops
• Fresh flower arrangements
• Floral franchise network
• Plants and gifts retail
• Wedding and sympathy flowers

Headquarters

HQ city

Waterloo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Floral and Gift Sales: Revenue generated from selling fresh cut flowers, floral arrangements, tropical green and blooming plants, silk and dried floral products, bedding plants, gourmet chocolates, balloons, greeting cards, and unique gift items through company-owned and franchised retail locations using a cash-and-carry sales approach.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Flowerama of America is a franchisor and operator of retail flower shops selling fresh cut flowers, floral arrangements, tropical green and blooming plants, silk and dried floral products, bedding plants, gourmet chocolates, balloons, greeting cards, and unique gift items through more than 60 freestanding franchised retail locations across 16 U.S. states using a mass-merchandising cash-and-carry model. It also sells franchise opportunities and operates website, mobile, telephone, fax, and social media ordering channels for its floral products and services.

Product overview

Flowerama Of America operates a franchised retail floral and gift shop network offering a unified product portfolio centered on fresh cut flowers, floral arrangements, green and blooming plants, silk and dried floral products, and bedding plants. The business complements its core floral offerings with gift items including gourmet chocolates, Mylar balloons, greeting cards, unique gifts, inspirational keepsakes, flags, and spinners. Service offerings include sympathy tributes, wedding flowers, corsages, and boutonnieres. The company operates under mass-merchandising and cash-and-carry sales models combined with web sales capabilities, maintaining over 60 freestanding franchised locations across 16 U.S. states. The portfolio is supported by a franchise program that provides training, site selection, merchandising, and marketing support to franchise owners.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Cut Flowers Fresh cut flowers available for purchase at Flowerama retail floral shops, representing the core product offering for individual consumer occasions.
• Floral Arrangements Pre-made and custom floral arrangements sold for various occasions including holidays, celebrations, and events.
• Green Plants Healthy green plants including tropical varieties sold at Flowerama retail locations for home or office decoration.
• Blooming Plants Colorful blooming plants sold at Flowerama retail locations for gifting and home decoration.
• Silk and Dried Floral Products Silk and dried floral products offered at Flowerama franchised retail locations as alternatives to fresh flowers.
• Bedding Plants Bedding plants sold through Flowerama retail and franchise locations for garden and outdoor use.
• Gourmet Chocolates Gourmet chocolate gift items sold as add-on products alongside floral purchases.
• Mylar Balloons Mylar balloons sold as complementary gift items at Flowerama retail locations.
• Greeting Cards Greeting cards sold at Flowerama locations for occasions and to accompany floral gifts.
• Sympathy Tributes Floral arrangements specifically designed for sympathy and memorial occasions, offered through Flowerama retail locations.
• Wedding Flowers Wedding floral services including arrangements, corsages, and boutonnieres offered through Flowerama retail locations.
• Corsages and Boutonnieres Floral accessories for proms and formal events including corsages and boutonnieres, sold through Flowerama retail locations.
• Unique Gifts and Inspirational Keepsakes Unique gift items and inspirational keepsakes sold at Flowerama retail locations alongside floral products.
• Flags and Spinners Seasonal garden decorations including flags and spinners sold at select Flowerama retail locations.
• Flowerama Franchise Program Franchise program offering entrepreneurs the opportunity to open Flowerama retail floral and gift shops, with training, site selection, merchandising, marketing, and a comprehensive supplier program.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• 1-800-Flowers Retail, Inc.coreStrategic or Co-development Partner · 1 January 2011In 2011, Flowerama of America, Inc. was acquired by 1-800-Flowers Retail, Inc. This partnership made Flowerama part of the largest floral franchise organization in the world. The acquisition provided Flowerama with additional resources and integration into a major floral retail network while maintaining its franchise operations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• BloomNation: An online marketplace that connects consumers directly with local independent florists, bypassing traditional wire-service networks. Represents an emerging channel that could disintermediate franchise florists like Flowerama by enabling independent local shops to compete online.
• The Bouqs Company: A digitally native floral brand emphasizing farm-direct sourcing and subscription ordering. Owned by 1-800-Flowers, making it both a sibling brand and a direct competitor for the modern, online-first consumer that Flowerama's traditional retail format is reaching for.
• The Sill: A direct-to-consumer indoor plant retailer offering potted plants, planters, and plant-care subscriptions online. Overlaps with Flowerama's green and blooming plant category and represents the digital-first shift in consumer plant purchasing.

Direct peers

• ProFlowers: A leading online-only floral and gift retailer offering fresh flowers, plants, and gift baskets delivered nationwide. Represents the digital-native threat that Flowerama's brick-and-mortar franchise model must compete against for online floral share.
• Conroy's Flowers: A sister retail florist brand under 1-800-Flowers Retail, Inc., referenced directly on Flowerama's website as 'The Story of Conroy's.' Operates a comparable franchise/retail florist model in the Western U.S., making it the closest like-for-like comparand for store-level economics and franchise support requirements.
• From You Flowers: An online floral and gift retailer offering same-day delivery through a network of local florists. Operates a hybrid model (e-commerce front-end + local florist fulfillment) that parallels the competitive pressure on Flowerama's in-store traffic.
• Teleflora: A nationwide floral delivery network serving consumers through member florists. Competes with Flowerama on the same occasion-based floral occasions (Valentine's Day, Mother's Day, sympathy) and shares the multi-florist aggregation model that powers Flowerama's own local-delivery positioning.
• FTD Companies: One of the largest floral network operators in North America, connecting consumers to a network of local florists for delivery. Directly comparable to Flowerama in the consumer floral category, with overlapping products (fresh flowers, plants, gifts) and a parallel network-based delivery model.
• Just Flowers: An online floral marketplace delivering fresh flowers through a partner florist network. Competes directly with Flowerama on occasion-based floral purchases and price-sensitive customer segments.

Broad incumbents

• 1-800-Flowers: Parent company of Flowerama and the largest direct-to-consumer floral and gift retailer in the U.S. Operates multiple floral brands (1-800-Flowers, The Bouqs, Harry & David) across e-commerce and licensed retail, providing both a corporate-parent context and the broadest competitive overlap with Flowerama's floral and gift assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/flowerama-of-america-inc-

Revenue estimate

Valuation estimate

Number of profiles

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 Flowerama Of America