The Floral Connection
The Floral Connection is a Netherlands-based B2B wholesale supplier of flowers and plants to European food retailers, operating Europe's leading floral production facility in Aalsmeer and sourcing from 250+ growers across 33+ countries to serve retailers in 20+ European markets.
- Company typePrivate
- Founded2021
- HeadquartersDe Kwakel, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What The Floral Connection does
The Floral Connection is a Netherlands-headquartered B2B wholesale supplier of flowers and plants to European food retailers, operating as a subsidiary of the Dutch Flower Group (DFG) conglomerate. Formally established in 2021 through the merger of three predecessor companies (Bloom, Green Partners and Greenex), the company functions as an integrated floral retail network combining global sourcing, production, category management and supply chain coordination. Its operational footprint spans a head office in De Kwakel in the Aalsmeer floral region, a secondary office in La Chapelle-d'Armentières (France), a sourcing network of more than 250 growers across 33+ countries, and active retail relationships in 20+ European countries, where it holds category leader and sole supplier positions with multiple food retailers.
Its core product set comprises tailored flower and plant assortments, design-led floral concepts for seasonal and everyday retail, retail-ready bouquet production and packaging from its Aalsmeer production facility, and category management services supported by its proprietary Floral Data Hub — a data platform that combines retail expertise, market insights and predictive analytics to help retailers optimise assortments. Sustainability credentials (EcoVadis Silver, Fairtrade, GLOBALG.A.P., SMETA, SBTi-aligned climate targets) are integral to its positioning with European retailers.
The commercial model is B2B enterprise field sales with negotiated, contract-based pricing to retailers (pricing is not publicly disclosed). Revenue mechanics are described as transaction-based supply of flowers, plants and related services to European food retailers, with category management, design and data insights sold as embedded partnership deliverables rather than as standalone products. The company serves two intertwined customer segments: European food retailers (primary buyers of flower and plant categories) and flower and plant growers (suppliers seeking stable market access). Sales motion is direct, relationship-led and organised around long-term partnerships and category ownership.
The Floral Connection firmographics
Firmographics- Name
- The Floral Connection
- Legal name
- The Floral Connection
- Website
- https://thefloralconnection.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Floral Connection is a Netherlands-based B2B wholesale supplier of flowers and plants to European food retailers, operating Europe's leading floral production facility in Aalsmeer and sourcing from 250+ growers across 33+ countries to serve retailers in 20+ European markets.
- Ownership category
- akta.pro rank
The Floral Connection industry classification
Industry- Product category
- Wholesale Floriculture
- NAICS
- Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where The Floral Connection is headquartered
LocationHeadquarters
- HQ city
- De Kwakel
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
The Floral Connection business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Flowers and Plants Supply to Retailers: B2B supply of flowers and plants to European food retailers. They provide tailored assortments, retail-ready production and packaging solutions, category management, and supply chain coordination services.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
The Floral Connection product offering
Product offeringCore offering
The Floral Connection is a wholesale supplier of flowers and plants for European food retailers, sourcing from a global network of 250+ growers across 33+ countries and producing retail-ready bouquets at Europe's leading floral production facility in Aalsmeer, Netherlands. It combines global sourcing, production and packaging, tailored assortments, design-led floral concepts, supply chain coordination, and data-driven category management (via the proprietary Floral Data Hub) into integrated retail-ready solutions delivered to category leader and sole-supplier retail accounts across 20+ European countries.
Product overview
The Floral Connection operates as a unified floral retail network platform that combines sourcing expertise, production capabilities, category management, and data analytics. Their core offerings include the Floral Data Hub for market intelligence, a global sourcing network of 250+ growers across 33+ countries, Europe's leading floral production facility in Aalsmeer, design-led floral concepts, and tailored assortment solutions for European food retailers. They connect growers, retailers and consumers through integrated supply chain coordination, design services, and data-driven category management.
Differentiator
Problem solved
Functional benefit
Products and services
- Floral Data Hub Proprietary data analytics platform that combines retail expertise and market insights to help retailers optimize flower and plant assortments, strengthen category performance, and create sustainable growth through data-driven decisions and predictive analytics.
- Global Sourcing Network Global network of more than 250 growers and trusted sourcing partners spanning 33+ countries, providing year-round access to quality flowers and plants with reliable and flexible supply chain capabilities for European food retailers.
- Production and Packaging Solutions Europe's leading floral production facility in Aalsmeer providing retail-ready solutions including packed-at-source capabilities, bouquet production, and controlled production processes with flexible solutions for promotions and seasonal peaks.
- Category Management Services Data-driven category growth strategies including assortment optimisation, promotional planning, trend forecasting, and market intelligence, enabled by the Floral Data Hub, to help retailers build stronger and more sustainable flower and plant categories.
- Tailored Assortments Custom flower and plant assortments developed for specific retail formulas, customer segments, category strategies, and seasonal opportunities, combining market insights with product expertise for European food retailers.
- Design-Led Floral Concepts In-house design services creating floral concepts that reflect consumer trends and retail needs, ranging from everyday assortments to seasonal collections for Valentine's Day, Mother's Day, Easter, Christmas and local celebrations.
Quantifiable outcome
- Top 15% in EcoVadis worldwide assessment (Silver Medal)
- +2 more outcomes
Companies that use The Floral Connection
Customer profileSegments2 records
Ideal customer profiles2 records
The Floral Connection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature1 record
The Floral Connection partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dutch Flower Group (DFG)coreThe Floral Connection was founded in 2021 through the merger of Bloom, Green Partners and Greenex as part of Dutch Flower Group (DFG). The company operates within the DFG family and is aligned with the IMPACT2030 sustainability strategy. They have access to own growing facilities within the DFG network.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
The Floral Connection competitors and assessment
Company assessmentDirect peers
- Marginpar: Specialised grower and supplier of distinctive cut flowers (e.g., summer flowers, chrysanthemums) to European wholesalers and retailers. Comparable in supplying specialty floral assortments to retail channels.
- Hilverda De Boer: Dutch-based floral exporter supplying supermarket chains across Europe with cut flowers and plants. Directly comparable as a B2B supplier with integrated sourcing and retail-ready assortment delivery.
- FleuraMetz: One of the largest Dutch-based floral wholesalers serving European supermarkets and florists. Highly comparable as a B2B flower/plant supplier with global sourcing and retail-ready bouquet production.
- OZ Export: Dutch floral export company serving European supermarket and retail customers with sourced and processed flower assortments. Closely comparable business model to TFC.
- Van der Plas: Major Dutch flower and plant wholesaler supplying retailers across Europe. Comparable in business model — global grower sourcing combined with bouquet assembly and direct retail supply.
- Royal FloraHolland: The world's largest flower auction and cooperative, also serving as a major intermediary between growers and European buyers. Directly comparable as a flower wholesale/category-management platform for European retailers, though it operates an auction model rather than sole-supplier contracts.
Broad incumbents
- Ball Horticultural Company: Global horticulture company supplying breeding, seed and young plants to growers and retailers. Broader incumbent in the same floral/horticulture value chain, though focused on inputs rather than wholesale.
- Dümmen Orange: Global leader in ornamental plant breeding and propagation. Comparable as a major Dutch-headquartered horticulture player serving European retail, though focused upstream on genetics/propagation rather than wholesale distribution.
- Syngenta Flowers: Global flower seed and breeding business serving the ornamental horticulture industry. Adjacent incumbent operating in the upstream portion of the same European floral value chain.
Others
- Smithers-Oasis: Global supplier of floral foam, postharvest products and floral hard goods. Comparable ecosystem player supplying inputs used by European floral wholesalers and bouquet producers, including those serving retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Floral Connection social profiles
Digital presenceThe Floral Connection compliance and trust
Trust signalCompliance5 records
The Floral Connection financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Floral Connection leadership team
Management profileNumber of profiles
Profiles1 record
The Floral Connection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Floral Connection 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 The Floral Connection
What does The Floral Connection do?
The Floral Connection is a wholesale supplier of flowers and plants for European food retailers, sourcing from a global network of 250+ growers across 33+ countries and producing retail-ready bouquets at Europe's leading floral production facility in Aalsmeer, Netherlands. It combines global sourcing, production and packaging, tailored assortments, design-led floral concepts, supply chain coordination, and data-driven category management (via the proprietary Floral Data Hub) into integrated retail-ready solutions delivered to category leader and sole-supplier retail accounts across 20+ European countries.
Is The Floral Connection a public or private company?
The Floral Connection is a private company. It is classified as corporate owned and is currently operating.
When was The Floral Connection founded?
The Floral Connection was founded in 2021. It employs 101 to 250 people.
Where is The Floral Connection based?
The Floral Connection is headquartered in De Kwakel, Netherlands, in the Europe region.
How does The Floral Connection make money?
One revenue line is on record: flowers and Plants Supply to Retailers.
Who are The Floral Connection's main competitors?
Direct peers on record are Marginpar, Hilverda De Boer, FleuraMetz, OZ Export, Van der Plas and Royal FloraHolland. Broad incumbents are Ball Horticultural Company, Dümmen Orange and Syngenta Flowers. Smithers-Oasis is listed as an others.
Does The Floral Connection have an API?
No public API is recorded for The Floral Connection.
What industry is The Floral Connection in?
The Floral Connection's product category is Wholesale Floriculture. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 42493.