The Floral Connection

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.

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

Product category

Wholesale Floriculture

NAICS

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

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Wholesale flower supply
• Floral category management
• B2B floriculture distribution
• Cut flowers and plants
• Floral supply chain

Headquarters

HQ city

De Kwakel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

One partnership is on record.

• Dutch Flower Group (DFG)coreOthersThe 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

Direct 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

• Facebookfacebook.com/TheFloralConnection
• LinkedInlinkedin.com/company/the-floral-connection

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Floral Connection