What Floret does

Floret is a privately held family flower farm and seed company founded in 2008 by Erin and Chris Benzakein and based in Washington's Skagit Valley. The company operates a specialized cut flower breeding program, branded Floret Originals, that develops proprietary seed varieties with distinctive colors, forms, and growing characteristics (e.g., Coral Reef, Dusty Rose, and Vintage Rose celosias). Beyond seed production, Floret runs a portfolio of educational and content products, including the Floret Library (a digital reference of 1,500+ flower varieties), paid online workshops (Flower Farming and Flower Arranging), free mini-courses (Summer Mini Course, Seed-Starting 101), three published books (Cut Flower Garden, A Year in Flowers, Discovering Dahlias), and a monthly Floret Farm Journal video series.

The company monetizes through direct-to-consumer e-commerce at shop.floretflowers.com with global shipping, supplemented by book sales, workshop tuition, and media exposure via the Emmy-nominated Growing Floret documentary series distributed on Magnolia Network, discovery+, and HBO Max. Floret's go-to-market relies on content marketing (blog, email newsletter, YouTube, Instagram, Pinterest, Facebook) and earned media, with its primary customer segments being home gardeners, small-to-medium commercial flower farmers, and professional florists and designers. The business remains bootstrapped and family-operated with 1-10 employees, Floret LLC as the legal entity, no disclosed external investors, and no M&A activity to date.

Name

Floret

Legal name

Floret LLC

Website

https://floretflowers.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Floret is a family-owned cut flower farm and seed breeder in Washington's Skagit Valley that sells proprietary Floret Originals seeds, books, and online workshops to home gardeners, small flower farmers, and professional florists via global direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Flower Seeds & Specialty Horticulture

NAICS

Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114), Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

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

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industries

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM), Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Cut flower seeds
• Flower farming workshops
• Dahlia tubers
• Specialty horticulture
• Gardening education

Headquarters

HQ city

Mount Vernon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Seed and Product Sales: E-commerce sales of farm-bred cut flower seeds (Floret Originals), dahlia tubers, and related products through their online shop.
2. Book Sales: Sale of published books including Cut Flower Garden (American Horticulture Society Book Award winner), A Year in Flowers (New York Times Bestseller), and Discovering Dahlias.
3. Workshop Enrollment: Online educational workshops including Flower Farming Workshop and Flower Arranging Workshop with paid registration.
4. Digital Courses: Free and paid mini-courses on flower growing topics (Summer Mini Course, Seed-Starting 101) with email opt-in registration.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Floret operates a family flower farm in Washington's Skagit Valley that breeds proprietary cut flower varieties under the Floret Originals line and sells farm-bred seeds, dahlia tubers, books, and a calendar through its online shop. The company also produces paid online workshops (notably the Flower Farming Workshop), free and freemium mini courses, and a digital library that documents varieties and growing techniques for home gardeners, aspiring flower farmers, and florists.

Product overview

Floret is a small family flower farm offering a portfolio of interconnected products and services centered on cut flower cultivation. The core offerings include Floret Originals Seeds (farm-bred cut flower varieties), the Floret Library digital resource, and workshops (Flower Farming Workshop and Flower Arranging Workshop). Free Mini Courses and The Floret Farm Journal provide supplemental educational content. Published books (Cut Flower Garden, A Year in Flowers, Discovering Dahlias) extend the educational reach. The Emmy-nominated Growing Floret documentary series and social media presence on Facebook, Instagram, Pinterest, and YouTube market the brand. The e-commerce shop.floretflowers.com serves as the primary sales channel for seeds and products.

Differentiator

Problem solved

Functional benefit

Products and services

• Floret Originals Seeds A catalog of proprietary cut flower and dahlia seed varieties bred on-farm at Floret's Skagit Valley property. Sold to home gardeners, hobbyist flower growers, small commercial flower farms, and floral designers seeking unique, farm-tested genetics.
• Dahlia Tubers Cut flower dahlia tubers grown and sold by Floret through its online shop, targeting home gardeners and cut flower growers.
• Flower Farming Workshop A comprehensive online workshop teaching the Floret Method for planning, growing, harvesting, and arranging flowers. Targeted at aspiring flower farmers, small commercial growers, and serious home gardeners, with enrollment offered annually.
• Cut Flower Garden (Book) A printed book by Erin Benzakein covering the Floret Method of growing, harvesting, and arranging cut flowers. Targeted at home gardeners, flower farmers, and floral designers.
• A Year in Flowers (Book) A printed book by Erin Benzakein focused on designing seasonal floral arrangements with garden-grown flowers. Aimed at home gardeners and professional florists seeking design inspiration.
• Discovering Dahlias (Book) A printed book by Erin Benzakein providing a comprehensive guide to growing dahlias, covering variety selection, planting, care, and harvest. Targeted at dahlia enthusiasts and cut flower growers.
• Floret Farm's A Year in Flowers 2025 Wall Calendar An annually produced wall calendar featuring Floret's floral photography. Sold as a consumer gift / lifestyle product through the online shop.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Blue Chalk MediacoreStrategic or Co-development PartnerBlue Chalk Media collaborated with Floret over 4 years to produce the Growing Floret documentary series. The production company provided cinematography (Jamie Francis), directing (Rob Finch), and editing services (Jill Jorgensen, Tim McLaughlin) for the Emmy-nominated show.
• Magnolia NetworkcoreChannel Partner/ Reseller/ DistributorGrowing Floret Seasons 1 & 2 distributed on Magnolia Network platform, as well as discovery+ and HBO Max streaming services, providing major media exposure for the Floret brand.
• Pamela and Frank ArnoskyminorOthersOriginal stock for the celosia variety 'Vintage Rose' was obtained from Texas flower farmers Pamela and Frank Arnosky nearly a decade ago. Floret has continued to refine and stabilize this variety over time.
• Johnny's Selected SeedsminorChannel Partner/ Reseller/ DistributorJohnny's Selected Seeds carries several Floret-recommended varieties and serves as an alternative seed source for customers. Recommended in blog content as a source for specific sunflower and marigold varieties.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Johnny's Selected Seeds: A well-established Maine-based seed company selling vegetable, flower, and herb seeds to home gardeners and commercial growers via mail-order catalog and DTC e-commerce. Directly comparable to Floret's seed-selling DTC model and shared farmer/gardener customer base, with overlapping cut-flower variety offerings.
• Baker Creek Heirloom Seeds: A Missouri-based heirloom seed company with a strong lifestyle brand, large catalog of unique flower and vegetable varieties, and DTC mail-order business. Highly comparable to Floret in its storytelling-driven marketing, rare-variety positioning, and direct relationship with hobbyist growers.
• White Flower Farm: A Connecticut-based mail-order nursery selling perennials, annuals, bulbs, and cut-flower-friendly plants to home gardeners through catalogs and DTC e-commerce. Comparable customer (cut-flower hobbyist gardener) and overlapping product mix of flowering plants.
• Select Seeds: A Connecticut-based heirloom flower and seed specialist focused on fragrant and old-fashioned annuals and perennials for cutting gardens, sold DTC online. A close niche peer to Floret given its cut-flower specialization, mail-order heritage, and shared gardener target.
• Bluestone Perennials: An Ohio-based mail-order perennial nursery selling flowering perennials and plants to home gardeners through DTC online ordering. Comparable to Floret in its pure-play DTC plant-selling model and home gardener customer.
• Renee's Garden: A California-based DTC seed company selling flower, herb, and vegetable varieties through online ordering, founded by gardener Renee Shepherd. Comparable to Floret in its flower-led assortment, founder-led brand identity, and DTC channel focus.
• Seed Savers Exchange: A nonprofit Iowa-based seed-saving organization that sells heirloom and open-pollinated flower and vegetable seeds via catalog and DTC online channels. Comparable in the heirloom/unique-variety positioning and direct gardener relationships, though organized as a mission-driven nonprofit.

Broad incumbents

• Burpee Seeds: A large, established mail-order seed company selling flower and vegetable varieties to home gardeners through DTC and retail channels. Relevant incumbent competitor to Floret with much broader catalog and distribution but less of a focused cut-flower and lifestyle brand.

Emerging players

• The Bouqs Company: A DTC cut-flower delivery brand shipping bouquets directly to consumers. Adjacent rather than directly competitive since Bouqs sells finished arrangements versus Floret's seeds and plants, but comparable as another digitally native brand in the cut-flower consumer space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@floretflowerfarm
• Facebookfacebook.com/floretflowers
• Instagraminstagram.com/floretflower
• Pinterestpinterest.com/floretflwrfarm

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 Floret