FleuraMetz
FleuraMetz is a Netherlands-headquartered B2B wholesale florist supplying fresh-cut flowers, plants, and supplies to North American florists through six wholesale houses (US and Canada), a 24/7 webshop, and a mobile app, backed by a 140+ grower supplier network.
- Company typePrivate
- Founded2009
- HeadquartersDe Kwakel, Netherlands
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What FleuraMetz does
FleuraMetz is the North American wholesale distribution arm of FM Group, a Netherlands-based floriculture trading company headquartered in De Kwakel. The company sells fresh-cut flowers, plants, and floral supplies to professional florists through an omnichannel model: six physical wholesale houses for Cash & Carry purchasing in Chicago, New York, Los Angeles, Dallas, Toronto, and Montreal, complemented by a 24/7 B2B webshop and a native iOS/Android mobile app. Customers are predominantly SMB retail florists, wedding and event florists, floral design studios, and a thin layer of enterprise hospitality accounts (hotels).
The core product surface centers on the Holland Direct Program, which gives florists access to over 2,500 fresh flowers from Dutch farms with smart selection filters (Auction Deals, Kees' Choice, Seasonal Selections) and scheduled multi-day-per-week delivery across all six North American cities. The Preferred Suppliers Program aggregates over 140 top-tier growers across South America, Africa, Asia, Italy, France, and the Holland auction, and Floral Global Sourcing (FGS) handles direct-from-producer imports that bypass middlemen. Supporting platforms include the Lookbook (shoppable curated collections), Masterpieces (an ambassador and showcase program), and Future Garden (a virtual Campus/Atelier/Headquarters/Expo collaboration and training space). Recent product extensions include Finca (exclusive private-label Colombian carnations), Naru (sustainable packaging), and EverlastingBlooms (silk, dried, and preserved flowers), plus a Pre-order Wedding List allowing up to three weeks of advance booking with locked pricing.
Revenue is generated transactionally through wholesale product sales to registered business customers; registration is free and pricing is negotiated via dedicated account managers rather than published list prices. Distribution combines physical wholesale branches with direct-to-business delivery routes. The company is privately held under FM Group, has not raised external funding, does not disclose revenue, and shows no recorded M&A or leadership changes in the data, indicating a stable, parent-funded operating posture rather than a venture-backed growth profile.
FleuraMetz firmographics
Firmographics- Name
- FleuraMetz
- Legal name
- FleuraMetz
- Website
- https://fleurametz.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- FleuraMetz is a Netherlands-headquartered B2B wholesale florist supplying fresh-cut flowers, plants, and supplies to North American florists through six wholesale houses (US and Canada), a 24/7 webshop, and a mobile app, backed by a 140+ grower supplier network.
- Ownership category
- akta.pro rank
FleuraMetz industry classification
Industry- Product category
- Wholesale Floral Distribution
- NAICS
- Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)
- akta.pro primary industry
- Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
- akta.pro secondary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where FleuraMetz is headquartered
LocationHeadquarters
- HQ city
- De Kwakel
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
FleuraMetz business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Flower Sales: B2B wholesale distribution of fresh-cut flowers, plants, and floral supplies to florists. Products sourced from a network of 140+ preferred suppliers globally and directly from Dutch farms through the Holland Direct Program. Revenue generated through product sales to registered business customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard wholesale pricing for registered business customers |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
FleuraMetz product offering
Product offeringCore offering
FleuraMetz is a B2B wholesale distributor of fresh-cut flowers, plants, and floral supplies serving professional florists across North America. The company combines six physical wholesale houses (Chicago, New York, Los Angeles, Dallas, Toronto, Montreal) with a 24/7 e-commerce webshop and mobile app, sourcing from 140+ preferred global growers including direct access to Dutch farms via the Holland Direct Program.
Product overview
FleuraMetz is a wholesale floral company operating as a full-service partner to florists, combining a B2B e-commerce platform with physical wholesale houses. The product portfolio centers on the Webshop (online ordering platform with smart filters and sustainable shopping options), the mobile FleuraMetz App (iOS/Android for 24/7 ordering), and the Holland Direct Program (access to 2,500+ flowers from Dutch farms). Supporting platforms include Lookbook (themed curated collections for inspiration and direct shopping), Masterpieces (florist showcase and ambassador program), and Future Garden (virtual collaboration and training space with Campus, Atelier, Headquarter, and Expo modules). The offering extends to specialty product categories like EverlastingBlooms (silk/dried/preserved flowers and plants), private labels Finca (Colombian carnations) and Naru (sustainable packaging), plus the Preferred Suppliers Program (140+ global growers) and Floral Global Sourcing (direct import). The Pre-order Wedding List enables advance planning for wedding floristry. Customers can shop in-store at four North American wholesale houses or online, with personalized account management.
Differentiator
Problem solved
Functional benefit
Brands
- Finca: Exclusive private label of FM Group specializing in premium-quality carnations sourced directly from Colombia
- Naru
- EverlastingBlooms
- Future Garden
- Masterpieces
- Holland Direct Program
Products and services
- FleuraMetz App
Quantifiable outcome
- 90% sustainable trade commitment in floriculture
- +1 more outcomes
Companies that use FleuraMetz
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
FleuraMetz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
FleuraMetz partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered flagship, minor and core.
- Finca by FM GroupflagshipFinca is the exclusive private label of FM Group, specializing in premium-quality carnations sourced directly from Colombia. Available for florists, event planners, wholesalers, and floral distributors. Offers varieties like Aragon, Caesar, Epsilon, Peach Novia, Rodas.
- NaruminorSustainable and luxury packaging line available exclusively from FleuraMetz. Spotted as an innovative packaging solution for florists.
- Preferred Suppliers (140+ Growers)coreOver 140 top-tier flower growers across South America, Africa, Asia, Italy, France, and the Holland flower auction participate in FleuraMetz's Preferred Suppliers Program, enabling sustainable, seasonal, and bulk availability of flowers for florists.
- Floral Global Sourcing (FGS)coreFGS is a direct import program working directly with producers worldwide without middlemen. Selected for premium products and quality assurance.
- Marginpar GroupcoreAfrican rose supplier supporting communities around their flower farms through the Marginpar Foundation. Focus on sustainability, empowerment, and community development. Supplier of premium roses with emphasis on social responsibility.
- MarjolandcoreLargest rose grower in Europe with 20 hectares total (13.5 hectares Red Naomi, 8 other varieties on 6.5 hectares). Supplies classic roses for Valentine's Day and other occasions.
- Porta NovacorePremium rose grower making their footprint visible through Red Naomi roses. Committed to sustainability measurement and transparent impact reporting. FUTURA sustainable rose program.
- Hogenboom PhloxenminorPreferred supplier of phlox flowers, featured in gift-giving and women's day arrangements.
- De Waal (Preferred Supplier)minorSupplier of Campanula Champion Blue variety featured in wedding arrangements.
- J & C Karsten (Preferred Supplier)minorSupplier of Peony Coral Charm variety featured in wedding collections.
- Rosa Plaza (Preferred Supplier)minorSupplier of Rosa Magic Avalanche+ featured in wedding flower collections.
- Holstein Flowers (Preferred Supplier)minorSupplier of Gerbera Pasta Femke variety featured in colorful summer wedding arrangements.
- DESECE (NGO)minorDevelopment education provider championing empowerment and development in communities. Partnered with Marginpar Foundation for capacity building training programs (3-phase program through 2027).
- Grutsch GartenbauminorGerman nursery demonstrating sustainable flower production outdoors without greenhouses. Flowers grow from May to October following nature's rhythm with 20x lower ecological footprint. Uses natural plant boosters instead of chemicals.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
FleuraMetz competitors and assessment
Company assessmentDirect peers
- Mayesh Wholesale Florist: One of the largest US wholesale florists serving professional florists and event designers with fresh-cut flowers and floral supplies through multiple branch locations and online ordering. Closest direct competitor to FleuraMetz in the North American B2B flower wholesale market.
- DVFlora: US-based wholesale florist operating from the Philadelphia Flower Market and serving florists and event designers nationwide with fresh flowers, hard goods, and event supplies via webshop and physical distribution. Comparable omnichannel B2B flower wholesaler with similar customer base.
- Florabundance: California-based wholesale flower distributor selling fresh-cut flowers, wedding/event florals, and supplies to florists and event designers across the US. Direct competitor in the same B2B fresh flower wholesale category, with strong event and wedding focus.
- Kennicott Brothers: Long-standing US wholesale florist operating multiple branch houses serving florists with fresh flowers and floral supplies. Comparable multigenerational B2B flower wholesaler with branch-based distribution model.
- The Queen's Flowers: Miami-based wholesale florist distributing fresh-cut flowers and floral supplies to florists and event companies across the US. Direct competitor leveraging Latin American grower proximity, comparable in product mix and customer base to FleuraMetz.
- Gems Group: US-based wholesale distributor of floral hard goods, floral foam, containers, ribbons, and accessories serving florists and event companies nationwide. Closely comparable in B2B wholesale distribution model and florist customer base, with overlap on EverlastingBlooms/silk category.
- Smithers-Oasis / Floralife: Global manufacturer and supplier of floral foam (Oasis), postharvest products (Floralife), and floral design supplies, with direct relationships to florists and wholesalers. Comparable supplier-side presence in the florist supply chain with overlapping customer base.
Broad incumbents
- Sunshine Bouquet Company: Large vertically integrated grower-wholesaler of fresh-cut flowers with global operations serving mass-market retailers, florists, and event customers. Operates at much larger scale than FleuraMetz and competes for major florist and event accounts.
- Royal FloraHolland: World's largest flower auction and marketplace connecting global growers to buyers. Acts as both a key supplier source for FleuraMetz (via Holland Direct Program) and a competing alternative channel, making it a strategic incumbent in the wholesale floriculture value chain.
- Ball Horticultural Company: Large horticulture company breeding and producing flower and plant varieties sold through grower and retail channels globally. Adjacent incumbent operating in upstream floriculture production rather than direct wholesale, but overlapping in plant and cut-flower genetics supplier ecosystem.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FleuraMetz social profiles
Digital presenceFleuraMetz financial estimates
Financial estimateRevenue estimate
Valuation estimate
FleuraMetz leadership team
Management profileNumber of profiles
FleuraMetz subsidiaries and ownership
Company hierarchySubsidiaries4 records
FleuraMetz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FleuraMetz 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 FleuraMetz
What does FleuraMetz do?
FleuraMetz is a B2B wholesale distributor of fresh-cut flowers, plants, and floral supplies serving professional florists across North America. The company combines six physical wholesale houses (Chicago, New York, Los Angeles, Dallas, Toronto, Montreal) with a 24/7 e-commerce webshop and mobile app, sourcing from 140+ preferred global growers including direct access to Dutch farms via the Holland Direct Program.
Is FleuraMetz a public or private company?
FleuraMetz is a private company. It is classified as corporate owned and is currently operating.
When was FleuraMetz founded?
FleuraMetz was founded in 2009. It employs 5,001 to 10,000 people.
Where is FleuraMetz based?
FleuraMetz is headquartered in De Kwakel, Netherlands, in the Europe region.
How does FleuraMetz make money?
One revenue line is on record: wholesale Flower Sales.
Who are FleuraMetz's main competitors?
Direct peers on record are Mayesh Wholesale Florist, DVFlora, Florabundance, Kennicott Brothers, The Queen's Flowers, Gems Group and Smithers-Oasis / Floralife. Broad incumbents are Sunshine Bouquet Company, Royal FloraHolland and Ball Horticultural Company.
Does FleuraMetz have an API?
No public API is recorded for FleuraMetz.
What industry is FleuraMetz in?
FleuraMetz's product category is Wholesale Floral Distribution. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers), with a secondary code of AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 424930.