What Fleur does

Fleur NV is a Belgian B2B plant wholesaler headquartered in Beselare, West Flanders, operating since 1984. The company sources live plants from a curated network of approximately 300 growers and distributes them to green-sector professionals — garden contractors, garden centers, retail chains, flower shops, and other wholesalers — across Belgium and northern France. Its core distribution model combines a physical Cash&Carry store, an online webshop, and a 13,000 m² logistics platform with 30 loading docks served by an owned delivery fleet, enabling same- and next-day fulfillment to professional buyers.

The product offering is a broad live-plant catalog (bedding, houseplants, shrubs, and seasonal lines) graded through SAP-driven quality management. Fleur does not produce proprietary technology products; the company's technology footprint is standard ERP and e-commerce tooling layered onto physical wholesale operations. The business runs as a privately held, family-style SME with 51-100 employees, marking its 40th anniversary in 2024.

Revenue mechanics are quote-based B2B wholesale with account verification, supplemented by walk-in Cash&Carry and online order volume. Customer acquisition is largely trade-show driven (Salonvert, Paysalia, Green Expo, IPM Essen) and relationship-led within the regional green sector. Operational investments in recent years have focused on sustainability infrastructure (832 solar panels, 466 kWh of battery storage), delivery cadence expansion (notably Monday delivery in the February–May planting season), and a new Afterwork Demo Nights format to deepen buyer engagement. Fleur has been recognized with Trends Gazellen awards in 2023 and 2024 as one of Belgium's faster-growing SMEs.

Name

Fleur

Legal name

Fleur NV

Website

https://fleurproshop.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Fleur NV is a Belgian B2B plant wholesaler founded in 1984, sourcing live plants from a network of approximately 300 growers and distributing them to green-sector professionals across Belgium and northern France via a 13,000 m² logistics platform, Cash&Carry store, and online webshop.

Ownership category

akta.pro rank

Product category

Wholesale Plant Distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Wholesale plant distribution
• B2B garden supply
• Cash & Carry nursery
• Horticultural import
• Tree and perennial wholesale

Headquarters

HQ city

Beselare

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Plant Distribution: Fleur generates revenue through wholesale distribution of flowers, plants, shrubs, perennials, conifers, aquatic plants, and nursery stock to professional green sector customers. Additional revenue comes from garden and pond products, accessories, decorations, and tools sold alongside plants.
2. Cash & Carry Sales: Direct retail sales to professionals through physical Cash&Carry location in Beselare, Belgium, with walk-in purchasing capability for verified professional customers.
3. Online Webshop Orders: E-commerce sales through proprietary webshop platform for professional customers to place orders for delivery or pickup.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fleur is a Belgian importer, distributor, and wholesaler of flowers, plants, shrubs, perennials, conifers, aquatic plants, nursery stock, and garden/pond accessories serving exclusively professional green-sector buyers. Distribution combines a physical Cash & Carry outlet in Beselare with a verified-account online webshop and an in-house transport fleet for site delivery across Belgium and northern France. The assortment is sourced from a network of approximately 300 growers and is backed by a SAP-driven quality management system.

Product overview

Fleur is a Belgian plant wholesaler, importer, and distributor serving green professionals including garden contractors, garden centers, retailers, and flower shops. Its product portfolio centers on a physical Cash & Carry and an online webshop, supported by an in-house logistics fleet. The assortment spans trees (in multiple formats: container, wire ball, root/naked, multi-stem, trained, half-standard), perennials (P9 and container sizes), ornamental grasses, ferns, shrubs, bedding plants, conifers, water plants, and solitairen (specimen plants). Supporting categories include grass seeds (Baranenbrug, Advanta), sod, artificial grass, sedum mats, decorative stones/gravel, landscape fabric, and garden accessories and tools. Service features include a Plantenzoeker (plant finder) tool, own-fleet transport with Track & Trace, and a quality management system backed by a network of approximately 300 growers.

Differentiator

Problem solved

Functional benefit

Products and services

• Cash & Carry Wholesale Outlet Physical wholesale showroom and self-pickup location where verified professional customers can browse and purchase plants and accessories directly. Open year-round with adjusted summer hours.
• Fleur B2B Webshop Online ordering platform accessible exclusively to registered and verified professional customers for browsing the assortment, placing orders, and managing accounts for delivery or pickup.
• Direct Delivery and Own-Fleet Transport Logistics In-house transport service using company-owned trucks with loading bridge capability and selected external partners for overflow, providing site delivery to customer businesses or project sites across Belgium and northern France, supported by a real-time Track & Trace system.
• Trees (Bomen) Assortment Full range of trees in multiple formats: half-standard, container, trained, multi-stem wire ball, multi-stem container, root/naked, and wire ball, sourced through the network of approximately 300 growers for professional garden and landscape projects.
• Perennials (Vaste Planten) Assortment Perennials assortment covering more than 4,000 varieties, available in P9 pot and C1.5L / C2L container formats for professional garden and landscape projects.
• Ferns (Varens) Assortment Wholesale assortment of fern varieties including Asplenium, Athyrium, Blechnum, and Cyrtomium species, offered in P9 and C2L sizes for professional garden and landscape use.
• Ornamental Grasses (Grassen) Assortment Wholesale assortment of ornamental grasses ranging from compact varieties such as Acorus to tall grasses such as Arundo donax and Andropogon gerardii, supplied in P9 and various container sizes.
• Grass, Sedum, and Decorative Stones Assortment Wholesale category covering grass seeds under the Baranenbrug and Advanta brands, sod, artificial grass, sedum mats, decorative stones, gravel, weed fabric, and gravel grids for professional landscaping projects.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Green ExpocoreGTM or Marketing PartnerFleur participates as exhibitor at Green Expo, the premier Belgian trade show for the green professional sector, including private and public green sectors. The company maintains a booth presence at this major industry event. Green Expo 2026 took place at Flanders Expo Gent.
• SalonvertcoreGTM or Marketing PartnerFleur participates at Salonvert, the leading outdoor professional trade show for green space and landscape professionals in France. The biennial event held at Château de Baville features products tested in real-use conditions. Fleur has exhibited at multiple Salonvert events.
• Groen GroeiencoreStrategic or Co-development PartnerPartnership with Groen Groeien (Association of Flemish Garden Contractors) for professional training and education, including phytolicence training sessions. Jointly organized events and educational programs for green sector professionals.
• PaysaliacoreGTM or Marketing PartnerFleur participates at Paysalia, the largest trade show bringing together all landscape sector players in France. The event gathers over 600 exhibitors and 18,000 professional visitors across all landscape professions.
• Network of ~300 GrowerscoreStrategic or Co-development PartnerExtensive supplier network of approximately 300 growers supporting the company's wide assortment of plants, flowers, shrubs, perennials, conifers, aquatic plants, and nursery stock. This network enables access to diverse varieties and commercial offerings.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Royal FloraHolland: Dutch cooperative and the world's largest flower and plant auction/wholesale platform, serving florists, garden centers, and exporters across Europe. Direct comparability to Fleur in B2B plant and flower wholesale, though at substantially larger scale and with an auction-based model.
• Plantion: Dutch plant and flower wholesale cooperative combining auction, clock pre-sales, and digital channels for growers and professional buyers. Direct peer with overlapping B2B green-sector customer base across the Benelux.
• Ebben Boomkwekerij: Dutch tree nursery and wholesale supplier serving garden designers, contractors, and green-sector professionals across Europe. Comparable assortment (trees, specimen plants, landscape-grade nursery stock) and B2B professional customer base.
• Waterdrinker: Dutch plant and flower wholesaler serving professional florists and garden centers across Europe with a hybrid Cash&Carry, webshop, and direct delivery model. Closely comparable to Fleur in assortment breadth, B2B professional customer focus, and omni-channel distribution.
• Landgard: German cooperative for ornamental plants, flowers, and fruit & vegetables, distributing through cash & carry markets and digital channels to professional green-sector customers. Direct peer at scale, with a comparable cooperative-style supplier network and B2B focus.
• Lach & Ewers Fachgroßhandel: German horticultural wholesale distributor supplying garden centers, landscapers, and municipalities with plants, nursery stock, and accessories. Comparable B2B wholesale model, assortment profile, and reliance on grower-network sourcing.

Regional players

• Decock Plants: Belgian tree and large-plant nursery/wholesaler supplying landscape professionals across Belgium and France. Direct overlap with Fleur's tree, perennial, and specimen plant assortment within the same Belgian regional market.

Emerging players

• Nolina: Dutch online B2B plant and garden products wholesaler offering digital ordering for professional buyers. Comparable e-commerce B2B motion and verified-professional gating model to Fleur's webshop, though with a more digitally native posture.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fleurbeselare
• LinkedInlinkedin.com/company/fleur-nv

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 Fleur