Bloomways
Bloomways is a German B2B wholesale florist supplier serving registered professional florists, flower shops, and garden centers through physical Cash & Carry markets in Germany and Austria plus a mobile-optimized online webshop with nationwide overnight delivery.
- Company typePrivate
- Founded-
- HeadquartersStraelen, Germany
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Bloomways does
Bloomways GmbH is a German B2B wholesale floriculture distributor headquartered in Straelen-Herongen (Veilingstr. B147), a strategic site adjacent to the Veiling Rhein-Maas flower auction. The company sources cut flowers, cut greenery, and florist supplies from international Dutch auctions (Royal Flora Holland, Veiling Rhein-Maas) and from regional German growers certified under its proprietary Deutsche Gärtnerware quality seal. It sells exclusively to registered business customers — primarily professional florists and flower shops, with garden centers and nurseries as a secondary segment — through a hybrid model combining physical Cash & Carry markets in Germany and Austria with a B2B e-commerce webshop. The webshop is mobile-optimized and supports nationwide overnight package delivery across Germany within 24 hours, enabling orders outside regular business hours. Pricing is volume-based and opaque (exact prices are hidden behind the registration wall), with stated tiers starting at quantities of 100 pieces and 400 pieces. Bloomways operates within the Landgard cooperative group (Landgard-Konzern), sharing distribution infrastructure and business systems with the broader horticultural cooperative ecosystem; the company is managed by two Geschäftsführer (Managing Directors), Martin Stein and Thorsten Rodehüser, and is registered as a GmbH in the commercial register of Kleve (HRB 9580).
Bloomways firmographics
Firmographics- Name
- Bloomways
- Legal name
- Bloomways GmbH
- Website
- https://bloomways.de
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Bloomways is a German B2B wholesale florist supplier serving registered professional florists, flower shops, and garden centers through physical Cash & Carry markets in Germany and Austria plus a mobile-optimized online webshop with nationwide overnight delivery.
- Ownership category
- akta.pro rank
Bloomways industry classification
Industry- Product category
- Wholesale Floriculture Distribution
- NAICS
- 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
- Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)
Keywords
Where Bloomways is headquartered
LocationHeadquarters
- HQ city
- Straelen
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Bloomways business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Wholesale Cut Flower and Greenery Sales: B2B wholesale distribution of cut flowers, cut greenery, and florist supplies through both physical Cash & Carry locations and online webshop platform. Volume-based pricing tiers are applied. The company sources products from Dutch auctions (Royal Flora Holland, Veiling Rhein-Maas) and German growers under the Deutsche Gärtnerware seal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Volume-based wholesale pricing tiers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels1 record
Bloomways product offering
Product offeringCore offering
Bloomways is a B2B wholesale distributor of cut flowers, cut greenery, and florist supplies serving florists, garden centers, and flower businesses across Germany and Austria. The company combines physical Cash & Carry wholesale markets with an online B2B webshop, supported by overnight nationwide package delivery. Products are sourced from Dutch flower auctions (Royal Flora Holland, Veiling Rhein-Maas) and regional German growers certified under the Deutsche Gärtnerware quality seal.
Product overview
Bloomways operates a B2B wholesale platform for the floriculture industry, combining an e-commerce webshop (Bloomways Webshop) with physical Cash & Carry retail locations in Germany and Austria. The core offering is a comprehensive catalog of cut flowers, cut greenery, and florist supplies sourced from international and regional growers. A proprietary sub-brand, Deutsche Gärtnerware, certifies German-grown products. Value-added services include an overnight package delivery service enabling next-day nationwide delivery. The company also features the '1000 Gute Gründe' (1000 Good Reasons) initiative but this is a separate marketing platform rather than a product of Bloomways GmbH.
Differentiator
Problem solved
Functional benefit
Brands
- Deutsche Gärtnerware: A quality seal for German-grown cut flowers and greenery, marketed exclusively through Bloomways, supporting regional production and sustainability.
Products and services
- Bloomways Webshop Online B2B ordering platform for cut flowers, cut greenery, and florist supplies. Allows registered and approved florist, garden center, and flower business customers to browse inventory, place volume-based orders, and arrange overnight delivery or Cash & Carry pickup.
- Overnight Package Delivery Service Nationwide overnight shipping service enabling delivery of cut flowers and greenery orders to business locations the next business day, available outside regular opening hours. Currently available for Germany-wide package orders.
- Cash & Carry Markets Physical wholesale locations in Germany and Austria where registered florists, garden centers, and flower businesses can directly purchase cut flowers, greenery, and florist supplies for immediate pickup at wholesale prices.
- Deutsche Gärtnerware Sub-brand and quality certification program for German-grown cut flowers and greenery, exclusively marketed through Bloomways. Products are sourced from regional German growers, emphasizing local production, freshness, sustainability, and short transportation routes.
Companies that use Bloomways
Customer profileSegments3 records
Ideal customer profiles2 records
Bloomways technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Bloomways partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- LandgardcoreBloomways is part of the Landgard group/conglomerate. Landgard is a major German flower and plant cooperative. The data privacy statement notes Bloomways as part of the 'Landgard-Konzern'. The company shares distribution infrastructure and business systems with the broader Landgard network.
- Deutsche GärtnerwarecoreBloomways participates in the Deutsche Gärtnerware program, a German quality seal for domestically grown cut flowers and plants. This partnership involves regional German growers including Thomas Diepers, Gartenbau van Megen, Rainer Pinsdorf Flowers, Gartenbau Ralf Schmitz, Blumen Heinen, Gartenbau Frauenrath, and Gartenbau Waater Rosenhof-Gössing. The program promotes local production and sustainability.
- Diepers RosenminorGerman rose grower based in Kerken, producing cut roses and snitezian (gentian) under the Deutsche Gärtnerware seal. Operates 14,000 m² of greenhouse space. Emphasizes naturalness, freshness, and sustainability with short transportation routes.
- Royal Flora HollandcoreMajor Dutch flower auction (Royal Flora Holland - Rijnsburg location) serving as a key supplier of cut flowers and plants to Bloomways. Products sourced include roses, chrysanthemums, and various seasonal flowers through the Dutch auction system.
- Veiling Rhein-Maas GmbH & Co. KGcoreGerman flower auction (Veiling Rhein-Maas) located in the region near Bloomways headquarters, serving as a key supplier of cut flowers. Bloomways sources products including gypsophila and other flowers through this auction.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Bloomways competitors and assessment
Company assessmentDirect peers
- Van der Plas: Dutch floristry wholesaler with physical outlets and B2B supply of cut flowers and greenery, directly comparable in assortment and florist customer focus to Bloomways.
- Euroflorist: Pan-European flower delivery network serving florists and end customers; comparable to Bloomways in that it operates across multiple European countries with cut-flower procurement and B2B florist relationships.
- Veiling Rhein-Maas: German-Dutch flower auction located near Bloomways' Straelen headquarters; a key supplier and a parallel B2B cut-flower marketplace serving the same German florist base.
- Waterdrinker: Dutch wholesaler of cut flowers, plants, and florist supplies operating physical Cash & Carry markets and B2B delivery in the same product category and customer type as Bloomways.
Emerging players
- BloomNation: Online B2B marketplace enabling florists to source flowers and run storefronts; adjacent but increasingly competitive with traditional wholesalers like Bloomways for florist procurement.
- Blueme B.V. Dutch digital flower and plant wholesale platform focused on B2B customers; an emerging digitally-native competitor to traditional physical wholesalers like Bloomways.
Broad incumbents
- Royal Flora Holland: The world's largest flower auction and a direct upstream supplier to Bloomways via its Rijnsburg location; also a competing marketplace for florist cut-flower purchasing across Europe.
- Landgard: Bloomways' parent cooperative and Germany's largest horticultural producer group; overlaps with Bloomways in flower and plant wholesale through its own retail and Cash & Carry infrastructure.
- Interflora (German/Austrian units): Established interflorist delivery network with German and Austrian operations; shares Bloomways' German-speaking florist customer base and cut-flower supply chain.
- Fleurop: German-headquartered flower delivery network connecting florists for order fulfillment; comparable to Bloomways because both operate across the same German florist channel and rely on auction-procured cut flowers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Bloomways social profiles
Digital presenceBloomways financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bloomways leadership team
Management profileNumber of profiles
Profiles2 records
Bloomways funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bloomways 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 Bloomways
What does Bloomways do?
Bloomways is a B2B wholesale distributor of cut flowers, cut greenery, and florist supplies serving florists, garden centers, and flower businesses across Germany and Austria. The company combines physical Cash & Carry wholesale markets with an online B2B webshop, supported by overnight nationwide package delivery. Products are sourced from Dutch flower auctions (Royal Flora Holland, Veiling Rhein-Maas) and regional German growers certified under the Deutsche Gärtnerware quality seal.
Is Bloomways a public or private company?
Bloomways is a private company. It is classified as corporate owned and is currently operating.
When was Bloomways founded?
Bloomways was founded in -1. It employs 251 to 500 people.
Where is Bloomways based?
Bloomways is headquartered in Straelen, Germany, in the Europe region.
How does Bloomways make money?
One revenue line is on record: wholesale Cut Flower and Greenery Sales.
Who are Bloomways's main competitors?
Direct peers on record are Van der Plas, Euroflorist, Veiling Rhein-Maas and Waterdrinker. Emerging players are BloomNation and Blueme B.V.. Broad incumbents are Royal Flora Holland, Landgard, Interflora (German/Austrian units) and Fleurop.
Does Bloomways have an API?
No public API is recorded for Bloomways.
What industry is Bloomways in?
Bloomways's product category is Wholesale Floriculture Distribution. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers), with a secondary code of CRAOAFAH, Gardening, Lawn & Outdoor Living Distribution. Its NAICS code is 42493.