Rosedor Penja

What Rosedor Penja does

Rosedor Penja is a French flower production cooperative headquartered in Vélines (Dordogne), founded in 1980 and registered at RCS Bergerac (FR85 353 783 921). The company operates as an integrated producer-distributor serving approximately 4,000 professional florist clients across Western France and the Greater Paris region. Its core offering spans French cut flowers (over 30 varieties including lys, gerberas, alstroemerias, chrysanthemums, peonies, and lysianthus) produced on 25 hectares yielding 3 million stems annually, complemented by indoor and outdoor plants (~100,000 potted flowering plants per year from ~8,000 m² of greenhouses), two in-house bouquetterie workshops employing 15 staff in Nantes and Vélines that produce daily ready-made arrangements and 7 seasonal special collections per year, and a Central Purchasing service sourcing from Dutch auction markets (Aalsmeer, Rinsburg, Weesland) plus international origins including Ecuador, Colombia, Kenya, Italy, and the Netherlands. Following the 2021 acquisition of Penja in Cameroon, the company also controls a wholly-owned exotic flower production arm (~150 employees) providing heliconias, alpinias, monsteras, and other tropical varieties.

The business model is B2B wholesale with a hybrid sales-led and self-serve motion. Field sales representatives deploy from 14 depot locations across Western France (Brest, Rennes, Nantes, Le Mans, Tours, Niort, La Rochelle, Brive, Bordeaux, Bayonne, Toulouse, Hyères, Vire, St Brieuc) plus Paris Rungis, executing 60 weekly delivery routes. Professional clients can also order via a proprietary Webshop B2B e-commerce platform at webshop.rosedor.fr, with orders available in bac (tray) or botte (bunch) quantities. Pricing is quote-based and not publicly disclosed; new professional clients must apply via a contact form. Underlying production technology includes Integrated Biological Protection (PBI) for near-complete elimination of chemical phytosanitary products, water recycling via slow sand filtration and UV treatment, combined heat and power cogeneration plus a wood biomass boiler fed by sawmill waste, and 3,000 m² of photovoltaic greenhouse roofing. The cooperative holds Plante Bleue eco-responsible certification (since 2013) and three registered trademarks (Rosedor®, Rosedor & Vincentflor®, l'Attitude Sud-Ouest®), and has received European Union FEDER co-financing for digital transformation. Governed by member-producers, administrators, and employees across two generations, Rosedor Penja functions as a stable, vertically integrated wholesale specialist with regional density as its primary competitive position.

Name

Rosedor Penja

Legal name

ROSEDOR

Website

https://rosedor.fr

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Rosedor Penja is a French flower production cooperative founded in 1980, headquartered in Vélines, that produces and distributes cut flowers, plants, bouquets, and accessories to 4,000 professional florist clients across Western France and Paris via 14 depots and 60 weekly routes.

Ownership category

akta.pro rank

Product category

Wholesale Floriculture Distribution

NAICS

Floriculture Production (111422), Nursery and Floriculture Production (11142)

akta.pro industry

PRIMARYAFAGAHAD

Greenhouse Floriculture (Cut Flowers)

Agriculture & Food Production/Crop Farming/Greenhouse, Nursery & Floriculture Production (Protected Crops, Ornamentals, Seedlings)

SECONDARYAFAGAHAE

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs)

Agriculture & Food Production/Crop Farming/Greenhouse, Nursery & Floriculture Production (Protected Crops, Ornamentals, Seedlings)

SECONDARYAFAGAHAH

Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics)

Agriculture & Food Production/Crop Farming/Greenhouse, Nursery & Floriculture Production (Protected Crops, Ornamentals, Seedlings)

Keywords

• Wholesale flower distribution
• Cut flower production
• Florist supply
• Horticultural wholesale
• Plant and foliage distribution

Headquarters

HQ city

Vélines

HQ country

France

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flower and Foliage Sales: Wholesale distribution of French and international flowers and foliage to professional clients (fleurists). Products sourced from own production (30+ varieties) and international markets including Ecuador, Colombia, Kenya, Italy, Netherlands.
2. Plant Sales: Wholesale distribution of indoor and outdoor plants, green and flowering varieties. French production from local producers or other origins.
3. Bouquettery Creations: Ready-made bouquets, compositions and plant arrangements crafted in-house at two workshops (Nantes and Vélines). 15 people produce daily creations with 7 seasonal special offers per year.
4. Accessories Sales: Decorative accessories, packaging, containers, vases, dried flower crowns, and festive decorations. Includes exotic décor items from Bali (3 containers per year).
5. Central d'Achats (Procurement Services): Purchasing central that buys from Dutch clock markets (Aalsmeer, Rinsburg, Weesland) on behalf of clients, providing access to global flower diversity.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rosedor Penja is a French flower production and wholesale distribution cooperative that produces, sources, and delivers cut flowers, foliage, plants, bouquets, and decorative accessories to professional florists across Western France and Greater Paris. Operations span 25 hectares of French flower production (3 million stems/year), 8,000 m² of greenhouses for potted plants, two in-house bouquettery workshops in Nantes and Vélines, a Penja Cameroon subsidiary for exotic flowers and foliage, a central purchasing service at Dutch auction markets, and a proprietary B2B Webshop. The company serves 4,000 professional clients via 14 depots and 60 weekly delivery routes.

Product overview

Rosedor Penja operates as both a flower and plant producer and distributor in Western France, offering a portfolio of six interconnected product lines. The core offerings include French Flowers produced by cooperative farmers, French Bouquettery (handcrafted bouquets made in-house at Vélines and Nantes workshops), Exotic Flowers from Cameroon and other tropical regions, Plants (potted flowering plants from French greenhouses), Accessories (decorative items and supplies), and Central Purchasing (international sourcing via Dutch auctions). All products are accessible through the Webshop B2B platform. The company operates 14 depot locations across Western France from Brest to Bayonne, serving approximately 4,000 professional clients including florists.

Differentiator

Problem solved

Functional benefit

Brands

• Rosedor®: Primary company brand for flowers and plants distribution
• Rosedor & Vincentflor®
• L'Attitude Sud-Ouest®

Products and services

• French Flowers (Fleurs françaises) Fresh cut flowers and foliage grown in France by cooperative producer members, comprising over 30 varieties across the year and representing 3 million stems annually from 25 hectares of production.
• French Bouquettery (Bouquetterie française) In-house ready-made bouquets, compositions, and plant arrangements produced daily at two workshops (Nantes and Vélines) for wholesale supply to professional florists, including seasonal special offers.
• Exotic Flowers (Fleurs exotiques) Tropical flowers and exotic foliage including alocasias, ananas, arachnis, dendrobiums, helicónias, monsteras, pandanus, proteas, roses, and vandas sourced from the Penja Cameroon subsidiary and other tropical origins.
• Plants (Plantes) Indoor and outdoor plants, green and flowering varieties, including 100,000 potted flowering plants annually grown on 8,000 m² of French greenhouse production, Plante Bleue certified since 2013.
• Accessories (Accessoires) Decorative accessories, basic supplies, packaging, containers, vases, dried flower crowns, festive decorations, and Bali-sourced exotic décor items imported three containers per year.
• Central Purchasing (Centrale d'achats) Procurement service that purchases from Dutch auction markets (Aalsmeer, Rijnsburg, Westland) on behalf of professional clients, providing access to global flower and foliage diversity.
• Webshop B2B ordering platform Online B2B ordering platform for professional customers to purchase French flowers, exotic flowers, plants, accessories, and ready-made bouquets, with order quantities expressed in bac (tray) or botte (bunch) units.

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• LCA_kit2 (Agriculture Coopérative)minorStrategic or Co-development PartnerCooperative agricultural initiative referenced in sustainability and cooperative commitment messaging. Promotes shared experiences and common commitment between producers, administrators, and employees.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Interflora: International flower delivery network with deep French florist membership. Comparable as a B2B2C platform aggregating florist order flow — competing for the same downstream florist demand pool.
• Truffaut: Major French garden-center chain carrying plants, flowers, and accessories. Comparable as a downstream buyer of plants and floral products that competes for end-consumer floral spend against Rosedor Penja's florist customers.
• Florajet: French B2B floral delivery network aggregating independent florists across France. Comparable as a French-market B2B flower intermediary competing for the same professional florist customers Rosedor Penja serves.
• Botanic: French garden-center and home-and-garden retailer with regional coverage. Comparable as a downstream plant and floral product buyer, and as a competing channel for gardening-related spend.
• Aquarelle: Major French online flower delivery brand with national logistics. Comparable as a French-market floral distributor with both B2B florist network and bouquet assembly operations, overlapping with Rosedor Penja's bouquet workshop model.
• Monceau Fleurs: Largest French flower retail chain with national storefront coverage and B2B supply infrastructure. Comparable to Rosedor Penja as a French-market flower distribution and retail operator, though focused on consumer retail rather than wholesale-to-florist.
• Jardiland: Leading French garden-center chain with national footprint. Listed as a Rosedor Penja enterprise customer; comparable as both a downstream buyer and a potential competitive channel for plants and floral accessories.

Emerging players

• Bergamotte: French online florist delivering bouquets nationwide with curated sourcing. Listed as a Rosedor Penja customer; comparable as a French-market B2C flower brand whose procurement decisions directly shape Rosedor Penja's revenue mix.
• Bloomon: Dutch direct-to-consumer flower subscription brand sourcing cut flowers direct from growers. Comparable as a digitally-native cut-flower distributor bypassing traditional wholesale, and a competitive threat to traditional wholesalers like Rosedor Penja.

Others

• Royal FloraHolland: Dutch cooperative flower auction — the dominant global platform for cut-flower trade. Rosedor Penja actually sources from its Aalsmeer/Rijnsburg/Naaldwijk markets; comparable as an upstream supplier and as the global price-setter for the cut-flower commodity market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rosedor
• Facebookfacebook.com/rosedorpenja
• LinkedInlinkedin.com/company/rosedor-hollande

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Rosedor Penja