Flora Plant

What Flora Plant does

Flora Plant is a wholesale-only nursery based in Oakford, Western Australia, founded in 1994 by Eddy Dekkers and his son Richard. The company supplies high-quality ornamental indoor plants, cacti, succulents, flowering plants (including orchids, chrysanthemums, poinsettias, and African violets), and decorative ceramics exclusively to registered business customers across Western Australia - garden centres, hardware stores, florists, supermarkets, and department stores. Under current owners Richard and Tara Dekkers, who assumed control in 2003, the business has grown a portfolio of 125+ SKUs in pot sizes from 70mm to 200mm and operates a dual distribution model: the Oakford production nursery plus the de Greenhouse wholesale outlet in Belmont (opened 2021, ABN-gated, Mon-Fri 6am-2pm), with online trade ordering via a dedicated portal.

The commercial model is straightforward wholesale trade: a minimum order value of A$400 excl GST, prices quoted ex-GST, products sold in minimum pack sizes to trade accounts only. Revenue is generated almost entirely from one-time wholesale plant sales, with no subscription or recurring licensing component. The firm is Western Australia's first wholesale nursery to achieve NIASA (Nursery Industry Accreditation Standards Australia) accreditation and is a member of NGIWA, positioning compliance, biosecurity, and sustainability as core quality markers. The company's competitive positioning rests on its Dekkers family horticultural expertise, its global supplier network for sourcing rare and on-trend varieties, and its hybrid physical-and-online trade channel structure rather than any technology or data differentiation.

Flora Plant is privately held, family-owned, operates with 11-50 employees, and is confined geographically to Western Australia. It has no disclosed external funding, no parent company, and no acquisition history beyond the wholly-owned de Greenhouse subsidiary. The business exhibits the characteristics of a stable, mid-sized regional wholesaler with limited but consistent channel expansion and no stated intent to scale beyond its single-state footprint.

Name

Flora Plant

Legal name

Flora Plant

Website

https://floraplant.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Flora Plant is a privately held wholesale nursery in Western Australia selling 125+ varieties of ornamental indoor plants, cacti, succulents, and decorative ceramics exclusively to registered trade customers (garden centres, hardware stores, florists, supermarkets, and department stores) via its Oakford nursery, the de Greenhouse outlet in Belmont, and an online trade portal.

Ownership category

akta.pro rank

Product category

Wholesale Nursery & Ornamental Plants

NAICS

Nursery and Floriculture Production (11142), Nursery and Tree Production (111421), Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

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

akta.pro secondary industries

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD), Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Wholesale nursery
• Ornamental plants
• Indoor foliage
• Flowering plants
• Decorative ceramics

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Plant Sales: Wholesale nursery generating revenue through the sale of ornamental indoor plants, flowering plants, cacti, succulents, and decorative ceramics to business customers. Minimum order value of $400 excl GST. Products sold in various sizes (70mm to 200mm pots) to trade customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Flora Plant is a wholesale nursery in Western Australia that grows, imports, and supplies ornamental indoor and outdoor plants — including foliage, flowering, cacti and succulents — alongside decorative ceramic pots to trade customers such as garden centres, hardware stores, florists, supermarkets and department stores. The business also operates the de Greenhouse wholesale outlet in Joondalup and a bespoke terrarium design service called Flora By Design.

Product overview

Flora Plant is a wholesale nursery and premium ornamental indoor plant specialist operating in Western Australia since 1994. The company operates as a wholesale-only business, supplying high quality stylish ornamental plants to business customers including Garden Centres, Hardware Stores, Florists, Supermarkets and Department Stores. The core product portfolio consists of over 100 varieties of indoor plants including popular varieties such as Aglaonema, Alocasia, Calathea, Ficus, Hoya, Monstera, Peperomia, Philodendron, and Spathiphyllum, as well as flowering plants like Chrysanthemum, Cyclamen, Dendrobium, Phalaenopsis, and Poinsettia. The product range also includes cacti, succulents, ferns, decorative ceramic pots, and bespoke terrariums under the Flora By Design brand. The company also operates de Greenhouse, a wholesale outlet in Belmont, WA. Products are distributed throughout Western Australia with a minimum order value requirement of $400 excl GST.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Foliage Plants Wholesale range of approximately 71 varieties of ornamental indoor foliage plants for trade resale and interior landscaping. Targeted at garden centres, hardware stores, florists and commercial landscapers in Western Australia.
• Indoor Flowering Plants Wholesale range of around 24 varieties of indoor flowering plants (e.g. Phalaenopsis orchids, Anthuriums, Bromeliads, Spathiphyllum) supplied to trade customers for retail resale and interior decoration.
• Cacti and Succulents Wholesale assortment of cacti and succulent varieties supplied to trade customers for retail and indoor styling applications.
• Outdoor Flowering Plants Seasonal outdoor flowering plant lines (e.g. Impatiens, Petunias, Pansies, Marigolds, Dianthus) supplied wholesale to garden centres and hardware retailers.
• Decorative Ceramic Pots Imported range of decorative ceramic pots and planters offered in assorted colours, sizes and designs to complement the nursery plant lines, supplied to trade customers.
• Flora By Design Terrariums Bespoke terrarium design service for special occasions and gifting, custom-built with miniature plants, decorative figurines and themed props for events and corporate gifting.
• de Greenhouse Wholesale Outlet Cash-and-carry wholesale outlet located in Joondalup, Western Australia, where trade and retail customers can purchase nursery plants and decorative ceramics on a pay-as-you-go basis.

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Global Suppliers and BreederscoreOthersFlora Plant maintains global supplier partnerships for sourcing new and rare plant varieties. Their global network of suppliers and breeders keeps them at the forefront of growing procedures and selection of new products. These partnerships help bring new and unusual varieties to the Western Australian market.
• Closed Loop SuppliersminorOthersSourcing recyclable plastics (labels, pots, trays) from suppliers who create products from recycled materials. These closed loop suppliers give new life to recycled materials by creating high quality products suitable for the nursery industry.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Flemings Nurseries: Australian wholesale tree and shrub nursery producing ornamental and landscape nursery stock. Comparable to Flora Plant as a wholesale nursery producer serving trade and retail customers across Australia.
• Pohlmans Nursery: Australian wholesale nursery producing ornamental plants, flowering plants, and garden products for retail and trade customers. Comparable to Flora Plant as a similarly positioned grower-wholesaler serving multiple retail channels in the Australian market.
• Boomaroo Nurseries: Australian wholesale nursery supplying ornamental and vegetable seedlings to retail and commercial customers. Directly comparable to Flora Plant in its B2B grower-wholesaler model and broad ornamental plant assortment.

Broad incumbents

• Ball Horticultural Company: Global horticultural breeding and production company supplying bedding plants, perennials, and ornamentals to growers and retailers. Comparable to Flora Plant in the ornamental plant category, with a breeder-supplier relationship potentially similar to Flora Plant's global supplier network.
• Costa Farms: One of the largest ornamental plant growers globally, producing indoor and outdoor plants for mass-market retailers. Comparable to Flora Plant in core product category and customer base, but at vastly larger scale and broader geographic reach.
• Oasis Horticulture: Large Australian wholesale nursery and plant producer with national reach across potted plants, flowers, and landscape stock. Comparable to Flora Plant as a wholesale ornamental grower, but at significantly larger scale and broader geographic footprint.
• Dümmen Orange: Global ornamental plant breeder and producer supplying cut flowers, potted plants, and bedding varieties to retail and wholesale channels. Comparable to Flora Plant as a producer in the ornamental plant category, though at much larger international scale.

Regional players

• Garden City Plants: Western Australian-based wholesale nursery supplying plants and allied nursery products to retailers. Directly comparable to Flora Plant as a regional WA wholesale peer competing for the same trade customer base.

Others

• Debco (Debco Pty Ltd): Australian supplier of potting mixes, growing media, and horticultural inputs to the nursery industry. Comparable to Flora Plant in the broader Australian horticultural supply chain, serving overlapping trade customers (garden centres, hardware stores) as a supplier rather than a producer.

Emerging players

• Powerplants Australia: Australian specialist producer of tissue-cultured ornamental plants, including rare and unusual varieties. Comparable to Flora Plant in the ornamental plant category, with broader focus on rare-variety propagation that parallels Flora Plant's global-breeder sourcing model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/floraplantHQ
• Instagraminstagram.com/floraplant
• LinkedInlinkedin.com/company/flora-plant

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Flora Plant