What Flora Nova group does

Flora Nova Group is a French franchise holding company headquartered in Bordeaux that operates two complementary retail florist brands across a network of 100+ stores in France. The first brand, Le Jardin des Fleurs, was created in 1987 as a self-service flower and plant retail concept in 120m² stores on high-traffic thoroughfares; the second, Oya Fleurs, was launched in 1992 in Angers as a 70m² boutique florist concept focused on innovative floral creations and 12 seasonal collections per year. The group serves aspiring entrepreneurs — approximately 80% of Le Jardin des Fleurs franchisees have no prior florist background — providing a turnkey franchise package with entry fees, structured training through the Qualiopi-certified Flora Nova Academy, centralized supplier negotiation, marketing support, and an intranet platform (Floranova-Directflo) for network-wide operations.

Flora Nova generates revenue through three streams: one-time franchise entry fees (€17,000 for Le Jardin des Fleurs, €8,500 for Oya Fleurs), recurring royalties calculated as a percentage of franchisee turnover excluding tax (6% for Le Jardin des Fleurs, 3% for Oya Fleurs), and economic benefits from centralized supplier negotiations. Franchisees invest €30,000+ (Le Jardin des Fleurs) or €15,000+ (Oya Fleurs) in personal capital contribution and benefit from preferential banking partnerships. The expected store-level turnover is €550,000 (Le Jardin des Fleurs, 60% gross margin, 6-10% net result) and €250,000 (Oya Fleurs, 64% gross margin, 5-8% net result).

The go-to-market combines direct-to-consumer recruitment through digital and social channels (Facebook, Instagram, LinkedIn, Pinterest, national campaigns) with a four-step franchisee conversion process (store visit, 4-day immersion, contract signing with location support, opening with training). Technology is built on standard third-party infrastructure including WordPress, WooCommerce, Stripe, Wordfence, and Complianz; notably, 95% of e-commerce traffic is redirected to physical stores via Click and Collect and Click and Delivery services. The company holds three registered brand identities (Le Jardin des Fleurs, Oya Fleurs, Flora Nova), is privately held with Frédéric FONCEL listed as proprietor, and has no disclosed external funding beyond a 2011 relationship with Crédit Mutuel Equity.

Name

Flora Nova group

Legal name

Groupe Flora Nova

Website

https://groupe-floranova.fr

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Flora Nova Group is a French franchise holding company headquartered in Bordeaux that operates two complementary retail florist brands — Le Jardin des Fleurs (self-service, founded 1987) and Oya Fleurs (boutique, launched 1992) — across more than 100 stores in France, primarily serving aspiring entrepreneurs seeking turnkey florist franchise ownership with training, supplier negotiation, and marketing support.

Ownership category

akta.pro rank

Headquarters

HQ city

Bordeaux

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Franchise royalties: Ongoing royalty fees calculated as a percentage of franchisee revenue (CA HT). Le Jardin des Fleurs charges 6% of CA HT, Oya Fleurs charges 3% of CA HT, providing recurring revenue based on network performance.
2. Franchise entry fees (Droits d'entrée): One-time fees paid by franchisees at signing. Le Jardin des Fleurs: 17,000€; Oya Fleurs: 8,500€. These cover development support until opening, brand access, know-how, and contractual exclusivity zone.
3. Centralized supplier negotiation and referral: Group negotiates supplier pricing and referrals on behalf of the network, generating volume-based benefits and potentially margin advantages on procurement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Flora Nova Group operates as a franchise holding company managing two complementary florist retail brands—Le Jardin des Fleurs (self-service concept) and Oya Fleurs (creative boutique concept)—providing franchisees with brand licensing, centralized purchasing, Qualiopi-certified training, national marketing campaigns, digital e-commerce infrastructure, and ongoing operational support. Revenue is generated primarily through one-time franchise entry fees and recurring royalties calculated as a percentage of franchisee turnover.

Product overview

Flora Nova Group operates as a franchise holding company managing two complementary florist retail brands: Le Jardin des Fleurs (self-service concept founded 1987) and Oya Fleurs (innovative boutique concept founded 1992). The group provides centralized franchise support including supplier sourcing, marketing campaigns, digital commerce infrastructure (e-commerce, click-and-collect), training via Flora Nova Academy, and ongoing operational guidance. The two brands serve different market segments - accessible self-service vs. creative boutique - while sharing backend infrastructure and franchisee support services.

Differentiator

Problem solved

Functional benefit

Brands

• Le Jardin des Fleurs: Self-service florist network founded in 1987, offering plants, cut flowers and compositions at accessible prices. 120m² stores on main thoroughfares with weekly deliveries ensuring product freshness.
• Oya Fleurs

Products and services

• Le Jardin des Fleurs Franchise A self-service flower and plant retail franchise concept featuring 120m² stores on high-traffic thoroughfares, weekly fresh deliveries, and accessible pricing. Targeted at aspiring entrepreneurs (80% of franchisees are not professional florists). Includes 17,000€ entry fee, 6% royalty, 10 weeks of training, expected annual revenue of ~550,000€, 60% gross margin, and 6-10% net result.
• Oya Fleurs Franchise An innovative floral boutique franchise concept featuring 70m² city-center stores offering 12 seasonal marketing collections annually with a creative and emotion-focused positioning. Targeted primarily at professional florists (100% of franchisees are florists). Includes 8,500€ entry fee, 3% royalty, 5 weeks of training, expected annual revenue of ~250,000€, 64% gross margin, and 5-8% net result.
• Flora Nova Academy Qualiopi-certified internal training center providing initial certification and ongoing professional development for franchisees and their teams. Programs range from 5 weeks (Oya Fleurs) to 10 weeks (Le Jardin des Fleurs) of initial training, plus continuous skill development across the network.

Quantifiable outcome

• Franchisees achieve 3 to 5 times higher performance than traditional florists
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• 1-800-Flowers.com: US-based floral and gift e-commerce retailer with multi-brand portfolio (including Harry & David, Shari's Berries). Broader incumbent in floral retail category with both online and physical retail touchpoints.
• Teleflora: US-based floral delivery network serving North America. Comparable in product category (retail florist delivery) and franchise-adjacent model, though operating primarily in a different geography.
• Emova Group: French parent company of multiple florist brands including Monceau Fleurs. Multi-brand florist retail holding structurally comparable to Flora Nova Group, though at significantly larger scale.
• Interflora: Global floral delivery network with established French operations. Broader incumbent with similar retail florist franchise model across multiple countries, competing for both consumer demand and franchisee recruitment in France.

Direct peers

• Florajet: Leading French online floral delivery platform connecting consumers to local florists. Comparable to Flora Nova's e-commerce-to-store model and operates in the same French retail florist market.
• Au Nombril des Fleurs: French florist franchise with multiple urban locations focused on creative floral design. Directly comparable to Oya Fleurs in customer segment and boutique retail concept.
• Aquarelle: French online florist specializing in same-day flower delivery across France. Comparable business model to Flora Nova's Click & Delivery service, competing for online flower buyers.
• Monceau Fleurs: Largest French florist franchise chain, owned by Emova Group, operating hundreds of stores across France. Direct competitor to Flora Nova's Le Jardin des Fleurs and Oya Fleurs in the same retail florist franchise category with similar self-service and boutique positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lejardindesfleurs.officiel
• LinkedInlinkedin.com/company/groupe-flora-nova
• Instagraminstagram.com/lejardindesfleurs_officiel

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Nova group