Multiflora
Multiflora is one of Africa's largest flower auction houses, operating since 1945 in Johannesburg. It runs an electronic clock auction serving 600+ wholesale buyers and operates the Multiflora Mall, a multi-tenant property housing florists and complementary service businesses.
- Company typePrivate
- Founded1945
- HeadquartersJohannesburg, South Africa
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Multiflora does
Multiflora is one of the largest flower auction houses in the Southern Hemisphere, founded in 1945 and headquartered in Johannesburg, South Africa. The company operates an electronic clock auction system serving over 600 registered wholesale buyers and processes thousands of fresh-cut blooms daily. Its core operations are anchored by the Multiflora Mall, a multi-tenant retail property that co-locates floristry stalls with complementary service tenants such as an ABSA bank branch and a beauty salon, converting the site into both a wholesale trading floor and a consumer-facing retail destination.
The company's core technology is its electronic clock auction infrastructure, a Dutch-style descending-price mechanism that enables real-time bidding on lots of cut flowers. Multiflora has supplemented this physical infrastructure with a Shopify-powered e-commerce website and supports tenant-branded online ordering platforms (including Alsmeer Online, Flowerite Online, and Rams Flowers Online) that extend direct-to-consumer delivery beyond the auction floor. AI-driven security cameras have been integrated for facility surveillance. Headcount is reported at 51–100 employees, and the business has operated continuously for approximately 80 years.
Revenue is generated from three streams: auction commissions and buyer fees on wholesale flower transactions, rental income from Multiflora Mall tenants, and direct retail flower sales through the on-site shop and online channels. The customer base spans wholesale florists, event planners, garden centres, bulk resellers, individual walk-in retail consumers, and online buyers. The company is privately held and serves the South African floriculture value chain as a centralised aggregation point for growers and buyers.
Multiflora firmographics
Firmographics- Name
- Multiflora
- Legal name
- Multiflora
- Website
- https://multiflora.co.za
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Multiflora is one of Africa's largest flower auction houses, operating since 1945 in Johannesburg. It runs an electronic clock auction serving 600+ wholesale buyers and operates the Multiflora Mall, a multi-tenant property housing florists and complementary service businesses.
- Ownership category
- akta.pro rank
Multiflora industry classification
Industry- Product category
- Fresh Flower Wholesale and Auction Services
- NAICS
- Florists (459310), Nursery, Garden Center, and Farm Supply Retailers (44424)
- SIC
- Retail-Department Stores (5311)
- akta.pro primary industry
- Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)
- akta.pro secondary industry
- Event Floral Design & Arrangements (HSACAOAA)
Keywords
Where Multiflora is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
Multiflora business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Flower Auction Fees: Multiflora operates one of the largest flower auction centres in the Southern Hemisphere. Sellers (flower farmers) register and pay fees to list their flowers. Buyers purchase through electronic auctions. The auctioneer facilitates transactions between sellers and buyers.
- Tenant Rental Income: Multiflora Mall houses multiple tenants including flower shops (Alsmeer, Amp Flowers, Ansen Flowers, Flower Centre, Flower Zone, Jason Flowers, Mimosa, Pot Plants Direct, Rams Flowers), beauty services (The Beauty Palace), event décor (Grandiflora, Grandiflora Bridal, Ambient Luxury), banking (ABSA Bank), food/beverage (The Flower Cup coffee shop). Tenants pay rent for retail space.
- Retail Flower Sales: Walk-in retail sales of flowers, arrangements, potted plants, and floral accessories directly to consumers at competitive prices. The market operates a walk-in retail section open to the public.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale auction pricing determined by electronic clock system |
| Unit Pricing | Pay-as-you-go | Retail prices set by individual tenant flower shops |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Multiflora product offering
Product offeringCore offering
Multiflora operates the continent's largest flower market in Johannesburg, combining a physical multi-tenant mall hosting flower shops and complementary services with an electronic clock-based flower auction that serves over 600 registered wholesale buyers. The company distributes fresh-cut flowers from farms to florists, event planners, garden centres, hospitality venues, and walk-in retail customers across South Africa.
Product overview
Multiflora operates as a multi-tenant flower market mall in Johannesburg, Africa's largest flower market. The core offering is the physical Multiflora Mall marketplace combined with an electronic Flower Auction service. The mall hosts numerous tenant businesses including flower shops (Alsmeer, Amp Flowers, Ansen Flowers, Flower Centre, Flower Zone, Jason Flowers, Mimosa, Rams Flowers, Pot Plants Direct), décor and event services (Grandiflora, Grandiflora Bridal, Ambient Luxury), beauty services (The Beauty Palace), food and beverage (The Flower Cup coffee shop), and banking (ABSA Bank). Online services include Alsmeer Online, Flowerite Online, and Rams Flowers Online for digital flower ordering. The portfolio functions as an integrated marketplace where wholesale and retail customers can access fresh-cut flowers, event planning, and related services.
Differentiator
Problem solved
Functional benefit
Products and services
- Multiflora Mall (Flower Market)
- Electronic Flower Auction
- Wholesale Flower Distribution
- Walk-in Retail Flower Sales
Quantifiable outcome
- Freshness guaranteed - flowers often cut and sold within 24-48 hours
- +2 more outcomes
Companies that use Multiflora
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles4 records
Multiflora technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Multiflora partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- GrandifloracoreGrandiflora is a key tenant at Multiflora Mall, offering exquisite décor and expert event management services. Located at the Multiflora Flower Market, Grandiflora provides decorative pieces, event planning services for weddings, corporate galas, and intimate gatherings.
- Grandiflora BridalcoreBridal services tenant at Multiflora Mall specializing in wedding flowers and bridal arrangements. Part of the Grandiflora brand offering wedding-focused floral services.
- Ambient LuxurycoreHigh-end furniture, décor, and tableware rental for events. Located at Multiflora Flower Market in City Deep, Johannesburg. Transforms spaces for intimate gatherings to grand celebrations with extensive rental items.
- The Beauty PalacecorePremier beauty salon located within Multiflora Flower Market. Offers comprehensive beauty treatments including massages, nail care, waxing, permanent make-up, and facials. Provides exceptional and relaxing experience.
- The Flower CupminorCoffee shop nestled within Grandiflora at Multiflora Flower Market. Cozy space where visitors enjoy artisan coffee surrounded by fresh flowers and elegant décor. Favorite spot for locals and visitors.
- ABSA BankminorBanking services tenant at Multiflora Mall. Leading financial services provider in South Africa offering wide range of banking products and services to individuals and businesses.
- Rams FlowerscoreOne of the largest fresh-cut flower wholesale businesses in the region. Began as small flower retailer in late 1940s. Operates from 600sqm warehouse at Multiflora. Known for fresh, vibrant bouquets and impeccable service.
- Alsmeer FlowerscoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers. Has online presence at alsmeer.co.za for online flower orders.
- Flower CentrecoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers and floral arrangements.
- Flower ZonecoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers and floral services.
- Pot Plants DirectcoreMultiflora Nursery offering high-quality pot plants. Provides diverse range of indoor and outdoor plants suitable for homes, offices, and outdoor spaces. Promotes greenery and sustainability.
- Jason FlowerscoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers and floral arrangements.
- Amp FlowerscoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers and floral services.
- Ansen FlowerscoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers and floral arrangements.
- Mimosa FlowerscoreFlower shop tenant at Multiflora Mall offering fresh-cut flowers and floral services.
- ShopifycoreE-commerce platform powering the Multiflora website. Enables online shopping experience, payment processing, and customer account management. Shopify collects and processes personal information for website operations.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Multiflora competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Multiflora social profiles
Digital presenceMultiflora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Multiflora leadership team
Management profileNumber of profiles
Multiflora funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Multiflora 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 Multiflora
What does Multiflora do?
Multiflora operates the continent's largest flower market in Johannesburg, combining a physical multi-tenant mall hosting flower shops and complementary services with an electronic clock-based flower auction that serves over 600 registered wholesale buyers. The company distributes fresh-cut flowers from farms to florists, event planners, garden centres, hospitality venues, and walk-in retail customers across South Africa.
Is Multiflora a public or private company?
Multiflora is a private company. It is classified as unknown and is currently operating.
When was Multiflora founded?
Multiflora was founded in 1945. It employs 51 to 100 people.
Where is Multiflora based?
Multiflora is headquartered in Johannesburg, South Africa, in the Africa region.
How does Multiflora make money?
Three revenue lines are on record. Flower Auction Fees are the primary driver. The others are tenant Rental Income and retail Flower Sales.
Does Multiflora have an API?
No public API is recorded for Multiflora.
What industry is Multiflora in?
Multiflora's product category is Fresh Flower Wholesale and Auction Services. Its primary akta.pro industry code is CRAFABAN, Flowers, Gifts & Specialty Occasion Marketplaces, with a secondary code of HSACAOAA, Event Floral Design & Arrangements. Its NAICS code is 459310 and its SIC code is 5311.