Greenzone

What Greenzone does

GreenZone GmbH is a privately held German B2B flower wholesaler headquartered in Straelen-Herongen at the Dutch border, co-located on the grounds of the Versteigerung Rhein-Maas auction. The company operates an online e-commerce platform, shop.greenzone-blumen.de, that serves professional florists, garden centers, flower wholesalers, and event planners across Germany and Austria. Customers must register with a verified business license and florist qualification before they can place orders, and the platform provides next-day delivery before 13:00 in Germany and before 17:00 in Austria through a logistics partnership with GO! General Overnight.

The product offering is structured around three inventory channels: the Vollsortiment (full-range auction-purchased stock available in small quantities within 24 hours), the Direkt vom Gärtner (Direct-from-Grower) channel aggregating over 3,000 SKUs from growers worldwide in colli quantities, and partner-sourced lines covering potted plants via Javadoplant, florist accessories via Daan Kromhout, and preserved flowers via Flowex. Specialty programs include the Fleurop Partner Program that integrates ordering through the Fleurop Merkur Portal, weekly promotional offers, and an outlet section for discounted inventory. Certifications include Goed Hart Keurmerk, GDPR compliance, MPS quality marks carried on grower products, and Lucid packaging registry registration under the German Verpackungsverordnung.

GreenZone generates revenue on a per-transaction wholesale basis. The pricing model is pay-as-you-go with no minimum order value; shipping is tiered from 30 EUR for orders under 75 EUR down to free shipping for orders at or above 200 EUR, with payment options including PayPal and Klarna Sofortüberweisung. Marketing channels include the company's own e-commerce platform, Facebook and Instagram organic social, WhatsApp customer service, and a blog with grower profiles and holiday pre-order announcements. The company is privately owned with no disclosed external investors, no parent organization, no subsidiaries, and no recorded M&A or funding activity; headcount is reported as 11-50 employees.

Name

Greenzone

Legal name

GreenZone GmbH

Website

https://greenzone-blumen.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

GreenZone GmbH is a privately held German B2B online wholesaler of cut flowers, greenery, plants, and florist supplies, serving professional florists in Germany and Austria from its Straelen headquarters on the Rhein-Maas auction grounds via next-day delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

Straelen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale cut flowers and greenery: Revenue generated from selling cut flowers, greenery, plants, and florist supplies to professional florists on a per-transaction basis. Products sourced from Dutch and German auctions and directly from growers worldwide.
2. Florist accessories and supplies: Sale of floristry accessories, decorative items, and supplies sourced through partner companies like Daan Kromhout.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

GreenZone GmbH operates a B2B online wholesale platform supplying fresh cut flowers, cut greenery, potted plants, preserved flowers, and floristry accessories to professional florists, garden centers, flower wholesalers, and event planners across Germany and Austria. Inventory combines locally stocked product deliverable within 24 hours with over 3,000 direct-from-grower product lines sourced from Dutch and German auctions and growers worldwide. Customers order through the verified, account-gated shop or the Fleurop Merkur Portal and receive next-day delivery via logistics partner GO!.

Product overview

GreenZone GmbH operates a B2B online wholesale platform serving florists across Germany and Austria. The core offering consists of three inventory channels: a Full Range inventory (Vollsortiment) with products physically in stock for 24-hour delivery, a Direct from Grower channel offering over 3,000 products sourced from growers worldwide, and partner-sourced product lines. The company supplies cut flowers, cut greenery, potted plants, preserved flowers, and floristry accessories. Special programs include the Fleurop Partner Program for Fleurop florists, weekly promotional offers, and an outlet section for discounted products.

Differentiator

Problem solved

Functional benefit

Products and services

• Vollsortiment Schnittblumen & Schnittgrün (Full Range Cut Flowers and Greenery) Locally stocked inventory of fresh cut flowers, cut greenery, and plants that are physically at GreenZone and personally procured, available for delivery within 24 hours in small quantities, for professional florists in Germany and Austria.
• Direkt vom Gärtner Schnittblumen (Direct from Grower Cut Flowers) Over 3,000 cut flower product lines sourced directly from growers worldwide and posted online by the growers themselves; products are cut to order at the farm and sold by the colli at wholesale pricing for professional florists and wholesalers.
• Topfpflanzen vom Gärtner (Potted Plants from Grower) Trend-oriented indoor and garden potted plants supplied in cooperation with Dutch partner Javadoplant, with each order specially purchased from the grower for delivery to professional florists.
• Floristik-Zubehör (Floristry Accessories) Wide assortment of floristry accessories and supplies including vases, paper, ribbons, seasonal items, and daily essentials, sourced in cooperation with partner Daan Kromhout for professional florists' retail and workshop needs.
• Flowex Preserved Webshop (Preserved Flowers and Greenery) Long-lasting preserved roses, hydrangeas, eucalyptus, moss, salal, and other preserved greenery offered through partner Flowex's preserved webshop integrated into the GreenZone shop, for florists needing durable decorative material.
• Outlet Discounted and special-deal assortment of cut flowers and plants offered at reduced prices within the GreenZone online shop for florists seeking value-priced stock.
• Weekaanbieding (Weekly Offers) Weekly rotating promotional deals and special offers on selected cut flowers and plants published in the GreenZone online shop on a recurring weekly basis.

Quantifiable outcome

• Delivery within 24 hours of ordering

Named customers3 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

Integration6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• JavadoplantcoreStrategic or Co-development PartnerDutch partner providing potted plants (Topfpflanzen) for the GreenZone assortment. Javadoplant offers trendy indoor and garden plants. Orders are specially purchased from the grower.
• Daan KromhoutcoreStrategic or Co-development PartnerSupplier of florist accessories (Floristik-Zubehör) offering an unusual range of floristry supplies including seasonal articles and daily business necessities.
• GO! General OvernightcoreStrategic or Co-development PartnerLogistics partner providing overnight delivery services throughout Germany and Austria. Deliveries arrive between 8:00-13:00 in Germany and until 17:00 in Austria.
• BroekhofminorStrategic or Co-development PartnerPackaging supplier for GreenZone's packaging needs.
• FleuropcoreChannel Partner/ Reseller/ DistributorFleurop partner florists have direct access to GreenZone's online assortment through the Fleurop Merkur Portal. GreenZone is a supplier for Fleurop florists.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GreenZoneGmbH
• YouTubeyoutube.com/watch?v=CSZBUn0bYsQ
• Facebookfacebook.com/Greenzoneblumen
• Instagraminstagram.com/greenzonegmbh
• LinkedInlinkedin.com/company/greenzone-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Greenzone