Be.Green
Be.Green is a Spanish direct-to-consumer e-commerce retailer of indoor plants, planters, and plant-care products, serving residential and corporate customers across 20+ European countries via a 10-language storefront with proprietary plant-shipping packaging and WiFi-enabled smart planters.
- Company typePrivate
- Founded2002
- HeadquartersSant Just Desvern, Spain
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Be.Green does
Be.Green is a Spanish direct-to-consumer e-commerce retailer of plants, planters, and plant-care products, operated as a brand by FloraQueen Flowering the World S.L. (a Spanish Sociedad Limitada founded in 2002 and headquartered in Sant Just Desvern, Barcelona). The catalog spans indoor and outdoor plants (including rare/variegated specimens), WiFi-enabled smart self-watering planters, decorative pots, substrates, fertilizers, garden tools, specialty categories (bonsais, kokedamas, terrariums), curated bundles, and gift cards, supported by a Plant Finder search tool and a human-staffed Plant Doctor diagnostic service. The platform is localized into 10 languages with dedicated city landing pages and ships to 20+ European countries from a centralized Spanish warehouse, using an in-house designed packaging system to protect live plants in transit.
The business operates primarily as a transactional D2C retailer with publicly disclosed per-SKU pricing (plants typically €35–€130, smart planters €229–€304, accessories €7–€356, gift cards from €20) and a free-shipping threshold of €34 in Spain (€46 elsewhere). Customer segments include residential indoor plant enthusiasts, pet owners, outdoor/garden hobbyists, gift buyers, office and corporate buyers (via a /b2b corporate gifting motion), and plant collectors. Go-to-market is product-led and content/SEO-led, complemented by email capture with a welcome discount, an affiliate publisher program, a Be Green Club loyalty scheme, and cross-promotional partnerships (e.g., Hola Luz).
Be.Green firmographics
Firmographics- Name
- Be.Green
- Legal name
- FloraQueen Flowering the World S.L.
- Website
- https://be.green
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Be.Green is a Spanish direct-to-consumer e-commerce retailer of indoor plants, planters, and plant-care products, serving residential and corporate customers across 20+ European countries via a 10-language storefront with proprietary plant-shipping packaging and WiFi-enabled smart planters.
- Ownership category
- akta.pro rank
Be.Green industry classification
Industry- Product category
- Online Plant Retail
- NAICS
- Lawn and Garden Equipment and Supplies Retailers (4442), Nursery, Garden Center, and Farm Supply Retailers (44424)
- SIC
- Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
- akta.pro secondary industry
- Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)
Keywords
Where Be.Green is headquartered
LocationHeadquarters
- HQ city
- Sant Just Desvern
- HQ country
- Spain
- HQ region
- Europe
Markets served
Be.Green business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct e-commerce plant and planter sales: One-time purchase transactions of indoor/outdoor plants, planters, bonsais, kokedamas, terrariums, and plant bundles via the be.green online storefront across multiple European markets. Prices range from ~€8 (small succulents/accessories) to €948 (Black Jungle furniture set), with most plants priced €35–€130.
- Plant care accessories and supplies: Recurring/repeat purchase revenue from watering cans, sprayers, substrates (Potting Soil, Orchid Mix, Base Mix), fertilizers (Plant Food, Soil Booster, Leaf Cleanser), tools, and self-watering planters — high-margin consumables that drive repeat orders.
- Gift cards and gift baskets: Sale of general gift cards (€20 starting price) and pre-curated gift baskets, enabling gift-giver revenue without requiring product selection expertise.
- B2B corporate gifting and bulk plant services: Corporate gifts and bulk plant services for businesses (Para Empresas / For Companies section), targeting office and corporate gifting use cases via the /b2b landing page.
- Affiliate program (Programa de Afiliados): Referral/affiliate program generating commission-based revenue share with external publishers and content partners who drive traffic to be.green.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual plants (e.g., Pachira €46, Kentia Palm €49, Monstera Deliciosa €40) |
| Unit Pricing | Pay-as-you-go | Plant bundles and trios with discounts |
| Other | Pay-as-you-go | Free shipping from €34 (Spain) / €46 other markets |
| One time/ perpetual license | Pay-as-you-go | Gift cards from €20 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Be.Green product offering
Product offeringCore offering
Be.Green operates a pan-European online plant retail storefront selling indoor and outdoor plants, planters (including WiFi-enabled self-watering models), plant care accessories, specialty categories such as bonsais, kokedamas and terrariums, plant sets/bundles, and gift cards. It ships mature adult plants (not cuttings) directly from its Spanish warehouse to consumers in 20+ European countries using proprietary in-house-designed packaging, and layers on services such as the Plant Finder tool, the Plant Doctor diagnostic support, and a B2B corporate gifting offering.
Product overview
Be.Green is a single unified direct-to-consumer online plant shop (operated by FloraQueen Flowering the World S.L., headquartered in Sant Just Desvern, Barcelona) rather than a modular SaaS platform. Its offering is structured around a core plants catalog (covering indoor, outdoor, hanging, large, pet-friendly, office, flowering plants plus species collections such as Monsteras, Alocasias, Calatheas, cacti/succulents, ferns, air plants, palms, Ficus, fruit trees and carnivorous plants) that is tightly bundled with adjacent product lines: a Pots/Planters catalog (including connected self-watering planters like Smart Harvest Wifi, Indoor Eden, Ébano SmartFlow Wifi, Midnight Garden and Green WiFi Tower), Plant Care Accessories (watering cans, sprayers, substrates, fertilizers, leaf-care products, pruning tools), Garden Tools (gloves, moss poles, climbing poles), Plant Treatments (soils, perlite, vermiculite, plant soap, bio traps), specialty categories (Bonsais, Kokedamas, Terrariums), curated Sets/Bundles, and Gift Cards & Gift Baskets. Layered on top are supporting services that tie the catalog together: the Plant Finder search tool, the Plant Doctor diagnostic service, the Be.Green Customer Club and Affiliate Program, the B2B / Corporate Gifts offering, the Order Tracking page, and the Care Guide & blog — collectively positioning Be.Green as a full-stack e-commerce destination for plants, pots and plant-care products with home delivery across multiple European countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Indoor and outdoor plants catalog Core e-commerce catalog of mature indoor and outdoor plants (not cuttings) across species collections and curated categories such as pet-friendly, air-purifying, office, large, hanging and flowering plants; sold to consumers and businesses across 20+ European countries with 24-72h home delivery.
- Pots and planters (Maceteros) Decorative pots and planters in hanging, outdoor, indoor, small, medium and large formats, plus vertical planters and home decoration items (tables, shelves); sold alongside plants across the European storefronts.
- WiFi-enabled smart self-watering planters Connected self-watering planter systems in S/M/L sizes (Smart Harvest Wifi, Ébano SmartFlow Wifi, Indoor Eden, Midnight Garden, Green WiFi Tower) that automate plant hydration while the owner is away; targeted at consumers and offices wanting low-maintenance plant care.
- Plant care accessories and supplies Watering cans, misters/sprayers, substrates (Base Mix, Power Mix, Orchid Mix, Potting Soil, Coco Peat, Hydro Grains), fertilizers (Plant Food, Plant Nurture Kit), leaf cleansers and pruning tools for ongoing plant care; sold as repeat-purchase consumables alongside plants.
- Garden tools and climbing accessories Specialized gardening tools such as Leaf Love Gloves, Moss Poles (30cm/55cm), Casper Climbing Poles (30cm/50cm), Wall Leaves 20-piece sets, and botanical trowels for indoor and outdoor plant care.
- Plant treatments and soil amendments Soil amendments and plant health treatments including French bark, Hydro Grains, Lava Rocks, Peat Chunks, perlite, vermiculite, plant soap, plant capsules and bio fly traps.
- Bonsai trees Specialty category of bonsai trees across species such as Ficus retusa, Ficus carica, olive, Carmona and Púnica granatum in 5–16 year age ranges, supported by dedicated bonsai care kits and tools.
- Kokedamas and terrariums Moss-ball kokedama plant presentations across multiple species and designer terrariums (e.g., Terrarium Eco, Black Jungle) sold as decorative miniature ecosystems.
- Curated plant sets and bundles Multi-plant curated bundles (e.g., Trío Buena suerte, Trío Dulces Sueños, Trio apto mascotas, Conjunto Tropical, Conjunto Verde Lujoso, Conjunto de Oficina Fácil), typically including matching pots and sold at promotional bundle pricing.
- Gift cards and gift baskets Prepaid general gift cards (from €20) and pre-curated Cestas de Regalo (gift baskets) of plants and related products, enabling gift purchases without requiring the buyer to select specific items.
- B2B corporate gifting and bulk plant service B2B service for companies to purchase plants as corporate gifts and bulk orders for offices and large spaces, with a request-a-quote flow on the /b2b landing page and a dedicated 'Para Empresas' catalog.
- Plant Doctor diagnostic service Human-supported diagnostic service where customers contact the Be.Green team for a real (non-templated) diagnosis of a struggling plant and receive personalized recovery guidance.
Companies that use Be.Green
Customer profileSegments6 records
Ideal customer profiles5 records
Be.Green technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Be.Green partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and flagship.
- Hola LuzminorCross-promotional partnership referenced on the be.green site as 'Promoción Energía verde' / 'colaboracion-hola-luz'. The collaboration landing page promotes an energy-related offer bundled with plant purchases. Both brands co-market to overlapping residential consumer audiences.
- FloraQueen Flowering the World S.L.flagshipFloraQueen Flowering the World S.L. is the parent/operating entity that owns and operates the Be.Green brand, per the website footer copyright ('Copyright FloraQueen Flowering the World S.L. 2002 - 2026'). The Be.Green plant-focused storefront is operated under this corporate umbrella alongside the parent FloraQueen flower-delivery brand.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Be.Green competitors and assessment
Company assessmentDirect peers
- Bakker.com: Dutch-origin pan-European online plant and gardening retailer shipping live plants, bulbs, and gardening supplies across Europe. Directly comparable to Be.Green as a long-established mail-order plant e-tailer with multi-country reach.
- Bloomscape: US online plant retailer shipping ready-to-display indoor plants with proprietary packaging. Closely analogous business model and proprietary-shipping differentiation strategy, though geographically US-only.
- Patch Plants: UK-based online plant retailer offering indoor plants, pots, and subscriptions with home delivery. Direct peer in the European DTC plant e-commerce category with comparable target customer and curated-bundle approach.
- The Sill: US-based online plant retailer selling indoor plants, planters, and care accessories with a content-led, education-first brand positioning. Directly comparable online plant-shop model with strong DTC emphasis, though US-focused rather than European.
- Hortology: UK online retailer of indoor plants, pots, and home décor with a curated modern-aesthetic positioning. Directly comparable in target customer, product mix (plants + planters), and European DTC delivery model.
Emerging players
- The Bouqs Co. US-based online plant and flower delivery company with farm-direct sourcing and subscription options. Comparable DTC e-commerce plant/flower model with similar supply-chain and shipping-differentiation play, though flowers-weighted.
Broad incumbents
- Gardena: European leader in gardening tools, irrigation, and smart watering products including connected/automated watering systems. Comparable in the smart-plant-care category (WiFi irrigation, self-watering planters) but focused on hardware rather than plants.
- Interflora: Established global flower and plant gifting network with strong brand recognition across European markets. Comparable on multi-country plant gifting delivery, though it operates a florist-network model rather than direct warehouse shipping.
- Euroflorist: Pan-European flower and plant delivery network operating across multiple countries via local florist partners. Broader incumbent in the same category, with comparable multi-country e-commerce footprint but flowers-first rather than plants-first.
- FloraQueen: The parent brand of Be.Green's operating entity FloraQueen Flowering the World S.L. Sibling brand focused on international flower delivery — adjacent e-commerce motion sharing the same corporate infrastructure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Be.Green social profiles
Digital presenceBe.Green financial estimates
Financial estimateRevenue estimate
Valuation estimate
Be.Green leadership team
Management profileNumber of profiles
Profiles1 record
Be.Green funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Be.Green 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 Be.Green
What does Be.Green do?
Be.Green operates a pan-European online plant retail storefront selling indoor and outdoor plants, planters (including WiFi-enabled self-watering models), plant care accessories, specialty categories such as bonsais, kokedamas and terrariums, plant sets/bundles, and gift cards. It ships mature adult plants (not cuttings) directly from its Spanish warehouse to consumers in 20+ European countries using proprietary in-house-designed packaging, and layers on services such as the Plant Finder tool, the Plant Doctor diagnostic support, and a B2B corporate gifting offering.
Is Be.Green a public or private company?
Be.Green is a private company. It is classified as unknown and is currently operating.
When was Be.Green founded?
Be.Green was founded in 2002. It employs 11 to 50 people.
Where is Be.Green based?
Be.Green is headquartered in Sant Just Desvern, Spain, in the Europe region.
How does Be.Green make money?
Five revenue lines are on record. Direct e-commerce plant and planter sales are the primary driver. The others are plant care accessories and supplies, gift cards and gift baskets, B2B corporate gifting and bulk plant services and affiliate program (Programa de Afiliados).
Who are Be.Green's main competitors?
Direct peers on record are Bakker.com, Bloomscape, Patch Plants, The Sill and Hortology. The Bouqs Co. is listed as an emerging player. Broad incumbents are Gardena, Interflora, Euroflorist and FloraQueen.
Does Be.Green have an API?
No public API is recorded for Be.Green.
What industry is Be.Green in?
Be.Green's product category is Online Plant Retail. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of CRAIACAG, Indoor Plants, Faux Florals & Botanical Décor Retail. Its NAICS code is 4442 and its SIC code is 3524.