Belle Fleur

What Belle Fleur does

Belle Fleur is a New York City-based luxury floral design house founded in 1996 by Marilyn Waga and Meredith Waga P\u00e9rez, with Tony P\u00e9rez later co-founding the fragrance division. The company operates two integrated product verticals: a floral design business encompassing gift bouquets, Box of Blooms (farm-to-door cut flowers with FedEx overnight shipping), plants, and multi-tier flower subscriptions; and a home fragrance business comprising perfumed candles, reed diffusers, diffuser oils, and the proprietary AER\u00d4MYST Bluetooth-enabled cold-air smart diffuser controlled via smartphone app and priced $485-$685. Event design services for weddings, corporate events, private homes, and branded activations are sold through consultation bookings, with a documented client base exceeding 100 global luxury brands including Dior, LVMH, Tiffany & Co., Valentino, Bulgari, Vogue, and Mercedes-Benz.

The business combines four revenue streams: one-time luxury floral product sales, subscription-based recurring revenue (minimum $700-$2,100+ commitments), fragrance hardware and consumables, and professional event design services. Distribution is anchored on the owned e-commerce storefront at bellefleurny.com, supplemented by NYC messenger delivery, FedEx overnight for nationwide Box of Blooms, a vetted global florist affiliate network for international orders, and consultation-based enterprise sales. Brand positioning is supported by The Fragrance Foundation FiFi Award and finalist nominations, the Fashion Group International Rising Star Award, and editorial features in luxury lifestyle publications.

The company is structured as Belle Fleur Home, LLC, a privately held, founder-owned entity without external institutional investment, headquartered at 134 Fifth Avenue in Manhattan with 11-50 employees. Fragrance products are restricted to U.S. shipping, while floral delivery and event services operate primarily within the NYC metropolitan area and globally via affiliates. Notable industry recognition includes consecutive 'Best Home Fragrance Brand' awards (2013-2014) and high-profile collaborations such as Met Gala florals.

Name

Belle Fleur

Legal name

Belle Fleur Home, LLC

Website

https://bellefleurny.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Belle Fleur is a New York City-based luxury floral and fragrance house founded in 1996, designing bespoke florals and home fragrances for weddings, corporate events, and high-net-worth consumers, with a client roster exceeding 100 global luxury brands.

Ownership category

akta.pro rank

Product category

Luxury Floral and Home Fragrance Design

NAICS

Florists (4593), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industries

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)

Keywords

• Luxury floral design
• Home fragrance
• Wedding florals
• Corporate event florals
• Subscription flowers

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Luxury Floral Products: Direct sales of gift bouquets, plants, and Box of Blooms (farm-to-door fresh cut flowers) through e-commerce platform with local NYC delivery and global florist affiliate network.
2. Flower Subscriptions: Recurring subscription revenue from Weekly Flowers, A Season of Flowers (4 arrangements), and A Year of Flowers (12 arrangements) subscription services with minimum commitments of $700-$2,100 plus delivery and tax.
3. Home Fragrance Products: Sales of perfumed candles ($89), reed diffusers ($250), AERÔMYST devices ($485-$685), and diffuser oils ranging from $80-$485+ through e-commerce with US shipping via FedEx.
4. Event Design Services: Custom floral design services for weddings, corporate events, private homes, and branded activations. Revenue generated through consultation-based sales with portfolio showcases and booking consultations.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Belle Fleur is a luxury floral and fragrance design studio that handcrafts and sells fresh floral arrangements, gift bouquets, Box of Blooms farm-to-door subscriptions, plants, perfumed candles, reed diffusers, diffuser oils, and the proprietary AERÔMYST smart diffuser. The company also provides bespoke floral design services for weddings, corporate events, private homes, and brand activations, executed through a Manhattan studio with global fulfillment via an affiliated florist network.

Product overview

Belle Fleur is a luxury floral and fragrance house offering two integrated product lines: (1) Fresh cut flowers and arrangements through Gift Bouquets, Box of Blooms (with subscription options), Plants, and Flower Subscriptions (Weekly, Seasonal, and Annual programs); and (2) Home fragrances including Perfumed Candles (Bougies Parfumées), Reed Diffusers, Interior/Diffuser Oils, and the proprietary AERÔMYST smart Bluetooth diffuser. The company also provides event design services for weddings, corporate events, private homes, and branded activations. Products range from $75 to $685, with event services and subscriptions available at premium price points.

Differentiator

Problem solved

Functional benefit

Brands

• AERÔMYST: A Bluetooth-enabled smart fragrance diffuser system that allows users to control scent diffusion via smartphone app. Features cold-air and dry-mist diffusion technology for residential and office spaces.

Products and services

• AERÔMYST Smart Fragrance Diffuser Belle Fleur's proprietary Bluetooth-enabled smart fragrance diffuser using cold-air and dry-mist diffusion technology; controlled via smartphone app with customizable intensity, scheduling, and automatic on/off programming; covers up to 1,000 square feet and uses 120ml fragrance bottles lasting up to 4 months; priced $485-$685 depending on finish.
• Perfumed Candles (Bougies Parfumées) Luxury scented candles offered in 13 fragrance variants including Bergamot Cedar, Casa Malaparte, Figue Noir, Fireside Reserve, Jasmine Verbena, Luminescence, Mayan Tuberose, Orchard House, Palo Santo, White Orchid Tea, Pétales d'Amour, Scarlet Flower, and Velvet Santal, priced at $89.
• Reed Diffusers Gold and Silver-finished reed diffusers in 17 fragrance variants including Casa Malaparte, Jasmine Verbena, Mayan Tuberose, Nazára, Paradis, Pétales d'Amour, Rose Immortelle, Scarlet Flower, Amber Dulcis, Bergamot Cedar, Figue Noire, Indochine, Jasmine Dream, La Habana, Oud Imperial, Palo Santo, and Velvet Santal, priced at $250.
• Interior/Diffuser Oils Concentrated fragrance oils for use with AERÔMYST or other diffusers, available in 16.06 oz (475 ml) and 4.05 oz (120 ml) sizes, with pricing from $80 to $485+ depending on size and fragrance.
• Gift Bouquets Handcrafted floral arrangements in Designer's Choice and six style collections (Pure, Citrus, Pastel, Sunset, Jewel) with budget tiers from $150 to $600 and NYC messenger delivery available.
• Box of Blooms Farm-to-door fresh cut flowers delivered overnight via FedEx; available as Designer's Choice ($200-$500) or 20+ individual varieties including Roses, Calla Lilies, Orchids, Peonies, Ranunculus, and Snapdragons; offered as one-time purchase or subscription with weekly, bi-weekly, monthly, or quarterly delivery.
• Flower Subscriptions Recurring floral delivery programs including Weekly Flowers (signature mixed bouquet with keepsake vase), A Season of Flowers (four seasonal arrangements, minimum $700), and A Year of Flowers (12 monthly arrangements, minimum $2,100); delivery and tax additional.
• Plants Potted plants including Orchids, Succulents, and Topiary available in sizes from Single to Sextuple with prices starting from $125.
• Gift Certificates Calligraphed and scented gift certificates valid for one year toward floral bouquets, orchid plants, and home fragrances; messenger delivery in Manhattan ($25) or FedEx outside Manhattan ($25).
• Wedding Floral Design Service Full-service wedding floral design including bridal bouquets, ceremony installations, reception centerpieces, and venue styling, supported by 15+ documented wedding portfolio examples and consultation-based by-appointment sales.
• Corporate Event Florals Custom floral design for corporate events including show-stopping flower walls, fashion event installations, influencer bouquet send-outs, and branded activations, with notable collaborations including Met Gala florals.
• Branded Activations Brand storytelling through flowers for beauty brands, spirit makers, fashion houses, and corporate icons; services include custom bouquets, flower walls, tabletop centerpieces, and editor/influencer gift send-outs.
• Private Home Floral Design Service Weekly arrangement and bespoke floral design services for residential interiors, working with clients' existing vase collections to complement artwork, china, and room aesthetics.

Named customers27 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Jérôme EpinettecoreStrategic or Co-development PartnerMaster Perfumer and key creative collaborator responsible for formulating Belle Fleur's fragrance collections. With 'FiFi Award - Perfume Extraordinaire' (2013) from The Fragrance Foundation, Epinette brings modernist sensibilities and masterful command of natural ingredients to Belle Fleur's narrative-driven perfume creation process. Born in Burgundy, France, trained at Grasse Institute of Perfumery, with Masters in biochemistry. Collaborative process between perfumer and creative director Meredith Waga Pérez challenges conventions and pushes creative boundaries.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Diptyque: Global luxury fragrance house with leading positions in scented candles, diffusers, and personal fragrances. Overlaps with Belle Fleur's fragrance division at higher scale and global brand recognition, but does not compete in floral design.
• Jo Malone London: Established luxury fragrance brand owned by Estée Lauder with broad home fragrance and personal perfume lines. Comparable on premium candle and diffuser products but operates at significantly larger scale through global retail distribution.

Direct peers

• Saipua: Luxury floral design studio operating NYC-based event design and a flower farm in upstate New York. Comparable business model spanning bespoke weddings/events and retail florals, with a similar emphasis on natural, garden-inspired aesthetics.
• L'Atelier Rouge: Luxury NYC floral design studio serving corporate events, weddings, and private clients. Comparable premium positioning and Manhattan clientele with event-driven GTM motion.
• Putnam & Putnam: Luxury NYC floral design firm specializing in weddings, editorial, and corporate events with a garden-style aesthetic. Closest direct competitor in the high-end NYC wedding floral space, serving similar luxury fashion and lifestyle clients.
• Nest Fragrances: Premium home fragrance brand offering candles, diffusers, and reed diffusers with a luxury positioning. Closest comparable in the home fragrance division, with similar price points, distribution model, and luxury retail positioning.
• Ovando: Luxury NYC-based floral design studio serving weddings, corporate events, and high-end residential clients. Directly comparable to Belle Fleur in target market (Manhattan affluent), service mix (event design + retail), and luxury positioning, though Ovando emphasizes rare and unusual blooms sourced globally.

Emerging players

• Pura: Smart fragrance diffuser brand with app-controlled devices and a broad catalog of scent partner brands. Directly competes with Belle Fleur's AERÔMYST in the smart home fragrance category but with a tech-platform business model and broader mass-market reach.
• Farmgirl Flowers: Direct-to-consumer floral delivery brand with subscription offerings and farm-sourced flowers. Comparable in DTC floral model and Box of Blooms subscription, but operates at larger scale and lower price points than Belle Fleur's luxury positioning.
• The Bouqs Co. Farm-to-door online floral delivery company with subscription offerings. Comparable to Belle Fleur's Box of Blooms and flower subscription products but targets the mass-premium segment with lower price points and broader nationwide distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bellefleurhome
• Facebookfacebook.com/bellefleurny
• Instagraminstagram.com/bellefleurny
• LinkedInlinkedin.com/company/bellefleurnewyork

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Belle Fleur