What Meilland Richardier does

Meilland Richardier is a French family-owned horticultural company founded in 1867 and now in its sixth generation, operating as a direct-to-consumer online garden center (jardinerie en ligne) from its headquarters in Prémsques, France. The company breeds, produces, and sells roses — the core of its identity and traceable to legendary varieties such as the Peace rose, PIERRE DE RONSARD, and PAPA MEILLAND — alongside a broad garden catalog of more than 3,500 product references spanning flower bulbs (tulips, alliums, daffodils), perennials, shrubs, climbing plants, fruit trees, seeds, organic gardening inputs, and garden accessories. The product mix is organized around trademarked proprietary collections including ROMANTICA®, PERFUMELLA®, Meidiland, ZEPETI®, DRIFT®, FRIENDLY®, and STREET COLORS®, and the company holds high-credibility third-party certifications such as ADR (German Rose Society) and Label Rouge (French Ministry of Agriculture) on selected varieties.

The technology footprint is a standard e-commerce platform: standard session, cart, and personalization cookies, Intercom for customer support, Google Analytics for traffic measurement, and Google Ads tracking. The business operates with 11–50 employees, runs no mobile app, exposes no public API or SDK, and sells primarily through www.meillandrichardier.com with delivery across France and neighboring countries via home delivery and relay points. Revenue is generated almost entirely through one-time unit sales of plants and garden products at price points ranging from approximately €4.50 for small plants to €80+ for larger specimens; rose bushes typically retail at €20–30 per unit.

The go-to-market motion is content-led DTC targeting individual home gardeners, supplemented by a secondary Landscape Professional segment. Marketing spans website/blog content, an active YouTube channel, Facebook, Instagram, and Pinterest, plus an email newsletter and a loyalty program, all reinforcing the long-tenured Meilland brand. Commercial activity is closely intertwined with sister entity Meilland International, which handles global rose breeding and distribution; no external investors, parent company, M&A, or funding rounds are evident in the source data, consistent with an independently held family operation.

Name

Meilland Richardier

Legal name

MEILLAND RICHARDIER

Website

https://meillandrichardier.com

Company type

Private

Founded year

1867

Operating status

Operating

Headcount range

11–50 employees

Short description

Meilland Richardier is a sixth-generation, family-owned French rose breeder and online garden center selling 3,500+ plant and garden SKUs direct to consumers across France and neighboring countries via content-led DTC e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Houplines

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Plant and Garden Product Sales: One-time product sales of plants, bulbs, roses, shrubs, fruit trees, seeds, and garden accessories through e-commerce platform. Revenue generated from individual transactions with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Meilland Richardier breeds, grows, and directly sells more than 3,500 plant and garden SKUs through its online garden center, with a flagship rose program (bush, climbing, landscape, stem, antique, and branded collections such as ROMANTICA, PERFUMELLA, and ZEPETI) complemented by flower bulbs, perennials, annuals, shrubs, climbing plants, fruit trees, seeds, and garden accessories. Roses are developed in its French nurseries, carry certifications including ADR and Label Rouge, and are shipped throughout France and neighboring countries under a Garantie Confiance replacement guarantee.

Product overview

Meilland Richardier operates an online garden center (e-commerce platform) specializing in roses and plants since 1867. The company offers over 3,500 products across 11 main product categories: rosiers (roses including bush, climbing, landscape, standard, weeping, and heritage varieties, with sub-brands ROMANTICA, PERFUMELLA, ZEPETI, and collections like DRIFT, FRIENDLY, STREET COLORS, MEILOVE, and PRETTY POLLY), fleurs à bulbes (flower bulbs including 615 products like tulips with 90+ varieties, alliums, daffodils, hyacinths), plantes annuelles (annual plants like geraniums, petunias/SURFINIA, dipladenias), fleurs vivaces (perennials with 541 products including peonies, iris, lavender), arbustes (shrubs including hydrangeas, butterfly bushes, Japanese maples), plantes grimpantes (climbing plants like jasmine, clematis, wisteria), fruitiers (fruit trees and small fruits), graines et potager (seeds, vegetable garden products, BIO/organic seeds), jardins BIO et naturel (organic and natural garden products), and produits jardin et bien-être (garden accessories, tools, connected gardening solutions). Notable rose varieties include PIERRE DE RONSARD and PAPA MEILLAND. Products include ADR and Label Rouge certified roses. The platform provides delivery throughout France, garden advice content, and a loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Rosiers buissons (Bush Roses) Bush roses including large-flowered and bed roses, available in many colors and varieties including the famous PIERRE DE RONSARD and PAPA MEILLAND, sold to home gardeners and landscape professionals.
• Rosiers grimpants (Climbing Roses) Climbing roses offered in small (S), medium (M), large (L) and XL liana development types, including scented climbing rose varieties, for walls, pergolas, and vertical garden structures.
• Rosiers paysagers (Landscape Roses) Ground cover, shrub, and bushy roses for landscaping use, including DRIFT, FRIENDLY, STREET COLORS, and PRETTY POLLY branded collections designed for easy-care mass planting.
• Rosiers tige et demi-tige (Standard and Half-Standard Roses) Standard and half-standard stem roses including the MEILOVE branded collection, providing elevated, formal rose displays for gardens and entrances.
• Rosiers anciens (Heritage Roses) Heritage and antique rose varieties for traditional and historical-style gardens.
• Rosiers ROMANTICA (Romantic Roses) Meilland's branded ROMANTICA collection of romantic-style roses featuring full, classic rose forms and nostalgic aesthetics, sold as a dedicated sub-range.
• Rosiers PERFUMELLA (Scented Roses) Highly scented rose varieties in Meilland's PERFUMELLA collection, featuring exceptional perfume, including varieties such as PAPA MEILLAND.
• Rosiers ZEPETI (Mini Roses) Compact ZEPETI mini-roses ideal for small gardens, balconies, terraces, and urban container planting.
• Rosiers Label Rouge Premium rose varieties carrying the French Label Rouge quality certification awarded by the French Ministry of Agriculture.
• Rosiers ADR Roses awarded the ADR (Allgemeine Deutsche Rosenneuheitenprüfung) certification from the German Rose Society, recognizing the most disease-resistant varieties in the catalog.
• Tulipes (Tulip Bulbs) More than 90 varieties of tulip bulbs including botanical, early, mid-season, late, double, parrot, triumph, Darwin, lily-flowered, and Viridiflora types for autumn planting and spring flowering.
• Allium, ail d'ornement (Ornamental Allium Bulbs) Ornamental allium bulbs with spherical, colorful flower heads including Purple Sensation, caeruleum, and giant Ambassador varieties for architectural spring garden displays.
• Bulbes fantaisie d'automne (Specialty Autumn Bulbs) Specialty autumn-planting bulbs including muscari, camassia, Dutch iris, anemones, snowdrops, eremurus, ranunculus, and ornamental alliums for spring flowering.
• Fleurs à bulbes (Complete Flower Bulb Range) Complete range of approximately 615 flower bulbs for spring and autumn planting including tulips, daffodils, hyacinths, lilies, crocuses, and specialty bulbs.
• Plantes annuelles (Seasonal Annual Plants) Seasonal flowering annuals including geraniums (ivy and zonal), petunias, SURFINIA, dipladenias, fuchsias, New Guinea impatiens, and lobelias for summer color.
• Fleurs Vivaces (Perennial Flowers) Range of approximately 541 perennial flowers including peonies, hardy geraniums, iris, lavender, carnations, asters, ferns, grasses, daylilies, heucheras, rudbeckia, echinacea, and salvias.
• Arbustes (Ornamental Shrubs) Ornamental shrubs including hydrangeas, oleanders, butterfly bushes, crape myrtles, palms, Japanese maples, citrus, bamboo, camellias, hibiscus, magnolias, and olives for garden structure.
• Plantes grimpantes (Climbing Plants) Climbing plants including jasmine, honeysuckle, clematis, ornamental vines, wisteria, and climbing fruit plants such as kiwi for vertical coverage.
• Fruitiers (Fruit Trees and Small Fruits) Fruit trees and small fruits including dwarf varieties, apricots, plums, cherries, figs, peaches, nectarines, apples, pears, and small fruits like currants, strawberries, raspberries, blueberries, and table grapes.
• Graines et potager (Seeds and Vegetable Garden) Vegetable and flower seeds, BIO/organic seeds, bulbs, seedlings, aromatic and condiment plants, potato tubers, and starter accessories for kitchen gardens.
• Jardins BIO et naturel (Organic and Natural Gardening Products) Organic and biodiversity-friendly gardening products including organic vegetable seeds, bio-controls, reasoned gardening products, drought-tolerant plants, and wildlife-supporting items such as bird feeders and nesting boxes.
• Produits jardin et bien-être (Garden Products and Wellness Items) Garden accessories and wellness items including pest control products, tools, watering equipment, greenhouses, fertilizers, natural treatments, garden furniture, and indoor vegetable gardens.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Meilland InternationalcoreOthersRelated international entity handling global rose breeding and distribution, extending the Meilland brand worldwide beyond the French e-commerce operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Jardiland: Large French garden center retailer with national store footprint and e-commerce site selling plants, garden equipment, and outdoor living products. A broad incumbent competing with Meilland Richardier across the full plant category in the same French market.
• Truffaut: Major French garden center chain with both physical stores and a substantial e-commerce platform. Overlaps with Meilland Richardier across the full plant catalog but operates at much larger scale and through omnichannel retail rather than D2C-only.
• Vilmorin (Limagrain): Major French horticultural brand owned by Limagrain, with deep heritage in seeds and ornamental plants. Comparable as a French horticultural heritage brand selling garden seeds and plants, though with a broader agricultural and seed-led portfolio.

Direct peers

• Delbard: French family-owned rose breeder and garden retailer operating a comparable e-commerce garden center with proprietary rose varieties. Headquartered in central France, Delbard sells roses, fruit trees, and plants through its own DTC platform — directly competing with Meilland Richardier on the French online garden center model.
• Meilland International: Sister entity handling global rose breeding and distribution under the Meilland brand. Operates the same rose breeding programs and shares IP with Meilland Richardier, but focuses on international wholesale and licensing versus DTC e-commerce in France.
• Guillot Roses: Historic French rose breeder (established 1829) with proprietary collections sold through DTC channels. Directly comparable as a heritage French rose breeder operating in the same national market as Meilland Richardier.
• Promesse de Fleurs: French online garden center selling roses, perennials, shrubs, bulbs, and fruit trees via DTC e-commerce with delivery across France. Closely comparable business model and product breadth as a pure-play D2C French garden retailer.
• Bakker Spalding: Dutch-origin mail-order and online plant retailer selling flower bulbs, roses, perennials, and garden products across Europe with multi-country catalogs. Closely comparable as a pan-European D2C plant retailer with similar product breadth and delivery model.
• David Austin Roses: English heritage rose breeder with a similarly long family history and globally recognized branded rose collections (English Roses). Sells DTC via its own website with international shipping, making it a direct competitor in branded rose breeding and online plant retail.
• Kordes Rosen: German rose breeder with extensive ADR-certified varieties and a globally distributed portfolio of proprietary branded rose collections (e.g., Kordes' Parfuma, Eleganza). Competes directly with Meilland in rose breeding IP and licensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/meillandrichardier
• Facebookfacebook.com/rosesmeilland
• Instagraminstagram.com/meillandrichardier
• Pinterestfr.pinterest.com/rosesmeilland
• Xx.com/rosesmeilland
• LinkedInlinkedin.com/company/roseraies-meilland-richardier

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 Meilland Richardier