Green Road

What Green Road does

Green Road Co., Ltd. (株式会社グリーンロード) is a Tokyo-based flower and plant services company founded in 1997, operating across two distinct go-to-market motions: a B2B enterprise business centered on the proprietary "matomeru" (マトムル) congratulatory-flower aggregation service, and a direct-to-consumer business comprising a physical retail flower shop in Nezu, Bunkyo-ku and an e-commerce storefront at with-hana.jp. The company employs approximately 30 people and is led by founder-CEO Takahara Ryogo (高原良午), with operations concentrated in the Kanto region of Japan.

The B2B product portfolio is anchored by matomeru, launched in 2020, which consolidates multiple flower gifts from different corporate senders into unified, brand-aligned entrance displays for office relocations, store openings, and corporate events, providing end-to-end management including reception, design, delivery, setup, maintenance, and disposal. Complementary B2B offerings include space produce (空間プロデュース) event and office decoration, green rental (グリーンレンタル) with recurring maintenance contracts, employee flower welfare services tied to HR/benefits budgets, and preserved/artificial flower installations. Named enterprise customers include TUV SUD Japan, Eizo Center, i-mobile, Benefit One, Link and Motivation, Raksul, Ambition DX Holdings, and DeNA, with pricing for premium phalaenopsis orchids ranging from 22,000–55,000 JPY depending on stem count and recipient rank.

The B2C business operates a neighborhood flower shop in the Yanaka/Nezu area (朝日八重垣マンション104, Bunkyo-ku) and sells through with-hana.jp, offering bouquets, potted plants, and seasonal arrangements. Green Road generates revenue through three primary streams: project-based professional services for B2B clients (one-off and event work), recurring subscription/maintenance contracts for green rental, and one-time retail/online sales. Marketing is driven by content (staff and CEO blogs dating back to 2012), organic social (Facebook, Instagram, Twitter/X), SEO, and detailed customer case studies. The company also co-founded Anniversary Co. (株式会社アニバーサリー) in December 2017 with Link and Motivation and Innovation Inc. to extend flower-based commemorative occasion services.

Name

Green Road

Legal name

株式会社グリーンロード

Website

https://green-road.co.jp

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Green Road is a Tokyo-based flower and plant services company operating since 1997, serving Japanese corporates via its proprietary matomeru flower-aggregation service, green rental, and space decoration, alongside a retail flower shop in Nezu and the with-hana.jp e-commerce store.

Ownership category

akta.pro rank

Product category

Corporate Floral Services

NAICS

Florists (4593), Florists (459310), Landscaping Services (56173)

akta.pro primary industry

Floral & Event Installations (HSACAAAC)

akta.pro secondary industries

Event Floral Design & Arrangements (HSACAOAA), Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN), Artificial Flowers, Silk Florals & Faux Greenery Decor (HSACAOAK)

Keywords

• Corporate floral services
• Congratulatory flower gifting
• Plant rental services
• Space flower production
• Flower retail shop

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Corporate flower gifting and event decoration: B2B services including matomeru (corporate flower aggregation), space production, green rental, preserved/artificial flowers, and employee welfare flower services. Revenue generated through project-based flower arrangements and recurring rental/maintenance contracts.
2. Retail flower shop sales: Direct retail sales of bouquets, potted plants, and seasonal arrangements at the physical flower shop in Nezu, Tokyo. Walk-in customers and local neighborhood sales.
3. Green rental and maintenance: Ongoing rental and maintenance of plants and greenery for corporate offices, event spaces, and model rooms. Recurring service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Green Road aggregates corporate congratulatory flower gifts and produces unified, branded floral displays for office relocations, openings, and corporate events via its flagship matomeru service, handling reception, design, delivery, setup, maintenance, and removal end-to-end. The company also delivers space decoration, recurring office plant rentals, employee welfare flower programs, and preserved/artificial flower arrangements for businesses, while operating a Tokyo retail flower shop and an online store for direct consumer purchases of bouquets and orchids.

Product overview

Green Road operates a diversified flower and plant service portfolio centered around two main pillars: enterprise B2B services (matomeru, space produce, green rental) and consumer retail (flower shop, online store). matomeru is the flagship B2B service—a congratulatory flower aggregation platform that collects, designs, and displays multiple corporate flower gifts in unified, branded arrangements. Supporting services include green rental for offices and events, preserved/artificial flowers, and employee welfare flower services. The company also operates a physical retail flower shop in Tokyo's Nedzu district and an e-commerce site (with-hana.jp) for direct consumer purchases including orchids, bouquets, and arrangements.

Differentiator

Problem solved

Functional benefit

Brands

• matomeru（マトメル）: 法人向けお祝い花おまとめサービス。移転、開店、イベントなどに応じた花の装飾をワンストップで提供。
• withHana

Products and services

• matomeru (マトムル) - Corporate Congratulatory Flower Aggregation Service One-stop service that aggregates multiple congratulatory flower gifts from different senders into a unified, corporate-branded entrance/space decoration. Handles reception, planning, delivery, setup, maintenance, and takedown for Japanese corporations celebrating office relocations, store openings, anniversaries, and corporate events.
• Space Produce (空間プロデュース) Space design and decoration services using flowers and plants for corporate events, offices, and public spaces, including sustainable event decorations with reused materials, recycled plants, and seed paper giveaways.
• Green Rental (グリーンレンタル) Recurring rental and maintenance service for potted plants and greenery supplied to corporate offices, event spaces, and model rooms.
• Flowers and Green Gifts (花と緑のギフト) Flower and plant gift services including phalaenopsis orchids, bouquets, and potted plants supplied for business occasions and gifting.
• Employee Flower Welfare Service (従業員向けお花の福利厚生サービス) Flower gift services for employee anniversaries and corporate events, delivered as part of corporate welfare benefits programs.
• Preserved and Artificial Flowers (プリザーブド・アーティフィシャルフラワー) Long-lasting preserved and artificial flower arrangements offered for permanent and recurring corporate decorative installations.
• Flower Shop Green Road (フラワーショップ グリーンロード) Walk-in retail flower shop located in Bunkyo-ku, Nezu, Tokyo, offering seasonal bouquets, potted plants, and arrangements to local Yanaka/Nezu neighborhood customers; operates 9:30-19:00 (closed Tuesdays).
• Phalaenopsis Orchid Sales via with-hana.jp Premium white and colored phalaenopsis orchids sold via the with-hana.jp online store as Green Road's signature gifting orchid product, with same-day delivery, custom wrapping, and name card services.

Quantifiable outcome

• matomeru service received 2-3x expected number of congratulatory gifts for Ambition DX Holdings relocation
• +2 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 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.

• Anniversary Co. (株式会社アニバーサリー)minorStrategic or Co-development Partner · 1 December 2017Joint venture established in December 2017 with Link and Motivation and Innovation Inc., co-founded by CEO Takahashi. Focused on commemorating special occasions with flowers. Green Road's president Takahashi is involved as co-founder. Services extend beyond flowers to occasion-specialized offerings.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Others

• Ikenobo (池坊): Japan's most established ikebana school and floral arrangement association with commercial event services. Operates in the same floral design craft space and serves some of the same ceremonial/corporate event customers as Green Road's Space Produce service.
• Tokyu Florist (東急プラザ florist tenants / Tokyu Hands flower sections): Department store and retail complex flower concessions operating in central Tokyo. Comparable in retail flower shop function to Green Road's Nezu store, with higher foot traffic and tourist exposure but less specialization in B2B gifting.
• Park Hyatt Tokyo Floral Services / Park Hotel Tokyo floral operators: Hotel-affiliated floral service operators in Tokyo that handle event floral design and corporate lobby installations. Comparable in space production and event decoration craft, though primarily serving the hospitality channel rather than direct corporate gifting.

Direct peers

• HitoHana (ひとはな): Online-focused Japanese flower delivery service specializing in bouquets and gift arrangements for both consumer and corporate occasions. Direct competitor in the e-commerce flower gifting space, particularly for phalaenopsis and occasion flowers.

Broad incumbents

• Hibiya Kadan (日比谷花壇): Japan's largest and most established florist, operating extensive retail, online, and corporate gifting services including relocation and celebration flowers. Directly competes with Green Road's matomeru service but at significantly greater scale and brand recognition.
• Aoyama Flower Market (青山フラワーマーケット): Large Japanese flower retail chain with strong physical store presence and growing B2B/event services. Comparable retail storefront model to Green Road's Nezu flower shop, with broader geographic coverage and higher brand visibility.

Emerging players

• Bloomee Life (ブルーミー): Japanese subscription-based flower delivery startup targeting consumers and offices with recurring floral programs. Overlaps with Green Road's Green Rental and employee welfare flower services through a tech-enabled, recurring delivery model.
• WITH GREEN: Japanese office plant rental and biophilic design startup with a tech-platform approach to corporate greening. Directly competes with Green Road's Green Rental service, particularly targeting the same ESG/biophilic design buyer profile.

Regional players

• Rokkaku-en (六花園): Long-established Kyoto-based florist with corporate gifting and event services. Comparable to Green Road in B2B floral services heritage, but primarily serves the Kansai region rather than Tokyo.
• Belles Fleurs Tokyo / regional Tokyo corporate florists: Cluster of mid-sized Tokyo florists offering corporate relocation flowers, phalaenopsis gifts, and event decorations. Direct competitors in the same Tokyo B2B gifting space as matomeru, generally lacking Green Road's aggregation model and consolidated brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/nezu_greenroad
• Facebookfacebook.com/greenroad.co.jp
• Instagraminstagram.com/greenroad_flower

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Green Road