Must Have Flowers

What Must Have Flowers does

Must Have Flowers is a privately-held, founder-owned retail florist operating from a single brick-and-mortar storefront at De Maat 1 in Houten, Netherlands, founded approximately 2013-2015 by co-owners Bas and Noor, transitioning from a small flower stall in the Praxis hallway to a permanent shop in shopping center De Maat around 2020. The company sells fresh cut flowers, indoor and outdoor plants, and a broadened assortment of home decor and interior accessories (ceramic flowers, vases, pots, poufs, Delft Blue items), serving individual consumers in the Houten catchment as the primary segment. In addition to walk-in retail, it runs a dedicated e-commerce webshop with same-day delivery for orders placed before noon and nationwide Dutch delivery, and accepts WhatsApp-based customer communication.

Beyond consumer sales, Must Have Flowers provides bespoke services for weddings (bridal bouquets, corsages, hair and car decorations, confetti flowers) and funerals/memorials (casket sprays, wreaths, condolence bouquets, grave-side memorial bouquets), and operates a B2B corporate channel for office plants, recurring reception flowers, employee birthday bouquets, and client gifting through the FloraNL national florist network and its MijnFloraNL invoiced ordering platform. Pricing is unit-based across entry-level bouquets (~€20), mid-range arrangements (€25–€45), and premium memorial work (€60–€95), with bespoke weddings and B2B accounts priced through personalized consultation on invoice with company logo and cost-center customization. The company is bootstrapped with no disclosed external funding, no subsidiaries, and a team of approximately 4 people including co-owners and a dedicated floral designer; technology usage is limited to standard e-commerce tooling, Mollie BV payment processing, FloraNL B2B integration, and a WhatsApp chat widget, with no proprietary technology platform.

Name

Must Have Flowers

Legal name

Must Have Flowers

Website

https://musthaveflowers.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Must Have Flowers is a privately-held Dutch florist in Houten selling fresh cut flowers, plants, and home decor via a single retail store, an e-commerce webshop with nationwide delivery, and a B2B corporate channel through the FloraNL network.

Ownership category

akta.pro rank

Product category

Retail Floristry

NAICS

Florists (45931)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industry

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Cut flower bouquets
• Indoor outdoor plants
• Wedding floral design
• Funeral memorial flowers
• B2B corporate floristry

Headquarters

HQ city

Houten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Flower and Plant Sales: Physical retail store sales of cut flowers, plants, and interior accessories. Customers visit the brick-and-mortar store 5 days per week. Products include bouquets, potted plants, vases, pottery, and home decor items.
2. E-commerce Online Sales: Online ordering through dedicated webshop with delivery across the Netherlands. Orders placed before 12:00 are delivered same day. Products shipped include bouquets, memorial flowers, and gift items.
3. Wedding Floral Services: Custom bridal work including bridal bouquets, groom corsages, guest corsages, wrist corsages, hair decorations, car decorations, and confetti flowers. Sold as bespoke services.
4. Funeral/Memorial Floral Services: Memorial flowers and funeral arrangements including coffin pieces, standing sprays, casket sprays, wreaths, and sympathy bouquets. Custom work for funerals and remembrance ceremonies.
5. B2B Corporate Accounts: Business-to-business ordering for corporate clients through FloraNL platform. Includes office plants, weekly flower delivery, birthday bouquets for employees, and client gifts. Invoiced on account with customizable invoicing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Must Have Flowers is a local retail florist that sells fresh cut flower bouquets, indoor and outdoor plants, and home/interior decor accessories from a physical shop in Houten, Netherlands. In addition to the retail assortment, the business designs and delivers custom bridal floristry (bouquets, corsages, hair and car decorations) and personalized funeral/memorial arrangements. Orders are accepted in-store, through the company's own online webshop with same-day and nationwide delivery, and via a B2B corporate ordering channel using the FloraNL invoicing platform.

Product overview

Must Have Flowers operates as a traditional florist with both physical retail presence and e-commerce capabilities. The core offering consists of cut flowers (snijbloemen) and plants (planten), supplemented by home decor accessories (wonen). The business organizes its services into distinct modules: wedding floral services (bruidswerk), funeral/mourning flowers (rouwboeketten), consumer webshop ordering, and B2B corporate ordering via FloraNL. Their product portfolio includes specialty sub-products such as the Wilderful organic spring bouquet and Meest Duurzaam Boeket sustainable bouquet, alongside standard offerings like peony bouquets, red rose bouquets, and custom mourning arrangements. The modular structure allows customers to purchase individual products through the webshop or engage the florist for personalized wedding and funeral arrangements.

Differentiator

Problem solved

Functional benefit

Products and services

• Snijbloemen (Cut Flower Bouquets) Fresh cut flowers arranged into bouquets ranging from entry-level options starting at €20 (e.g., Fris plukboeket), mid-range €25–45 (e.g., Meest Duurzaam Boeket, Pioenboeket Rood, Boeket rode rozen), and premium/specialty bouquets like the Wilderful Voorjaar organic spring bouquet. Sold to individual consumers for personal occasions and home decoration via store and webshop.
• Planten (Indoor and Outdoor Plants) Tough indoor and outdoor plants including orchids, ferns, citrus trees, and seasonal plants offered to retail consumers and businesses for home or office styling.
• Wonen (Home Decor & Interior Accessories) Interior and home accessories including ceramic flowers, vases, pots, poufs, and Delft Blue decorative items, curated to follow the latest interior trends for retail customers styling their homes.
• Bruidswerk (Wedding Floral Services) Bespoke wedding floral design service for couples, including bridal bouquets, groom corsages, guest corsages, wrist corsages, hair decorations, car decorations, and confetti flowers, designed in consultation with the bride and groom.
• Afscheidsbloemen / Rouwboeketten (Funeral & Memorial Flowers) Personalized funeral and memorial floral arrangements including standing sprays, casket sprays, wreaths, condolence bouquets, memorial bouquets for graves (e.g., Herdenkingsboeket bij Graf), and custom mourning work including dedicated arrangements for children (e.g., Rouwbloemwerk kind, from €60; Rouwarrangement eigentijds / klassiek €95).
• Zakelijk Bestellen (B2B Corporate Flower Service) Business-to-business floral subscription and gifting service for corporate clients, ordered through the FloraNL (MijnFloraNL) platform on invoice basis. Includes office plants, weekly reception flowers, employee birthday bouquets, client gifts, and corporate event styling, with features such as company logo on message cards, cost-center references, PO numbers, track & trace, and customizable digital invoicing.

Quantifiable outcome

• Same-day delivery for orders placed before 12:00
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FloraNLcoreTechnology or IntegrationFloraNL is a national network established for and by florists. They form a collective facilitated in automation, marketing, sustainability, and sales support. Must Have Flowers uses FloraNL's system solution for B2B ordering, enabling corporate clients to order flowers on invoice basis with track & trace and customized invoicing features.
• Mollie BVcoreTechnology or IntegrationMollie BV serves as the Payment Service Provider for processing payments on the Must Have Flowers webshop. They handle payment processing including necessary information transfer for payment processing and support.
• WishflowersminorChannel Partner/ Reseller/ DistributorWishflowers appears to be a platform/marketplace where Must Have Flowers funeral products are listed for online ordering, specifically redirecting to the florist's funeral flower offerings in Houten.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Topbloemen.nl: Dutch online flower delivery aggregator working with local florists to fulfill orders nationwide. Directly competes for the same online bouquet and funeral flower orders in the Dutch market.
• Euroflorist: Pan-European online florist network with both consumer and corporate gifting offerings. Comparable because it competes for the same Dutch consumer and corporate flower orders via a local-florist fulfillment model analogous to FloraNL.
• Fleurop Interflora (Switzerland/global): Fleurop is a major florist cooperative providing same-day delivery through local partner shops across Europe. Direct comparison as a network florist model serving both B2C and B2B occasion-based gifting.
• Interflora Netherlands: Interflora is a global florist relay network with a Dutch franchise operating local florists for nationwide delivery. Comparable as it uses the same network/relay model that Must Have Flowers accesses via FloraNL.

Emerging players

• Bloom & Wild: UK-founded letterbox flower delivery brand now active across Europe with curated bouquets. Comparable for premium DTC bouquet positioning, though it lacks a physical storefront component.
• Bloomon (bloom): Amsterdam-based DTC flower-by-post subscription company delivering curated bouquets via post. Direct overlap in Dutch floral e-commerce and bouquet design, though model is subscription-led rather than walk-in retail.

Regional players

• The Flower Factory: Dutch online florist specializing in same-day nationwide flower delivery and B2C gifting. Comparable for direct competition with the Must Have Flowers webshop on bouquet range and nationwide same-day delivery.

Others

• Bloemenbureau Holland / Royal FloraHolland affiliated florists: Royal FloraHolland is the world's largest flower auction supplying Dutch florists with cut flowers and plants. Included as an upstream supply ecosystem connection rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/musthaveflowershouten
• Instagraminstagram.com/must_have_flowers

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 Must Have Flowers