What Aquarelle Búcaro does

Aquarelle Búcaro, S.L. is a Spanish private limited company headquartered in Getafe that operates the aquarelle.es e-commerce platform for direct-to-consumer fresh flower delivery across mainland Spain. Founded in 2000 as a partnership between France's Universal Flower SAS (founded 1997 by the Maublanc brothers) and Spanish firm Búcaro, the company sells handcrafted bouquets, rose arrangements, plants, artisanal scented candles (vegetable wax, fragrances from a Grasse perfumer), Strasbourg-made chocolates, gift tokens, and zodiac-themed bouquets co-created with astrologer Shana Lyès. Operations are vertically oriented toward craft floristry: artisan florists select and tie each bouquet from seasonal flowers, supply is sourced directly from Dutch, European, and local Spanish growers plus Ethiopian Fairtrade rose producers, and customers receive a real-photo preview of their bouquet before dispatch.

The commercial model combines one-off online purchases across mainland Spain (same-day delivery in Madrid for orders placed before 13:00, 24-hour delivery nationwide via logistics partners MRW, CTT Express, and Paack) with a recurring fresh-flower subscription, a corporate "Club Aquarelle" B2B account with monthly billing and direct-debit, the Club Aquarelle loyalty program, and gift tokens. Pricing is unit-based (bouquets typically €29.90–€69) with regional delivery fees (e.g., €6.99 to Zaragoza, €5.99 to Vitoria-Gasteiz), and the Balearic Islands, Canary Islands, Ceuta, and Melilla are explicitly out of the delivery zone. The company employs over 200 people, operates under GDPR and PCI-DSS compliance, and sits within a broader Universal Flower SAS group that runs parallel Aquarelle platforms in France, Germany, Belgium, and the Netherlands.

Name

Aquarelle Búcaro

Legal name

Aquarelle Búcaro, S.L.

Website

https://aquarelle.es

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Aquarelle Búcaro operates aquarelle.es, a Spanish e-commerce platform delivering artisan-made fresh flower bouquets, plants, candles, and chocolates direct to consumers across mainland Spain via same-day (Madrid) and 24-hour nationwide fulfillment, plus a corporate B2B account and a recurring flower subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Getafe

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fresh flower bouquets: One-time purchase of handcrafted flower bouquets and arrangements prepared by artisan florists using fresh seasonal flowers.
2. Flower subscription: Recurring subscription service for regular flower deliveries, allowing customers to receive fresh bouquets on a regular schedule.
3. Gift tokens: Pre-paid gift tokens that can be redeemed for any products on the website or by telephone.
4. Corporate accounts: Monthly billing service for corporate club members with direct debit payment options.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Aquarelle Búcaro is an online florist that designs and delivers handcrafted flower bouquets composed of fresh seasonal flowers, with same-day delivery in Madrid for orders placed before 13:00 and 24-hour delivery across mainland Spain. The portfolio extends beyond bouquets to include rose arrangements, live plants, artisanal scented candles, gourmet chocolates, gift tokens, recurring flower subscriptions, zodiac-themed bouquets, and corporate gifting accounts managed via Club Aquarelle.

Product overview

Aquarelle Búcaro is an online flower delivery service operating in Spain since 2000, founded as a partnership between French company Universal Flower and Spanish company Búcaro. The core offering consists of handcrafted flower bouquets prepared daily by artisan florists using fresh seasonal flowers, with products ranging from romantic rose arrangements and themed zodiac bouquets to plants (orchids, bonsai, anthurium). The portfolio extends to complementary gift products including artisanal scented candles made in Spain, chocolates produced in Strasbourg (100% cocoa butter), and gift tokens. Additional services include a flower subscription program for recurring deliveries, a corporate account with monthly billing for business clients, and the Club Aquarelle loyalty program. The company emphasizes its commitment to Fairtrade roses sourced from Ethiopia, with 15% of prices funding community social projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Flower Bouquets (Ramos de Flores) Handcrafted floral arrangements prepared daily by artisan florists using fresh seasonal flowers, offered in romantic, rustic, elegant, and themed styles including the rotating 'Ramo del florista' (size 30–40 cm Ø, €33–€46), Toscana-style bouquet (from €36), and Zodiac-themed variants. Designed for individual consumers ordering online for personal occasions such as birthdays, anniversaries, romantic gestures, weddings, funerals, thank-yous, and Mother's Day.
• Rose Bouquets (Ramos de Rosas) Specialized rose arrangements including multicolor roses (50 roses €29.90, 60 roses €34.90), red roses with eucalyptus in 12/18/24/30 stems (€33–€66 with €3 discount applied), white roses, and Fairtrade Ethiopian rose bouquets (15% of purchase price funds social projects for workers and communities, including a 2019 educational bursary). Intended for individual consumers and corporate gifting contexts.
• Plants (Plantas) Live indoor plants including Phalaenopsis orchids (65 cm, €36 with pot), Japanese garden bonsai (20 cm, €33), anthurium, azaleas, and decorative foliage plants (elm, ligustrum, ficus, carmona bonsai varieties). Marketed for home décor, gifting, and long-lasting alternatives to cut flowers.
• Scented Candles (Velas Perfumadas) Artisanal scented candles made in Spain from vegetable wax with custom fragrances created by an artisan perfume maker in Grasse, France. Available scents include Fig Tree, Neroli Jasmine, Red Peony, Rose and Tuberose, and Rose, and sold standalone (e.g., Toscana + scented candle combination €43.90) or as an add-on to flower bouquets.
• Chocolates & Confectionery Gourmet chocolates handcrafted in Strasbourg, France with 100% pure cocoa butter using a French recipe, including Rocher chocolates, dark, white and milk varieties, praline rochers, and fondant ganaches. Sold standalone (e.g., Dúo perfumado bouquet + chocolates €59) or as an add-on gift paired with flowers.
• Flower Subscription (Suscripción de Flores) Recurring fresh-flower delivery subscription enabling customers (individual consumers and corporate accounts) to receive regular handcrafted bouquets on a scheduled cadence, with online activation options for new subscribers using gift tokens or direct subscription purchase.
• Gift Tokens (Tarjetas Regalo) Pre-paid digital gift certificates accepted for any product or service on aquarelle.es or by telephone. Each token has a unique confidential code, must be redeemed in full, and is validated via the dedicated gift token page on the website.
• Corporate Account (Cuenta de Empresa / Club Aquarelle) Business ordering service for Spanish companies with a dedicated 'Empresa' account on aquarelle.es, including fast ordering for repeat purchases, consolidated monthly billing, and direct debit payment options. Targeted at companies buying flowers on a recurring basis for client gifting, employee appreciation, business events, and reception-area arrangements.

Quantifiable outcome

• Same-day delivery in Madrid for orders before 13h
• +2 more outcomes

Named customers2 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

Integration3 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Ethiopian flower producers (Fairtrade roses)coreStrategic or Co-development Partner · 1 January 2019Aquarelle sources roses from Ethiopian producers, choosing Africa for sustainability (natural climate without heated greenhouses), safety standards (protective equipment, medical access), and social impact (15% of rose prices fund social projects). In 2019, an educational bursary was established for workers and their children.
• MRW, CTT Express, PaackcoreTechnology or IntegrationThird-party logistics partners for flower delivery across mainland Spain. These transport companies handle the physical delivery of flowers, ensuring same-day delivery in Madrid and 24-hour delivery across Spain.
• Specialized payment service providercoreTechnology or IntegrationCertified payment provider conforming to PCI DSS international security standards for processing credit card transactions securely through SSL protocol with 3D Secure authentication.
• European flower supplierscoreStrategic or Co-development PartnerWorks with best flower suppliers for seasonal flowers. Sources anemones, ranunculus, tulips, and peonies from European growers during appropriate seasons, switching to Dutch suppliers (world's largest flower market) when local sourcing is not available.
• Local Spanish flower producersminorStrategic or Co-development PartnerMarket Bouquet range composed with flowers from local producers according to daily flower consignment, promoting local flowers and supporting nearby producers.
• eKomi, TrustpilotminorChannel Partner/ Reseller/ DistributorThird-party review platforms where customers can share their purchasing experience. Reviews may be displayed on Aquarelle's website and are used for social proof and trust building.
• Shana Lyès (astrologer)minorStrategic or Co-development PartnerCollaboration with astrologer Shana Lyès to create a zodiac flower collection, with monthly bouquets inspired by the 12 zodiac signs.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Euroflorist: European online flower delivery network with multi-country coverage and local florist relay model. Comparable to Aquarelle in cross-Europe reach and Spanish-language geographies.
• Teleflora: International flower delivery network; Aquarelle's own homepage links to Teleflora for international shipments. Operates the same florist-to-consumer e-commerce + relay-delivery model in Spain and globally.
• Interflora: Global florist network operating in Spain via interflora.es with online ordering and same-day delivery through member florists. Directly competes with Aquarelle across the same gifting-occasion use cases in the Spanish market.
• Ode à la Rose: French-origin online florist with strong artisan positioning and bouquet-by-bouquet NYC / Paris delivery. Comparable DTC artisan florist model and brand voice.
• LolaFlora: Spanish online florist brand with artisanal positioning and pan-Spain delivery, targeting similar emotional gifting occasions. Direct Spanish-market peer and brand competitor.
• FloraQueen: European online flower delivery platform shipping across multiple countries including Spain, with an international florist network. Competes with Aquarelle on cross-border and domestic Spanish online orders.
• The Bouqs Co. US-based farm-to-doorstep online florist with subscription offerings and direct grower relationships. Mirrors Aquarelle's artisan-farm sourcing narrative and e-commerce DTC model.
• Bloom & Wild: UK-founded online letterbox and hand-tied bouquet florist with a vertically integrated supply chain and direct-to-consumer subscription model. Closely comparable D2C online florist proposition, although UK-led rather than Spain-based.

Broad incumbents

• 1-800-Flowers: Large US-listed gifting marketplace covering flowers plus plants, gourmet food, and gift baskets. Overlaps with Aquarelle on online flower delivery but operates as a multi-category, multi-brand consolidator rather than a single-category artisan florist.
• ProFlowers (FTD network): Established US online flower and gift retailer, part of the FTD network. Competes with Aquarelle on online bouquet delivery and subscription gifting at broader scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

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 Aquarelle Búcaro