What Krueger does

Krueger Wholesale Florist is a privately-held, family-owned wholesale distributor of fresh-cut flowers, plants, and floral supplies headquartered in Rothschild, Wisconsin. Founded in 1963 by James Krueger, the company has grown over six decades into one of the largest floral distribution operations in the Midwest, operating from a 150,000 square foot corporate headquarters and distribution center supplemented by a satellite facility. Krueger purchases fresh-cut flowers, plants, and floral supplies directly from growers and importers — including long-standing partnerships with The Queen's Flowers, Esmeralda, and Dos Gringos sourcing from Colombia and Ecuador, plus California, Canada, and Holland — and resells them at wholesale to commercial buyers.

The company's core technology centers on a temperature-controlled cold chain maintained throughout transit and storage, ensuring product quality and extended shelf life for perishable floriculture products. Distribution is handled internally through KW Transit, Krueger's wholly-owned logistics division operating a fleet of semi and route trucks that delivers farm-to-store within four days across ten midwestern states. Product offerings span three categories: fresh-cut flowers (bulk flowers, consumer bunches, mixed bouquets, vased arrangements), plants (blooming plants, foliage, dish gardens, seasonal plants under the exclusive Living Décor sub-brand), and floral supplies (vases, tools, foam, permanent botanicals). Customer accounts are managed through a Clients Portal, and onboarding requires a Sales and Use Tax Exemption Certificate plus a credit application.

Krueger's business model is a B2B wholesale distribution motion generating revenue through recurring purchase-and-resale transactions with commercial buyers. Customers consist primarily of florists and grocery stores, with secondary serving of commercial floral industry companies. Pricing is negotiated on a per-customer or per-order basis rather than published rate cards. The company is privately held by the founding family with no institutional investors, public listing, or external funding rounds disclosed in available source material.

Name

Krueger

Legal name

Krueger Wholesale Florist

Website

https://kruegerwholesale.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

101–250 employees

Short description

Krueger Wholesale Florist is a family-owned, Midwest-based wholesale distributor of fresh-cut flowers, plants, and floral supplies, serving florists, grocery stores, and commercial floral companies across ten midwestern states via its own cold-chain logistics fleet.

Ownership category

akta.pro rank

Product category

Wholesale Floral Distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Wholesale floral distribution
• Fresh cut flowers
• Potted plants wholesale
• Floral supplies distribution
• Cold chain logistics

Headquarters

HQ city

Rothschild

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Floral Distribution: Krueger purchases fresh-cut flowers, plants, and floral supplies from growers and importers, then resells and distributes them to commercial buyers (florists, grocery stores) at wholesale prices. Revenue is generated through recurring wholesale transactions. The company operates its own logistics fleet (KW Transit) to control delivery and the cold chain.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Krueger Wholesale Florist is a wholesale distributor that purchases fresh-cut flowers, potted plants, and floral supplies from growers and importers worldwide and resells them at wholesale prices to commercial buyers such as florists, grocery stores, and mass-market floral businesses. The company operates a 150,000 sq ft distribution center in Rothschild, Wisconsin, plus its own KW Transit logistics fleet to deliver product under temperature-controlled cold-chain conditions across 10 Midwestern states.

Product overview

Krueger Wholesale is a family-owned wholesale florist distribution company operating since 1963, offering three core product categories: Fresh Cut Flowers (including Bulk Flowers, Consumer Bunches, Mixed Bouquets, and Vased Arrangements sourced from California, Colombia, Ecuador, and Holland), Plants (spanning Blooming Plants, Foliage Plants, Dish Gardens, Seasonal Plants, and the exclusive Living Décor brand), and Floral Supplies (encompassing Vases & Containers, Tools/Foams/Novelties, and Permanent Botanicals). The company operates its own logistics division (KW Transit) for cold-chain controlled delivery across 10 midwestern states, supplemented by an online Clients Portal for account management. The product portfolio is designed as a one-stop wholesale solution for florists, grocery stores, and other commercial floral industry customers.

Differentiator

Problem solved

Functional benefit

Brands

• Living Décor: Exclusive brand for spectacular seasonal plants including Easter lilies, poinsettias, and fall mums, as well as living decor products.

Products and services

• Fresh Cut Flowers Wholesale fresh cut flowers sourced from California, Colombia, Ecuador, and Holland, including bulk flowers (roses, hydrangeas, pompons, sunflowers), consumer bunches (alstroemerias, carnations, lilies, peonies, roses, tulips), pre-arranged mixed bouquets for everyday and seasonal occasions, and vased arrangements in seasonal themes. Sold wholesale to florists, grocery stores, and commercial floral businesses across the Midwest.
• Potted Plants Wholesale potted plants including year-round blooming plants from exclusive California and Canadian nursery partners, foliage plants from Florida, California, and Canada, designer dish gardens in wood/wicker/ceramic/metal containers, seasonal plants (Easter lilies, poinsettias, fall mums) from Midwest family-owned growers, and the exclusive Living Décor brand featuring innovative plant upgrades. Sold wholesale to florists, grocery stores, and commercial floral businesses.
• Floral Supplies Wholesale floral supplies including an extensive selection of vases, baskets, and containers in glass, ceramic, aluminum, and other materials; tools, oasis foam, and novelty items for modern floral projects; and a new generation of permanent botanicals (artificial flowers/foliage and preserved roses) reflecting current industry trends. Sold wholesale to florists and commercial floral businesses.

Quantifiable outcome

• Farm-to-store delivery in 4 days

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• The Queen's FlowerscoreStrategic or Co-development PartnerLong-standing and fully integrated partnership with The Queen's Flowers as a key flower supplier. The Queen's Flowers is one of Krueger's primary floral supply partners, providing quality cut flowers sourced from Colombia and Ecuador.
• EsmeraldacoreStrategic or Co-development PartnerLong-standing and fully integrated partnership with Esmeralda (Esmeralda Farms) as a key flower supplier. Esmeralda is one of Krueger's primary floral supply partners, providing quality cut flowers sourced from Colombia and Ecuador.
• Dos GringoscoreStrategic or Co-development PartnerLong-standing and fully integrated partnership with Dos Gringos as a key flower supplier. Dos Gringos is one of Krueger's primary floral supply partners.
• Fresca FarmsminorStrategic or Co-development PartnerListed as a supplier partner on the Krueger Wholesale website. Provides floral products to Krueger's distribution network.
• Rosa FloraminorStrategic or Co-development PartnerListed as a supplier partner on the Krueger Wholesale website. Provides floral products to Krueger's distribution network.
• Sun ValleyminorStrategic or Co-development PartnerListed as a supplier partner (The Sun Valley Group) on the Krueger Wholesale website. Provides floral products to Krueger's distribution network.
• B-Fresh FloralminorStrategic or Co-development PartnerListed as a supplier partner on the Krueger Wholesale website. Provides floral products to Krueger's distribution network.
• Continental FlowersminorStrategic or Co-development PartnerListed as a supplier partner on the Krueger Wholesale website. Provides floral products to Krueger's distribution network.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• FTD Companies: Floral and gifting marketplace operating consumer brands (FTD, ProFlowers) and a florist network. Comparable as a downstream consumer floral brand that interacts with the same florist customers Krueger supplies wholesale.
• Teleflora: National floral wire-service network connecting consumers to local florist members. Adjacent comparable to Krueger: serves many of the same downstream florist customers, but operates a marketplace/clearinghouse model rather than physical wholesale distribution.
• 1-800-FLOWERS: National consumer floral gifting brand and parent of wholesale floral brands including the FTD network. Comparable to Krueger as a participant in the floral value chain but focused on consumer gifting rather than wholesale distribution.

Direct peers

• Pennock Floral: Regional wholesale florist serving the Mid-Atlantic and parts of the Eastern U.S. with fresh-cut flowers, plants, and floral supplies. Comparable to Krueger as a regional B2B floral distributor with grower relationships and multi-state delivery.
• DVFlora: National wholesale florist distributing fresh-cut flowers, greens, and floral supplies to professional florists, event designers, and grocery accounts across the U.S. Directly comparable to Krueger as a full-line B2B flower and supplies distributor serving florists and mass-market buyers.
• Mayesh Wholesale Florist: One of the largest wholesale floral distributors in the U.S., serving professional florists and event designers primarily across the West Coast and select metro markets. Directly comparable to Krueger as a B2B fresh-cut flower and hard-goods wholesaler with grower partnerships and multi-state distribution.
• Florabundance: Wholesale floral distributor based in California selling fresh-cut flowers, wedding/event inventory, and floral supplies to professional florists, event designers, and grocery buyers. Closely comparable to Krueger's mix of fresh flowers, event-focused SKUs, and B2B distribution.
• Continental Floral Greens: Wholesale grower and distributor of floral greens and foliage serving floral wholesalers and event florists across the U.S. Comparable to Krueger as a B2B wholesale floral products distributor with integrated farm-to-buyer supply.
• Jet Fresh Flower Distributors: Wholesale flower distributor importing fresh-cut flowers directly from farms in Ecuador, Colombia, and Holland to professional florists across multiple U.S. regions. Comparable to Krueger for its grower-direct import model and B2B florist customer base.

Others

• Smithers-Oasis: Global manufacturer of floral foam, growers' products, and floral design supplies. Comparable as an adjacent supplier within the same floral value chain that Krueger serves (floral hard goods and supplies).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Krueger-Wholesale-Florist-Inc-193908073963658
• LinkedInlinkedin.com/company/krueger-wholesale
• Instagraminstagram.com/kruegerwholesalelivingdecor
• Xx.com/kruegerwholesal

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Krueger