FloraNL

What FloraNL does

FloraNL B.V. is a Dutch digital marketplace platform founded in 2012 by two independent florists, Ruud Steur and Walter van der Velde. Headquartered in Obdam (relocated from Barendrecht in 2025), the company connects 250+ independent local florists across the Netherlands with more than 5,000 business customers (served daily) and individual consumers. Its core technology is the MijnFloraNL platform — an online ordering and invoicing system offering custom invoicing with departmental cost center and PO-number allocation, track & trace, OCI (Open Catalog Interface) procurement integrations, and integrations with iCash smart cash registers developed by partner Innovine. Adjacent technology includes the FlorIT Footprint Tool for sustainability measurement.

The business operates a multi-sided platform model. FloraNL earns revenue through (i) marketplace commissions/fees on transactions routed between customers and the 250+ affiliated florists, (ii) business account subscriptions supporting invoice-based ordering for corporate customers, and (iii) recurring flower subscriptions for homes and offices. Pricing spans bouquets from €20 to €125+ for funeral arrangements, with B2B accounts offered on invoice terms and no explicit subscription fee for the platform access itself. Distribution combines the central MijnFloraNL dashboard with each florist's independent e-commerce storefront, plus international delivery through partner florists abroad. The company is privately held, employs 1–10 people, has no disclosed funding rounds or institutional investors, and is not listed on any exchange.

FloraNL differentiates through sustainability positioning (Barometer Duurzame Bloemist certifications — Gold/Silver/Bronze — held by florists in the network, Social Return certifications, and organic flower partnerships via Wilderful and SKAL Biocontrole), industry partnerships with VBW (the Royal Dutch Association of Florist Retailers) and the Duurzame Bloemisten Groep (DBG), and a same-day delivery promise for orders placed before 12:00 via local florists. The platform preserves each florist's independent brand identity while providing shared technology, marketing, and customer-acquisition infrastructure.

Name

FloraNL

Legal name

FloraNL B.V.

Website

https://floranl.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

FloraNL is a Dutch digital marketplace platform connecting 250+ independent local florists with 5,000+ business customers and consumers across the Netherlands through its MijnFloraNL ordering, invoicing, and procurement-integration platform.

Ownership category

akta.pro rank

Product category

Floral Marketplace / Online Flower Delivery Platform

NAICS

Florists (4593)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro industry

PRIMARYCRAIAIAB

Plants, Seeds & Nursery Retail (Garden Centers)

Consumer Products & Retail/Home & Furniture Retail/Gardening & Outdoor Living Retail (Patio, Grills, Lawn & Garden)

SECONDARYCRAIACAG

Indoor Plants, Faux Florals & Botanical Décor Retail

Consumer Products & Retail/Home & Furniture Retail/Home Décor & Accessories Retail

SECONDARYHSACAOAA

Event Floral Design & Arrangements

Home & Personal Services/Event & Personal Concierge Services/Event Decor, Floral & Styling Services

Keywords

• Floral marketplace platform
• Business flower ordering
• Florist network services
• Flower delivery platform
• Corporate flower gifting

Headquarters

HQ city

Barendrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Platform Commission/Fees: FloraNL operates as a network/platform connecting customers to independent florists. The platform facilitates transactions and provides services to florists including automation, marketing, and sales infrastructure in exchange for fees or margins from orders placed through the platform.
2. Business Account Subscriptions: Business customers can request commercial accounts for ordering flowers on invoice. The platform provides administrative features including custom invoicing, cost center allocation, and PO numbering for corporate clients.
3. Flower Subscriptions: Weekly flower subscriptions for homes and businesses, providing recurring orders through the local florist network.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

FloraNL operates a national digital marketplace platform that connects businesses and individual consumers with a network of more than 250 independent local florists across the Netherlands. The company provides the MijnFloraNL ordering and invoicing platform, business account ordering on invoice with custom cost-center/PO billing, flower subscriptions, office plants, Christmas decoration, gift packaging (BloemenboxX), and a consumer webshop, with delivery fulfilled by the local florists.

Product overview

FloraNL is a nationwide platform connecting businesses and consumers with independent local florists across the Netherlands. The platform operates on a hub-and-spoke model with MijnFloraNL as the core technology platform providing the ordering system, custom invoicing, track & trace, and OCI-Koppelingen integrations. Additional services include flower subscriptions, office plants, Christmas decorations, and gift packaging (BloemenboxX). For consumers, individual florists offer bridal, mourning, and event floristry services through the platform.

Differentiator

Problem solved

Functional benefit

Products and services

• MijnFloraNL Platform Proprietary ordering and invoicing platform that connects businesses and consumers with the local florist network. Provides order management, track & trace, custom invoicing with cost-center allocation, and PO-based billing.
• Bestelsysteem (Online Ordering System) Online ordering system for businesses to order flowers from local florists with custom invoicing and departmental cost allocation.
• Bloemenabonnement (Flower Subscription) Recurring weekly or periodic flower subscription delivering fresh flowers to homes or offices via local florists.
• BloemenboxX (Gift Packaging) Gift packaging solution for flower arrangements offered as a corporate gift presentation.
• Kantoorbeplanting (Office Plants) Interior plant service for businesses including installation and maintenance of office greenery.
• Kerstdecoratie (Christmas Decoration) Seasonal Christmas decoration services for businesses and offices, provided through the local florist network.
• Bruidsbloemwerk (Bridal Floristry) Wedding flower arrangements and bridal floral design services provided by local florists in the FloraNL network.
• Rouwbloemwerk (Mourning Floristry) Funeral and memorial flower arrangements and mourning wreaths provided by local florists in the FloraNL network.
• Interieurbeplanting (Interior Plants) Interior plant installation and maintenance services for homes and businesses offered through the local florist network.
• Feesten en Partijen (Events & Parties) Event decoration and party floral styling services offered by florists in the FloraNL network.
• FloraNL Webshop (Consumer Webshop) Consumer-facing online flower shop offering bouquets, mourning flowers, and seasonal arrangements for delivery across the Netherlands.

Quantifiable outcome

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

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Duurzame Bloemisten Groep (DBG)coreStrategic or Co-development Partner · 1 January 2012DBG focuses on customers who want to purchase consciously and sustainably. While operating as separate organizations, FloraNL and DBG form a national network of florists with shared visions. FloraNL focuses on efficient ordering for local customers while DBG targets larger national organizations with central purchasing needs.
• VBW (Koninklijke Vereniging Bloemist Winkeliers)coreStrategic or Co-development PartnerFloraNL works closely with VBW on initiatives like 'Verbeter je verdienmodel' (Improve Your Earnings) project, sharing information on current themes such as financial metrics management and sustainability developments. VBW supports florist professional development and business improvement.
• InnovinecoreTechnology or IntegrationIT/software partner responsible for MijnFloraNL platform development and the iCash smart cash register system. Innovine works with VBW and FloraNL on florist technology solutions including the 'Verbeter je verdienmodel' project.
• WilderfulminorStrategic or Co-development PartnerOrganic flower collective with approximately 25 Wilderful florists registered with SKAL Biocontrole for organic certification. Seven FloraNL florists are connected to Wilderful, enabling them to officially market biological/organic flowers.
• Plants & Flowers Foundation HollandminorGTM or Marketing PartnerIndustry foundation collaborating with VBW on consumer campaigns like 'Nothing Says Like Flowers Do' to promote the flower industry and combat negative publicity about pesticide use.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mijnfloranl

Compliance4 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 FloraNL