Floramiata

What Floramiata does

Floramiata Srl Società Agricola is an Italian agricultural nursery founded in 1985 and headquartered in Piancastagnaio, Siena, that specializes exclusively in the cultivation of tropical indoor ornamental plants. Following a 2017 bankruptcy and restructuring, the company was acquired in March 2022 by GABE Srl (controlled by Nino Barile), which holds 97% of shares. The business operates 238,000 square meters of greenhouses (183,000 sqm iron-glass/polycarbonate plus 55,000 sqm tunnels) heated by geothermal energy piped from Enel Green Power's PC3 power plant at approximately 114 million kWh annually, producing roughly 3 million plants per year across 60+ species and 300+ varieties including Dieffenbachia, Philodendron, Ficus, Spathiphyllum, Anthurium, Aglaonema, Scindapsus, Schefflera, and Phalaenopsis. Production is supported by a fully robotized plant movement system branded FLOROBOT under Industry 4.0 principles, an in-house meristematic multiplication laboratory for proprietary variety development (including the Spathiphyllum Martina cultivar), and live batch-tracking cameras offering customers real-time visibility into plant lots.

The company generates revenue through B2B wholesale of plants to international distributors, garden centers, and retailers, with exports growing approximately 30% since 2022 across markets including Italy, Netherlands, Germany, Belgium, France, and China. Distribution combines direct sales, European flower auction channels (Royal FloraHolland, Veiling Rhein-Maas), trade fair presence at five major European horticulture events (IPM Essen, IFTF, Myplant & Garden, Flormart, Royal FloraHolland Aalsmeer), and a Dutch-style e-commerce shop at shop.amiataflow.it. Floramiata claims to be the first carbon-free certified floricultural company in Europe and holds MPS-ABC and VIVAIFIORI sustainability certifications. In January 2025 the company extended into branded consumer products with Potaniq, a patented European ceramic pot range in 13 color/finish variants. With 142 employees (up from 78 under new management), €6.5M of paid-in capital, and €731,000 of reported 2018 net profit, Floramiata positions itself as a sustainability-led mid-market European horticultural wholesaler.

Name

Floramiata

Legal name

Floramiata Srl Società Agricola

Website

https://floramiata.it

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Floramiata is an Italian agricultural nursery specializing in tropical indoor plants, producing roughly 3 million plants annually across 60+ species in 238,000 sqm of geothermal-heated greenhouses for B2B wholesale to European distributors, garden centers, and retailers.

Ownership category

akta.pro rank

Headquarters

HQ city

Piancastagnaio

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale plant sales: B2B wholesale of tropical indoor plants to international distributors, garden centers, and retailers. The company produces over 3 million ornamental plants annually across 60+ species including Dieffenbachia, Philodendron, Ficus, Spathiphyllum, Anthurium, Aglaonema, Scindapsus, Schefflera, Phalaenopsis, and Cyclamen.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Floramiata is an Italian agricultural nursery that cultivates and wholesales tropical indoor ornamental plants across 60+ species, producing more than 3 million plants per year in 238,000 square meters of geothermal-heated greenhouses at its Piancastagnaio (Siena) facility. It sells primarily B2B to international distributors, garden centers, and retailers across Europe and select overseas markets, complemented by an online shop and a patented designer ceramic pot sub-brand (Potaniq).

Product overview

Floramiata is an Italian agricultural nursery (Società Agricola) founded in 1985, specializing exclusively in tropical indoor plants. The company operates from Piancastagnaio, Siena, using geothermal energy to heat 183,000 sq. m of greenhouses. The core product portfolio consists of indoor plants (Piante da Interno) including Dieffenbachia, Philodendron, Ficus, Spathiphyllum, Anthurium, and over 60 species total, marketed under the 'SlowGrow' brand emphasizing natural development without hormonal forcing. The company also offers Potaniq, a patented European ceramic pot sub-brand launched in January 2025, designed for touffe plants in 13 colors. Production capacity reaches 3 million ornamental plants annually. The company operates an e-commerce shop at shop.amiataflow.it.

Differentiator

Problem solved

Functional benefit

Brands

• Potaniq: Patented European ceramic pot brand by Floramiata designed for touffe plants. Available in 13 colors with glossy or matte finishes. Represents the new frontier of interior design combining beauty, decor and air purification.

Products and services

• Tropical Indoor Plants (Piante da Interno) Wholesale tropical indoor plants grown in geothermal-heated greenhouses, including Dieffenbachia, Philodendron, Ficus Elastica, Spathiphyllum, Anthurium Andreanum, Aglaonema, Scindapsus, Schefflera, Phalaenopsis, Yucca, Beucarnea, and Cyclamen. Produced under the SlowGrow protocol for wholesale distributors, garden centers and retailers.
• Potaniq Patented Ceramic Pot Patented European ceramic pot designed for touffe indoor plants, combining interior decoration with air-purifying plant cultivation. Available in 13 colors and finishes including glossy white, matte white, gray, terracotta, gold, yellow, olive green, shiny light green, glazed green with micro-specks, orange, red, graphite, and black.
• Ficus Bonsai Ginseng Evergreen tropical shrub of Ficus microcarpa type with large, sturdy gnarled roots, cultivated as an ornamental bonsai reaching up to 130 centimeters.
• Spathiphyllum Martina

Quantifiable outcome

• 30,491 tonnes of CO2 prevented annually through geothermal energy替代diesel
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• U.S. PianeseminorGTM or Marketing Partner · 1 January 2021Sports sponsorship partnership with local football club U.S. Pianese including Prima Squadra sleeve branding and youth sector support. Demonstrates territorial commitment and community engagement.
• Giorgio Tesi GroupcoreStrategic or Co-development PartnerPartnership with Pistoia-based Giorgio Tesi Group for joint production and exhibition at IPM Essen. Floramiata supplies plant displays for the Giorgio Tesi Group stand. Agreement for shared external nursery space of about 8 hectares.
• Roberto LeocoreOthersRoberto Leo serves as Amministratore Delegato (CEO/Managing Director) of Floramiata, confirmed by unanimous Board vote in March 2022.
• Enel Green PowercoreStrategic or Co-development PartnerEnel Green Power provides geothermal energy to heat Floramiata's 238,000 sqm of greenhouses. The PC3 geothermal power plant supplies approximately 114 million kWh annually, with residual heat transported via pipeline to the greenhouse complex.
• Co.Svi.G. (Consorzio Sviluppo Aree Geotermiche)minorStrategic or Co-development PartnerCollaboration with the geothermal area development consortium for renewable energy advocacy and sustainable development projects in Tuscany.
• Slow Food ToscanaminorStrategic or Co-development PartnerPartnership with Slow Food Toscana for joint events including presence at Salone del Gusto, exploring food sector plant production opportunities.
• Paul Van De VeltminorChannel Partner/ Reseller/ DistributorBroker facilitating import of Ficus Bonsai Ginseng and other Chinese-sourced plant varieties.
• Orient TrademinorChannel Partner/ Reseller/ DistributorImporting company for plants, accompanying Floramiata delegation on supplier visits in China.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Royal Van Zanten: Dutch breeder and producer of ornamental pot plants and cut flowers with global B2B distribution. Comparable in product mix (pot plants, lisianthus, chrysanthemum) and in reliance on European wholesale buyer relationships.
• Selecta One: European ornamental plant breeder and producer specializing in poinsettia, pelargonium, and indoor plants. Directly comparable as a mid-sized European ornamental greenhouse producer with similar B2B wholesale distribution.
• Beekenkamp Plants: Dutch family-owned ornamental plant nursery producing young plants and finished plants in greenhouses for European B2B customers. Highly comparable to Floramiata as a similarly sized greenhouse-based indoor ornamental plant producer with international wholesale distribution.
• Florensis: European producer of young ornamental plants (bedding and pot plants) supplying growers and retailers across Europe. Closely comparable B2B model, greenhouse-based production, and tropical indoor plant focus.

Broad incumbents

• Syngenta Flowers: Global flower and ornamental plant breeding division of Syngenta, supplying young plants and cuttings to professional growers. Overlapping customer base and product category, but operates at much larger scale and broader portfolio.
• Dümmen Orange: Global Dutch-based breeder and propagator of ornamental flowers and plants, with extensive indoor plant portfolio. Larger and broader than Floramiata, but addresses the same B2B wholesale customer base across European and international markets.
• Ball Horticultural Company: Global US-headquartered horticultural breeder and producer serving the European floriculture market. Comparable in serving the same B2B customer base of growers and retailers, but operates at much larger scale and broader product scope.

Emerging players

• Vitro Plus: Dutch tissue culture specialist propagating ferns and specialty indoor plants through meristem culture. Comparable to Floramiata's internal meristematic multiplication lab and shared focus on tissue-cultured indoor ornamental plants.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCji4C8Cn6Nle2PzyW90UeJA
• Facebookfacebook.com/floramiata
• LinkedInlinkedin.com/company/floramiata
• Instagraminstagram.com/floramiata
• Xx.com/floramiata

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Floramiata