Floran

What Floran does

Floran B.V. is a privately held Dutch wholesale distributor (B.V.) headquartered at Heeswijk 147, 3417 GP Montfoort, Netherlands, operating exclusively in B2B channels and explicitly not serving private consumers. The company's core function is supplying glassware, ceramics, and decorative articles to florist wholesalers, garden centers (tuincentra), nurseries (kwekerij), and planting companies (opplantbedrijven). Its product catalog spans roughly sixteen sub-categories including Ecoglas (100% recycled glass), colored glass, action/discount glass, ceramics from Asia and Europe, machine-made ceramics, mini pots, basketwork, lanterns, metal and zinc decorative items, terrariums with cork, mixpallets, insert covers, and the Special for Flowers collection of vases designed for flower arrangements. The company maintains sub-brands Lovely Flower and Bela Arte for segmented positioning within the catalog.

The commercial infrastructure consists of a login-protected B2B wholesale webshop with multi-language support (Dutch, English, German, French, Spanish) and a 700m² physical showroom in Montfoort used by appointment for customer inspiration and expert consultation. The technology stack is a conventional e-commerce platform with wholesale pricing gated behind authentication and a promotional mechanism (the BULK coupon code providing 10% extra discount on bulk orders). No AI capabilities, APIs, SDKs, or proprietary software products are disclosed. Sales are generated through the wholesale webshop, the showroom, and inbound phone orders (+31 348 566 130), with email newsletter marketing handled via a third-party vendor (Utilize Business Solutions BV).

Floran's business model is one-time wholesale purchase of physical decorative goods, with no subscription, licensing, or recurring revenue component disclosed. The company is independent, with no parent company, no institutional investors, and no funding rounds disclosed in the source material. Operational geographic scope is Netherlands-only, although the multilingual website indicates some cross-border wholesale intent. No headcount, revenue, founding date, or ownership structure is publicly disclosed, and no certifications, patents, awards, partnerships, or regulatory actions are referenced in the available data.

Name

Floran

Legal name

Floran B.V.

Website

https://floran.info

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

Floran B.V. is a Dutch B2B wholesale supplier of glassware, ceramics, and decorative articles serving florist wholesalers, garden centers, nurseries, and planting companies in the Netherlands via a login-protected webshop and a 700m² showroom.

Ownership category

akta.pro rank

Product category

Floristry wholesale supplies

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• Wholesale florist supplies
• Glassware and ceramics
• Floristry wholesale
• Garden center supplies
• Decorative articles wholesale

Headquarters

HQ city

Montfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Glassware, Ceramics and Decoration: Floran generates revenue through B2B wholesale of glass vases, ceramics, and decorative articles to florist wholesalers, garden centers, nurseries, and planting companies. The company operates exclusively B2B and does not serve private consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Floran B.V. is a Netherlands-based wholesale supplier that sells glassware, ceramics, and decoration articles in bulk to trade buyers such as florist wholesalers, garden centers, nurseries, and planting companies. Sales are executed through a login-protected B2B webshop supported by a 700 m² showroom in Montfoort and direct-from-stock delivery across Europe. The company explicitly does not sell to private consumers and operates multi-lingual customer service in Dutch, English, German, French, and Spanish.

Product overview

Floran operates a B2B wholesale e-commerce platform serving flower shop wholesalers, garden centers, nurseries, and planting companies (not private individuals). The product portfolio consists of three main categories: glassware (including regular glass, Ecoglas from 100% recycled materials, colored glass, and action/discount glass), ceramics (from Asia, Europe, and machine-made), and general decoration articles (basket work, lanterns, metal, zinc, and insert covers). Key sub-collections include Special for Flowers (specialized vases for flower arrangements) and Terrarium/Glass with Cork (self-sustaining mini-ecosystems). The company also offers a physical 700 m² showroom for inspiration and advice.

Differentiator

Problem solved

Functional benefit

Brands

• Lovely Flower: A collection brand mentioned on product pages for vases and decorative glass items
• Bela Arte

Products and services

• Ecoglas 100% recycled glass products sold under the Ecoglas label; intended for trade buyers seeking a sustainable glassware option within the Floran wholesale assortment.
• Gekleurd glas (Coloured Glass) Wholesale coloured glass items within the Floran glassware assortment, sold to trade buyers in the floristry and garden-center channel.
• Actie glas (Action Glass) Promotional / action-priced glass items offered within the Floran wholesale assortment for trade buyers.
• Keramiek Azië (Ceramics Asia) Ceramics sourced from Asian producers, offered as a regional sourcing line within the Floran wholesale ceramics assortment.
• Keramiek Europa (Ceramics Europe) Ceramics sourced from European producers, offered as a regional sourcing line within the Floran wholesale ceramics assortment.
• Keramiek machinaal (Machine-made Ceramics) Machine-produced ceramics offered as a sub-line within the Floran wholesale ceramics assortment for trade buyers.
• Mini pot Small pots offered as a distinct range within the Floran wholesale assortment, primarily suited to nurseries, planting companies, and florist gift lines.
• Mandwerk (Basketwork) Wholesale basketwork items offered as part of the Floran decorative assortment for florist wholesalers, garden centers, and nurseries.
• Lantaarns (Lanterns) Wholesale lanterns offered as part of the Floran decoration assortment for florist wholesalers and garden centers.
• Deco Decorative articles collection within the Floran wholesale assortment for trade buyers.
• Mixpallets Mixed pallets offered as a wholesale format for trade buyers, combining assorted Floran products on a single pallet.
• Terrarium / Glas met kurk (Terrarium / Glass with Cork) Terrariums and cork-topped glass items offered within the Floran wholesale assortment, primarily suited to nurseries, planting companies, and garden centers.
• Metaal (Metal) Wholesale metal decorative items within the Floran assortment for trade buyers.
• Zink (Zinc) Wholesale zinc decorative items (including zinc planters) within the Floran assortment for trade buyers.
• Inzethoes (Insert Covers) Wholesale insert covers offered within the Floran assortment, suited to florist and nursery gift/presentation lines.
• Special for Flowers Dedicated sub-line within the Floran assortment offering products specifically intended for florist use.

Segments4 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

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pomax: Belgian decorative wholesale company and parent of J-Line, supplying florists and retailers across Europe with vases, ceramics, baskets, and seasonal decoration. Closest direct geographic and product-line competitor to Floran.
• Smithers-Oasis: Global supplier of floral foam, postharvest products, and florist supplies including vases and containers. Comparable as a B2B supplier to the florist wholesale channel, though broader and more foam-centric than Floran.
• Kare Design GmbH: German B2B and B2C wholesaler/retailer of decorative furniture, vases, ceramics, and lifestyle accessories. Highly comparable product mix (glassware, ceramics, baskets, lanterns) sold through wholesale channels to retailers - directly mirrors Floran's assortment and GTM.
• Syndicate Sales: US-based wholesale distributor of florist supplies including vases, containers, ribbons, and decorative accessories. Comparable B2B wholesale model serving florist industry, though operating in North America rather than Europe.
• J-Line by Pomax: Belgian wholesale brand of decorative home items including vases, ceramics, baskets, and seasonal decoration. Operates as a B2B wholesale supplier to florists, garden centers, and concept stores - nearly identical customer verticals and product categories to Floran.

Emerging players

• Modiform: Dutch manufacturer and supplier of plastic growing trays, pots, and packaging for horticulture nurseries. Comparable customer base (Dutch and European nurseries) but different product category (cultivation containers vs. decorative glassware/ceramics).

Broad incumbents

• Butlers GmbH & Co. KG: German home decoration retail/wholesale chain selling vases, ceramics, baskets, lanterns, and seasonal decoration. Overlapping assortment targeting similar interior decoration use cases, but B2C retail-led.
• Riviera Maison: Dutch home decoration brand and retail chain offering vases, ceramics, baskets, and interior accessories. Overlapping product categories and Dutch market presence, though B2C-led rather than wholesale-first.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/floran-bv

Revenue estimate

Valuation estimate

Number of profiles

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 Floran