Floricultura Úrsula

What Floricultura Úrsula does

Floricultura Úrsula is a privately held Brazilian ornamental plant nursery founded in 1961 by Georg Sobestiansky, a Russian immigrant, in Caxias do Sul, and now headquartered in Nova Petrópolis in the Serra Gaúcha region of Rio Grande do Sul. The company cultivates and commercializes more than 1,500 plant varieties—including shrubs, trees, conifers, flowering plants, orchids, succulents, native species, fruit trees, and roses from hybridizers such as Tantu and Kordes—across a recently expanded 10,000 m² production and retail area. It operates three complementary divisions: Atacado (wholesale for resellers across RS, SC, and PR via own logistics and closed-box routes), Gartencenter (retail garden centers with showrooms in Nova Petrópolis, Tramandaí, and Xangri-lá), and Samenhaus (professional grower inputs including fertilizers, seeds, substrates, irrigation accessories, and pre-cultivated seedlings). Pricing is not publicly disclosed; wholesale operates on minimum box quantities and own-route delivery fees, while retail is walk-in with optional online quote requests.

The business model is asset-heavy horticulture with diversified B2B and B2C revenue streams. Go-to-market combines enterprise field sales (technical advisors visiting wholesale clients), direct-to-consumer retail through physical showrooms, and sales-led wholesale via phone, email, and WhatsApp. The customer base spans individual gardeners, retail florists, landscapers, garden centers, and professional growers. The company is family-owned and operated by descendants and in-laws of the founder, with key personnel including Hans Hermann Hesse (owner), Daniel Hesse (Production Manager, master's in ornamental plant production), and Christine Hesse Gross (Coordinator). It maintains industry leadership via AFLORI board participation, longstanding municipal partnerships in Nova Petrópolis, and a vocational training pipeline (Projeto Escola) for youth aged 16–23. Distribution is restricted to own-logistics delivery in Southern Brazil; mail/express shipping is explicitly not offered, which both constrains national reach and reinforces the regional distribution moat.

Name

Floricultura Úrsula

Legal name

Floricultura Ursula Ltda.

Website

https://floriculturaursula.com.br

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Ornamental Plant Nursery

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142), Floriculture Production (111422), Nursery and Tree Production (111421), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

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

akta.pro secondary industries

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH), Foodservice / HORECA Produce Wholesale (AFAIACAI)

Keywords

• Ornamental plant nursery
• Wholesale horticulture
• Garden center retail
• Landscape plant supplier
• Agricultural inputs distribution

Headquarters

HQ city

Nova Petrópolis

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail plant and garden product sales (Gartencenter): Direct sales of ornamental plants, accessories, tools, literature, seeds, decorative pots, planting vessels, and gift items to end-consumers through a physical showroom and retail store in Nova Petrópolis.
2. Wholesale plant sales (Atacado): B2B sales of ornamental plants in closed boxes to resellers (retail florists, landscapers, garden centers) across Rio Grande do Sul and the broader Southern region. Minimum order quantities apply; below-minimum purchases are charged at retail prices.
3. Production input sales (Samenhaus): Sale of agricultural inputs including fertilizers, packaging, seeds, pre-cultivated seedlings, substrate, and irrigation accessories to professional growers and producers.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Floricultura Úrsula cultivates and commercializes over 1,500 varieties of ornamental plants, flowers, trees, shrubs, succulents, and seedlings through three integrated divisions. Atacado sells wholesale plants in closed boxes to resellers; Gartencenter operates retail garden-center showrooms for end consumers offering plants, accessories, tools, and decorative items; Samenhaus supplies agricultural inputs (seeds, fertilizers, substrate, irrigation accessories, packaging) to professional growers. The company spans 10,000 m² of production and retail space in Nova Petrópolis, Serra Gaúcha, and delivers across Southern Brazil via own logistics.

Product overview

Floricultura Úrsula is a traditional Brazilian nursery founded in 1961 in Nova Petrópolis, Serra Gaúcha, operating three distinct divisions: Atacado (wholesale for resellers), Gartencenter Úrsula (retail garden center for end consumers), and Samenhaus Úrsula (seeds and supplies division for professional producers). The company cultivates and commercializes over 1500 varieties of ornamental plants including shrubs, trees, conifers, flowering plants, foliage, fruit trees, grasses, native plants, orchids, palms, annuals, perennials, roses, succulents, and climbing plants. The business offers technical sales support, plant diagnostic services, delivery logistics throughout Southern Brazil, and professional training programs. The operation spans 10,000 m² of facilities and serves customers ranging from individual gardeners to professional landscapers and agricultural producers.

Differentiator

Problem solved

Functional benefit

Products and services

• Atacado Wholesale Division

Quantifiable outcome

• 10,000 m² of production and retail space with 1,500+ plant varieties

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• AFLORI (Associação de Floricultores do Rio Grande do Sul)coreStrategic or Co-development Partner · 7 July 2014Floricultura Úrsula actively participates in AFLORI, the Rio Grande do Sul ornamental plant growers association. The company's treasurer Rubens Emrich was elected to the executive board for the 2014/2016 term, representing the wholesale segment. AFLORI is affiliated with national bodies IBRAFLOR and the National Chamber of Flowers and Ornamental Plants. Floricultura Úrsula participates in AFLORI events, educational programs, and the Festival da Primavera.
• Show Garden (Agência de Paisagismo)minorChannel Partner/ Reseller/ DistributorShow Garden, a landscaping and gardening agency, is a partner of Floricultura Úrsula. The partnership was featured in the 'Casa' supplement of newspaper O Diário, where Show Garden was presented as one of Floricultura Úrsula's key partners in the landscaping ecosystem.
• Massey FergusonminorOthersFloricultura Úrsula participated in the first edition of the Massey Ferguson catalog in 2011, marking the brand's 50th anniversary in Brazil. The company was featured alongside its production facilities.
• Municipality of Nova PetrópoliscoreStrategic or Co-development PartnerFloricultura Úrsula maintains a longstanding partnership with the Municipality of Nova Petrópolis, donating thousands of flowers over the years to public spaces including the Praça das Flores (Flowers Square) and Rua Coberta. The company was recognized with a commemorative plaque in 2011 and actively participates in the annual Frühlingsfest (Spring Festival), which the municipality organizes.
• Instituto Federal de Educação, Ciência e Tecnologia de PelotasminorImplementation/ SI/ Consulting PartnerStudents from the Instituto Federal de Pelotas' specialization course in Production and Use of Ornamental and Bioactive Plants, along with Technical Fruit Growing and Biology students, conducted a technical visit to Floricultura Úrsula's facilities. The visit was coordinated by Professor Sintia Zitzke Fischer to complement classroom theoretical content on ornamental plant production processes.
• Universidade Federal do Rio Grande do Sul (UFRGS)minorImplementation/ SI/ Consulting PartnerMultiple annual technical visits by UFRGS Agronomy students to Floricultura Úrsula's production facilities. Conducted by Professor Gilmar Schaefer as part of the Floriculture discipline. Visits are led by Production Manager Daniel Hesse, who provides technical information, demonstrates cultivation processes, and answers student questions about ornamental plant production.
• Centro Universitário Metodista - IPAminorImplementation/ SI/ Consulting PartnerInterior Design students from the Methodist University Center (IPA) visited Floricultura Úrsula as a technical visit. Coordinated by Professor Silvana Baú Cavalli, the students learned about the production process and plant groups, guided by Coordinator Christine Hesse Gross.
• Löser Cereais and MonsantominorStrategic or Co-development PartnerIn the 'Löser Cereais and Monsanto Working for Nature' environmental education project, 88 students from schools in Quinze de Novembro visited Floricultura Úrsula as the prize trip. Students were sponsored by Löser Cereais and Monsanto as part of a sustainable environmental project coordinated with local schools.
• IENH (Instituição de Educação Nossa Senhora das Dores)minorOthersFloricultura Úrsula's Projeto Escola vocational training program provides students with life insurance through a partnership with IENH during the course period. The IENH is the educational institution that insures students during their practical training at the company.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Ball Horticultural Company: Global breeder, producer, and distributor of ornamental plant varieties serving greenhouse growers and retailers. Comparable as a producer of broad ornamental plant assortments (including roses, perennials, and bedding plants overlapping Floricultura Úrsula's catalog) but at international breeder/distributor scale.
• Dümmen Orange: Global leader in floricultural breeding and propagation of ornamental cut flowers, potted plants, and bedding plants. Comparable as a producer of diverse ornamental plant varieties (including roses and perennials relevant to Floricultura Úrsula's assortment), but operating at breeder/genetics scale rather than regional nursery retail/wholesale.
• Costa Farms: Largest ornamental plant grower in North America, producing tropical foliage, succulents, and bedding plants for mass-market retailers. Comparable as a vertically integrated ornamental plant producer with broad variety portfolio and retail distribution expertise, but at dramatically larger scale and different geography.
• Cooperativa Veiling Holambra: Brazil's largest flower and ornamental plant auction cooperative, headquartered in Holambra (SP). Directly comparable as a grower-distributor of ornamental plants with a B2B sales model, but operating at much greater scale and with national rather than regional geographic reach.

Direct peers

• Roselândia Flores e Plantas: Brazilian producer and online retailer of ornamental plants including roses, shrubs, trees, and landscaping varieties. Directly comparable as a domestic nursery with broad ornamental assortment and consumer-facing sales, though with stronger digital presence.
• Beira-Mar Flores e Plantas: Brazilian ornamental plant producer and wholesaler with greenhouses and broad assortment including orchids, succulents, and landscaping plants. Comparable as a multi-category ornamental grower, though primarily serving the Brazilian Southeast market.
• Minami Flores: Brazilian ornamental plant and flower grower/distributor serving retail florists and consumers nationwide. Directly comparable as a wholesale ornamental plant supplier with broad assortment, though with stronger e-commerce and nationwide delivery capabilities.
• Flora Brasil Cultivo de Flores e Plantas Ornamentais: Brazilian ornamental plant grower and retailer with online commerce and broad assortment of flowers and decorative plants. Comparable as a domestic ornamental plant cultivator serving both consumer and B2B segments, though with a digital-first go-to-market.

Others

• IBRAFLOR (Instituto Brasileiro de Floricultura): Brazilian floriculture industry association affiliated with AFLORI (Floricultura Úrsula's regional trade body) and the National Chamber of Flowers and Ornamental Plants. Comparable as an ecosystem participant: not a competitor, but a relevant industry body through which Floricultura Úrsula engages on sector development, training, and trade policy.

Regional players

• PlantiSumar Plantas Ornamentais: Brazilian ornamental plant nursery in Sumaré (SP) producing a wide variety of ornamental plants for wholesale and retail. Comparable as a multi-variety ornamental grower with B2B and retail channels, but based in São Paulo state and serving the Southeast rather than the South.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/results?search_query=Floricultura+Ursula
• Facebookfacebook.com/floriculturaursulanp
• Instagraminstagram.com/floriculturaursula
• LinkedInlinkedin.com/company/floricultura-%C3%BArsula

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Floricultura Úrsula