Mavuno

What Mavuno does

Mavuno, doing business as The Floral Connection, is a Netherlands-based wholesale distributor of cut flowers and plants serving European retail chains. The company operates from its headquarters in De Kwakel (Netherlands) and a regional office in La Chapelle-d'Armentières (France), positioning itself as an integrated intermediary between global growers and European retailers. Its core offering comprises six interconnected service modules: Global Sourcing and Grower Network, Flowers and Plants Assortments, Production and Packing Services, Sustainable Sourcing Solutions, Supply Chain Control, and Category Management.

The company claims the largest and most efficient production facility in Aalsmeer, the historical floral trade hub of Europe, and sources from a global grower network spanning multiple countries. Its technology stack centers on an integrated floral supply chain platform that provides end-to-end visibility from grower to retailer, supported by category management analytics for retail partners. Sustainability and certified sourcing are positioned as a distinct capability addressing retailer ESG requirements.

The business model is a B2B wholesale distribution model monetized through transaction fees on flowers and plants supplied to European retail chains. Go-to-market is enterprise field sales, with long-term partnerships, dedicated account management, and category management services intended to embed the company within retailer procurement and merchandising processes. Pricing is not publicly disclosed. No funding rounds, M&A, or revenue figures were available in the source data, and the company has 26 employees.

Name

Mavuno

Legal name

The Floral Connection

Website

https://bloom-flowers.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mavuno (The Floral Connection) is a Netherlands-headquartered wholesale distributor of flowers and plants, operating the largest production facility in Aalsmeer and supplying European retail chains through an integrated grower-to-retailer supply chain platform with offices in the Netherlands and France.

Ownership category

akta.pro rank

Product category

Floral Wholesale Distribution

NAICS

Nursery and Floriculture Production (11142), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

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

akta.pro secondary industries

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD), Seasonal Color, Planting & Horticultural Services (BPABADAL)

Keywords

• Floral wholesale distribution
• Flower supply chain
• Cut flower sourcing
• Retail floral category
• Plant assortment supply

Headquarters

HQ city

De Kwakel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Floral Distribution: Revenue generated through wholesale distribution of flowers and plants to European retailers. The company sources from global growers and supplies retail chains through their integrated supply chain and production facilities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Floral Connection (formerly Mavuno) is a wholesale supplier of flowers and plants to European retail chains. The company sources flowers and plants from a global grower network, runs the largest production and packing facility in Aalsmeer (Netherlands), and delivers integrated, category-managed floral assortments to retailers across Europe. It combines global sourcing, sustainable certified supply chains, and data-driven category management to support retailers' flower and plant departments.

Product overview

The Floral Connection is a unified service platform offering integrated floral supply chain solutions for European retail. The company provides six interconnected service modules: Global Sourcing & Grower Network (long-term partnerships with selected growers), Flowers & Plants Assortments (tailored retail offerings), Production & Packing Services (Aalsmeer-based facility), Sustainable Sourcing Solutions (certified supply chains), Supply Chain Control (integrated end-to-end management), and Category Management (data-driven retail insights). These services work together to connect growers, retailers and consumers through a complete value chain from sourcing to final delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Global Sourcing & Grower Network Global sourcing and long-term partnerships with selected flower and plant growers across multiple sourcing countries, providing European retailers with a reliable supply base.
• Flowers & Plants Assortments Tailored flower and plant assortments designed for every retail formula, serving European retail customers.
• Production & Packing Services Highly efficient production and packing services operated from the biggest production facility in the floral heart of Aalsmeer, Netherlands.
• Sustainable Sourcing Solutions Responsible sourcing with transparency and certified supply chains for sustainable floral business practices.
• Supply Chain Control Integrated supply chain management from grower to retailer, providing end-to-end visibility and control.
• Category Management Data-driven insights that strengthen category performance for retail partners.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Global Grower NetworkcoreStrategic or Co-development PartnerLong-term partnerships with selected growers globally for sustainable sourcing of flowers and plants. The company connects growers with European retailers through integrated supply chain solutions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bloomways: Germany-based floral wholesaler serving European supermarket and DIY chains with sourced cut flowers and plants. Comparable B2B retail-focused model with category management and supply chain integration.
• FM Group (FleuraMetz): Large Dutch floral wholesaler offering end-to-end sourcing, logistics, and category management to European retail and florists. Directly comparable in scope and customer profile to The Floral Connection.
• Van Dijk Flowers: Dutch floral wholesale specialist serving European retail with global sourcing and packing operations. Comparable scale and customer profile to The Floral Connection.
• Holex Flower: Dutch-based wholesale floral supplier serving European retail chains with global sourcing and integrated supply chain services. Closely comparable business model and customer base to The Floral Connection.
• Dutch Flower Group (DFG): Largest Dutch floral wholesale group with integrated sourcing, production, and category management across European retail. Direct parent/affiliate of The Floral Connection (DFG Primair branding visible on TFC site) and its closest structural and operational peer.
• OZ Export: Dutch floral exporter and wholesaler connecting international growers with European retail customers. Comparable integrated supply chain model and retail segment focus.

Regional players

• SG Wholesale Flowers: UK-focused floral wholesaler supplying supermarket and retail chains with imported flowers. Comparable B2B retail model but concentrated in the UK versus TFC's NL/FR footprint.

Emerging players

• Special Flowers: Dutch-based wholesale specialist in unusual and seasonal cut flowers for European retail and florist customers. Comparable sourcing-network and assortment-curation model at smaller scale.
• Marginpar: Specialized breeder and grower of summer flowers supplying European wholesale and retail channels. Overlaps with TFC's grower-facing supply relationships and assortment breadth, though positioned upstream.

Broad incumbents

• Royal FloraHolland: Dominant Dutch floral cooperative and auction house controlling the majority of global cut flower trade through the Aalsmeer marketplace. Competes with The Floral Connection on supply aggregation, logistics, and increasingly on direct retail supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mavuno

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 Mavuno