Bloomways

What Bloomways does

Bloomways GmbH is a private B2B wholesale platform for cut flowers and greenery, headquartered in Straelen-Herongen, Germany, serving flower shops and retail florists primarily in Germany and Austria. The company operates a hybrid distribution model combining physical pickup locations (Abholtmärkte), a daily delivery service (Lieferservice) that brings fresh cut flowers directly to retail businesses nationwide, and a German-wide overnight parcel shipping service (Paketservice) that enables next-day delivery outside regular business hours. Its core product is the Schnittblumen Zentrale, an online webshop displaying daily offers with real-time inventory, origin, grower, stem length, and maturity details sourced from multiple growers across the Netherlands, Germany, and Kenya, plus a Deutsche Gärtnerware sub-brand for certified German-grown horticultural products.

The business operates as a central marketplace connecting growers with retail florists on a transactional wholesale basis. Revenue is generated through wholesale flower and greenery sales, with no explicit pricing publicly disclosed and pricing varying by product, quantity, and grower. The customer base is the long tail of SMB flower shops and retailers, with no enterprise-anchor customers identified. The company is privately held, employs approximately 29 people, and has no disclosed parent company, subsidiaries, funding rounds, or M&A activity. Partnerships include an affiliation with Landgard, a German horticultural cooperative, and participation in the Deutsche Gärtnerware domestic-grower certification program.

Operating geographies span Germany and Austria with sourcing from the Netherlands, Kenya, and Germany. The technology stack is a standard e-commerce web platform with mobile optimization; there is no native mobile app, no public API, no disclosed AI capabilities, and no certifications or patents. Marketing is conducted primarily through the company website and a social media presence. The company is actively operating based on website content showing daily product listings and active logistics services.

Name

Bloomways

Legal name

Bloomways GmbH

Website

https://bloomways.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bloomways GmbH is a German B2B wholesale platform for cut flowers and greenery, serving flower shops and retailers across Germany and Austria via physical pickup locations, daily delivery, and overnight parcel shipping, with an online marketplace aggregating multiple growers.

Ownership category

akta.pro rank

Product category

Floral Wholesale Distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

akta.pro primary industry

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

akta.pro secondary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Wholesale cut flowers
• Floral distribution
• B2B floriculture
• Fresh flower supply
• Overnight flower delivery

Headquarters

HQ city

Straelen - Herongen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale flower sales: B2B wholesale of cut flowers and greenery to flower shops and businesses through physical locations and web platform. Operates as a central marketplace connecting growers with retail businesses.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Bloomways GmbH is a B2B wholesale distributor that operates a marketplace connecting flower growers with retail flower shops and businesses, selling cut flowers and greenery in bulk. Customers place orders through an online webshop with real-time inventory and receive goods via physical pickup locations in Germany and Austria, daily delivery routes, or overnight parcel shipping.

Product overview

Bloomways operates a unified e-commerce platform for the wholesale floriculture market, combining an online ordering webshop (Schnittblumen Zentrale) with logistics services. The platform connects growers with retailers through real-time inventory listings, with complementary delivery and package services enabling both scheduled business deliveries and overnight shipments. Deutsche Gärtnerware represents a certified domestic product sub-brand within the offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale cut flowers and greenery Bulk cut flowers and greenery sourced from growers and sold wholesale to retail flower shops and businesses across Germany and Austria through the Bloomways marketplace.
• Schnittblumen Zentrale (wholesale webshop) Online webshop with real-time inventory that allows retail florists to browse and order wholesale cut flowers and greenery available from the Bloomways marketplace.
• Deutsche Gärtnerware Certified German-grown cut flowers and greenery sub-brand offered through Bloomways, providing a curated, domestically sourced product line for retail florists.
• Lieferservice (daily delivery) Scheduled daily delivery service bringing wholesale flower orders from Bloomways to retail florists in Germany and Austria.
• Paketservice (overnight parcel shipping) Overnight parcel shipping service that delivers wholesale flower and greenery orders to retail florists across Germany and Austria for time-sensitive purchases.
• Physical pickup location network Network of physical pickup locations across Germany and Austria where retail florists can collect wholesale flower and greenery orders placed through the Bloomways marketplace.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• LandgardminorOthersBloomways is connected to Landgard, a German horticultural cooperative, through their footer links. The nature of the relationship appears to be informational/referral rather than a formal commercial partnership.
• Deutsche GärtnerwarecoreStrategic or Co-development PartnerBloomways participates in the Deutsche Gärtnerware (German Grower Products) program, which promotes and certifies German-grown horticultural products. This partnership helps distinguish domestic flower products and supports German flower growers.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Royal FloraHolland: The world's largest flower auction, operating a B2B marketplace for cut flowers and plants primarily from the Netherlands. Overlaps with Bloomways' wholesale floriculture intermediation but at vastly larger scale and through clock auction mechanics.
• Fleurop: International flower delivery network with strong DACH presence, combining B2B wholesale elements with a B2C retail florist network. Competes with Bloomways in serving retail flower shops and in distribution infrastructure.

Direct peers

• Veiling Rhein-Maas: German flower and plant auction based in the Straelen region, directly serving the same B2B retail customer base as Bloomways. Competes for the same local growers and retail buyers in the German cut flower wholesale market.
• INTERGREEN: German wholesale distributor of cut flowers and greenery serving retail florists. Operates a comparable B2B wholesale model with direct delivery to florist customers, directly overlapping with Bloomways' core market.
• Landgard: German horticultural cooperative and one of the largest producers and marketers of flowers and plants in Europe. Directly comparable as a B2B wholesale distributor connecting growers with retail buyers, and explicitly referenced in Bloomways' website footer.
• Central Flower Group (CFG): Dutch-based international cut flower wholesale group serving retail florists across Europe. Directly comparable B2B wholesale floriculture operator with overlapping customer base and cross-border logistics.
• Funnyhow.flowers: Germany-based B2B wholesale platform for cut flowers, serving florists with online ordering and delivery. Closest direct competitor in the digital B2B floriculture wholesale niche.

Emerging players

• Bloomon: Dutch-origin online flower platform originally built on subscription B2C delivery, with growing B2B operations. Comparable in applying a digital-first model to the floriculture value chain, though with a more consumer-facing core.
• MyFlowers: European B2B platform for cut flower sourcing connecting growers to retail florists. Directly comparable digital wholesale model, though smaller in scale and operating from a different geographic base.

Others

• FloraHolland Intermediars: Intermediary and logistics services layer around the FloraHolland ecosystem, providing handling and distribution services to growers and buyers. Adjacent enabler for the same B2B floriculture flow that Bloomways serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bloomways

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 Bloomways