FLOREA

What FLOREA does

Florea Garden (legal entity Florea Seeds AB) is a privately held, family-owned online gardening retailer headquartered in Stockholm, Sweden, with roots dating back to 1940. The company sells seeds, flower bulbs and tubers, and gardening accessories directly to individual consumers, with a primary customer segment of home gardeners across Europe and a secondary use case in gift-giving. It operates as a Shopify-based direct-to-consumer e-commerce storefront (floreagarden.com), shipping to 25+ European countries with country-specific pricing and currencies; shipments to the United States are explicitly restricted.

The product portfolio is built around two core lines — Fröer (seeds spanning flowers, vegetables, and herbs) and Blomsterlökär & Knölär (seasonal flower bulbs and tubers including tulips, narcissi, alliums, dahlias, and peonies) — supplemented by accessories and curated Kollektioner gift sets, including a collaboration with the Swedish cultural institution Carl Larsson gården. The technology stack is non-proprietary, relying on Shopify for commerce, with no disclosed AI/ML features, APIs, or integrations.

The business model is transactional product sales at individual unit prices ranging from 44 kr to 439 kr, with free shipping thresholds of 399 kr for seeds and 599 kr for bulbs. Go-to-market is product-led growth via a self-serve online shop, supplemented by content marketing (Odlingsskolan blog, Florea Inspiration page), organic social presence on Instagram, Facebook, Pinterest, and TikTok, a Facebook community group (Florea Gardening Club), and email newsletters. The company positions itself around emotional and creative gardening inspiration rather than purely technical instruction. No revenue, headcount, funding rounds, M&A, partnerships, or management team details are publicly disclosed.

Name

FLOREA

Legal name

Florea Seeds AB

Website

https://flo-rea.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

1–10 employees

Short description

Florea Garden is a Stockholm-based, family-owned online retailer of seeds, flower bulbs, and gardening accessories serving individual home gardeners across 25+ European countries via a Shopify direct-to-consumer platform, with brand heritage dating to 1940.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time transaction-based revenue from the sale of seeds, flower bulbs, and related gardening products. Customers purchase individual items or packages at fixed unit prices through the e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

FLOREA (Florea Seeds AB) sells flower, vegetable, and herb seeds; seasonal flower bulbs and tubers; gardening accessories; and curated gift collections directly to consumers through its own online store. The company ships to more than 25 European countries with country-specific pricing in local currencies.

Product overview

Florea is an online gardening retailer offering a curated selection of seeds and flower bulbs for home gardeners. The core product line consists of Fröer (seeds) — spanning flowers, vegetables, and herbs — and Blomsterlökar & Knölar (flower bulbs and tubers). Accessories round out the offering as add-on products. The company also sells themed collections under its Kollektioner sub-brand, including gift sets and collaborative products with Swedish cultural institutions. The product portfolio emphasizes inspiration-driven gardening with a focus on cut flowers, Swedish-grown varieties, and pollinator-friendly plants.

Differentiator

Problem solved

Functional benefit

Products and services

• Fröer (Seeds) A wide assortment of flower, vegetable, and herb seeds for home gardeners, including Swedish-grown varieties, cut-flower suitable types, perennials, annuals, and pollinator-friendly options. Targeted at individual home gardeners across Europe.
• Blomsterlökar & Knölar (Flower Bulbs & Tubers) Seasonal flower bulbs and tubers such as tulips, narcissi, alliums, hyacinths, crocuses, anemones, dahlias, gladiolus, ranunculus, and peonies for home gardeners across Europe.
• Tillbehör (Accessories) Gardening accessories and supplies that complement the planting and cultivation of seeds and bulbs, sold to home gardeners.
• Kollektioner (Collections) Curated, themed gift sets and collections, including gardening gifts, gift cards, a collaboration with Carl Larsson gården, and child-friendly gardening kits for gift-giving and special occasions.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Park Seed: Long-established US online retailer of flower and vegetable seeds, plants, and gardening supplies. Comparable in D2C e-commerce model and seed-led product mix, though focused on the US market where Florea explicitly does not operate.
• Suttons Seeds: Heritage UK seed and gardening retailer selling flower and vegetable seeds, bulbs, and plants direct to consumers. Comparable to Florea in longevity, D2C mail-order heritage, and core product mix.
• Impecta Fröhandel: Swedish-based mail-order and online seed retailer specializing in flowers, vegetables and herbs. Same country (Sweden) and identical core SKU focus (seeds) as Florea, making it the closest domestic peer.
• Thompson & Morgan: Long-established UK-based mail-order and online seed and plant retailer with a wide flower and vegetable catalog. Closest comparable to Florea in product mix (seeds, bulbs, plants) and pure-play D2C e-commerce model, though operating at much larger scale.
• Gardener's Supply Company: US-based employee-owned online retailer of seeds, plants, and gardening supplies. Comparable on D2C e-commerce model and broad gardener customer focus, though stronger in gardening tools and equipment.
• Bakker.com: Dutch-headquartered online retailer of flower bulbs, plants, and gardening products shipping across Europe. Directly comparable to Florea on product mix (especially bulbs) and pan-European D2C e-commerce model.
• Johnny's Selected Seeds: US-based employee-owned online seed and gardening supplier focused on high-quality vegetable, herb, and flower seeds. Comparable to Florea on curated, premium-quality seed positioning and D2C e-commerce model.

Regional players

• Blomsterlandet: Swedish garden center chain selling plants, bulbs, and gardening supplies through physical stores. Comparable in core category and Swedish market focus, but operates a brick-and-mortar model rather than pure e-commerce.

Emerging players

• Plant World Seeds: UK-based online retailer specializing in rare and unusual flower and tree seeds. Comparable in seed-led D2C e-commerce model and flower focus, but with a more niche collector-oriented assortment.
• Bulb.com (De Vroomen): Dutch-based wholesale and online retailer of flower bulbs and perennials serving North America and Europe. Comparable in flower-bulb-led product focus and European origin, though more wholesale-oriented.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Floreagarden
• Instagraminstagram.com/floreagarden
• Pinterestse.pinterest.com/floreagarden
• TikToktiktok.com/@floreagarden
• LinkedInlinkedin.com/company/floreagarden

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 FLOREA