Florius Flowers
Florius Flowers is a Dutch-headquartered B2B flower breeder and grower operating six farms across Kenya, Ethiopia, and Colombia, selling proprietary Hypericum and Veronica cut-flower varieties to global importers, wholesalers, bouquet makers, and florists via the FlowerBox 3 platform, Dutch auctions, and direct sales.
- Company typePrivate
- Founded1995
- HeadquartersCuijk, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Florius Flowers does
Florius Flowers is a privately held Dutch-headquartered flower producer and breeder founded in 1995, operating six farms across the highland regions of Kenya, Ethiopia, and Colombia. The company cultivates proprietary flower varieties — most notably the Hypericum Coco Series (nine cultivars) and Veronica Smart Series (twelve cultivars) — developed through 20-30 years of breeding focused on disease resistance, extended vase life (up to 16 days), and reduced chemical inputs. Supporting the fresh-cut business are three operational divisions: Florius Plants, which distributes cuttings to Northern European growers in the Netherlands, Germany, and Belgium; Florius Gardens, which licenses ornamental garden plant varieties (Veronica First, Hypericum Miracle, Monarda Dancing, Eupatorium Lucky, Campanula Genti, and Agapanthus Blitz series) on a royalty basis; and FlowerBox, a B2B online ordering platform (current version FlowerBox 3, launched 2021) offering real-time availability, advance booking, and a Standing Order program for recurring wholesale orders.
Florius sells to a globally distributed B2B customer base — mass-market importers, wholesalers, bouquet makers, and professional florists — through three channels: the FlowerBox 3 e-commerce platform, direct sales via phone/WhatsApp/email, and the Dutch flower auctions (where Ethiopian and Kenyan farms ship after quality certification). Pricing is quote-based and not publicly disclosed. The company maintains sales offices in Dubai (Dubai Airport Freezone) and Cuijk (Netherlands), with farms employing a large workforce that exceeds 1,000 people in Ethiopia alone. Florius holds four major sustainability and good-agricultural-practice certifications across its farm network: EHPEA Code of Practice and Global G.A.P. (Ethiopia), KFC Silver (Kenya), and Florverde Sustainable Flowers (Colombia).
The revenue model is primarily transactional B2B sales of fresh cut flowers, supplemented by a licensing royalty stream (Florius Gardens) and a distribution model for planting materials (Florius Plants). The company is privately held with no disclosed funding rounds, no named investors, and no disclosed revenue. Geographic expansion continues, with the Colombia farm having begun shipping to the Netherlands in 2020 and additional commercial potential from new variety launches across the breeding pipeline.
Florius Flowers firmographics
Firmographics- Name
- Florius Flowers
- Legal name
- Florius Flowers
- Website
- https://floriusflowers.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Florius Flowers is a Dutch-headquartered B2B flower breeder and grower operating six farms across Kenya, Ethiopia, and Colombia, selling proprietary Hypericum and Veronica cut-flower varieties to global importers, wholesalers, bouquet makers, and florists via the FlowerBox 3 platform, Dutch auctions, and direct sales.
- Ownership category
- akta.pro rank
Florius Flowers industry classification
Industry- Product category
- Fresh Cut Flowers and Floriculture
- NAICS
- Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
- akta.pro secondary industries
- Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH), Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)
Keywords
Where Florius Flowers is headquartered
LocationHeadquarters
- HQ city
- Cuijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices5 records
Markets served
Florius Flowers business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Fresh Flower Sales: Direct B2B sales of fresh cut flowers grown on company farms in Kenya, Ethiopia, and Colombia. Flowers sold to importers, wholesalers, bouquet makers, and florists worldwide. Products include Hypericum Coco series, Veronica Smart series, and other summer flowers.
- Florius Plants (Planting Materials): Distribution of cuttings and planting materials for various flower varieties. Products distributed in Netherlands, Germany, and Belgium, selected and tested for Northern-European climate.
- Florius Gardens (Licensing): Licensing of garden plant varieties including Veronica First series, Hypericum Miracle series, Monarda Dancing series, Eupatorium Lucky series, Campanula Genti series, and Agapanthus Blitz series. Handles licensing, cultivation, marketing, and sales inquiries.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Florius Flowers product offering
Product offeringCore offering
Florius Flowers cultivates and supplies a wide-ranging variety of fresh cut flowers grown on six highland farms across Kenya, Ethiopia, and Colombia. Its core products are the proprietary Hypericum Coco series and Veronica Smart series, alongside other summer flowers, distributed via direct B2B sales, Dutch flower auctions, and the proprietary FlowerBox 3 online ordering platform to mass-markets, importers, wholesalers, bouquet makers, and florists worldwide.
Product overview
Florius Flowers operates a diversified flower business with two main product lines: Hypericum Coco Series and Veronica Smart Series (including multiple color varieties such as white, pink, blue, purple, and red), supplemented by other flowers like Eupatorium Lucky Pink and Papyrus Cyperus Maxus. Supporting these core products are the FlowerBox 3 online ordering platform (enabling worldwide wholesale ordering with real-time availability and recurring orders), Florius Plants (distributing disease-resistant cuttings to Netherlands, Germany, and Belgium), and Florius Gardens (licensing garden plant varieties). The company grows flowers on farms in Kenya, Ethiopia, and Colombia in the highland regions, with over 30 years of experience in production.
Differentiator
Problem solved
Functional benefit
Brands
- Florius Plants: Division focused on plant breeding, propagation and distribution of cuttings in Netherlands, Germany and Belgium. Specializes in disease-resistant varieties with long vase life.
- Florius Gardens
- FlowerBox
- Hypericum Coco Series
- Veronica Smart Series
Products and services
- Hypericum Coco Series
Quantifiable outcome
- Vase life up to 16 days for Hypericum varieties
- +2 more outcomes
Companies that use Florius Flowers
Customer profileSegments3 records
Ideal customer profiles3 records
Florius Flowers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Florius Flowers partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SENA (Servicio Nacional de Aprendizaje)minorCooperation with SENA, a Colombian public institution aimed at developing vocational training programs for the Colombian labour force to increase enterprise competitiveness. Part of government initiative to develop education in Colombia and promote employment.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Florius Flowers competitors and assessment
Company assessmentBroad incumbents
- Syngenta Flowers: Global seed and breeding business with a dedicated cut flower and potted plant division. Competes with Florius in proprietary ornamental genetics and B2B grower distribution.
- Ball Horticultural Company: US-based global breeder and distributor of ornamentals and cut flowers with its own breeding programs (PanAmerican Seed, Ball FloraPlant). Comparable as a competing proprietary-genetics ornamental company selling into similar B2B channels.
- Royal Van Zanten: Dutch breeder and propagator of cut flowers, potted plants, and flower bulbs. Overlaps with Florius in proprietary cut-flower breeding for the global wholesale market.
- Dümmen Orange: Global leader in floricultural breeding and propagation, headquartered in the Netherlands with a broad cut-flower and potted-plant portfolio. Comparable as a competing breeder-grower-distributor in cut flowers and ornamentals at much larger scale.
Direct peers
- Marginpar: Dutch-headquartered summer flower breeder and grower with production in Kenya, Ethiopia, and other African origins. Most directly comparable to Florius in crop mix (summer flowers, fillers), multi-origin African production, and breeder-grower model.
- Finlays: Multinational flower and tea producer with major operations in Kenya and Ethiopia supplying European mass markets. Comparable multi-country African floriculture footprint, B2B mass-market channel, and integrated supply chain.
- Fontana Flowers: Kenyan-based cut flower grower exporting primarily to Europe. Directly comparable origin geography, customer base (EU wholesalers and Dutch auctions), and category (cut flowers and summer flowers).
- Selecta Cut Flowers: European breeder and propagator of cut flowers and ornamental plants, with genetic programs analogous to Florius's Hypericum and Veronica series and similar B2B sales motion to growers and bouquet makers.
- HilverdaKooij: Dutch-based breeder-propagator specializing in cut flowers (including solidaster, aster, and similar summer/filler categories) sold globally to growers and bouquet makers. Closely comparable product portfolio and breeding IP approach.
Regional players
- Black Tulip Group: UAE-based flower distributor and auction operator serving the Middle East and re-exporting globally. Comparable through Florius's Dubai sales office and shared exposure to Gulf/Middle East flower trade flows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Florius Flowers social profiles
Digital presenceFlorius Flowers compliance and trust
Trust signalCompliance4 records
Florius Flowers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florius Flowers leadership team
Management profileNumber of profiles
Florius Flowers subsidiaries and ownership
Company hierarchySubsidiaries3 records
Florius Flowers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florius Flowers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Florius Flowers
What does Florius Flowers do?
Florius Flowers cultivates and supplies a wide-ranging variety of fresh cut flowers grown on six highland farms across Kenya, Ethiopia, and Colombia. Its core products are the proprietary Hypericum Coco series and Veronica Smart series, alongside other summer flowers, distributed via direct B2B sales, Dutch flower auctions, and the proprietary FlowerBox 3 online ordering platform to mass-markets, importers, wholesalers, bouquet makers, and florists worldwide.
Is Florius Flowers a public or private company?
Florius Flowers is a private company. It is classified as unknown and is currently operating.
When was Florius Flowers founded?
Florius Flowers was founded in 1995. It employs 51 to 100 people.
Where is Florius Flowers based?
Florius Flowers is headquartered in Cuijk, Netherlands, in the Europe region.
How does Florius Flowers make money?
Three revenue lines are on record. Fresh Flower Sales are the primary driver. The others are florius Plants (Planting Materials) and florius Gardens (Licensing).
Who are Florius Flowers's main competitors?
Broad incumbents on record are Syngenta Flowers, Ball Horticultural Company, Royal Van Zanten and Dümmen Orange. Direct peers are Marginpar, Finlays, Fontana Flowers, Selecta Cut Flowers and HilverdaKooij. Black Tulip Group is listed as a regional player.
Does Florius Flowers have an API?
No public API is recorded for Florius Flowers.
What industry is Florius Flowers in?
Florius Flowers's product category is Fresh Cut Flowers and Floriculture. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers), with a secondary code of AFAGAHAH, Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics). Its NAICS code is 111422 and its SIC code is 100.