Flor & Fjære

What Flor & Fjære does

Flor & Fjære AS is a privately held, family-owned island hospitality and garden destination operating on Sør-Hidle island near Stavanger, Norway. The business was founded on a 1965 homestead purchase by Åsmund and Else Marie Bryn, with the commercial restaurant established in 1995 by second generation Olav and Siri Bryn; in 2023 third generation Endre Bryn Hidlefjord and Hanne Kvernberg Hidlefjord took over operations. The core product is a pre-booked, multi-hour island experience combining a 20-minute boat departure from Bekhuskaien in Stavanger, a guided tour through 55 mål (approximately 50,000 m²) of themed gardens with 50,000 summer flowers planted annually, and a 3-course dinner served in the Jungelrestaurant inside a 4000 m² greenhouse completed in 2022. Supporting infrastructure includes 1000 m² of rooftop solar panels, rainwater collection, water recycling, boreholes, and a purification system installed in 2022 that enable the island to operate without road access or public water supply. The company serves four customer segments: individual leisure visitors (NOK 1990 weekday / NOK 2290 Saturday), private and corporate events for 25-600 guests (NOK 1990-2290 base, weddings from NOK 3300-3800), and an ultra-premium Hidlefjord Gård full-day experience for up to 12 guests at NOK 5300 per person with sommelier and guest chef service. Distribution runs exclusively through direct online booking, limited Wednesday phone hours, and email-based event inquiries; the operation is seasonal, running May 9 to September 19. Flor & Fjære employs 11 staff year-round and has remained under family ownership with no external investors, partners limited to a core boat transport relationship with Rødne Trafikk plus supporting roles with system developer Last Friday and accounting partner Kjell Haver Regnskapsservice.

Name

Flor & Fjære

Legal name

Flor & Fjære AS

Website

https://florogfjare.no

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Flor & Fjære is a family-owned island garden and hospitality destination on Sør-Hidle near Stavanger, Norway, offering pre-booked seasonal experiences that combine a boat trip, guided tour of 55 mål of themed gardens, and a 3-course dinner in its 4000 m² greenhouse jungle restaurant for leisure visitors, corporate events, weddings, and luxury private groups.

Ownership category

akta.pro rank

Product category

Garden Tourism & Hospitality Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Water (487210)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Coastal & Island Eco-Resorts (THAAAHAG)

akta.pro secondary industry

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA)

Keywords

• Garden tourism experiences
• Island hospitality services
• Wedding venue hosting
• Corporate event hosting
• Destination dining experiences

Headquarters

HQ city

Stavanger

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Visit Packages: Pre-booked day experiences including boat trip, garden tour, and 3-course dinner. Main revenue stream for individual visitors and small groups.
2. Private Event Venue Rental: Corporate events, conferences, birthday celebrations, anniversaries for groups of 25-600 people. Includes transport, guided tour, dinner, and dessert.
3. Wedding Packages: Full wedding celebrations up to 600 guests including garden ceremony, aperitif, and 3-course sit-down dinner. Weekdays from NOK 3300, Saturdays from NOK 3800 per person.
4. Hidlefjord Gård Experience: Exclusive private full-day experience for up to 12 guests including private boat, garden tour, chef service, sommelier, and multi-course dinner. NOK 5300 per person plus NOK 3900 wine package.
5. Gift Cards: Electronic gift cards sold online, valid for 2 years. Can be used for booking visits or drinks at restaurant.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Flor & Fjære operates a seasonal island hospitality destination on Sør-Hidle near Stavanger, Norway, offering pre-booked visits that combine a 20-minute boat trip from Bekhuskaien, a guided tour through 55 mål of themed gardens, and a 3-course dinner in a jungle-themed restaurant inside a 4000 m² self-sustaining greenhouse. The business also hosts weddings, corporate and private events for 25-600 guests, and an exclusive private full-day dining experience called Hidlefjord Gård.

Product overview

Flor & Fjære is a family-owned island garden and hospitality destination on Sør-Hidle near Stavanger, Norway. The core product is the island experience combining a 20-minute boat trip, guided garden tour through 55 mål (50,000 m2) of themed gardens, and a 3-course dinner in the Jungelrestaurant. The portfolio includes Hidlefjord Gård as a premium exclusive full-day offering (up to 12 guests at NOK 5300/person), private/corporate events (25-600 guests), and wedding services. Additional venues include the Beach Bar and the announced Strandhuset (2028). The company also operates a 4000 m2 greenhouse for self-sufficient food production and sustainability infrastructure. Gift cards provide access to all standard bookings.

Differentiator

Problem solved

Functional benefit

Brands

• Hidlefjord Gård: An exclusive, private full-day experience at the farmhouse, featuring a personal chef and sommelier, multiple courses served in gardens, greenhouse, and farmhouse, priced at 5300 NOK per person with wine package at 3900 NOK.

Products and services

• Flor & Fjære Island Experience (Standard Day Visit) Pre-booked day experience combining a 20-minute boat trip from Bekhuskaien in Stavanger, a 40-minute guided tour through themed gardens spanning 55 mål, and a 3-course dinner in the jungle restaurant, with approximately one hour of free time to explore the gardens. Total experience duration is about 5 hours. Available for individual visitors and small groups.
• Hidlefjord Gård Exclusive Experience Exclusive private full-day experience at the 1870 farmhouse accommodating up to 12 guests (minimum 8). Includes private boat, garden tour with the family, sommelier Silje Hanasand, chef Frode Selvaag (Ryfylkekokken), wine service from the potato wine cellar, and multi-course meals cooked on open flame across the gardens, greenhouse, and farmhouse. Priced at NOK 5,300 per person plus NOK 3,900 wine package. Requires 50% non-refundable pre-payment.
• Private & Corporate Event Hosting Private event hosting for corporate events, conferences, team-building, birthday celebrations, summer parties, and anniversaries for groups of 25 to 600 guests. Includes boat transport, guided garden tour, dinner, and dessert with coffee/tea. Pricing from NOK 1,990 per person weekdays and NOK 2,290 per person Saturdays, with a 25-person minimum requirement. Conference capacity up to 100 participants.
• Wedding Packages Wedding celebrations hosted in dedicated garden venues including Hagen (max 120, min 25), Preikestolen (max 50), and Jungelen (max 600). Includes garden ceremony options with guide, aperitif in the garden, and 3-course wedding menu with wine packages. Pricing from NOK 3,300 per person weekdays and NOK 3,800 per person Saturdays, with a 25-person minimum requirement. Alcohol license with all permits.
• Gift Cards (Gavekort) Electronic or physical gift cards valid for 2 years, redeemable for bookings through the online booking system. Remaining balance can be used for drinks at the restaurant during the visit. Physical cards available for NOK 100 additional fee.

Quantifiable outcome

• Gardens span 55 mål with themed sections inspired by various world regions
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Rødne TrafikkcoreChannel Partner/ Reseller/ DistributorBoat transport partner providing ferry services between Bekhuskaien in Stavanger and Sør-Hidle island. Essential operational partner enabling the island destination experience. The 20-minute boat trip is a key component of the overall visitor experience.
• Kjell Haver RegnskapsserviceminorOthersAccounting services partner handling financial record-keeping and compliance. Named in privacy policy as a third party receiving necessary customer information for business operations.
• Frode Selvaag (Ryfylkekokken)coreOthersGuest chef for Hidlefjord Gård exclusive experiences. Known as 'The Ryfylke Chef', serves small dishes on beach, in greenhouse, and farmhouse using local produce cooked on open flame. Key component of premium dining experience.
• Silje HanasandcoreOthersSommelier for Hidlefjord Gård experiences, known for wine bar Norvald and Michelin-starred Hermetikken restaurant in Stavanger. Provides wine service and pairing expertise for exclusive dining events.

Scale indicators11 records

Recent moves9 records

Expansion highlights4 records

Regional players

• Solstrand Hotel & Bad: Norwegian fjordside resort hotel near Bergen offering scenic waterfront hospitality, spa, and dining experiences. Comparable as a Norwegian destination hospitality property combining nature setting, premium dining, and event hosting, though it provides overnight lodging rather than day experiences.
• Dalen Hotel: Historic Norwegian wooden hotel in Telemark operating as a destination hospitality property with scenic setting, fine dining, and event hosting. Comparable as a Norwegian heritage destination combining unique property character with premium dining and event services.

Direct peers

• Juvet Landscape Hotel: Norwegian architecture-led nature hotel in Valldal offering unique, design-driven stays integrated with dramatic landscape. Most directly comparable peer: small-scale, design-forward, premium-priced Norwegian destination experience built around a unique natural setting with limited capacity and bookable curated experiences.
• Alnwick Garden: Major themed garden attraction in Northumberland, England featuring distinct garden areas, dining, and event hosting. Comparable as a destination garden attraction with on-site dining, event spaces, and seasonal visitor programming built around a unique horticultural product.
• Salt & Sill: Swedish floating hotel and waterfront restaurant on Sweden's west coast offering waterside dining and overnight stays with premium Nordic positioning. Comparable as a small-scale Scandinavian waterfront destination hospitality property combining unique setting, premium dining, and curated guest experiences.
• Egeskov Castle: Danish Renaissance castle and heritage attraction with extensive themed gardens, dining, and event hosting on the island of Funen. Comparable as a Scandinavian destination combining themed gardens, dining venues, and private event hosting with a unique, non-replicable historic/landscaped setting.

Others

• Fjord Tours: Norwegian tour operator packaging fjord experiences including boat trips, scenic rail, and destination visits across Western Norway. Comparable as a Norwegian fjord experience provider and indirect distribution channel for Stavanger-region visitors.
• Hermetikken: Michelin-starred fine dining restaurant in Stavanger run by sommelier Silje Hanasand, who also services Flor & Fjære's premium Hidlefjord Gård experience. Comparable as a Stavanger-region premium dining destination and shared culinary talent pipeline.
• Nordic Fine Dining destinations (e.g., Maaemo, Noma): Leading Nordic Michelin-tier restaurants pursuing sustainability, local sourcing, and immersive guest experiences. Comparable thematically through the Nordic culinary positioning and shared sommelier/chef networks (Hanasand at Hermetikken/Norvald), though operating model is restaurant-first rather than destination-first.
• Rødne Trafikk: Norwegian boat tour and ferry operator running scheduled services in the Stavanger region, including the Flor & Fjære ferry route. Comparable as the operational transport partner and a regional fjord experience provider with similar visitor segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/florogfjare
• Instagraminstagram.com/florogfjare
• LinkedInlinkedin.com/company/flor-&-fj%C3%A6re

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Flor & Fjære