Interflora Australia
Interflora Australia is an online florist marketplace, established 1954, that routes orders from consumers and corporate clients to a nationwide network of 450-500 independent local florists for same-day delivery across Australia and 145+ countries.
- Company typePrivate
- Founded1954
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Interflora Australia does
Interflora Australia is an online florist marketplace and delivery platform that connects Australian consumers and corporate customers with a nationwide network of 450-500 independently owned local florist shops. Established in 1954 via a licensing agreement with Interflora in the United Kingdom and now headquartered in Prahran, Melbourne, the company is 100% Australian owned. Customers place orders through the e-commerce website or phone (Flowerline), and orders are electronically routed to the nearest local florist for handcrafting and same-day delivery — covering nearly all Australian postcodes plus international delivery to 145+ countries via reciprocal partnerships with FTD, Interflora UK, Interflora NZ, and Fleurop.
The platform's core technology is a network-based order routing system that transmits customer orders to local florists near the recipient for fulfilment, differentiated by same-day delivery capability (cut-off 2pm weekdays, 10am Saturdays) and the globally recognized Mercury Man brand identity. The product portfolio spans flower bouquets, floral arrangements, plants, gift hampers, and specialty lines by occasion, color, and price tier ($64 to $140+), plus themed collaborations with Royal Botanic Gardens Victoria, Van Gogh Museum, and Wicked: For Good, and charity-linked collections supporting Breast Cancer Trials and Prostate Cancer Foundation of Australia. The technology stack includes Microsoft Clarity for behavioral analytics and Afterpay, ZipPay, PayPal, and major card payment integrations.
The business model is primarily transaction-based, generating revenue from flower and gift product sales plus delivery fees, with secondary affiliate commission revenue via Commission Factory (up to 10% per referred sale) and dedicated B2B revenue from corporate gifting services. Customer segments include individual B2C consumers (primary), corporate clients (secondary), and international senders/recipients. The lean 34-person team supports a marketplace that scales through licensed florist capacity rather than owned inventory, with no public listing, no disclosed funding rounds, and 70+ years of continuous Australian operations.
Interflora Australia firmographics
Firmographics- Name
- Interflora Australia
- Legal name
- Interflora Australia
- Website
- https://interflora.com.au
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Interflora Australia is an online florist marketplace, established 1954, that routes orders from consumers and corporate clients to a nationwide network of 450-500 independent local florists for same-day delivery across Australia and 145+ countries.
- Ownership category
- akta.pro rank
Interflora Australia industry classification
Industry- Product category
- Online Florist and Flower Delivery Services
- NAICS
- Florists (45931), Couriers and Express Delivery Services (4921)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)
- akta.pro secondary industries
- Long-Distance/International Gift Shipping Coordination (HSACANAK), International Express (Time-Definite Cross-Border) (TLAAABAB)
Keywords
Where Interflora Australia is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Interflora Australia business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Flower and Gift Product Sales: One-time transaction fees from sale of flower arrangements, bouquets, plants, hampers, and gift items. Orders placed online and fulfilled by local florists. Pricing from $64 for flowers with additional delivery fees.
- Delivery Fees: Delivery fees added to orders, minimum $15 within Australia, varying by delivery area.
- Affiliate Commission Revenue: Revenue share through Commission Factory affiliate program where partners earn up to 10% commission on referred sales.
- Corporate/Bulk Orders: Regular corporate orders for client gifting and business occasions through dedicated corporate service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level flowers from $64 |
| Unit Pricing | Pay-as-you-go | Flowers Under $80 |
| Unit Pricing | Pay-as-you-go | Flowers $80-$100 |
| Unit Pricing | Pay-as-you-go | Flowers $100-$140 |
| Unit Pricing | Pay-as-you-go | Premium Flowers Over $140 |
| Unit Pricing | Pay-as-you-go | Florist Choice Options |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels12 records
Interflora Australia product offering
Product offeringCore offering
Interflora Australia operates an online flower delivery platform connecting customers with a network of 450-500 independent local florists across Australia, offering handcrafted flower bouquets, floral arrangements, plants, gift hampers, and specialty collections. The company provides same-day delivery to nearly all Australian postcodes and international delivery to 145+ countries through the global Interflora network, with orders placed via website, phone, or through the corporate gifting service.
Product overview
Interflora Australia operates as a nationwide online florist marketplace and delivery platform connecting customers with a network of over 450 independent local florists across Australia. The platform offers a unified e-commerce experience for ordering fresh flowers, plants, gift hampers, and related products with same-day delivery capabilities across metro, regional, and remote areas, plus international delivery to 145+ countries. The core product portfolio includes flower bouquets, floral arrangements, florist choice custom designs, specialty arrangements by flower type (roses, natives, orchids, peonies), plants, gift hampers, and occasion-specific collections. Strategic collaborations include the Royal Botanic Gardens Victoria collection (sustainable arrangements supporting conservation), Van Gogh-inspired designs, Wicked: For Good, and charity partnerships with Breast Cancer Trials and Prostate Cancer Foundation. Additional services include corporate gifting programs, same-day flower delivery (before 2pm weekdays), international delivery, the Interflora Guarantee (quality assurance), and an affiliate marketing program. The platform integrates with multiple payment providers (Afterpay, ZipPay, PayPal, major credit cards) and analytics tools (Microsoft Clarity) to support its e-commerce operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Flower Bouquets A range of fresh, handcrafted flower bouquets arranged by local florists and delivered across Australia, available in multiple price tiers and suitable for occasions such as birthdays, thank you, get well, and new baby.
- Floral Arrangements Handcrafted floral arrangements in vases or containers, designed by local florists for display and gifting purposes across multiple price points.
- Florist Choice Custom arrangements hand-selected and crafted by the local florist based on the freshest available seasonal flowers and the customer's stated preferences and budget.
- Roses Specialty rose bouquets and arrangements, including boxed roses and rose-focused designs for romantic occasions, anniversaries, and Valentine's Day.
- Australian Natives & Wildflowers Bouquets and arrangements featuring native Australian flowers and wildflowers, suited to customers seeking locally sourced, native-style floral designs.
- Plants Indoor and outdoor potted plants offered as an alternative gifting option to fresh cut flowers, for occasions such as new home, get well, and sympathy.
- Orchids Orchid plants and orchid-focused arrangements, typically presented as elegant, longer-lasting gifts.
- Peonies Seasonal peony bouquets and arrangements for customers seeking this premium flower variety, primarily during peony season.
- Funeral Wreaths Sympathy and funeral floral arrangements including wreaths, coffins, posies, and sprays for delivery to funeral homes and service venues.
- Gift Hampers Curated gift hampers combining flowers with complementary gifts such as chocolates, wine, balloons, teddy bears, and pamper items for gifting occasions.
- Flower Baskets Flower arrangements presented in baskets, offered as an alternative presentation format suitable for various gifting occasions.
- Same-Day Flower Delivery A premium delivery service enabling orders placed before the daily cut-off to be hand-delivered by the local florist on the same day across Australian delivery areas.
- International Flower Delivery A delivery service enabling Australian customers to send flowers to recipients in 145+ countries via the global Interflora florist-to-florist relay network.
- Corporate Flowers Service A dedicated B2B corporate gifting service supported by a corporate flowers team with field sales, providing bulk flower orders, employee recognition, client appreciation, and event flowers to businesses nationwide.
- Royal Botanic Gardens Collection A limited-edition floral collaboration collection with Royal Botanic Gardens, featuring bouquets and arrangements inspired by botanic garden varieties.
- Wicked: For Good Collection A limited-edition floral collaboration collection inspired by the Wicked: For Good film, featuring themed bouquets and arrangements.
- Van Gogh Collection A limited-edition floral collaboration collection with the Van Gogh Museum, featuring bouquets and arrangements inspired by Van Gogh artworks.
- Breast Cancer Trials Collection A limited-edition floral collaboration collection supporting Breast Cancer Trials, with proceeds or portions supporting breast cancer research.
- Prostate Cancer Foundation Collection A limited-edition floral collaboration collection supporting the Prostate Cancer Foundation, with proceeds or portions supporting prostate cancer awareness and research.
Quantifiable outcome
- 20% reduction in customer service queries through digital transformation
- +2 more outcomes
Companies that use Interflora Australia
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
Interflora Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
Interflora Australia partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Royal Botanic Gardens Victoria (RBGV)coreRoyal Botanic Gardens Collection - sustainable, limited-edition wildflower arrangements inspired by the Royal Botanic Gardens Victoria. 5% of every purchase supports conservation and helps keep these iconic gardens blooming.
- Breast Cancer TrialscoreCharity partnership where 5% of sales through Evergreen Charity Partnerships are donated to Breast Cancer Trials. Featured annually in Women's Health Diary.
- Prostate Cancer Foundation of Australia (PCFA)coreCharity partnership where 5% of sales through Evergreen Charity Partnerships are donated to Prostate Cancer Foundation of Australia.
- Wicked: For GoodminorCollaboration partnership for themed floral arrangements and gift collections.
- Van Gogh MuseumminorCollaboration partnership for Van Gogh-themed floral collections inspired by museum artworks.
- Commission FactorycoreAffiliate program partnership providing third-party tracking, online reporting, and monthly commission payments for affiliates. Commission Factory is a FREE service for affiliates.
- Interflora UK (Licensor)coreLicensing agreement from Interflora UK. Interflora Australia is 100% Australian owned through this licensing arrangement. Part of global Interflora network.
- FTD (USA/Canada)coreGlobal network partner for international flower delivery to USA and Canada through the FTD network.
- Interflora NZcoreGlobal network partner for international flower delivery to New Zealand.
- Fleurop (Europe)coreGlobal network partner for international flower delivery throughout Europe.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Interflora Australia competitors and assessment
Company assessmentDirect peers
- Teleflora: US-based floral relay network connecting customers to a network of independent local florists for same-day hand-delivered arrangements. Operates on essentially the same relay/marketplace model as Interflora Australia, with comparable product, customer, and network economics.
- Floraly: Australian online flower delivery brand offering seasonal, market-style arrangements shipped nationally via courier. Direct Australian competitor targeting the same B2C occasion-gifting occasions as Interflora Australia, with a contrasting centralised fulfilment model.
- Roses Only: Australian premium online rose and flower delivery brand competing in the same luxury gifting occasion segment. Comparable product range, pricing tiers, and target occasions, though Roses Only historically emphasises direct courier delivery rather than a florist relay network.
- eFlorist (Interflora UK): UK Interflora operating entity and direct sibling/licensor to Interflora Australia. Operates the same relay network model for the UK market, with nearly identical product, pricing, and customer proposition.
- Fleurop-Interflora: European Interflora partner operating the same relay network across continental Europe. Direct sister network partner, comparable florist-relay model, and a critical counterparty for Interflora Australia's outbound European flower orders.
Emerging players
- The Bouqs Company: Farm-direct online florist delivering farm-to-doorstep bouquets via subscription and one-off orders. Competes with Interflora for the same occasion-gifting occasions but uses a vertically integrated supply model rather than a local-florist relay network.
- BloomNation: US-based online marketplace that connects consumers with local independent florists, enabling direct e-commerce storefronts. Closely comparable marketplace architecture to Interflora Australia's local-florist network model, though operating at smaller scale and US-centric.
- Daily Blooms: Australian online florist offering hand-delivered flower arrangements in Sydney and select metro areas, with a strong social-media-led direct-to-consumer brand. Competes for the same Australian occasion-gifting occasions as Interflora with a more design-led, urban positioning.
Others
- Hamper World: Australian online gift hamper retailer. Adjacent rather than direct competitor — overlaps with Interflora's gift hamper category and shares the same B2C gifting occasions, but is not a flower-relay network.
Broad incumbents
- 1-800-Flowers.com (FTD parent): Large US-listed online florist and gift retailer owning the FTD network, which is also an Interflora Australia global network partner for USA/Canada deliveries. Highly comparable on online flower and gifting marketplace model with international delivery capability, but operates at much larger scale and broader gifting scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Interflora Australia social profiles
Digital presenceInterflora Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Interflora Australia leadership team
Management profileNumber of profiles
Interflora Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Interflora Australia 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 Interflora Australia
What does Interflora Australia do?
Interflora Australia operates an online flower delivery platform connecting customers with a network of 450-500 independent local florists across Australia, offering handcrafted flower bouquets, floral arrangements, plants, gift hampers, and specialty collections. The company provides same-day delivery to nearly all Australian postcodes and international delivery to 145+ countries through the global Interflora network, with orders placed via website, phone, or through the corporate gifting service.
Is Interflora Australia a public or private company?
Interflora Australia is a private company. It is classified as unknown and is currently operating.
When was Interflora Australia founded?
Interflora Australia was founded in 1954. It employs 11 to 50 people.
Where is Interflora Australia based?
Interflora Australia is headquartered in Melbourne, Australia, in the Oceania region.
How does Interflora Australia make money?
Four revenue lines are on record. Flower and Gift Product Sales are the primary driver. The others are delivery Fees, affiliate Commission Revenue and corporate/Bulk Orders.
Who are Interflora Australia's main competitors?
Direct peers on record are Teleflora, Floraly, Roses Only, eFlorist (Interflora UK) and Fleurop-Interflora. Emerging players are The Bouqs Company, BloomNation and Daily Blooms. Hamper World is listed as an others. 1-800-Flowers.com (FTD parent) is listed as a broad incumbent.
Does Interflora Australia have an API?
No public API is recorded for Interflora Australia.
What industry is Interflora Australia in?
Interflora Australia's product category is Online Florist and Flower Delivery Services. Its primary akta.pro industry code is CRAFABAN, Flowers, Gifts & Specialty Occasion Marketplaces, with a secondary code of HSACANAK, Long-Distance/International Gift Shipping Coordination. Its NAICS code is 45931 and its SIC code is 5961.