MyFlowers

What MyFlowers does

MyFlowers (operating as MyFlowers.shop) is a Netherlands-based e-commerce retailer founded in 2018, specialising in fresh, dried, preserved, and artificial flowers together with craft and floristry supplies. The company serves both individual consumers — primarily creative makers, hobbyists, and home decorators — and B2B customers including professional florists, event planners, and retailers, via a dedicated wholesale ordering section on the same storefront. Its catalogue spans 100+ botanical varieties catalogued by Latin name, anchored by the Freshy private-label brand (1,018+ SKUs sourced mainly from Italy and the Netherlands) and supplemented by sub-brands such as Dutch Dried, Arti Flora, POPPY POWER, and Casa Alegria.

The platform itself is built on Webshopapp, a third-party SaaS e-commerce engine, and supports four languages (Dutch, English, German, French) with EUR pricing, enabling direct pan-European self-serve purchasing with marketing-claimed fast shipping throughout Europe. Distribution is exclusively direct-to-consumer via the owned storefront; the company also runs an inspiration blog ('Verse Bloelen Verhalen') for content-led organic acquisition.

Commercially, MyFlowers operates a unit-pricing revenue model with per-stem, per-bunch, or per-box pricing on fresh inventory and tiered (Essence/Signature/Prestige and Finesse/Authentic/Infinity) bouquet pricing, plus a wholesale flow for business buyers. The firm is privately held, headquartered in Lisse, Netherlands, with 11 employees and no disclosed funding, acquisitions, or external investors.

Name

MyFlowers

Legal name

MyFlowers.shop

Website

https://myflowers.shop

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MyFlowers (MyFlowers.shop) is a Netherlands-based e-commerce retailer founded in 2018 that sells fresh, dried, preserved, and artificial flowers plus floristry and craft supplies to European DIY consumers and B2B wholesale florists.

Ownership category

akta.pro rank

Product category

Online Floral & Craft Retail

NAICS

Florists (45931), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industries

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Event Floral Design & Arrangements (HSACAOAA), Floral Preservation & Keepsake Services (HSACAOAL), Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Online flower retail
• Dried flower collection
• Artificial flower shop
• Florist craft supplies
• Wholesale floral supplies

Headquarters

HQ city

Lisse

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales (B2C): Direct online retail sales of flowers and craft supplies to individual consumers through the MyFlowers.shop e-commerce platform. Products sold per unit, per bunch, or in bulk quantities with per-unit pricing.
2. Wholesale/B2B Sales: Wholesale ordering for business customers including florists, event planners, and retailers. Dedicated wholesale section with business ordering options.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

MyFlowers operates the MyFlowers.shop e-commerce platform that sells fresh cut flowers, dried flowers, artificial flowers, pre-made bouquets, floristry tools, packaging, craft materials, and home decor items to individual creative makers and to business customers such as florists and event planners. The platform also offers a dedicated B2B wholesale ordering section with bulk pricing for professionals, backed by fast shipping throughout Europe.

Product overview

MyFlowers.shop is an e-commerce platform offering an extensive portfolio of floral and craft products for creative makers. The core offerings include Fresh Flowers (cut flowers and foliage sourced mainly from Italy and the Netherlands), Dried Flowers (naturally and professionally dried varieties), Artificial Flowers (including specialty Shola Flowers), and Pre-made Bouquets organized in price tiers. Supporting product lines encompass Home & Hobby supplies (floristry tools, packaging materials, craft items, and home decor), Plants (artificial), and Occasion-specific products. Key sub-brands include Freshy (fresh flowers and foliage with 1,018+ products), Dutch Dried (Dutch-grown dried flowers), and POPPY POWER (artisanal dried poppy pods). The company also offers B2B wholesale ordering for business customers. The platform targets both consumer DIY enthusiasts and professional florists across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Flowers Fresh cut flowers and foliage (including Lysimachia, Lupinus, Lunaria, Roses, Peonies, Eucalyptus, Chrysanthemums, Gypsophila, Lisianthus, and many seasonal varieties) sold per stem, per bunch, or per box to creative makers and professional florists across Europe.
• Dried Flowers Naturally and professionally dried and preserved flowers including Achillea, Amaranthus, Pampas Grass, Gypsophila, Helichrysum, Lavender, Limonium, Lunaria, Protea, Roses, and preserved mosses and hydrangea for long-lasting floral arrangements and decor.
• Artificial Flowers High-quality artificial and faux flowers including Allium, Carnation, Chrysanthemum, Dahlia, Gerbera, Hydrangea, Lily, Orchid, Peony, Rose, Tulip, and specialty Shola flowers for low-maintenance decor and craft use.
• Bouquets Pre-made dried flower bouquets (Essence, Signature, Prestige tiers), artificial flower bouquets (Finesse, Authentic, Infinity tiers), and DIY sets for creative makers seeking curated combinations at defined price points.
• Home & Hobby (Floristry & Craft Supplies) Floristry supplies (floral picks, deco spray, floral wire, oasis, tools), packaging (ribbons, paper, bags, sleeves), craft materials (pine cones, glitters, mosses, shells, feathers), and home/garden/deco items (candles, wreaths, lanterns, pots, vases) for florists and DIY makers.
• Plants Artificial plants designed for long-lasting interior decoration, complementing the artificial flowers category.
• Occasions Flowers and decorations organized by occasion including Special Days (Mother's Day, Valentine's, Halloween, Christmas), Seasons (Spring, Summer, Autumn, Winter), and Holidays (Wedding, Birthday, Anniversary, Easter).
• Freshy (Sub-brand) Sub-brand offering 1,018+ fresh flower and foliage products including roses (Red Naomi, Black Baccara, Freedom, Noelia), eucalyptus varieties (Baby Blue, Populus, Gunnii, Cinerea, Nicholii, Parvifolia), Lisianthus, Gypsophila, Chrysanthemums, Olijftakken, and seasonal cut flowers sourced from Italy and the Netherlands.
• Dutch Dried (Sub-brand) Sub-brand of Dutch-grown dried flowers including fluffy Pampas plumes, Rhodante dried flowers, and Lagurus Lady mix dried flowers, marketed as artisanal, 100% natural, and pest-free from Dutch soil.
• POPPY POWER (Sub-brand) Sub-brand of artisanal dried poppy pods and heads from Dutch soil, available in sizes M, L, and XXL from harvest years 2025 and 2026.
• Wholesale | Business Ordering B2B wholesale ordering service providing bulk purchasing options for florists, event planners, wedding decorators, and retailers with business account ordering.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• FreshycoreTechnology or IntegrationFreshy is the primary private-label brand supplying 1018+ fresh flower products to MyFlowers.shop. Products include fresh flowers, foliage, and greens sourced primarily from Italy and the Netherlands. Freshy offers varieties such as Eucalyptus (Baby Blue, Populus, Gunnii, Cinerea, Nicholii, Parvifolia), Olijftakken (olive branches), Roses (Red Naomi, Black Baccara, Freedom, Noelia), Lisianthus, Gypsophila, and many more botanical varieties.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• 1-800-Flowers: Large US-headquartered online floral and gifting retailer with multi-brand portfolio and broad assortment of fresh, artificial, and gift products. Comparable vertical marketplace model for flowers and gifts but operates at significantly larger scale, primarily in North America rather than Europe.
• Interflora: Long-established global floral delivery network with affiliated local florists across Europe. Overlaps in flower delivery and occasion-gifting use cases but operates a much broader incumbent model with deep brand recognition, physical florist network, and same-day delivery capabilities MyFlowers does not match.
• Teleflora: US-based floral delivery network connecting customers to local florists for same-day delivery across North America. Overlaps in flower category and gifting occasions, with comparable bouquet product structure, but operates as a broader incumbent with established florist affiliate relationships rather than own-assortment retail.
• Hobbycraft: UK's largest specialist arts, crafts, and hobby retailer with broad craft supply assortment including floral, paper, and decorative materials. Overlaps on the craft supplies and dried/artificial floral craft category for creative makers, but operates a broad multi-category craft model with physical stores rather than a flower-first vertical.

Regional players

• Deco-Direct: Germany-based wholesale and retail supplier of dried flowers, artificial florals, and floral craft supplies serving the DACH creative-maker market. Comparable assortment across dried and faux floral categories for hobbyists, with overlap on craft supply products, but primarily serves German-speaking markets rather than pan-Europe.

Direct peers

• Creapro: Dutch-based wholesale supplier of floral craft materials and hobby supplies serving florists and creative professionals. Directly comparable on B2B wholesale florist supply, dried/artificial floral range, and craft materials, though operating primarily as a trade wholesaler rather than MyFlowers' hybrid B2C/B2B platform.
• Euroflorist: European online flower delivery marketplace operating across multiple countries with multi-language support and B2C plus B2B florist ordering. Directly comparable business model, cross-European geographic footprint, and floral category focus, but with a more network-driven florist marketplace structure rather than MyFlowers' owned assortment.
• Aquarelle: French online florist and flower delivery brand operating across European markets with curated bouquets and same-day delivery. Directly comparable e-commerce-first flower retailer serving similar occasion-driven and home décor use cases across continental Europe.
• Fleurop: Germany-based European flower delivery service with affiliated florist network covering DACH and other European markets. Comparable floral e-commerce and B2C delivery positioning, though with stronger florist-affiliate DNA versus MyFlowers' vertically curated own-assortment model.
• Bloomon: Dutch online flower subscription and delivery service competing in the same European fresh-cut floral e-commerce space. Comparable target market (creative consumers and gift buyers) and similar curated online-first positioning, though Bloomon is more subscription-led and less diversified across dried/artificial categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/myflowersshop

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 MyFlowers