What The Flower Hub does

The Flower Hub is a B2B flower sourcing intermediary headquartered in Kenya, founded in 2006, that aggregates cut flowers from multiple Kenyan growers and delivers them directly to international flower depots and importers. The company processes over two billion cut flowers annually across categories including roses, carnations, gypsophila, alstroemeria, hypericum, solidaster, and chrysanthemums, with on-ground quality checks performed before shipment. Its primary customer segment is international flower depots and wholesale importers, with confirmed presence in the UK and Japan — the latter served through a channel partnership with Classic Japan.

The company generates revenue through transactional margins on cut flower sales, acting as a single point of contact between buyers and a curated set of Kenyan growers. Its go-to-market is sales-led and consultative, with personalized matching of growers to specific client requirements, supported by a downloadable catalogue and direct website contact. The Flower Hub holds a portfolio of sustainability certifications (B Corp, Fairtrade, Kenya Flower Council Silver, Sedex SMETA, MPS, FSI 2025) and reports that over 90% of its flowers are responsibly sourced, positioning ESG credentials as a core differentiator for ethically-mandated buyers.

The business is privately held, privately financed (no disclosed funding rounds), and operates with a lean team of 33 employees. There is no disclosed proprietary technology platform; the value proposition is centered on supply chain aggregation, quality control, and sustainability certification rather than software or AI capability. The company's strategic posture emphasizes brand longevity (20 years of operation), responsible sourcing, and relationship-driven B2B sales over aggressive scale or technology disruption.

Name

The Flower Hub

Legal name

The Flower Hub

Website

https://theflowerhub.com

Company type

Private

Founded year

2006

Operating status

Operating

Short description

The Flower Hub is a Kenya-based B2B intermediary that aggregates cut flowers from multiple Kenyan growers and delivers them directly to international flower depots and importers, primarily in the UK and Japan. It processes over two billion stems annually, with sustainability certifications serving as its primary differentiator.

Ownership category

akta.pro rank

Product category

Cut Flower Wholesale Distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• B2B flower sourcing
• Floriculture distribution
• Cut flower sourcing
• Wholesale flower supply
• Kenyan flower export

Headquarters

HQ city

Kenya

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Cut Flower Supply: The Flower Hub sources and supplies cut flowers from Kenyan growers to international flower depots. The company acts as an intermediary, aggregating flowers from multiple growers and delivering them to customer depots worldwide. Revenue is generated through the sale of cut flowers, likely on a transactional basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Flower Hub is a B2B flower sourcing company that aggregates cut flowers from multiple Kenyan growers—including roses, carnations, gypsophila, alstroemeria, hypericum, solidaster, and chrysanthemums—and delivers them directly to international flower depots and wholesale importers. The company handpicks and quality-checks blooms through its on-ground team in Kenya, matches specific growers to specific client requirements, and handles aggregation, quality control, and logistics on behalf of buyers. It sources and processes over two billion cut flowers worldwide each year, with over 90% responsibly sourced, and sells into markets including the UK and Japan.

Product overview

The Flower Hub is a B2B flower sourcing platform that aggregates cut flowers from multiple Kenyan growers and delivers them to international depots. The company acts as a single intermediary, sourcing and quality-checking flowers on behalf of buyers. Their core product is the aggregated supply of Kenyan cut flowers (including roses, carnations, gypsophila, alstroemeria, hypericum, solidaster, and chrysanthemums), processed to a volume of over two billion cut flowers per year. They also offer responsible sourcing advisory, grower-to-client matching services, and a downloadable product catalogue. The company is structured as a unified sourcing service rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Kenyan Cut Flowers (Roses, Carnations, Gypsophila, Alstroemeria, Hypericum, Solidaster, Chrysanthemums)

Quantifiable outcome

• 20 years of industry experience
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Classic JapanminorChannel Partner/ Reseller/ DistributorClassic Japan is listed as a partner on The Flower Hub's website, appearing in the partners section with a logo link to their English-language website classicjapan.co.jp. The nature of the partnership appears to be commercial distribution of flowers to the Japanese market.
• Floriculture Sustainability Initiative (FSI)coreStrategic or Co-development PartnerThe Flower Hub is a proud member of the Floriculture Sustainability Initiative (FSI), supporting sustainable practices in the floriculture industry. This membership is part of their ongoing sustainability journey.
• Kenya Flower CouncilcoreStrategic or Co-development PartnerSilver Certified Member of the Kenya Flower Council, demonstrating commitment to industry standards and sustainable flower production in Kenya.
• B CorporationcoreStrategic or Co-development PartnerB Corp certified company meeting high standards of social and environmental performance, transparency, and accountability.
• SedexminorStrategic or Co-development PartnerSedex SMETA certified, indicating ethical supply chain practices and membership in the Sedex platform for responsible sourcing data.
• MPSminorStrategic or Co-development PartnerMPS (Milieu Programma Sierteelt) certified, demonstrating commitment to sustainable horticulture and social responsibility standards.
• Fairtrade InternationalminorStrategic or Co-development PartnerFairtrade certified, ensuring fair wages and working conditions for flower farmers and workers in the supply chain.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Flamingo Horticulture Kenya: Flamingo Horticulture is one of Kenya's largest cut-flower growers and exporters, supplying roses and summer flowers to European wholesalers and retailers. Comparable to The Flower Hub as a Kenyan-anchored B2B supplier of cut flowers into international markets, though Flamingo operates its own farms rather than purely aggregating.
• Black Tulip Group: Black Tulip Group is a Dutch-Kenyan cut-flower grower and exporter with farms in Kenya and auctions/trading operations in the Netherlands. Directly comparable as a Kenya-based B2B cut-flower supplier serving European and global wholesale channels.
• Sian Flowers: Sian Flowers is a Kenyan grower and exporter of roses and other cut flowers, supplying international wholesalers and auctions. Highly comparable to The Flower Hub in geography, product mix, and B2B export focus.
• Oserian Development Company: Oserian is a long-established Kenyan flower grower-exporter producing roses and summer flowers for European markets. Comparable to The Flower Hub as a Kenya-rooted B2B exporter, although Oserian operates owned farms rather than a pure aggregator model.
• Subati Group: Subati Group is a Kenyan grower and exporter of cut flowers including roses, summer flowers, and fillers. Comparable as a Kenya-based B2B flower supplier targeting international wholesale channels.
• Marginpar: Marginpar is a Netherlands-headquartered flower exporter specializing in summer flowers and fillers sourced from multiple African origins. Comparable to The Flower Hub in its multi-origin B2B sourcing and supply model, though with a broader geographic footprint than Kenya alone.

Broad incumbents

• Dümmen Orange: Dümmen Orange is one of the world's largest ornamental plant breeders and propagators, with a broad portfolio that includes cut flowers. Comparable as a large, diversified incumbent operating in the same global cut-flower value chain, but serving a much wider customer base than The Flower Hub's Kenyan aggregator niche.
• Royal Van Zanten: Royal Van Zanten is a Dutch breeder and producer of cut flowers and potted plants with global distribution. Comparable as a broad incumbent in the floriculture supply chain serving international B2B customers, though with breeding-driven differentiation beyond The Flower Hub's sourcing role.
• Selecta one: Selecta one is a global breeder and producer of ornamental flowers and plants. Comparable as a broad incumbent in the floriculture industry with a portfolio overlapping The Flower Hub's product categories, but operating a much wider breeder-grower model.

Regional players

• Sunshine Business PLC: Sunshine Business is an Ethiopian flower grower-exporter focused on cut-flower production in East Africa. Comparable as a regional East African flower exporter competing with Kenyan suppliers for European B2B channels, though Ethiopia is a different national cluster.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Compliance2 records

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 The Flower Hub