Urban Flowers

What Urban Flowers does

Urban Flowers Limited is an Auckland, New Zealand-based florist founded in 2002, operating from a storefront at 27 Sandringham Road, Mount Eden, and selling floral arrangements, plants and gift items across Auckland. The business is privately held and led by owner and lead florist Bronwen Hughes, with a small team sized at 11-50 employees. It serves individual consumers for personal occasions (birthdays, anniversaries, get-well, new baby, sympathy) and a secondary corporate segment through workplace floral services.

The product catalog spans multiple price tiers — petite posies from NZ$25, standard bouquets NZ$80-$130, and large or premium arrangements up to NZ$250 — and includes core lines such as Classic Soft, Eclectic Selection, Country Garden, Classic Whites, Soft and Pretty and Petite Posy, alongside plants (e.g. White Phaleonopsis Orchid), bespoke wedding floral design, funeral tributes (casket sprays, wreaths, sheaths), and the Friday Flowers subscription. The technical platform is a standard e-commerce website with member accounts, shopping cart and secure checkout; no proprietary technology, application, API or AI features are evident in the source material.

Revenue is generated through three streams: one-time online or phone purchases of arrangements and plants (the bulk of activity), a recurring Friday Flowers subscription delivered weekly or fortnightly with monthly invoicing from NZ$30 plus delivery, and recurring workplace floral services with on-site consultation and weekly delivery from NZ$30. Distribution is direct-to-consumer only, with Auckland-wide same-day (orders before midday cut-off) and next-day delivery to 200+ suburbs via tiered delivery fees, a phone ordering line, and the physical storefront for walk-ins and pickups. Marketing relies on organic local-SEO pages targeting Auckland suburbs, the @urbanflowers.kingsland Instagram account, and a seasonal 'Flowers by the Month' content guide, with no paid advertising or third-party retail channels disclosed.

Name

Urban Flowers

Legal name

Urban Flowers

Website

https://urbanflowers.co.nz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Urban Flowers Limited is an Auckland, New Zealand-based florist offering floral arrangements, plants, wedding, funeral, and workplace floral services via its e-commerce site and Mount Eden storefront, with same-day delivery across 200+ Auckland suburbs.

Ownership category

akta.pro rank

Product category

Retail Florist and Flower Delivery

NAICS

Florists (45931), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industries

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ), Wedding Design, Decor & Floral Planning (HSACABAH)

Keywords

• Floral arrangements
• Flower delivery service
• Wedding floral design
• Workplace flower service
• Plant gifts retail

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flower and Arrangement Sales: One-time purchase of floral arrangements, bouquets, plants, and gift items. Customers select from product catalog with various size and customization options.
2. Recurring Flower Subscription (Friday Flowers): Weekly or fortnightly delivery of fresh flower arrangements on Fridays. Customers nominate weekly spending amount and receive monthly invoices. Same care and attention applied to subscription orders as one-time purchases.
3. Workplace Floral Services: Weekly workplace floral arrangement services with on-site consultation. Custom arrangements designed to match workplace decor and color schemes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Urban Flowers designs and sells fresh floral arrangements, potted plants, and gift items, fulfilling them via same-day and next-day delivery across Auckland. The portfolio spans occasion-based bouquets (birthdays, anniversaries, sympathy, get well), bespoke wedding and funeral floral designs, weekly workplace arrangements, and a recurring Friday Flowers subscription. Each arrangement is hand-made per customer specification and budget, supported by an online ordering system and phone consultation.

Product overview

Urban Flowers is an Auckland-based florist offering a unified e-commerce platform with a diverse portfolio of floral arrangements and related products. The core product line includes bouquets across multiple categories: Classic Soft, Eclectic Selection, Country Garden, Classic Whites, and Seasonal Market Selection, each featuring florist-curated seasonal flowers. Specialty offerings include Phaleonopsis Orchids, Workplace Flowers, and Plant Gifts. The service portfolio expands to Wedding Flowers, Funeral Flowers (casket sprays, wreaths, sheaths), and Friday Flowers (subscription service). Products are available in multiple sizes with delivery across Auckland, featuring a photo guarantee and same-day/next-day delivery options.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Soft Bouquet Soft-toned rose bouquet featuring roses with colour pairings chosen by the florist based on seasonal availability; a perennial favourite for gifting occasions.
• Eclectic Selection An eclectic and unique mix of blooms designed to evoke the feeling of walking in a country garden, with the best seasonal flowers chosen three times weekly.
• Country Garden Bouquet An eclectic and unique mix of blooms evoking walking in a country garden, with flowers shopped three times weekly and no formula applied.
• White Phaleonopsis Orchid Orchid plant in a ceramic planter, sent in a gift bag, suitable for a variety of occasions.
• Petite Posy Signature petite posies for smaller budgets, creating a posy matching the look and feel of the pictured gift, presented in a small vase.
• Classic Whites Best seasonal white flowers accentuated with a touch of colour where suited, wrapped before delivery with different options for sympathy or get well occasions.
• Soft and Pretty Bouquet Soft, feminine colour bouquet available in multiple sizes from Regular to Extravagant, suitable for any occasion.
• Workplace Flowers Weekly flower arrangements designed to suit workplace decor and colour scheme, delivered on a recurring basis to Auckland workplaces.
• Petite Posy (Standard Vase) Beautiful arrangement of seasonal flowers selected by the florist in a vase, with options for bright colours, soft colours, or white.
• White Posy Vase A small gesture filled with kind thoughts, designed with the best seasonal white flowers in a vase and delivered with a personal message.
• Seasonal Market Selection A single flower variety selection making a bold impact, with the florist choosing the best seasonal flower and customers nominating a preferred colour palette.
• Peachy Keen Apricots A bouquet designed in peach and apricot tones, sent in a gift bag to keep flowers fresh, taking inspiration from the pictured arrangement using best seasonal flowers.
• Pretty In Pink Whimsical petite posies with delicate pinks, soft pastels and whites supplied in a charming vase, designed to add enchantment to any space.
• Funeral Flowers Bespoke funeral tributes including casket sprays (single or double-ended for open or closed caskets), wreaths, and sheaths designed to honour loved ones' memory.
• Wedding Flowers Full bridal floral design service including bouquets, cake decorations, and venue and church dressing, with consultative service and written quotations.
• Friday Flowers Subscription Weekly or fortnightly fresh flower delivery in a vase every Friday, starting from $30 with a $5 delivery charge, with a different look each week and monthly invoicing.
• Plant Gifts Curated blend of one-of-a-kind and eclectic plant gifts featuring the best flowers and plants in season, with photo guarantee and fast Auckland delivery.

Quantifiable outcome

• Flowers guaranteed fresh for at least five days from receipt

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• 1-800-Flowers: 1-800-Flowers.com is a large US-based online retailer of flowers, plants, and gift baskets. Comparable in product mix (bouquets, plants, gifts) and subscription model offerings, and competes for the same online flower buyer use cases as Urban Flowers at significantly larger scale.
• Interflora New Zealand: Interflora is a long-established flower delivery network in NZ (and globally) that aggregates local florists to fulfil orders nationally and internationally. Directly comparable to Urban Flowers as both operate within Auckland with same-day delivery and a similar bouquet / occasion product range, but Interflora's scale and relay model give it broader geographic reach.
• Teleflora: Teleflora is one of the largest floral delivery networks, connecting consumers to local florists across the US. Comparable to Urban Flowers in product (bouquets, plants, same-day delivery) and D2C e-commerce go-to-market, but with materially larger scale and brand recognition.
• FTD (Florists' Transworld Delivery): FTD is a longstanding global flower and gift delivery network serving similar occasion-driven demand (birthdays, anniversaries, sympathy) via a relay model. Directly comparable product set to Urban Flowers and competes for the same customer occasions at a national/international scale.

Emerging players

• BloomBox Club: BloomBox Club is a subscription-focused online florist offering weekly, fortnightly, or monthly flower deliveries. Closely comparable to Urban Flowers' Friday Flowers subscription model and similar target customers looking for recurring flower delivery for home or office.
• BloomNation: BloomNation is an online marketplace that connects customers to local, independent florists for direct ordering. Comparable to Urban Flowers because it serves the same occasion-driven floral e-commerce demand and partners with independent florists who would otherwise compete with Urban Flowers in Auckland.
• The Bouqs Co. The Bouqs Co. is a farm-to-doorstep online flower retailer offering subscriptions and one-off orders with a focus on fresh-cut sourcing. Comparable to Urban Flowers via direct-to-consumer flower e-commerce, subscription mechanic (Urban Flowers' Friday Flowers), and same-day/next-day delivery positioning.

Direct peers

• Floralink: Floralink is a New Zealand-based online flower delivery service operating in Auckland. Most directly comparable to Urban Flowers as both are NZ-based e-commerce florists serving Auckland with same-day delivery across the same suburbs and similar product/occasion positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/urbanflowers.kingsland
• Facebookfacebook.com/urbanflowersnewzealand
• LinkedInlinkedin.com/company/urban-flowers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Urban Flowers