Fleuristes et Fleurs

What Fleuristes et Fleurs does

Fleuristes et Fleurs is a French PME founded in 2009 by Valérie Feuillet that operates a direct-to-consumer floral marketplace connecting customers with a network of 1,500 independent artisan florists across mainland France and DOM-TOM territories (Guadeloupe, Réunion). The platform's defining feature is the elimination of intermediaries: customers pay the same price as in-store, and florists retain 100% of the order value, with the company earning only a low monthly membership/adhesion fee from each artisan rather than taking any transaction commission. Orders split roughly 50/50 between phone calls and the platform's online boutiques, and the company supports same-day delivery, Click & Collect, and a florist-to-florist order routing system.

The platform is technically a multi-tenant marketplace with one personalized, SEO-optimized, geolocated online boutique per florist, managed by the artisan through a self-service interface covering pricing, creations, delivery zones, and opening hours. Payment infrastructure combines 3D Secure card processing, PayPal, PayZen for inter-florist flows, and a proprietary VAD Sécurisée — a DSP2/SCA-compliant virtual terminal the company built in-house to secure phone orders. Marketing is delivered as a managed service to florists via an SEO blog, monthly email newsletters, and automated social posting on Facebook, Instagram, and Twitter. The network is gated by the Charte Qualité (Quality Charter), which every member signs.

The business model is a B2B subscription/membership model monetized entirely through low-cost monthly fees charged to the 1,500 artisan florists, with zero commission on the consumer side. GTM combines a direct-to-consumer marketplace (fleuristes-et-fleurs.com) with community-anchored growth, where high artisan retention (92-95%) drives word-of-mouth referrals and a "Les Artisans du Bonheur" community identity. The company is founder-led, bootstrapped (no funding rounds disclosed), and operates with 1-10 employees.

Name

Fleuristes et Fleurs

Legal name

Fleuristes et Fleurs

Website

https://fleuristes-et-fleurs.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Fleuristes et Fleurs is a French floral marketplace founded in 2009 that connects consumers directly with 1,500 artisan florists across France and DOM-TOM, using a no-commission model funded entirely by low monthly membership fees.

Ownership category

akta.pro rank

Product category

Online Flower Marketplace

NAICS

Florists (4593)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

Keywords

• Floral marketplace
• Artisan florist network
• Online flower delivery
• Florist ecommerce platform
• Same-day flower delivery

Headquarters

HQ city

Les Hauts-saint-jean

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Artisan membership/subscription fees: Fleuristes-et-Fleurs generates revenue through low-cost membership/adhesion fees charged to artisan florists for access to the platform, their online boutique, SEO, communication support, and the network. The platform explicitly takes NO commission from either florists or customers. The company keeps adhesion tariffs low while continuing to invest and innovate.
2. Direct e-commerce transaction facilitation: While the platform takes no commission on flowers or delivery fees, florists process payments via the platform's integrated secure payment terminals. Revenue is indirectly generated as a business-matching service where the platform acts as an introducer without taking a per-transaction cut.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fleuristes et Fleurs operates an online marketplace connecting individual consumers with a curated network of 1,500 independent artisan florists across France and DOM-TOM. The platform aggregates each florist's personalized online boutique, enables online and phone ordering at the same price as in-store, and facilitates same-day delivery and Click & Collect. Revenue is generated through low-cost membership/adhesion fees from member florists; the platform takes no commission on flower or delivery transactions.

Product overview

Fleuristes et Fleurs operates a direct-to-consumer floral marketplace connecting customers with a network of 1,500 artisan florists across France and overseas territories. The platform provides individual online boutiques for each florist, enabling same-day delivery and Click & Collect options. Supporting services include VAD Sécurisée for secure phone payments compliant with DSP2, and a florist-to-florist ordering system. The network operates under a Quality Charter (Charte Qualité) ensuring consistent standards. Product offerings include seasonal bouquets, mourning arrangements, and artisan creations ranging from 25€ to 129€.

Differentiator

Problem solved

Functional benefit

Products and services

• Floral Marketplace Platform E-commerce marketplace aggregating 1,500 independent artisan florists under one storefront. Customers can browse creations from any network florist, place an order online or by phone, and pay in-store-equivalent prices; the platform takes no commission on transactions.
• Florist Online Boutiques Personalized, SEO-optimized online storefront provided to each of the 1,500 member artisan florists, enabling real-time management of prices, creations, delivery zones, fees, and opening hours.
• Same-Day Flower Delivery Same-day flower delivery within the local delivery zone of each participating artisan florist, with delivery fees and thresholds set per florist.
• Click & Collect Online ordering with in-store pickup, allowing customers to order and pay digitally and collect the bouquet at the chosen florist boutique.
• VAD Sécurisée (Secure Phone Payments) Proprietary secure phone-payment terminal developed in-house by Fleuristes-et-Fleurs, enabling artisan florists to take credit card payments over the phone in compliance with DSP2/SCA, with reduced impayés and abusive chargebacks.
• Florist-to-Florist Orders Inter-florist ordering system allowing network artisans to route orders to other member florists, with client and florist contact details saved in the interface and payments processed through PayZen-secured infrastructure.
• Sublime Lumière (marketplace bouquet) Seasonal flowers bouquet in yellow and orange tones, priced at €35.00, listed on the Fleuristes-et-Fleurs marketplace and fulfilled by a member artisan florist.
• Tendres Pensées (marketplace bouquet) Round bouquet of seasonal flowers in pink, fuchsia, and pastel tones, priced at €29.00, listed on the Fleuristes-et-Fleurs marketplace and fulfilled by a member artisan florist.
• Envol Céleste (marketplace bouquet) Mourning bouquet with white seasonal flowers, priced at €129.00, listed on the Fleuristes-et-Fleurs marketplace and fulfilled by a member artisan florist.

Quantifiable outcome

• Average basket size of €49 across the network
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• PayPalcoreTechnology or IntegrationPayPal is offered as an additional payment option on florist boutiques within the Fleuristes-et-Fleurs platform. The platform also offers its own proprietary secure payment terminal (VAD Sécurisée) as the primary option.
• PayZencoreTechnology or IntegrationPayZen is used for secure card payment processing within the florist-to-florist ordering system. When florists use a client's card for inter-florist orders, the transaction is secured via PayZen.
• Wedding planners, photographers, and event professionals (Bordeaux region)minorStrategic or Co-development PartnerHaritza, a network artisan in Bordeaux, partners with local wedding planners, photographers, and other event professionals for wedding floral decoration. These are informal, artisan-level partnerships rather than platform-level agreements.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Teleflora: Teleflora is one of the largest flower delivery networks in North America, connecting customers with local florists through a relay model. Comparable business model and artisan-florist aggregation approach but operating in different geographies; useful as a model benchmark for network-scale flower marketplaces.
• 1-800-Flowers: 1-800-Flowers is a major US-based online retailer offering flowers, gifts, and plants across multiple occasions and brands. Broad incumbent in online floral/gift retail with comparable occasion-driven (Valentine's, Mother's Day) marketing approach, though operating as a multi-brand retailer rather than pure marketplace.
• FTD (Flowers Transmitted Delivery): FTD is a long-established flower delivery network in North America operating a florist relay model with both marketplace and direct fulfillment. Comparable as a broad incumbent in flower delivery networks, though structurally different from Fleuristes-et-Fleurs' no-commission approach.
• Emova Group (Monceau Fleurs, Happy): Emova Group owns multiple French flower retail brands (Monceau Fleurs, Happy, Au Nom de la Rose) with both physical stores and online presence. Broad incumbent in the French floral market with vertically integrated retail rather than pure marketplace model, but overlapping target customers and occasions.

Emerging players

• The Bouqs Co. The Bouqs Co. is a US-based online flower delivery company offering farm-direct and artisan floral arrangements. Adjacent in the digital flower delivery category with comparable artisan and quality positioning, though more vertically integrated (farm-sourced) than marketplace-based.
• BloomNation: BloomNation is a US-based online marketplace connecting consumers with local artisan florists, similar artisan-focus positioning and direct-to-consumer model. Useful comparable for the artisan-florist marketplace concept, though operating in the US market rather than France.

Direct peers

• 123fleurs: 123fleurs is a French online platform connecting consumers with local florists for flower delivery. Operates as a direct competitor in the same artisan-florist marketplace category with similar same-day delivery promise and nationwide French coverage.
• Aquarelle: Aquarelle is a French online florist specializing in flower delivery with a network of artisan florists offering same-day delivery. Competes directly in the French artisan-florist marketplace category with comparable product range and delivery promises.
• Interflora (France): Interflora France is the dominant flower delivery network in France, connecting customers with local florists through a commission-based relay model. Directly comparable as a marketplace of independent florists with nationwide delivery, though it operates via per-transaction fees rather than Fleuristes-et-Fleurs' membership model.
• Florajet: Florajet is a leading French online flower delivery platform aggregating a network of local florists for same-day delivery. Directly competes with Fleuristes-et-Fleurs on the same direct-to-consumer marketplace model with artisan florist networks across France.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fleuristes.fleurs
• Instagraminstagram.com/fleuristes_et_fleurs
• Xx.com/fleuriste_fleur
• LinkedInlinkedin.com/company/isabel-fleurs

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 Fleuristes et Fleurs