The Flower Man

What The Flower Man does

The Flowerman is a privately held, family-owned floral business founded in 1991 by Steve and Jane Smith in the Dayton, Ohio area, where it began by selling gladiolas at local farmers markets. Today the company operates across three Ohio locations (a Dayton/Centerville retail and wedding warehouse on Westpark Road, a Columbus wedding department on Busch Court, and a stall at the Metroparks 2nd Street Market in Dayton), serving customers across Dayton, Columbus, Cincinnati, and Northern Kentucky. Its core offerings are retail fresh-cut flowers sold from walk-in coolers, custom designer arrangements for everyday and event occasions, and wedding floral services — most notably a Do-It-Yourself concept pioneered in 2001 in which bridal parties assemble their own arrangements at the warehouse with staff supervision, complemented by full-service designer bridal bouquets and bulk flower box lots.

The company's go-to-market is direct-to-consumer via a combination of physical retail, free in-person and virtual wedding consultations, and an online shop running on Square Online, supported by Squarespace-hosted marketing content, an SEO-optimized website, a curated photography gallery featuring regional wedding photographers, email newsletter sign-up, and social media presence. Revenue streams are organized into five lines: retail fresh-cut flowers, custom arrangements, DIY wedding flower packages, group/private floral classes, and gift cards, with all streams operating on a one-time transactional pricing basis and no disclosed subscription or recurring contracts. The business model is labor- and inventory-intensive (fresh perishable inventory sourced directly from flower farms and growers worldwide, in-house floral designers, and warehouse space for DIY weddings), with no proprietary technology platform disclosed beyond third-party commerce and website tooling.

The Flowerman has been recognized by the Columbus Wedding Awards in 2022, 2023, and 2024 as a Best Columbus Wedding Vendor, and the founders' son Jake Smith, together with business partner Jake Rupp, operates a separate but related family business called The Flower Boys in Indianapolis, Indiana, signaling replicability of the model. Pricing is not publicly disclosed; custom and wedding services appear to be quote-based.

Name

The Flower Man

Legal name

The Flowerman

Website

https://flowermanflowers.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

The Flowerman is a family-owned Ohio florist (founded 1991) offering fresh-cut retail flowers, custom arrangements, wedding florals including a pioneering DIY concept, and group floral classes across three Dayton/Columbus/2nd Street Market locations serving Dayton, Columbus, Cincinnati, and Northern Kentucky.

Ownership category

akta.pro rank

Product category

Retail Florist Services

NAICS

Florists (45931)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industries

Wedding Design, Decor & Floral Planning (HSACABAH), Floral & Event Installations (HSACAAAC)

Keywords

• Fresh cut flowers
• Custom floral arrangements
• Wedding floral design
• DIY wedding flowers
• Floral arrangement classes

Headquarters

HQ city

Centerville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fresh Cut Flowers Retail: Sale of fresh-cut flowers sold individually at retail locations for walk-in customers. Flowers sourced from farms and growers worldwide.
2. Custom Floral Arrangements: Expert floral designers create personalized, one-of-a-kind arrangements for various occasions including anniversaries, birthdays, funerals, holidays, and events. Available at Dayton location with special requests accommodated at Columbus location.
3. DIY Wedding Flower Packages: Do-it-yourself wedding flower experience where bridal parties come to the warehouse to create their own arrangements with staff assistance and supervision. Includes centerpieces, boutonnieres, corsages, bridesmaid bouquets, and designer bridal bouquets.
4. Floral Classes and Private Events: Floral classes for groups of 6 or more, including birthday parties, corporate gatherings, team-building events, and private classes. Seasonal classes offered in both Dayton and Columbus locations.
5. Gift Cards: Gift cards sold for flowers and services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Flowerman is a family-owned floral business that sells fresh-cut flowers sourced from farms and growers worldwide, designs custom floral arrangements for all occasions, provides both DIY and full-service wedding florals (a signature concept launched in 2001), and offers group and private floral arrangement classes. The business operates through physical retail locations in Dayton and Columbus, Ohio, and an online shop, with on-site and virtual wedding consultations.

Product overview

The Flowerman operates as a family-owned floral services business offering a multi-channel product portfolio centered around fresh cut flowers and custom arrangements. The core offerings include Retail Fresh Cut Flowers (walk-in purchases from refrigerated coolers), Custom Design Arrangements (designer-created personalized florals), and Wedding Services (the company's signature offering combining DIY and designer bridal options). The business pioneered a DIY wedding concept in 2001, allowing couples and their parties to create their own wedding flowers at the warehouse with staff guidance, complemented by professional designer bridal bouquet services and bulk flower box lots. Additional products include Floral Classes (seasonal group classes in Dayton and Columbus, plus Private Class Requests for events and corporate gatherings), Gift Cards, and wedding consultation services. The company operates locations in Dayton and Columbus, Ohio, with an additional presence at the 2nd Street Market in Dayton. The product portfolio is unified under the Flowerman brand, with the online shop powered by Square Online for e-commerce and class bookings.

Differentiator

Problem solved

Functional benefit

Brands

• The Flowerman Shop: Online ordering platform accessible at the-flowerman-shop.square.site
• The Flower Boys

Products and services

• Retail Fresh Cut Flowers
• Custom Design Arrangements
• Wedding Services
• Floral Classes
• Gift Cards

Quantifiable outcome

• DIY experience described as fun, memorable, and worth every penny by multiple customers in testimonials

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• The Flower BoyscoreOthersFamily business partnership between Jake Smith (son of founders Steve and Jane Smith) and Jake Rupp operating The Flower Boys in Indianapolis, IN. This is an extension of the family flower business tradition.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• UrbanStems: Digital-native floral and plant gifting brand focused on modern design and corporate gifting. Comparable on retail floral e-commerce and gifting occasion overlap, though oriented to a more urban, design-forward consumer.
• Blooms by the Box: Wholesale bulk flower and supplies retailer serving DIY wedding customers. Comparable on the DIY wedding flower customer overlap, competing for the same budget-conscious, hands-on bridal segment.

Direct peers

• The Bouqs Co. Direct-to-consumer floral retailer that disrupted traditional florists with farm-direct sourcing and subscription models. Closely comparable to The Flowerman on its core promise of fresh, sourced-direct flowers, but at national scale via an e-commerce platform.
• BloomNation: Online marketplace that empowers independent local florists (including The Flowerman's category) to sell directly to consumers. Direct peer because it explicitly serves local florists expanding into e-commerce and national delivery.
• Flower Moxie: Online retailer specializing in DIY wedding flower packages shipped directly to couples. Closely comparable to The Flowerman's signature DIY wedding flower concept, representing the most direct digital competitor to that specific offering.

Broad incumbents

• 1-800-Flowers: National floral and gift retailer with both e-commerce and a network of local florist partners. Comparable as a multi-channel floral retailer serving retail and gift occasions, though massively scaled and publicly traded.
• Trader Joe's: Grocery retailer with a notable fresh-cut flower assortment at low price points. Comparable as a competitor for fresh-cut retail flower purchases, though outside the core custom-design and wedding segments.
• FTD (Florists' Transworld Delivery): Established floral wire-service and e-commerce platform that serves as both a competitor and a partner channel for local florists. Peer because it operates in the same retail floral delivery space with overlapping customer occasions.
• Costco: Mass retailer offering bulk fresh-cut flowers and roses at deeply discounted prices. Comparable on the low-cost, walk-in fresh-cut flower purchase occasion, often competing for the same budget-conscious consumer.
• Teleflora: Floral delivery network that connects local florists with national orders. Comparable on the retail floral delivery model and customer base (occasion-driven gifting), with The Flowerman being a typical local member of such networks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/flowermanweddings
• LinkedInlinkedin.com/company/the-flowerman-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Man