Smith & Munson
Smith & Munson is a fifth-generation British cut-flower grower in Lincolnshire that sells hydroponic tulips, lilies, peonies, and exclusive RoseLily varieties year-round through its own Shopify e-commerce subscriptions and a wholesale programme serving UK florists.
- Company typePrivate
- Founded1949
- HeadquartersGedney, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Smith & Munson does
Smith & Munson Ltd is a fifth-generation British cut-flower grower founded in 1949 and headquartered near Spalding in South Lincolnshire, UK. The company operates a single-site production base built around modern glasshouses and, as of 2025, 15 acres of outdoor peonies, cultivating more than 200 flower varieties per year. Its primary crops are hydroponically grown tulips (available December–May), peonies (late May–June), and lilies including exclusive pollen-free RoseLily varieties (June–December); the glasshouse infrastructure enables year-round daily harvesting.
The business runs a dual-channel go-to-market: a direct-to-consumer Shopify storefront offering one-off purchases, flower subscriptions at £30 per delivery (weekly, fortnightly, or monthly, with free UK delivery), and £30–£100 gift vouchers; and a wholesale trade programme for UK florists with trade pricing, VAT invoices, bulk discounts on orders of 1000+ stems, and next-day delivery via DPD and Royal Mail. Underlying production technology includes hydroponic tulip cultivation, biomass heating, solar-powered cold storage, and rainwater collection, with sustainability positioned as a brand pillar. Pricing tiers are publicly disclosed and range from £30 subscriptions and premium lily bundles to £35+ RoseLily stems and physical gift vouchers from £53.
Ownership remains entirely within the Munson family across five generations, with Stephen Munson (30 years running the business) joined by Jo Munson on marketing and operations, and Edward Munson — a Harper Adams Agri-Business graduate with Dutch lily-grower placement experience — representing the fifth generation. The company is privately held with no external investors, no parent entity, no funding history, and no disclosed revenue; it sells exclusively to UK mainland customers with explicit delivery exclusions for Northern Ireland and the Orkney/Shetland postcodes.
Smith & Munson firmographics
Firmographics- Name
- Smith & Munson
- Legal name
- Smith & Munson Ltd
- Website
- https://smithandmunson.com
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smith & Munson is a fifth-generation British cut-flower grower in Lincolnshire that sells hydroponic tulips, lilies, peonies, and exclusive RoseLily varieties year-round through its own Shopify e-commerce subscriptions and a wholesale programme serving UK florists.
- Ownership category
- akta.pro rank
Smith & Munson industry classification
Industry- Product category
- Cut Flower Production and Retail
- NAICS
- Florists (45931)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where Smith & Munson is headquartered
LocationHeadquarters
- HQ city
- Gedney
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Smith & Munson business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Direct Flower Sales: One-time purchases of cut flowers including tulips, lilies, peonies, and Roselilies sold directly to consumers through their e-commerce store. Products include individual bunches, premium varieties, and gift arrangements.
- Flower Subscriptions: Recurring subscription revenue from weekly, fortnightly, or monthly flower deliveries. Subscriptions deliver fresh British-grown flowers directly to customers' homes, with options to pause, skip, or cancel at any time. Flowers arrive each Friday.
- Gift Vouchers: Virtual and physical gift vouchers sold in denominations of £30, £50, and £100, allowing recipients to choose their own fresh flower arrangements.
- Wholesale Trade Sales: Bulk sales to florists and floral retailers across the UK with trade pricing, VAT invoices, and bulk discounts on regular weekly orders of 1000+ stems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Flower Subscription at £30 |
| Subscription | Pay-as-you-go | Lily Subscription from £30 |
| Unit Pricing | Pay-as-you-go | Premium Roselilies from £35 |
| Unit Pricing | Pay-as-you-go | Premium Lilies from £30 |
| One time/ perpetual license | Pay-as-you-go | Virtual Gift Vouchers £30-£100 |
| One time/ perpetual license | Pay-as-you-go | Physical Gift Voucher from £53 |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Smith & Munson product offering
Product offeringCore offering
Smith & Munson is a fifth-generation British flower farm that grows and sells cut flowers — primarily tulips, lilies, peonies, and RoseLilies — directly to UK consumers via its online shop and subscriptions, and in bulk to florists via a wholesale trade program. Operations center on modern glasshouses plus 15 acres of peonies, producing over 200 varieties year-round for home delivery and trade supply.
Product overview
Smith & Munson is a British flower grower operating as a unified direct-to-consumer e-commerce platform combined with a wholesale trade program. The company sells flowers year-round through subscription services (Flower Subscription, White Flower Subscription, Lily Subscription) and individual product purchases. Tulips are available December through May, peonies late May to June, and lilies June through December. The product portfolio includes premium Oriental lilies, pollen-free RoseLily varieties, and hydroponically-grown tulips in over 200 varieties. The wholesale division serves florists across the UK with trade pricing, VAT invoices, and bulk discounts on orders of 1000+ stems. Gift vouchers (virtual and physical) are offered as add-on products.
Differentiator
Problem solved
Functional benefit
Products and services
- Smith & Munson Flower Subscription
Quantifiable outcome
- Year-round flower production capability
- +1 more outcomes
Companies that use Smith & Munson
Customer profileSegments2 records
Ideal customer profiles2 records
Smith & Munson technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature4 records
Smith & Munson partnerships and signals
Strategic signalScale indicators6 records
Recent moves9 records
Expansion highlights5 records
Smith & Munson competitors and assessment
Company assessmentBroad incumbents
- Bloom & Wild: Larger UK online flower delivery company specialising in letterbox flowers, serving consumers across the UK. Comparable on DTC cut flower distribution, subscription gifting, and British consumer target, though it is primarily a delivery brand rather than a grower.
- Interflora: UK's largest flower delivery network of local florists handling same-day and next-day delivery nationwide. Comparable as a major UK cut flower demand channel serving florists and consumers, though it operates as a relay/aggregation platform rather than a grower.
Emerging players
- Arena Flowers: UK online florist offering DTC and subscription services with a focus on British-grown flowers sourced from UK farms. Comparable e-commerce flower retail model and British-provenance positioning, though primarily a retailer rather than a vertically integrated grower.
Regional players
- Floret Flowers: US-based family flower farm in Washington's Skagit Valley offering DTC and subscription flower deliveries plus wholesale to florists. Closely comparable small-scale specialty cut flower farm-to-doorstep model and variety trialling approach, though operating in a different geography.
Direct peers
- Freddie's Flowers: UK flower subscription service delivering fresh flowers weekly to consumers' homes. Closely comparable subscription business model, target customer (UK consumers wanting fresh flowers at home), and gifting positioning, though they aggregate from multiple growers rather than growing in-house.
- The Real Flower Company: UK-based rose and scented garden cut flower grower operating from Hampshire, selling direct-to-consumer and wholesale to florists. The closest direct comparable as a British cut flower grower with a hybrid DTC and trade distribution model and similar premium positioning.
Others
- New Covent Garden Market: UK's largest wholesale flower market supplying florists, event planners, and trade buyers in London and beyond. Comparable as a key UK wholesale flower channel and pricing reference point, though it operates as a marketplace rather than a grower.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smith & Munson social profiles
Digital presenceSmith & Munson compliance and trust
Trust signalCompliance1 record
Smith & Munson financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smith & Munson leadership team
Management profileNumber of profiles
Profiles3 records
Smith & Munson funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smith & Munson M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smith & Munson
What does Smith & Munson do?
Smith & Munson is a fifth-generation British flower farm that grows and sells cut flowers — primarily tulips, lilies, peonies, and RoseLilies — directly to UK consumers via its online shop and subscriptions, and in bulk to florists via a wholesale trade program. Operations center on modern glasshouses plus 15 acres of peonies, producing over 200 varieties year-round for home delivery and trade supply.
Is Smith & Munson a public or private company?
Smith & Munson is a private company. It is classified as family owned and is currently operating.
When was Smith & Munson founded?
Smith & Munson was founded in 1949. It employs 11 to 50 people.
Where is Smith & Munson based?
Smith & Munson is headquartered in Gedney, United Kingdom, in the Europe region.
How does Smith & Munson make money?
Four revenue lines are on record. Direct Flower Sales are the primary driver. The others are flower Subscriptions, gift Vouchers and wholesale Trade Sales.
Who are Smith & Munson's main competitors?
Broad incumbents on record are Bloom & Wild and Interflora. Arena Flowers is listed as an emerging player. Floret Flowers is listed as a regional player. Direct peers are Freddie's Flowers and The Real Flower Company. New Covent Garden Market is listed as an others.
Does Smith & Munson have an API?
No public API is recorded for Smith & Munson.
What industry is Smith & Munson in?
Smith & Munson's product category is Cut Flower Production and Retail. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 45931.