Mileedi

What Mileedi does

AS Mileedi, operating under the Mileedi brand, is an Estonian flower delivery and retail company founded in 2002. The company runs a nationwide direct-to-consumer flower delivery service through its e-commerce platform (mileedi.ee) supported by eight or more physical retail storefronts across Estonia, including locations in Tallinn (Interjõõrikeskus, Kaubamaja, Kvartal, Balti Jaama Turg), Tartu (Lõunakeskus), and regional shopping centers (Põhjakeskus, Astri Keskus, Fama Keskus). Orders are fulfilled by a dedicated in-house courier fleet offering same-day delivery with multiple time slot options (9-12, 12-15, 15-18, or all-day) across the country, complemented by phone ordering via a toll-free line (800-LILL) and a standard local number (+372 730 9875).

The product portfolio centers on more than 180 distinct flower bouquet varieties (Lillekimbud), supplemented by flower boxes (Lillekarbid), cut flowers (Lõikelilled), indoor plants (Plantaarium), funeral and sympathy arrangements with over 30 variants (Matuselilled), wedding floral designs with four bridal bouquet styles (Pulmad), and gift sets (Kinkekomplektid) pairing flowers with premium add-ons such as Moët & Chandon, Veuve Clicquot, Hennessy cognac, Ferrero Rocher chocolates, and fruit baskets. Auxiliary service lines include rental products (Renditooted), floristry workshops (Töötoad), event space rental (Ruumirent), and commercial plant decoration services (Elus- ja kunsthaljastus).

The business operates a hybrid B2C/B2B model. The B2C segment dominates, addressing individual gifting occasions (birthdays, anniversaries, romantic gestures, congratulations), weddings, and funerals through both online and walk-in channels. B2B demand is served via FloraConnect (mileedi.floraconnect.com), a wholesale platform for bulk flower sales. Pricing follows a pay-as-you-go per-unit model with separate delivery fees, and the company accepts Visa, MasterCard, American Express, PayPal, Estonian bank links (Swedbank, SEB, LHV, Coop Pank, Luminor), and invoicing for corporate customers. Mileedi is privately held with no disclosed institutional investors, no funding history, no M&A activity, and an 11-50 employee headcount; it is GDPR-compliant and operates without a mobile app.

Name

Mileedi

Legal name

AS Mileedi

Website

https://mileedi.ee

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Mileedi is an Estonian flower delivery and retail company operating 8+ retail locations and a nationwide same-day courier service, serving consumers, weddings, funerals, and businesses with 180+ bouquet varieties, gift sets, and wholesale and event services.

Ownership category

akta.pro rank

Product category

Floral Retail and Delivery Services

NAICS

Florists (45931), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industry

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Flower delivery services
• Retail florist shops
• Wedding floral arrangements
• Funeral flower wreaths
• Indoor plant decoration

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flower Bouquet Sales: One-time sale of flower bouquets ranging from modest arrangements to luxury designs including 99 and 151 rose bouquets. Prices vary by bouquet complexity and flower count.
2. Gift Add-ons: Supplementary products including chocolates (Geisha, Ferrero Rocher, Raffaello), champagne (Moët & Chandon, Veuve Clicquot, Freixenet), spirits (Hennessy V.S, Hennessy V.S.O.P), and fruit baskets
3. Gift Sets/Komplektid: Pre-configured gift combinations pairing flowers with champagne, spirits, or non-alcoholic options at various price points
4. Wedding Floral Services: Bridal bouquet arrangements for weddings
5. Funeral/Memorial Flowers: Funeral wreaths, arrangements, and memorial pieces
6. Wholesale B2B: Wholesale flower sales to businesses via FloraConnect.com platform
7. Rental Services: Rent products mentioned as separate service category
8. Room Rental: Room rental services for events
9. Workshops: Floral arrangement workshops

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

AS Mileedi operates a multi-channel flower retail and delivery business across Estonia, selling fresh-cut flower bouquets (over 180 varieties), flower boxes, indoor plants, funeral and wedding arrangements, and gift sets paired with champagne, cognac, or chocolates. The company fulfills orders through eight-plus physical retail locations and a dedicated courier network offering scheduled same-day delivery time slots throughout Estonia, and also supplies businesses via a wholesale platform.

Product overview

Mileedi is an Estonian flower delivery company operating as a multi-channel retail business combining e-commerce (https://mileedi.ee) with physical retail flower shops across Estonia. The core product is the lillekimbud (flower bouquet) category with over 150 distinct bouquet varieties, supplemented by lillekarbid (flower boxes), lõikelilled (cut flowers), plantaarium (indoor plants), and matuselilled (funeral flowers). Additional offerings include kinkekomplektid (gift sets combining flowers with luxury items like champagne and cognac), pulmad (wedding flowers with bridal bouquets), and operational services like renditooted (vase rentals), töötoad (floral workshops), ruumirent (space rental), and elus- ja kunsthaljastus (plant decoration services). The company also operates a wholesale channel through FloraConnect and maintains multiple physical pickup locations throughout Estonia.

Differentiator

Problem solved

Functional benefit

Brands

• FloraConnect: Wholesale platform for bulk flower purchasing

Products and services

• Lillekimbud (Flower Bouquets) Fresh cut flower bouquets available for same-day delivery across Estonia, featuring over 180 distinct varieties ranging from modest arrangements to luxury designs including 99 and 151 rose bouquets. Targeted at individual consumers, wedding parties, and corporate gifting.
• Lillekarbid (Flower Boxes) Flower arrangements presented in decorative boxes, offering an alternative presentation to traditional wrapped bouquets for gifting occasions.
• Lõikelilled (Cut Flowers) Individual and bulk cut flower offerings for customers who wish to create their own floral arrangements.
• Plantaarium (Indoor Plants) Potted indoor plants and greenery offered for home and office decoration.
• Matuselilled (Funeral Flowers) Funeral and mourning floral arrangements including wreaths, garlands, and sympathy bouquets offered for delivery to funeral homes, cemeteries, or residences, with over 30 varieties.
• Kinkekomplektid (Gift Sets) Pre-configured gift combinations pairing flower bouquets with luxury items such as Moët & Chandon, Veuve Clicquot, Freixenet champagne, Hennessy cognac, and fruit baskets.
• Pulmad (Wedding Flowers) Wedding-specific floral arrangements including bridal bouquets offered in four styles (Timeless, Romantic, Passionate, Armastuse pruudikimp), requiring 7-day pre-order.
• Vali juurde (Add-on Gifts) Supplementary gift items that can be added to flower orders, including Geisha/Ferrero Rocher/Raffaello chocolates, champagne, wine, and Hennessy V.S and V.S.O.P cognac.
• Renditooted (Rental Products) Rental of vases and decorative containers for flower arrangements on a recurring/short-term basis.
• Töötoad (Floral Workshops) Floristry workshops for individuals and groups interested in learning flower arrangement techniques.
• Ruumirent (Space Rental) Rental of physical spaces for events or business purposes.
• Elus- ja kunsthaljastus (Live and Artificial Plant Decoration) Interior and exterior plant decoration services using living and artificial plants for homes and businesses.
• Hulgimüük (Wholesale via FloraConnect) Wholesale flower sales to business customers through the FloraConnect.com platform for bulk purchasing.

Quantifiable outcome

• Daily delivery across Estonia
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor.

• VisaminorOthersPayment processing partner enabling credit card transactions for online purchases
• MasterCardminorOthersPayment processing partner enabling credit card transactions for online purchases
• American ExpressminorOthersPayment processing partner enabling credit card transactions for online purchases
• PayPalminorOthersPayment processing partner enabling PayPal transactions for online purchases
• SwedbankminorOthersBank link payment processing partner for Estonian customers
• SEBminorOthersBank link payment processing partner for Estonian customers
• LHVminorOthersBank link payment processing partner for Estonian customers
• Coop PankminorOthersBank link payment processing partner for Estonian customers
• LuminorminorOthersBank link payment processing partner for Estonian customers

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ProFlowers: Online flower and gifting retailer offering bouquets, plants, and add-on gifts with scheduled delivery. Comparable product mix and DTC e-commerce model, though operating primarily in the US market.
• Euroflorist: European online flower delivery specialist with presence across multiple EU markets. Closely comparable in business model: e-commerce flower ordering, time-slot delivery, and add-on gift products — directly competitive to Mileedi's DTC model.
• Interflora: Global flower delivery network operating through local florists, with active Estonian coverage. Directly comparable as a multi-channel flower gifting and delivery service serving the same occasion-based use cases as Mileedi.

Emerging players

• BloomsyBox: Subscription-based online flower delivery company sourcing directly from growers. Comparable in DTC online flower delivery, but with a subscription-first model and US market focus unlike Mileedi's occasion-driven Estonian base.
• BloomNation: Online marketplace connecting consumers with local independent florists. Comparable as an e-commerce flower gifting platform, but structurally a marketplace rather than an owned-inventory operator like Mileedi.
• The Bouqs Co. Online-first flower delivery company with farm-to-consumer sourcing and subscription options. Comparable in being a digitally native flower delivery brand, though with a farm-direct model Mileedi does not operate.

Broad incumbents

• Teleflora: Florist network operator that aggregates local flower shops for delivery across the US and internationally. Comparable as a flower-network operator, but operating at much larger scale than Mileedi's owned-and-operated model.
• 1-800-Flowers.com: Large North American multi-brand gifting platform (flowers, plants, gifts). Comparable in operating a bouquet catalog with same-day delivery and add-on gifts, though at much larger scale and with a broader gifting portfolio than Mileedi.
• FTD (Florists' Transworld Delivery): Long-standing flower delivery network and e-commerce brand. Comparable in bouquet delivery and wedding/funeral occasion coverage, though serving the North American market at much greater scale.

Regional players

• Aquarelle: French-origin premium online florist delivering across Europe. Comparable as a digitally-led premium flower delivery operator with curated bouquets, but regionally focused on France and Western Europe rather than Estonia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

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 Mileedi