Nurmiko Hulgi

What Nurmiko Hulgi does

Nurmiko Hulgi OÜ is a privately held Estonian B2B wholesale distributor of cut flowers, potted plants, floristry supplies, ceramics, glassware, soils, and fertilizers, headquartered and operating from a single warehouse at Sarruse 14, Tallinn. The company was founded in 1999 (with wholesale operations commencing in 2003) and employs between 11 and 50 people. It serves exclusively contracted flower shops and florists across Estonia, with no retail customer service or florist services provided at the wholesale warehouse.

The company's core product is fresh cut flowers sourced internationally from the Netherlands (primary supply through partners Van Vliet and Waterdrinker), Germany, Denmark, Kenya, Colombia, and Ecuador, supplemented by domestic supply of seasonal flowers, plants, and seedlings from partner Nurmiko AS. The product range extends to potted plants, ceramics, glass products, floristry tools and packaging, clay and garden ceramics, and planting soils/fertilizers. Customers place orders through the proprietary Nurmiko Hulgi E-pood B2B platform as well as integrated partner e-ordering systems.

The business model is straightforward wholesale distribution: contracted resellers negotiate pricing through regional sales representatives covering seven Estonian regions, place orders via e-ordering platforms, and collect goods from the Tallinn warehouse during specified business hours. Revenue is generated through one-time sales transactions on perishable inventory, with no subscription, licensing, or recurring revenue components. The company maintains a minimal marketing footprint limited to Facebook and Instagram, indicating a relationship-driven sales motion rather than demand-generation activity.

Name

Nurmiko Hulgi

Legal name

NURMIKO HULGI OÜ

Website

https://nurmikohulgi.ee

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Nurmiko Hulgi OÜ is an Estonian B2B wholesale distributor of imported cut flowers, potted plants, and floristry supplies, serving exclusively contracted flower shops and florists across Estonia from a single warehouse in Tallinn.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale flower and floristry product sales: Revenue generated through wholesale distribution of cut flowers, potted plants, floristry supplies, ceramics, soils and fertilizers, glass products, and other pot accessories to contracted flower shops and florists. The company sources flowers internationally (Netherlands, Germany, Denmark, Kenya, Colombia, Ecuador) and domestically, then distributes to Estonian retailers.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

Nurmiko Hulgi is a B2B wholesale distributor of imported cut flowers, potted plants, floristry supplies, ceramics, glassware, soils, and fertilizers. The company sources flowers internationally from the Netherlands, Germany, Denmark, Kenya, Colombia, and Ecuador, and distributes exclusively to contracted flower shops and florists across Estonia through its Tallinn warehouse and dedicated B2B e-ordering platforms.

Product overview

Nurmiko Hulgi is a B2B flower wholesale company operating since 2003, serving as a trusted partner for florists and flower shops in Estonia. The company offers its products through the Nurmiko Hulgi E-pood B2B e-commerce platform. Their product portfolio centers on fresh cut flowers (Lõikelilled) sourced internationally through Dutch partners from Holland, Germany, Denmark, Kenya, Colombia, and Ecuador, supplemented by potted plants (Potililled), floristry supplies including ceramics, glass products, ribbons and packaging materials, garden ceramics, and planting soils/fertilizers. The e-shop platform enables registered wholesale clients and contracted florists to place orders, connecting to supplier e-commerce systems such as Van Vliet and Waterdrinker for extended product sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• Lõikelilled (Cut Flowers) Wholesale fresh cut flowers sourced internationally from the Netherlands (primary), Germany, Denmark, Kenya, Colombia, and Ecuador, distributed to contracted Estonian flower shops and florists.
• Potililled (Potted Plants) Potted flowering plants available for wholesale distribution to florists, including seasonal varieties sourced from domestic partner Nurmiko AS.
• Keraamika (Ceramics) Wholesale ceramic pots and containers used by florists and flower shops for plant display and floral arrangements.
• Klaastooted (Glass Products) Wholesale glass containers and vessels used for floral arrangements and plant display.
• Floristikatarbed (Floristry Supplies) Wholesale floristry tools and accessories, including ribbons, packaging materials, and decorative items for professional florists. Sub-categories include Floristika/Deko and Paelad/Pakkematerjalid.
• Savi ja õuekeraamika (Clay and Garden Ceramics) Wholesale clay and outdoor ceramic products for garden and landscaping applications, available to contracted florist resellers.
• Mullad ja väetised (Soils and Fertilizers) Wholesale planting soils and fertilizers for professional horticulture, distributed to contracted florist clients.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Dutch partners (VAN VLIET, WATERDRINKER)coreChannel Partner/ Reseller/ DistributorPrimary supply partners from the Netherlands providing cut flowers and floristry products. VAN VLIET and WATERDRINKER are Dutch wholesale platforms through which Nurmiko Hulgi sources a significant portion of its flower inventory. The company states that the main part of its assortment comes through Dutch cooperation partners.
• Growers in Ecuador and ColombiaminorStrategic or Co-development PartnerFlower growers in Ecuador and Colombia provide additional sourcing for Nurmiko Hulgi's wholesale operations. These are direct grower relationships complementing the Dutch supply chain.
• Nurmiko AScoreStrategic or Co-development PartnerDomestic cooperation partner Nurmiko AS supplies seasonal flowers, plants, and seedlings to Nurmiko Hulgi. This is a key domestic partnership ensuring local seasonal product availability alongside international sourcing.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Syngenta Flowers: Global ornamental seed and cutting breeder supplying floriculture producers worldwide. Adjacent comparable as an input supplier into the floriculture value chain that ultimately serves florists through wholesale distributors.
• Royal FloraHolland: World's largest floral auction and wholesale marketplace based in Aalsmeer, Netherlands. Comparable as the dominant upstream intermediary connecting growers to florists and resellers, though it operates a global auction model rather than a single-country wholesale warehouse like Nurmiko Hulgi.
• Dümmen Orange: Global breeder and producer of cut flowers, potted plants, and bedding plants headquartered in the Netherlands. Adjacent rather than directly competing: a large upstream breeder-supplier whose genetics flow through wholesalers like Nurmiko Hulgi to florists.

Direct peers

• Decorum Plants & Flowers: Dutch premium umbrella brand uniting select cut flower and plant growers who distribute under a shared quality label to florists across Europe. Comparable as a florist-facing wholesale brand sourcing premium floriculture products internationally.
• Mayesh Wholesale Florist: US B2B cut flower and hard-goods wholesaler serving florists and event designers through regional branches and e-commerce. Direct comparison to Nurmiko Hulgi in single-country B2B floral distribution to contracted florists, with broader geographic footprint.
• Florabundance: California-based wholesale cut flower and greenery distributor serving wedding florists and event designers across the US. Directly comparable B2B flower wholesale model with an online ordering platform for registered resellers.
• Hilverda de Boer: Dutch import-wholesale distributor of fresh cut flowers and plants serving florists across Europe. Comparable as an international-sourcing flower wholesaler with a similar product mix to Nurmiko Hulgi, though serving multiple European countries.
• DV Flora: Online B2B floral distributor offering fresh cut flowers, plants, and floral supplies to professional florists and event planners. Directly comparable as a digital-first wholesale platform serving the florist trade.
• Van der Plas Wholesale: Dutch wholesale nursery and floristry supplies distributor serving florists and garden centers across Europe. Directly comparable to Nurmiko Hulgi as a one-stop wholesale supplier of plants, floristry materials, and related hard goods to the florist trade.
• Oser International: US importer and wholesale distributor of fresh cut flowers and floral hard goods sourced internationally and sold to florists and event professionals. Highly comparable business model to Nurmiko Hulgi in international sourcing plus domestic B2B wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nurmikohulgi
• Instagraminstagram.com/nurmikohulgi

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Nurmiko Hulgi