Nanz & Kraft Florists, Inc.

What Nanz & Kraft Florists, Inc. does

Nanz & Kraft Florists, Inc. is a privately held, family-owned floral business founded in 1850 and based in Louisville, Kentucky. The company designs and delivers fresh flower arrangements, potted plants, and gift items for personal, corporate, and institutional occasions, with a particular concentration in same-day local delivery, sympathy and funeral arrangements, weddings and events, and corporate gifting programs. Its operations span the Louisville Metropolitan Area and parts of Southern Indiana, covering more than 40 ZIP codes with hand-delivery to residences, 30-plus hospitals, 55-plus nursing homes and retirement centers, and multiple funeral homes. Nationwide reach is achieved through a preferred florist affiliate network carrying the Nanz & Kraft guarantee.

The business operates three primary revenue streams: one-time retail purchases of arrangements, plants, and gifts (priced in Standard, Deluxe, and Premium tiers from roughly $20 up to $550 for premium funeral pieces); recurring floral subscriptions and corporate business programs; and ancillary services including wedding/event design, gift cards, and delivery fees. The technology stack is conventional — the e-commerce site runs on FlowerManager by GravityFree, a florist-specific platform, with no proprietary technology assets identified. Marketing is executed through the company's own website, an extensive occasion-guide and flower-care content library supporting local SEO, email programs, an active presence across seven social platforms, and an affiliate program.

The company is managed by Eddie Kraft and David Kraft and is family-controlled with no institutional investors, parent company, subsidiaries, or M&A activity disclosed in the available data. During the 2020 COVID-19 disruption it contracted its physical footprint from three Louisville locations to one operating store (St. Matthews on Breckenridge Lane), with the Dixie Highway and Brownsboro locations closed but delivery service preserved. Its current go-to-market is direct-to-consumer across owned digital, phone, in-store, and local delivery channels.

Name

Nanz & Kraft Florists, Inc.

Legal name

Nanz & Kraft Florists, Inc.

Website

https://nanzandkraft.com

Company type

Private

Founded year

1850

Operating status

Operating

Short description

Nanz & Kraft Florists is a family-owned Louisville, Kentucky florist operating since 1850, designing and delivering fresh arrangements, plants, and gifts with same-day service to residences, hospitals, nursing homes, and funeral homes across the Louisville Metro and Southern Indiana.

Ownership category

akta.pro rank

Product category

Retail Floristry

NAICS

Florists (45931)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industries

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN), Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ), Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Retail floristry services
• Flower arrangement delivery
• Sympathy and funeral flowers
• Wedding and event florals
• Potted plants and gifts

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Flower & Gift Sales: One-time purchase of floral arrangements, plants, and gift items including flowers, balloons, stuffed animals, wine, and gourmet gift baskets. Products are priced individually with Standard, Deluxe, and Premium size options available for most arrangements.
2. Same-Day and Scheduled Delivery: Delivery fees apply for same-day and scheduled flower delivery within their service area, including to residences, hospitals, nursing homes, funeral homes, and businesses throughout Louisville and surrounding areas.
3. Floral Subscriptions: Recurring subscription service for regular floral deliveries on a scheduled basis, providing customers with ongoing deliveries of fresh flowers.
4. Wedding & Event Services: Custom floral design services for weddings and events, including consultation and custom arrangements.
5. Gift Cards: Digital and physical gift cards for future purchases, providing customers with a convenient gifting option.
6. Business Services: Corporate floral programs for business customers including unique gifts for customers and team members.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Nanz & Kraft Florists designs and delivers fresh flower arrangements, potted plants, sympathy and funeral florals, gift baskets, and gourmet gifts for personal, corporate, and event occasions. The company operates retail storefronts, an e-commerce website, and a same-day delivery service covering the Louisville Metropolitan Area and parts of Southern Indiana, with a preferred florist affiliate network enabling nationwide delivery.

Product overview

Nanz & Kraft Florists operates as a traditional brick-and-mortar florist with an e-commerce platform, offering fresh cut flower arrangements and potted plants as core products. The product portfolio includes handcrafted bouquets in three size tiers (Standard, Deluxe, Premium), potted plants including orchids and tropical varieties, sympathy and funeral floral arrangements (casket sprays, wreaths, easels), gift baskets with gourmet items and wine/spirits, and specialty items like the Birthday Floral Cake. Services include weddings and events floral design, business/corporate services, plantscaping, greenhouse operations, farm-fresh flower sourcing, and same-day delivery throughout the Louisville Metro area. The company operates subscription programs for recurring deliveries, a Petal Rewards loyalty program, gift cards, and charitable giving initiatives. The online ordering system enables delivery to hospitals, nursing homes, funeral homes, and residences across 40+ ZIP codes.

Differentiator

Problem solved

Functional benefit

Brands

• Petal Rewards: A loyalty/rewards program where customers earn points for every dollar spent and can redeem them for cash savings on future orders.
• Lucky Stems

Products and services

• Fresh Flower Arrangements Handcrafted bouquets and floral arrangements featuring seasonal blooms including roses, lilies, orchids, hydrangeas, carnations, Gerber daisies, and accent foliage, offered in Standard, Deluxe, and Premium size tiers. Designed for personal gifting, celebrations, sympathy, and event use.
• Potted Plants Living plants including green plants, Phalaenopsis orchids, flowering plants, tropical plants, and Calla lilies in various container styles, sold for home, office, gift, and sympathy purposes.
• Sympathy & Funeral Florals Funeral and sympathy arrangements including casket sprays, standing wreaths, easel displays, cremation wreaths, funeral baskets, cemetery flowers, and memorial keepsakes, with direct delivery coordination to area funeral homes.
• Weddings & Events Floral Design Custom floral design services for weddings, events, and corporate functions, including tablescapes, centerpieces, ceremony arrangements, and bridal party bouquets based on consultation.
• Business / Corporate Floral Services Corporate floral programs including unique gifts for customers and team members, recurring gifting, employee recognition, client appreciation, and office plantscaping for local businesses.
• Floral Subscriptions Recurring floral arrangement delivery programs allowing customers to schedule regular flower deliveries on an ongoing basis for home, office, or gifting.
• Same-Day Local Delivery Same-day hand-delivery of flowers and gifts across the Louisville Metropolitan Area and parts of Southern Indiana, including to residences, hospitals, nursing homes, funeral homes, and businesses across 40+ ZIP codes.
• Plantscaping Services Interior plantscaping services for offices and commercial spaces, providing long-lasting plants for a fresh, modern look.
• Farm Fresh Flowers Program Sourcing program for responsibly grown flowers through greenhouse and farm partnerships, used to supply Nanz & Kraft's own arrangements.
• Gift Baskets & Gourmet Items Fruit and gourmet gift boxes, spa gifts, candles, wine and spirits (including LaMarca Prosecco), collegiate-themed gifts, stuffed animals, and balloons offered as add-on or standalone gifts to accompany flower orders.
• Gift Cards Digital and physical gift cards available for purchase and redemption on Nanz & Kraft products and services.
• Petal Rewards Loyalty Program Customer loyalty program offering 1 reward point per dollar spent plus a 50-point sign-up bonus, with points redeemable for cash savings on future in-store or phone orders.

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• ProFlowers: ProFlowers is an online flower retailer offering direct-delivery fresh flowers for gifting occasions. It competes with Nanz & Kraft's e-commerce channel on national breadth and digital UX.
• UrbanStems: UrbanStems is a digitally-native flower and plant delivery brand focused on premium direct-to-consumer gifting. It competes with Nanz & Kraft for the same online flower and plant customer, though it currently focuses on East Coast metros.
• BloomNation: BloomNation is an online marketplace that connects local florists directly to consumers, similar to how Nanz & Kraft operates its e-commerce site. It competes for online flower orders while providing a platform alternative to traditional affiliate networks.
• The Bouqs Company: The Bouqs is a farm-to-doorstep online flower delivery company that directly competes with Nanz & Kraft's farm-fresh flowers positioning. It targets the same digitally-native gifting consumer with a similar sourcing narrative.

Direct peers

• 1-800-Flowers.com: 1-800-Flowers is the largest national online flower and gift retailer, operating the same e-commerce marketplace model as Nanz & Kraft's website but at massive national scale. It competes directly for online orders across all occasions.
• Teleflora: Teleflora operates a national florist network model similar to Nanz & Kraft's preferred florist affiliate program, connecting local florists for nationwide delivery. It is a direct peer in delivery network structure and target occasion (gifting, sympathy, romance).
• FTD (Florists' Transworld Delivery): FTD is one of the original national flower delivery networks with the same affiliate-florist fulfillment model as Nanz & Kraft. It directly competes for the same sympathy, romance, and gifting occasions across the U.S.

Others

• Edible Arrangements: Edible Arrangements is a national franchise-based gifting retailer focused on fruit arrangements. While not a flower florist, it competes for the same occasion-based gifting occasions (birthdays, sympathy, corporate gifts) where Nanz & Kraft also sells.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/nanzandkraft
• YouTubeyoutube.com/user/nanzkraft
• Facebookfacebook.com/pages/NanzandKraft/122553112021
• Instagraminstagram.com/nanzandkraft
• TikToktiktok.com/@nanzandkraft
• Pinterestpinterest.com/nanzkraft

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 Nanz & Kraft Florists, Inc.