What Petal&post Pty Ltd does

Petal&Post Pty Ltd is a South African online florist and gifting studio founded in 2016, headquartered in Cape Town with retail studios in Johannesburg and Durban. The company operates a direct-to-consumer e-commerce platform (petalandpost.co.za) selling seasonal posies (R399-R1,299), premium rose boxes and bunches sourced from Kenyan highlands (R699-R2,699), a portfolio of 15+ curated gift sets (R749-R1,599) assembled from small South African artisan businesses, and recurring flower subscriptions (R359-R999 with 6-34% savings vs one-time pricing). Same-day delivery is offered in nine metropolitan areas with a 3pm order cutoff, fulfilled by an in-house delivery team (university students and freelancers) using automated route-optimisation software.

The business model combines one-time product sales, recurring subscriptions, and a B2B corporate gifting service. Corporate clients include named accounts such as Sanlam, Classic Escapes, Signatura, Coco Corporate, Republic PR, ThinkStory, Mason Africa Group, and Jet Events & Promotions, served through a dedicated sales function and bespoke hamper/invoicing capabilities. Customer segments are hybrid: individual consumers purchasing for occasions (birthdays, anniversaries, sympathy, romance, new baby), corporate buyers purchasing for client/employee gifting, and recurring subscribers. The company maintains 11-50 employees, holds a 4.8-star Google rating across 2,000+ reviews, and operates as a privately held, founder-led, bootstrapped business with no disclosed external funding, M&A, or IPO activity.

Underlying technology is light: a transactional e-commerce storefront, an automated route-optimisation layer for daily delivery planning, and farm-direct sourcing from local South African farmers and Kenyan rose farms via daily 4am deliveries. Petal&Post differentiates on curated content (artisan gift sets), farm-direct freshness, branded in-house delivery, and a strong SEO footprint across geo- and occasion-specific landing pages. The business is geographically limited to South Africa, with no app, no public API, no documented AI/ML pipeline, and no proprietary patents or certifications.

Name

Petal&post Pty Ltd

Legal name

Petal and Post Pty Ltd

Website

https://www.petalandpost.co.za

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

South African online florist and gifting studio (founded 2016) selling seasonal posies, premium roses, curated artisan gift sets, and recurring subscriptions, with same-day delivery across Cape Town, Johannesburg, Durban, and seven other metros, serving both B2C consumers and B2B corporate clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. One-Time Product Sales: Individual purchase of posies, rose boxes, rose bouquets, gift sets, and add-on products. One-time transaction model with immediate delivery. Prices range from R399 for single posy to R2699 for 100-rose bunch.
2. Flower Subscriptions: Recurring posy subscriptions with weekly, fortnightly, or monthly delivery options. Customers choose 3, 6, or 12 deliveries or open-ended subscriptions. Automatic billing just before each delivery. Discounts of 6-34% compared to one-time pricing.
3. Corporate Gifting: B2B corporate gifting including business gift boxes, client appreciation gifts, custom corporate hampers, and office flower subscriptions. Invoiced via once-off or monthly invoices. Supports bulk orders with flexible payment options.
4. Gift Box Add-Ons and Extras: Supplementary products including posy food, gift boxes, gift bags, candles, teas, chocolates, and homeware items sold alongside primary flower and gift products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Petal&Post is an online florist and curated gift studio selling fresh seasonal flower bunches (Posies, Rose Boxes, Rose Bunches), themed gift boxes sourced from local South African artisans, and add-on products (posy food, gift boxes, gift bags). Orders are fulfilled through an in-house delivery team offering same-day delivery (order by 3pm) across major South African metros, with a recurring Posy Subscription service and a dedicated Corporate Gifting programme for B2B clients.

Product overview

Petal&Post is an online flower and gift delivery platform operating as a single unified e-commerce service with multiple product lines that work together. The core offering consists of seasonal Posies (weekly rotating flower bunches available in Single, Double, and Luxe sizes) and premium roses (The Rose Box and The Rose Bunch), which are sold as standalone products or bundled with curated gift sets. The Posy Subscription provides recurring weekly, fortnightly, or monthly deliveries of seasonal blooms. A marketplace of curated add-on gift sets (Confetti, Bloke Box, Dear Lover, Decadence, Flavour Fest, Gourmet Foodie, Little Love Baby, Luxe, Salt & Smoke, Serene, Slow Sundays, Solace, Sunshine, Sweet Romance) complements the flower range by bundling locally-sourced South African artisan products. Ancillary products include posy food, gift boxes, and gift bags. The company also offers a dedicated Corporate Gifting service for B2B clients. Same-day delivery is available in Cape Town, Johannesburg, Durban, Pretoria, Stellenbosch, and Ballito with an in-house delivery team.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Order by 3pm guarantees same-day delivery in major metros
• +3 more outcomes

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

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• NetFlorist: South Africa's largest online florist and gift retailer offering same-day flower delivery nationwide. Directly comparable DTC e-commerce model, broad product range (flowers, hampers, gifts), and national delivery footprint competing head-to-head with Petal&Post in the same metros.
• Interflora South Africa: Established South African florist network providing same-day flower delivery through local member florists. Comparable core product (flowers and gifts) and occasion-based use cases; represents the legacy incumbent against which Petal&Post's modern DTC and artisan positioning competes.
• A Local Florist: South African online florist offering same-day and next-day flower delivery across major metros. Comparable DTC ordering experience, similar product mix (fresh flowers, roses, gift sets), and overlapping delivery geographies in Cape Town, Johannesburg, and Durban.
• Bloem (SA Florists): South African florist and gifting retailer with online ordering and same-day delivery. Comparable core offering of fresh flowers and curated gifts targeted at personal and corporate occasions in the same regional market.

Broad incumbents

• The Bouqs Co. US-based online florist built on farm-direct sourcing and modern e-commerce. Highly comparable supply chain philosophy (cutting out wholesalers, farm-direct flowers) and DTC subscription model; demonstrates the scale archetype Petal&Post could pursue.
• 1-800-Flowers: Large US-listed online florist and gift retailer with broad assortment (flowers, plants, gift baskets, gourmet food) and multi-brand portfolio. Comparable online flower and gifting business model at much larger scale; useful comparable for unit economics and corporate gifting benchmarking.
• Farmgirl Flowers: US-based premium online florist emphasising farm-sourced seasonal flowers and signature burlap-wrapped bouquets. Closely comparable premium positioning, farm-direct sourcing narrative, and curated non-floral add-ons — the aesthetic and brand archetype Petal&Post mirrors in South Africa.
• Floom: UK-based online florist marketplace connecting customers with independent local florists for same-day delivery. Comparable curated marketplace positioning and emphasis on premium artisan florists; provides international reference point for premium DTC floristry.

Emerging players

• BloomNation: US-based online marketplace enabling local florists to sell directly to consumers with same-day delivery. Comparable in curating local artisan florists, but adds marketplace dynamics that Petal&Post currently handles through owned studios.

Others

• Mr Delivery (SA): South African on-demand delivery platform covering flowers, food, and gifts across multiple metros. Not a direct florist competitor but operates in the same last-mile gifting delivery space, representing a potential distribution partner or competitive threat for non-flower orders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/petalandpost

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Petal&post Pty Ltd