What Miei does

Miei is a Melbourne-based, purpose-driven social enterprise that operates a vertically integrated corporate gifting, floristry, catering, and event-services platform. Founded in 2016 as Miei Fiori and rebranded to Miei in 2022, the company has expanded its scope well beyond cut flowers into corporate hampers and gifts, indoor plant and fruit/milk subscriptions, catering, workshops, decorations and styling, and bespoke corporate activations. A single Melbourne studio anchors the operation, with a Take Me Home flower corner repurposing unsold corporate arrangements for donations to The Big Issue vendors. The company is Certified B Corporation and Social Traders certified, operating on a 100% net-profit-to-charity model that channels subscription profits to The Smith Family to sponsor children's education, with cumulative contributions of approximately $45,000 and 25+ children sponsored over five years.

The business runs on a Shopify e-commerce storefront as its commerce backbone, supplemented by dedicated corporate inquiry forms for bespoke enterprise orders (10 to 1,000+ units), the Humanitix ticketing platform for public workshops, and physical retail through the Melbourne studio. Revenue is generated across six streams: one-time product sales (flowers, hampers, gifts, plants), recurring subscriptions (flowers, indoor plants, fruits and milk), and professional services (catering, workshops, activations, decorations). Pricing is quote-based rather than publicly disclosed, with only ancillary SKUs such as the $8.00 AUD Add Card option surfaced. Customer segments are split horizontally between a primary corporate/B2B base (offices, commercial buildings, organisations needing gifting, events, catering, and workplace floristry) and a secondary B2C base (individuals purchasing for personal occasions).

Miei is privately held, founder-owned, with no disclosed institutional investors, parent entity, or external funding rounds identified. The company employs an integrated go-to-market motion: product-led growth through the Shopify storefront, enterprise field sales for bespoke corporate work, and event-driven content marketing around seasonal occasions, supported by an extensive SEO-oriented blog library and a presence on Instagram, Facebook, YouTube, and email. Technology integrations supporting sustainability positioning include EcoCart for checkout carbon offsets, Sendle for carbon-neutral delivery, and Better Packaging Co. for compostable mailers, none of which constitute proprietary AI or machine-learning systems. Strategic intent is concentrated on deepening corporate penetration in Melbourne while opening a national activations inquiry channel, with the certified social-enterprise brand used as the primary differentiator against conventional florists and corporate gifting vendors.

Name

Miei

Legal name

Miei Group Pty Ltd

Website

https://miei.com.au

Company type

Private

Operating status

Operating

Short description

Miei is a Melbourne-based social enterprise operating a Shopify e-commerce platform for flowers, corporate gifts, catering, workshops, and event activations, serving primarily Australian corporate clients with subscriptions donating net profits to The Smith Family charity.

Ownership category

akta.pro rank

Product category

Corporate Floristry & Gifting Services

NAICS

Florists (45931), Florists (4593), Florists (459310), Gift, Novelty, and Souvenir Retailers (45942)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industry

Personalized & Custom Gift Creation (Engraving/Monogramming/Photo Gifts) (HSACANAC)

Keywords

• Corporate floristry services
• Social enterprise gifting
• Fresh flower subscriptions
• Event styling catering
• Corporate gift hampers

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Flowers: Direct sales of fresh cut flowers, bouquets, and floral arrangements for corporate and individual customers. Includes gift flowers with card options.
2. Product Sales - Gifts and Hampers: Curated gift hampers and individual products sold through e-commerce. Corporate gifting services for client appreciation and staff celebrations.
3. Subscription Services: Recurring subscription services including flower subscriptions, indoor plant subscriptions, and fruits & milk subscriptions for corporate clients. 100% of net profits from subscriptions donated to The Smith Family.
4. Catering Services: Corporate catering services including box catering and custom cocktail/fine dining options. Customisable menus for various dietary preferences and event types.
5. Workshops: Group workshops for team building and creative experiences. Private group inquiries and public classes through Humanitix.
6. Corporate Activations: Custom event activations including styling, decorations, and experiential marketing for corporate clients. Local and national inquiry options.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Miei sells fresh cut flowers, bouquets, gift hampers, indoor plants, and curated gift products through a Shopify-powered e-commerce platform, with 100% of net profits from subscriptions donated to The Smith Family. The company also delivers corporate services including catering, decorations and styling, workshops, and bespoke event activations for workplaces, alongside recurring flower, plant, and fruit & milk subscriptions.

Product overview

Miei is a purpose-driven social enterprise operating an e-commerce platform built on Shopify that offers flowers, gifts, and corporate services. The core product portfolio includes fresh cut flowers (individual stems, bouquets, event arrangements), flower subscriptions, corporate hampers and gifts, catering services, decorations and styling, workshops, and corporate event activations. The company operates on a net-profit-to-charity model, with flower subscription profits donated to The Smith Family. Additional offerings include indoor plants, fruits and milk subscriptions, and the Take Me Home initiative that repurposes flowers for social causes. All products are sold through their Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Flowers & Bouquets

Quantifiable outcome

• 83% of corporate flowers repurposed through Take Me Home initiative
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• The Smith FamilycoreStrategic or Co-development PartnerPrimary charity partnership since Miei's founding. 100% of all net profits from subscription services are donated to The Smith Family to sponsor Australian children and support their education through the poverty cycle. Each ongoing floral subscription sponsors a child through the program. Over 5 years, approximately $45,000 has been contributed and 25+ children sponsored.
• The Inclusion Foundation - Impact 21 ProgramcoreStrategic or Co-development PartnerPartnership providing workplace experience and potential employment for individuals with Down syndrome. Miei offers 8 or 12-week programs providing hands-on floristry experience, with potential for permanent placement within the Miei family. Aligns with Miei's commitment to inclusive employment.
• The Big IssueminorStrategic or Co-development PartnerTake Me Home initiative: repurposed flowers from corporate arrangements sold in studio for donations, with proceeds supporting different The Big Issue Magazine vendor each month. The Big Issue is sold by people experiencing homelessness and marginalisation, purchased by vendors for $4.50 and sold for $9.
• Fitted for WorkminorStrategic or Co-development PartnerCharitable partnership through activations supporting women and gender-diverse jobseekers to become work-ready, find employment, and thrive in working lives.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Thankyou: Australian social enterprise selling consumer products (personal care, baby, food) where 100% of profits fund global poverty projects. Closely analogous social-enterprise model and brand narrative, though operating in FMCG rather than floristry/gifting.
• Hey Thanks: Australian corporate gifting platform offering curated gift boxes and bespoke hampers for businesses. Directly comparable to Miei's 10–1,000+ unit corporate gifting product and target buyer.
• Floom: Online marketplace aggregating independent local florists for on-demand flower delivery in major cities. Comparable online floristry marketplace model, though operating internationally rather than Melbourne-specific.
• Bloombox Club: Subscription-based indoor plant delivery service targeting both consumers and offices. Directly comparable to Miei's indoor plant subscription offering for corporate clients.

Direct peers

• Floraly: Australian online-first florist specialising in seasonal flower subscriptions delivered to homes and offices. Closely comparable to Miei's flower subscription product and B2B corporate floral offering, with a similar Shopify-style e-commerce foundation.
• Interflora Australia: Australia's largest flower delivery network connecting local florists for same-day delivery nationwide. Directly competes with Miei on fresh-cut flower e-commerce and corporate gifting, but operates as a traditional for-profit model without the B Corp/charity positioning.
• Hardtofind: Australian online gift marketplace curating unique gifts, hampers, and homewares from small businesses. Closely comparable to Miei's curated hampers and small-business gift assortment, though operating at a broader gift-retail scale.
• Flowers Across Melbourne: Online flower delivery specialist serving Melbourne and surrounding suburbs with same-day delivery. Competes directly with Miei's B2C flower offering on price, speed, and selection.

Broad incumbents

• Edible Arrangements: Global franchise specialising in fruit-based arrangements and edible gifts for corporate and consumer gifting. Comparable corporate gifting motion and occasion-driven demand, but operates as an established international franchise rather than a local social enterprise.

Regional players

• The White Flower: Melbourne-based boutique florist offering event floristry, weddings, and corporate arrangements. Directly comparable local floristry competitor in Miei's home market with overlapping corporate event and styling services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mieigroup?si=mHD4aupLDwLv1xaG
• Facebookfacebook.com/miei.group
• Instagraminstagram.com/miei.group/?hl=en

Compliance2 records

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 Miei