What FLORA PRIMA GMBH does

FloraPrima GmbH is a privately held German e-commerce company founded in 2002 and headquartered in Wendeburg, Germany, operating an online flower and gift delivery platform at floraprima.de. The company sells hand-bound flower bouquets sourced directly from growers, alongside potted plants, flower subscriptions (Blumen-Abo), and complementary gift products including cakes, pralines, helium balloons, and curated gift boxes. Its delivery infrastructure combines DHL parcel shipping for standard and international orders with a local florist partner network that enables same-day delivery in Germany and Austria and delivery to over 120 countries worldwide; the company reports a 95% on-time delivery rate and a 7-day freshness guarantee. The technology stack is a standard e-commerce platform augmented by third-party services: Clerk.io for personalization, Exactag and MetaPeople for analytics, fraud0 for fraud detection, Criteo and The Reach Group for retargeting, and the OpenAI API for AI-generated greeting card text suggestions.

The business model is a hybrid of one-time B2C purchase, recurring subscription, and B2B corporate gifting. Bouquets are priced across three tiers (under €30, €30-€50, and €50+), with delivery fees from €6.49 to €19.99 depending on destination and service level. Customer acquisition runs through organic SEO, paid Google and Meta advertising, Sovendus coupon partnerships, an AWIN AG affiliate network offering 18-22% publisher commissions, and trust signals including Trusted Shops certification (4.81/5 stars) and Fairtrade rose certification. The company maintains a wholly-owned sub-brand, GeschenkePrima, dedicated to non-flower gifts, and is led by two Managing Directors, Christof Heidemeyer and Derek Regan. The firm has no disclosed external funding, no reported M&A activity, and a headcount band of 11-50, consistent with a mature, owner-operated specialty e-commerce business.

Name

FLORA PRIMA GMBH

Legal name

FloraPrima GmbH

Website

https://floraprima.de

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

FloraPrima GmbH is a German e-commerce flower and gift delivery company founded in 2002, serving individual consumers and corporate clients across 120+ countries via DHL and a local florist partner network.

Ownership category

akta.pro rank

Product category

Online Flower Delivery

NAICS

Florists (4593)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industries

Event Floral Design & Arrangements (HSACAOAA), Floral & Event Installations (HSACAAAC), Same-Day Gift Delivery & Courier Fulfillment (HSACANAI)

Keywords

• Online flower delivery
• Hand-tied bouquets
• Flower subscription service
• International florist network
• Corporate flower gifting

Headquarters

HQ city

Wendeburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Bouquets and Flowers: Core revenue from selling hand-bound flower bouquets, plants, and floral arrangements. Products range from budget options under €30 to premium bouquets exceeding €100. One-time purchase model per order.
2. Flower Subscription (Blumen-Abo): Recurring flower delivery service where customers receive regular bouquets on a subscription basis.
3. Corporate Service (B2B): Dedicated service for business customers including bulk orders, corporate gifts, and business occasion flower deliveries.
4. Affiliate/Partner Program Revenue Share: Commission-based revenue through affiliate partners (AWIN AG network) who earn 18-22% commission on referred sales.
5. Gift Add-ons (Cakes, Pralines, Balloons, Gift Boxes): Supplementary gift products including cakes, chocolates, pralines, helium balloons, and gift boxes sold alongside flower orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

FloraPrima GmbH operates an online flower and gift delivery e-commerce business, selling hand-bound bouquets sourced directly from growers as well as plants, gift boxes, cakes, pralines, helium balloons, and gift certificates. Customers order via the website or mobile app and select a desired delivery date, with fulfillment via DHL shipping or local florist partners enabling same-day delivery in Germany/Austria and worldwide delivery to over 120 countries. The company also operates a dedicated corporate service (Firmenservice) for B2B bulk gifting and recurring deliveries.

Product overview

FloraPrima GmbH operates an e-commerce flower delivery platform offering hand-bound bouquets as its core product alongside complementary gift items. The company sells flowers directly from growers, providing hand-crafted bouquets in various categories (romantic, birthday, summer, premium) with a 7-day freshness guarantee. Additional offerings include flower subscriptions, same-day florist delivery, and worldwide delivery to 120+ countries. The product portfolio extends to gift boxes combining flowers with wines, cakes, pralines, and helium balloons. The company also offers corporate gifting services for B2B customers. Promotional bundles feature cinema tickets and booklets with select bouquets.

Differentiator

Problem solved

Functional benefit

Brands

• GeschenkePrima: Related gift shop offering torten, pralines, gift boxes, and other gift items.

Products and services

• Hand-bound Flower Bouquets Hand-crafted flower bouquets tied by florists, available in various sizes and price points (budget under €30, mid-range €30-€50, premium €50+), including summer, romantic, birthday, premium, and seasonal varieties. Each bouquet ships with a 7-day freshness guarantee, free glass vase, and free greeting card, intended for individual consumers and corporate gifting.
• Flower Subscription (Blumen-Abo) Recurring flower delivery service allowing customers to receive regular bouquets on a scheduled subscription basis, intended for individual consumers seeking ongoing fresh flowers.
• Florist Delivery (Blumen per Florist) Same-day or next-day flower delivery via local florist partners for urgent orders, available in Germany and Austria at €14.99 per delivery (Sunday delivery €19.99).
• Worldwide Flower Delivery (Blumen weltweit) International flower delivery to over 120 countries worldwide through local florist partners, with a 4-day freshness guarantee for this category.
• Fairtrade Roses Ethically sourced roses from Fairtrade-certified farms ensuring fair wages and sustainable practices, including living wages and no child or forced labor.
• Infinity Roses (Everlasting Roses) Preserved roses that last for years without water, presented in elegant boxes as keepsake gifts.
• Potted Plants Indoor and outdoor plants including orchids, bonsai, Monstera, hydrangeas, and seasonal varieties, intended for home or office use.
• Sympathy and Funeral Floristry Funeral flowers including sympathy bouquets, Liegesträuße (casket sprays), and wreaths for memorial services, available in white, red, violet, and peach colors symbolizing different sentiments.
• Gift Boxes (Geschenkboxen / Präsentkörbe) Curated gift sets combining flowers with wines, sparkling wines, chocolates, and regional specialties, intended for gifting occasions.
• Cakes (Torten) Baked cakes including Konditorei cakes, photo cakes, motif cakes, and alcohol-free options, with 79 varieties available as add-on gifts.
• Pralines and Chocolates Chocolate selections including Merci brand products and other praline varieties, available as add-on gifts alongside flower orders.
• Helium Balloons Helium balloons for various occasions including birthdays, Valentine's Day, and celebrations, with 24 varieties available as add-on gifts.
• Flower Gift Certificates (Blumengutscheine) Gift vouchers redeemable for flowers and other products on the FloraPrima website, enabling recipients to select their own bouquet.
• Corporate Service (Firmenservice) Dedicated B2B flower gifting service for businesses, including bulk orders, recurring corporate deliveries, and custom corporate gifting for occasions such as employee recognition, client appreciation, and business events.

Quantifiable outcome

• 7-day freshness guarantee with free replacement upon quality issues
• +1 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

Integration7 records

AI capability2 records

Feature4 records

Partnerships

One partnership is on record.

• AWIN AGcoreChannel Partner/ Reseller/ DistributorAWIN AG operates as the affiliate marketing network for FloraPrima's partner program. Publishers and website owners can join to earn commissions on referred sales. Commission structure: 18% (up to 10 sales/month), 20% (11-20 sales/month), 22% (21+ sales/month). 60-day cookie duration. Contact: Dominic Steinsick, [email protected], +49 (0) 5303 99098 19.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• The Bouqs Company: US-based online flower delivery D2C brand focused on farm-direct sourcing and subscriptions. Comparable in direct-from-grower sourcing narrative, subscription model, and design-forward positioning, though focused on North America rather than Europe.
• Floom: UK-based online marketplace connecting customers with local independent florists for same-day delivery. Comparable digital-first marketplace approach to FloraPrima's florist-partner-mediated delivery, though with a stronger curated-local-florist brand narrative.

Direct peers

• Bloom & Wild: UK-founded and now pan-European online flower delivery D2C brand operating letterbox flowers and seasonal bouquets. Highly comparable digital-first, design-led flower subscription and gifting model now expanding into DACH markets where FloraPrima operates.
• Euroflorist: European online flower delivery marketplace operating across multiple countries with both e-commerce and florist-partner fulfilment. Comparable to FloraPrima in pan-European footprint, local florist partner network, and cross-border gifting positioning.
• Valentins: German florist and online flower delivery brand with deep presence in DACH. Overlaps directly with FloraPrima in occasion gifting (Valentine's, Mother's Day, weddings), bouquet construction, and German-market B2C focus.
• Blume2000: One of the largest German online and retail flower delivery specialists, operating both e-commerce and physical stores. Directly comparable to FloraPrima as a German D2C flower delivery competitor with similar bouquet range, occasion-based gifting, and same-day florist delivery services.
• Fleurop / Interflora Germany: Germany's dominant florist relay network for same-day and international flower delivery. Directly competes with FloraPrima on florist-partner-mediated delivery, occasion gifting, and international reach through a similar partner-florist model.

Broad incumbents

• 1-800-Flowers: Large US online flower and gift retailer with multi-brand portfolio covering flowers, plants, and gift baskets. Comparable diversified gifting model with both transactional and corporate gifting, but operates at much greater scale and broader product breadth.
• Interflora (Global): Globally recognized flower delivery relay network with established brand and broad partner-florist coverage. Comparable to FloraPrima's international delivery model but operates at much larger scale and broader portfolio across multiple geographies.

Others

• Geschenke.de / GeschenkePrima-style marketplaces: Adjacent German gift marketplaces and multi-category gifting platforms. Comparable in offering non-flower gifts (cakes, pralines, balloons) alongside floristry, and competing for the same gifting occasions and corporate customers in DACH.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/floraprima-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 FLORA PRIMA GMBH