EASYFLOWERS

What EASYFLOWERS does

EASYFLOWERS (legally HEBE.COM.AU PTY. LTD, trading as EASYFLOWERS) is an Australian online florist founded in 2000 and headquartered in Adelaide. The company operates a direct-to-consumer e-commerce platform at easyflowers.com.au that sells fresh flower arrangements, gift hampers, chocolates, crochet bouquets, and 24K gold-plated roses, with price points ranging from $45 to over $505 plus a $20.95 standard delivery fee. Fulfillment is handled not by EASYFLOWERS' own staff but by a curated network of more than 300 independent Australian florists located across all major capital cities (Adelaide, Brisbane, Canberra, Darwin, Hobart, Melbourne, Perth, Sydney) and regional centres (Geelong, Newcastle, Gold Coast, Townsville, Cairns, Wollongong, Launceston, Alice Springs), enabling same-day delivery to major cities when orders are placed before 2pm on weekdays.

The underlying platform is a standard TLS-encrypted, PCI-compliant e-commerce storefront with no proprietary technology beyond the integration layer that routes orders into the local florist network and supports same-day dispatch. Payment options include Visa, MasterCard, American Express, Afterpay, Zip Pay, Apple Pay, and Google Pay. Marketing is executed primarily through SEO-optimized educational content (flower meanings, care guides), weekly email deal newsletters, on-site testimonials, and phone-assisted ordering via a 1300 number. The company also operates the EASYHAMPERS sub-brand for curated gift hampers.

EASYFLOWERS serves three customer segments: individual consumers purchasing for personal occasions (the primary segment, covering birthdays, anniversaries, romance, new baby, get-well, and sympathy); corporate clients seeking recurring office floral subscriptions and bulk event orders; and sympathy/funeral service customers requiring timed delivery. The business model is asset-light aggregator economics: EASYFLOWERS captures a markup on each order routed to an independent florist rather than operating its own floral production facilities. The company is privately held, has disclosed no external funding rounds, and operates with 11-50 employees.

Name

EASYFLOWERS

Legal name

HEBE.COM.AU PTY. LTD T/A EASYFLOWERS

Website

https://easyflowers.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

EASYFLOWERS is an Australian online florist, founded in 2000, that sells fresh flower arrangements, gift hampers, and keepsake gifts through a national network of 300-plus independent florists, serving individual consumers for personal occasions and corporate clients for recurring office subscriptions with same-day delivery.

Ownership category

akta.pro rank

Product category

Online Floral Retail

NAICS

Florists (45931)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Online flower delivery
• Floral arrangements
• Gift hampers
• Sympathy flowers
• Corporate flower service

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Flower Arrangements Sales: One-time purchase of floral arrangements. Products range from $40 to $505 for premium rose bouquets. Standard delivery fee of $20.95 applies. Corporate bulk orders available at negotiated value pricing.
2. Gift Hampers and Additional Products: Sale of gift hampers, chocolates, teddy bears, and keepsake gifts alongside or separate from flower orders.
3. Buy Now Pay Later Services: Integration of Afterpay (4 interest-free installments) and Zip Pay payment options, generating transaction convenience revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

EASYFLOWERS operates an Australian online florist e-commerce platform that sells hand-crafted fresh flower arrangements, gift hampers, chocolates, keepsake bouquets, and gold-plated roses. Orders are placed through easyflowers.com.au or phone and are fulfilled by a nationwide network of over 300 independent Australian florists, with same-day delivery available to major Australian cities. The company also offers recurring corporate office flower services and specialised funeral and sympathy arrangements.

Product overview

EASYFLOWERS is an Australian online florist offering a unified e-commerce platform for flower delivery. The core product is fresh flower arrangements designed by over 300 independent Australian florists, with same-day delivery Australia-wide. The portfolio includes main product categories: Fresh Flower Arrangements (named bouquets ranging from $45 to $500+), Flower Hampers under the EASYHAMPERS sub-brand, Chocolates, Crochet Bouquets (permanent keepsake arrangements), and 24K Gold Plated Roses. Additional services include Corporate Floral Service for recurring office deliveries, Funeral Flowers with timed delivery options, and Same Day Delivery for urgent orders. The platform integrates payment options including Afterpay, Zip Pay, and major credit cards. With 26 years of operation and over 100 arrangements, the company serves customers Australia-wide through a network of independent florists in major cities and regional centers.

Differentiator

Problem solved

Functional benefit

Brands

• EASYHAMPERS: Sub-brand for hamper products offering next business day delivery

Products and services

• Fresh Flower Arrangements Hand-crafted floral arrangements designed by independent Australian florists, featuring seasonal and year-round blooms available in price tiers from $45 to $505. Targeted at consumers purchasing gifts for personal occasions and at corporate clients ordering office or event flowers.
• EASYHAMPERS (Flower and Gift Hampers) Curated gift hampers combining flowers with chocolates, beverages, and specialty products under the EASYHAMPERS sub-brand (e.g., Luxe Mix, Hemingway's Mix, Dad's Brew Hamper), with next business day delivery available for orders placed before 1pm.
• Chocolates

Quantifiable outcome

• 26 years in business since 2000
• +3 more outcomes

Named customers4 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

Integration7 records

Feature3 records

Partnerships

One partnership is on record.

• AfterpayminorOthersAfterpay is integrated as a payment option allowing customers to buy flowers now and pay over 4 interest-free installments. This partnership expands purchasing options for budget-conscious consumers.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Interflora Australia: Australia's largest multi-national-affiliated florist relay network offering same-day and scheduled flower delivery nationwide. Directly competes with Easyflowers for online flower delivery, using a similar florist-partner delivery model and operating in identical Australian geographies.
• Flowers Across Australia: Australian online florist offering fresh flower arrangements with same-day delivery and an Australian florist partner network. Competes head-to-head with Easyflowers on product, occasion-led navigation, and nationwide coverage.
• Petals Florist Network: Australian cooperative florist network with online ordering and same-day delivery through member florists. Closely comparable business model to Easyflowers, focused on domestic flower and gift delivery.
• Teleflora: Large international florist relay network with online ordering and same-day delivery through partner florists. Operates the same florist-network delivery model as Easyflowers at global scale, serving as a comparable benchmark for unit economics.
• Bloom & Wild: UK-founded online florist known for letterbox flowers and direct-to-consumer gifting delivery. Comparable business model to Easyflowers on online flower retail, occasion-based gifting and BNPL/mobile-payment integrations.

Emerging players

• Floraly: Australia-based online florist focused on fresh, seasonal arrangements with subscription options. Shares Easyflowers' direct-to-consumer e-commerce model but emphasises subscription and curated seasonal designs over network breadth.
• The Bouqs Co. US-based online florist with farm-to-doorstep sourcing and subscription options. Comparable to Easyflowers on online direct-to-consumer flower retail, occasion-based gifting, and subscription revenue models.

Broad incumbents

• 1-800-Flowers.com: Large US-listed online florist and gift retailer offering flowers, hampers, and gift baskets across multiple sub-brands. Comparable to Easyflowers on direct-to-consumer flower e-commerce, broader gift catalogue, and corporate gifting service.
• FTD / Flowers.com: Established US-based online flower and gift delivery network operating the relay-network florist model at scale. Comparable to Easyflowers as a long-running national e-commerce florist with same-day delivery and broad gift assortment.
• Proflowers: US-based online flower and gift retailer offering fresh arrangements, plants and gift baskets via e-commerce. Comparable to Easyflowers as a multi-category online gifting retailer with nationwide delivery and seasonal promotional focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/easyflowers
• LinkedInlinkedin.com/company/easyflowers

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 EASYFLOWERS