About The Floral Connection
The Floral Connection was formed through the merger of Bloom, Green Partners and Greenex in early 2021. By joining forces, The Floral Connection has grown into the largest retail player for flowers and plants in Europe. The name reflects what the organisation stands for: connection — not only between the three companies that strengthen each other, but also with customers, growers, suppliers and colleagues.
What we do
The Floral Connection is a professional, reliable and committed partner that acts proactively with a strong focus on the end consumer. By collecting and analysing data from various sources, we gain deep insights into consumer behaviour and translate these into concrete advice for our customers and growers. In our own Design Center, we develop assortments based on these insights, tailored to both our customers and their consumers. With our in-house flowering room, we simulate the entire journey that flowers go through at the consumer level. This allows us to guarantee the quality and vase life of our products. Collaboration is at the heart of everything we do, we aim for all our partners to feel part of The Floral Connection.
Our mission
We bring a blooming smile!
Our vision
We connect, create and inspire — this is what makes us flourish.
By being sustainably engaged with our people, customers and growers, we create a professional, healthy and efficient environment where innovation and growth thrive. In doing so, we continue to be the international retail partner of choice in floriculture.
Our brand values
- Professionalism: “We stand for optimal quality in product range, supporting services and information, environmental standards, certifications and guidance.”
- Reliability: “We are a financially healthy company, always keep our promises and continuously optimise the entire supply chain.”
- Partnership: “We are a versatile partner, creating added value through collaboration, know-how and passion, and offering each of our customers a successful assortment tailored to their specific formula.”
- Innovation: “We think and act progressively, stay on top of market developments and create new, sustainable concepts.”
Bloom has traditionally been the retail specialist in sustainably produced high-quality ready-made flower products (Packet at Source). Sustainability and transparency are of paramount importance. Together with its customers, the European retailers and together with the growers, it knows how to make the most of the flower category in the supermarket. In developing ideas, the consumer is always central, they understand the consumer and translate this together with the growers into successful products to put a smile on everyone’s face.
Green Partners was founded in 1990 out of a passion for flowers and plants and for supplying these to markets and flower shops. Through experience, expertise and flexibility, Green Partners offers added value in the entire process from grower to consumer. This has enabled them to develop into an international and leading partner for large-scale retail in the categories of flowers and plants. Because the world and the consumer are changing, they deliver customised solutions for the consumer.
Greenex specialises in the design, composition and production of bouquets and mono-bouquets for retailers throughout Europe. Greenex has a strong focus on the German market. Quality is of paramount importance, which is why the company works with a number of suppliers that meet high standards. Besides quality, personal contact with customers and suppliers is also a strong priority. After all, together you achieve the best result. Greenex is the connecting link!
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turnover (2025)
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bouquets to consumers every week
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flowers to consumers every week
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plants to consumers every week
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export countries
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reaching certified sourcing
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countries with offices
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employees (FTE)
