FloraNL makes it possible to order flowers from local florists – for both businesses and individuals – via a user-friendly online platform. Businesses are given their own ordering environment and can easily make sustainable choices, while consumers can order locally and directly from their own FloraNL florist. With its mission statement “Ordered locally, well organised”, FloraNL combines the power of local florists with modern technology and corporate social responsibility.
In early 2025, FloraNL decided to broaden its scope. Whereas the platform previously focused exclusively on florists, it now also focuses on florists’ customers: organisations and consumers who want to purchase flowers locally and sustainably. This step underlines a clear vision for the future of the sector: collaboration, transparency and sustainability are at the heart of growth.
PRGoeroes was commissioned to publicise this change of course, and with success.
After the launch of the revamped platform, publications appeared in Emerce, BP Nieuws (Flowers and Plants News), Computable, FloraNews, Goedemorgen Sierteelt, Wonen360, WeesMeer and more. CEO Ruud Steur was also invited to NPO Radio 1 for a discussion on the question: “Are bouquets of flowers still relevant today?” The broadcast can be viewed again here:
More and more florists are joining FloraNL as service partners. For example, Hessing, a florist in Hilversum, switched from another national player to FloraNL. This switch received considerable regional attention, including in the Gooisch Dagblad newspaper: Hilversum florist Hessing switches from Fleurop to FloraNL.
FloraNL’s visibility continued to grow, from trade media to opinion pages. A highlight was the opinion piece in Trouw: “There is a future for florists who love flowers and business”, in which FloraNL shared its vision as a forward-looking player in the flower industry. The article covered almost half a page and received a lot of attention on social media.
It did not go unnoticed internationally either: Gabot.de published an article about the CO₂ footprint of florists, enabling FloraNL to spread its sustainable message beyond the Netherlands.
In total, the campaign has resulted in dozens of online publications to date with an estimated media value of over €25.000 and more than a million online readers. FloraNL quickly became one of the talking points in the flower industry.
With this PR approach, FloraNL strengthened its position as an honest and transparent platform for business and private flower orders – and as a reliable partner for florists who want to grow.
About FloraNL
FloraNL is a national platform for independent florists. It is a network of flower shops and strives to operate as sustainably as possible. FloraNL facilitates deliveries throughout the Netherlands. Member florists can also benefit from support services in automation, marketing, and sales. FloraNL focuses on both consumers and business customers.
More information: https://floranl.nl/over-ons
