Florabundance, the premier wholesale floral provider offering one of the largest selections of fresh cut flowers, garden roses, and floral supplies sourced from top growers worldwide, and BloomNation, a leading platform for independent florists, have announced a strategic partnership. The pair’s collaboration falls under the BloomNation Partnership Program, which connects florists with trusted industry partners, including wholesalers, growers, funeral homes, and floral suppliers, who want to expand their reach while supporting the independent florist community.
This partnership aims to strengthen resource acquisition for independent floral designers while bridging the gap between growers and boutique flower shops. It merges Florabundance’s supply chain strengths with BloomNation’s all-in-one digital infrastructure, creating a synergetic ecosystem for florists.
A Partnership That Offers So Many Benefits
Florabundance, operating from Carpinteria, California, brings decades of expertise in sourcing premium flowers from global growers. The floral wholesale company has built a reputation over more than three decades for exceptional quality, vast variety, and top-tier service. Plus, their commitment to quality and personalized service dovetails with BloomNation’s mission to empower independent florists with the best tools, technology, and resources to succeed.
The geographic proximity between Florabundance’s Carpinteria base and BloomNation’s Santa Monica headquarters also facilitates streamlined logistics and collaborative innovation. This regional synergy is expected to enhance efficiency for West Coast florists while testing models for nationwide scalability.
BloomNation, whose mission has always been to empower independent florists with cutting-edge e-commerce tools, an advanced PoS, powerful marketing services, and business solutions that increase sales, streamline operations, and build lasting customer relationships, has had the privilege of previously collaborating with Joost Bongaerts, the owner and President of Florabundance. He once joined BloomNation CEO Farbod Shoraka on a podcast to discuss what florists need to know about working with wholesalers and how to build strong, mutually beneficial relationships in the floral supply chain.
Joost Bongaerts:
“We’re pleased to announce a new partnership between Florabundance and BloomNation, designed to better serve the floral industry by providing florists and event designers with direct access to our extensive selection of premium fresh cut flowers—shipped nationwide overnight. This collaboration offers exclusive benefits to BloomNation members and further supports our mission to make unique floral varieties more accessible across the U.S.”
The partnership, therefore, builds on a relationship and offers florists an exciting opportunity to source premium flowers with confidence and access industry-leading business tools. It brings several benefits to BloomNation members, such as limited-time discounts on Florabundance orders accessible via their BloomNation dashboard. Additionally, Florabundance clients joining BloomNation’s platform can enjoy dual enrollment incentives. Florists will also have priority access to rare floral varieties and seasonal blooms, allowing them to differentiate their offerings in a competitive market. The integrated ordering system also enables direct wholesale purchases through BloomNation’s interface, simplifying the procurement process for florists.
Informative resources are another key aspect of the partnership. BloomNation and Florabundance will likely have an opportunity to collaborate on podcasts and webinars featuring industry leaders like Florabundance President Joost, providing valuable insights into best practices for florist-wholesaler relationships, strategies for managing supply chain volatility, and techniques for maximizing floral margins through strategic sourcing. This aligns with BloomNation’s broader vision of empowering florists with both technical tools and industry expertise.
Providing Independent Florists With the Best Tools and Resources
Lynn Rafferty, BloomNation’s Partnership Manager, emphasized the cultural significance of partnering with the Dutch-rooted wholesaler, noting that Florabundance’s heritage in the global floral epicenter enhances its ability to source exceptional varieties while honoring traditional craftsmanship. This connection strengthens BloomNation’s position in competing against generic online flower retailers by combining horticultural expertise with modern tech solutions.
Lynn Rafferty:
“We’re especially proud to partner with a wholesaler whose roots trace back to the Netherlands—the global heart of the floral industry. Florabundance’s heritage, combined with its strong commitment to quality and service, perfectly complements BloomNation’s mission to provide independent florists with the best tools and resources. Together, we’re helping florists thrive both online and in-store.”
The new partnership, essentially, anchors BloomNation’s broader initiative to connect florists with growers, with the program’s multi-tier structure allowing partners like Florabundance to engage at varying commitment levels while maintaining BloomNation’s core focus of empowering small florist businesses.
Florists can activate partnership benefits at BloomNation’s portal, while wholesalers interested in joining the program can find details at the BloomNation Partnership Program.
Feature image by @florabundanceinc, header image by @bloomnation.
