About Euroflorist

The engineer Peter Jungbeck started Svensk Blomsterförmedling in 1982 together with his friend and partner Lars Hedberg. With his technical background, Peter has created a new system that makes it much easier for florists and their network. Soon, Svensk Blomsterförmedling will have a solid network of florists who send flowers by courier all over the country.

As true entrepreneurs, Peter and Lars enter the business with next to nothing. They sell their cars and apartments and bet everything on the new company. From an attic room in Norra Vallgatan in Malmö, they keep in touch with the florists to ensure that all orders and payments go through as they should.

The basic principles that were established from the start – a close collaboration with the florists, based on respect, volunteering, and creativity. This has guided the business throughout.

In 1984, Svensk Blomsterförmedling became the representative of Teleflor International in Sweden. This meant that the Swedish florists could start accepting orders from all over the world. At the same time, the business was moving to larger premises in Torggatan in Malmø.

The company soon discovers that there is no florist network in Norway, and as an international company, a decision is made to start operations there. In the same year, flower cards were launched (gift cards that can be used as payment in florist member shops.) Since its introduction, several million flower cards have been sold, which have brought joy to those receiving gifts all over Europe.

Svensk Blomsterförmedling merges with Blommografen, and the new company needs a new name. The name should reflect the business (the florists who deliver beautiful flowers), but also the company's thoughts on expansion. They agree on the name Euroflorist.

When the University of Lund holds a seminar on the new phenomenon "Internet", Peter quickly sees the possibilities. Euroflorist launches its first online store in August 1995 as one of the first 100 companies in the world! Right from the start, customers can pay by credit card on the website, but the transactions are done through a Scottish bank, as Swedish banks are not willing to provide credit card services for online stores at the time.

Approximately one order per day is ordered from the online store; a number that quickly doubles and continues to rise every year. We are proud that we are still at the forefront of development and that we offer our customers the best opportunities to order flowers quickly, easily, and safely online.

During the 1990s and 2000s, the business expanded rapidly into Europe. Euroflorist establishes operations in Denmark (1993), Poland (1996), Germany (2001), Austria (2002), the Netherlands (2003), France (2004), and finally Belgium and Luxembourg (2006). The most recent expansion is in the UK and Ireland, where Euroflorist acquired Eflorist in 2010, a business that has delivered flowers by courier in the UK since 1947.

Today, we are proud to have the largest florist network for flower delivery outside of North America with around 10,000 members. We are also members of Teleflora International, which includes over 54,000 florist members. This means that we can guarantee same-day delivery on our fresh flowers that are created by a professionally trained florist in almost every corner of the world.

In 2005, Euroflorist won the Microsoft.NET Award for Europe's most modern e-commerce platform. On the websites, in addition to ordering flowers, customers can create their own address book and enter reminders to ensure that they never forget to send flowers on important events.

Euroflorist celebrates 25 successful years with 1,500 florists from the network. It is celebrated with a spectacular flower show in Barcelona, and the world-renowned flower decorators Gregor Lersch and Klaus Wagener inspire with their floral creations.

In 2010, Euroflorist bought Gift2day to focus on the gift market, an area closely linked to flower arrangements.

In connection with Euroflorist celebrating its 30th anniversary, we took a step into the future with a new, modern logo. The new logo represents what we do – a flower and a bird, the messenger who delivers our flowers to the recipient.

In 2021, Magnus Silfverberg assumed the CEO role for the Euroflorist Group after an investor-led consortium acquired the company, bringing a vision to further develop and strengthen the company by focusing on long-term investment and an unwavering commitment to excellence.

Euroflorist is known for its commitment to quality and extensive selection of beautiful floral arrangements for every occasion.

With its experience in the industry, we have established ourselves as a trusted global flower delivery provider. We take pride in providing the freshest, most vibrant blooms in all our arrangements. Get involved by reading more about our affiliate programme.

Training our team is vital to ensuring our brand values stay on track. Talented and passionate individuals comprise our product development team, carefully curating each bouquet and selecting the finest seasonal flowers to ensure that every arrangement is unique.

We have instilled a loving culture into our company, recognising that the beauty and longevity of our flowers are vital to creating happy memories.

Our commitment to customer satisfaction extends beyond the purchase, as we aim to bring joy and delight to individuals and businesses alike. We know the significance of each moment and provide a frictionless customer experience. If you have any questions for our customer service team, please visit our FAQ page. 

In 2021, Euroflorist embarked on a journey to create the common values that shape our vibrant company culture. Values that we believe will create and sustain a culture that will drive us in the now and make us speed in the direction of our future goals. To ensure our values represent everyone, we involve every employee in their creation. Our bottom-up approach embraces diverse perspectives, reflecting the aspirations and beliefs of our entire Euroflorist family. This engaging way contributes to the birth of the Euroflorist Value slogan:

“We are always helpful, take ownership, and grow people alongside the business.”

We are committed to being helpful, fostering collaboration, and supporting others. Whether it's assisting colleagues, guiding customers, or lending a hand in the community, kindness and empathy thrive within our positive and caring atmosphere.

Central to our values is taking ownership. We empower every team member to be accountable and go above and beyond to exceed expectations. Our inclusive environment values everyone's contributions and provides autonomy.

Development is crucial for our way of working. We invest in tailored as well as agile training and development programs and encourage comprehensive development talks and supportive feedback to each other enabling our employees to grow alongside the business. Through continuous testing, learning, and sharing, our team members thrive personally and professionally. Continuous development empowers us to reach our full potential and contributes to our collective success.

Clarity, simplicity, teamwork, and action are the principles for how we act out our values.

We believe in clear communication, streamlined processes, embracing shared goals, and effective collaboration where everyone contributes by acting. Performing in accordance with our principles, we achieve remarkable results and turn ideas into reality.

At Euroflorist, we cultivate a positive working atmosphere where employees feel inspired, supported, and motivated to unleash their full potential.

Our values guide us in delivering exceptional experiences and building meaningful connections with our customers as well as our co-workers.

We are proud of our positive culture and remain dedicated to creating an environment where every team member can flourish and make a difference.

We have been working with Doctors Without Borders for many years, raising money to help provide life-saving healthcare to those who need it most. By choosing a charity bouquet, we give a percentage of the profits directly to them. 

To find out more and to explore the selection of charity bouquets, click here. 

 

In 2024, Euroflorist partnered with the UNHCR, the UN Refugee Agency, to support refugees worldwide. 

From the 8th of October 2024 customers of Euroflorist have the opportunity to make a meaningful impact by donating to UNHCR’s life-saving initiatives during the checkout process. With every purchase of flowers on Euroflorist, customers can opt to contribute a small amount to UNHCR.

Find out more about this important partnership by clicking here.