About Euroflorist Germany

1982 – A Blooming Idea Takes Root in Sweden

A new way for florists in Sweden to send flowers to each other.

Before Euroflorist, florists had no easy way to pass orders between cities or towns. That changed when Swedish engineer Peter Jungbeck and business partner Lars Hedberg launched a smarter relay system — called Svensk Blomsterförmedling — allowing local florists across Sweden to fulfil each other’s orders. They were so determined to bring their dream to life that they sold their cars, homes, and invested everything into their new venture. Operating out of an attic in Malmö, they worked tirelessly to ensure smooth deliveries, always staying connected with florists to guarantee that each order was fulfilled. From the very beginning, the company's core values of collaboration, respect, and creativity were established and continue to guide us to this day. It was fast, efficient, and based on real partnership. The foundation of our florist network was born.

 

1984 – Blooming Across the Globe /or/ The World Starts Blooming

Teaming up with Teleflor International gave Euroflorist's Swedish florists a passport to every corner of the planet—suddenly, a bouquet ordered in Malmö could land in London, Tokio or Manhattan. As their coverage grew from national to worldwide, so did Euroflorist. The company packed up its attic office and moved into larger premises on Torggatan in Malmö, ready to take on the world, one flower at a time.

 

1990 – Hi, we are Euroflorist!

The merger of Svensk Blomsterförmedling and Blommografen called for a name as bold as their vision. Euroflorist was born — a name that spoke of unity, growth, and flowers blooming across Europe and beyond. And bloom it did: from the 1990s into the 2000s, Euroflorist took root in Denmark, Poland, Belgium, Austria, the Netherlands, France, and more. By 2010, with the acquisition of Eflorist in the UK and Ireland, our petals reached even further — joining forces with a company delivering flowers since 1947.

 

1995 – First Online Flower Network in the world

Eurofloirist went digital before most people knew what ‘dot com’ meant.

While the world was just discovering the internet, Euroflorist launched one of the first 100 e-commerce websites globally — the same year as eBay and Amazon. We accepted online payments before most banks were even ready. From day one, we’ve made it easy and secure to send flowers online, long before it became the norm. From day one, sending flowers with us was easy, safe, and ahead of its time.

See more: Euroflorist: The Pioneers of the Online Flower Delivery

 

2001 – Euroflorist Blooms in Germany

Local German florists. Global delivery power.

In 2001, Euroflorist started operating in Germany. We teamed up with local flower experts across the country to create a fast, dependable delivery network — combining the creativity of German florists with our technology and international reach. From Berlin to Munich, we help make thoughtful flower delivery effortless.

 

2005 – Award-Winning Platform for Customers & Florists

Tech that works beautifully behind the scenes.

Euroflorist's platform won the Microsoft .NET Award for modern e-commerce in Europe. It helped customers remember important dates, save addresses, and order in seconds — while giving florists smart tools to manage and track every bouquet. Innovation and human touch, working together.

 

2012 – 30 Years, 41 Million Bouquets Further

Euroflorist marked its 30th anniversary with the launch of a modern, fresh logo that symbolised both the beauty of flowers and the messenger—the bird—that delivers them to the recipient. Our entrepreneurial spirit remained strong, guiding us into the next phase of our journey.

 

2021 – New Ownership. New Logo. Long-Term Vision.

There’s always a reason. What's yours?

Because flowers speak every language of the heart — love, joy, sympathy, gratitude, celebration, or simply “just because.” With a new logo and a new slogan, we embraced what we’ve always believed: every emotion matters. And whatever your reason, we’re here to deliver it — beautifully, straight to the doorstep.

 

A new investor group took over Euroflorist with a clear mission: grow sustainably, support local florists, and delight customers. With a new CEO and a long-term strategy, we continue to strengthen our position as one of Europe’s most trusted flower delivery experts.

Euroflorist Germany is part of Euroflorist Group, the world’s leading flower delivery company with over 50,000 local flower shop partnerships.

Founded in Sweden in 1982 by Peter Jungbeck and Lars Hedberg as Svensk Blomsterförmedling, the company expanded its operations by collaborating with florists across multiple countries. As a representative for Teleflora International in Sweden, Euroflorist facilitated the delivery of flowers worldwide.

Euroflorist launched its first web shop in 1995, becoming one of the pioneering online companies globally. This move allowed the company to reach a broader customer base and enhance its floral experiences.

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

There is always a reason for giving flowers... What's yours?

We believe that flowers are the best way to express emotions, and that no reason is too big or too small for giving flowers to yourself or someone else. We deliver emotions that matter - Euroflorist is known for its commitment to quality and extensive selection of beautiful floral arrangements for every occasion.

We are deeply committed to creating positive change in our communities through various community projects and partnerships.

 

In 2020, in the UK, we partnered with NHS Charities Together urgent COVID-19 Appeal, raising over £370,000 to support patients and healthcare workers during the pandemic. In 2024, Eflorist (Euroflorist's UK division) teamed up with The Eve Appeal, the UK's leading gynaecological cancers charity to raise money and awareness about cervical screening appointments.

👉 Learn more about this campaign

 

In March 2022, in Poland, we have shown an immediate response to an urgent local crisis, by supporting the Polish Red Cross with a donation of EUR 10,000 (PLN 50,000). We supported the Polish Red Cross in providing humanitarian aid at reception points located along the Polish-Ukrainian border. 

👉 Learn more about this project

 

In 2024, Euroflorist Group joined forces with UNHCR, the United Nations Refugee Agency, to support refugees worldwide. Thanks to our amazing customers’ generosity, combined with Adyen's matching donations, we’ve contributed €11,335.68 to support UNHCR and their life-saving work for those forced to flee.

👉 Learn more about this project 

 

As Euroflorist, we believe in the power of collective action and the positive change achievable through community engagement. In the future, we plan to work with more local communities and support charities that align with our mission to bring comfort, joy, and hope to those in need. Through the beauty of flowers and our ongoing community efforts, we strive to make a lasting impact and contribute to a better world.

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 contribute to the birth of 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 programmes 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. David, flower expert at Euroflorist, is a fantastic example of this, his wonderful experiences in the flower industry can be found, along with how he continues to shape the flower world around us. 

 

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.