Flower Subscription for Offices: A New B2B Segment

Floristry is increasingly moving beyond the usual “gift bouquet” format. Today, one of the promising areas is the B2B segment — regular flower deliveries to offices, hotels, restaurants, and beauty salons. More and more companies understand that fresh arrangements are not just decor, but part of the image, a way to improve the mood of employees and create the right first impression for clients.

According to a study by Data Insight, in 2024, corporate orders accounted for about 18% of the entire flower market in Russia, and experts predict further growth. Among this segment, an increasingly large share is occupied by a subscription for flowers for offices — a service in which a florist studio regularly updates the arrangements in the interiors of companies.

Why does a business need flowers in the office?

• Image and atmosphere. An office with fresh flowers is perceived as more modern, successful and “lively”. This works for both clients and employees.
• Personnel motivation. Deloitte research shows that a comfortable work environment directly increases employee productivity. Flowers create a sense of care and improve mood.
• Marketing and brand. Fresh compositions in corporate colors can become part of a company’s corporate style, emphasizing its status and attention to detail.

How does the subscription work?

The flower subscription is based on the “subscription” scheme: the company pays for the service for a month or a quarter, and the florists take care of everything — from selection and delivery to replacement of compositions.

• Format: weekly or biweekly replacement of bouquets.
• Options: individual solutions for the interior, seasonal compositions, branded palettes.
• Additionally: care of green plants, decoration of holidays and corporate events.

Why is it beneficial for florists?

Stable income.

Unlike one-time orders for bouquets, which depend on holidays, customer moods or the season, a subscription forms a predictable financial basis for the business. Regular deliveries allow not only to even out revenue, but also to more competently plan purchases from suppliers, work with pre-orders and optimize logistics. For a florist, this is protection against “dead” seasons and sales declines.

 

Long-term relationships.

A contract with one office can bring profit for months and even years. Regular cooperation creates trust: the company not only orders compositions, but also begins to perceive the florist as a partner. This often leads to additional orders for corporate events, holiday decoration or branding projects. Thus, one client can bring dozens of reasons for work.

Portfolio expansion.

Working with B2B clients increases the studio's status. Beautifully decorated offices, restaurants and hotels become living advertisements for new customers. Photos of such projects look organic in a portfolio, on a website and in social networks, forming the image of a reliable and professional partner. Moreover, corporate projects open the way to related services: florists increasingly receive requests to participate in photo shoots, advertising campaigns or even cross-marketing collaborations with brands.

What are the difficulties?

• Logistics. Arrangements need to be delivered on time and changed quickly so as not to interfere with the office work.
• Budgets. Companies are not always ready to spend large sums, especially if they do not understand the value of the service.
• Personalization. It is necessary to take into account the corporate style and interior of the client so that the flowers look organic.

Conclusion

Flower subscription for offices is not just a trendy service, but a new B2B segment that opens up a stable source of income for florists and helps develop long-term relationships with corporate clients.

Companies receive not only beautiful compositions, but also a ready-made solution for image formation, employee care and customer impressions.

In the coming years, we can expect that the subscription format will become as common as water delivery or cleaning services. For florists, this is a chance to occupy their niche in a promising market right now.

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