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Where it All Began

Since the beginning at Euroflorist we have been committed to helping people connect with each other through flowers from our professional retail florists. Whether it is across town, throughout the country, or around the world, we touch people with flowers.

The Euroflorist mission has been to enable consumers all over Europe, whether an individual or a company, a cost effective way to send flowers anywhere in the world. With their florist members, Euroflorist works to be the most reliable and most innovative floral industry partner. As a result, Euroflorist makes it easier to send flowers.

The Euroflorist History

In 1982 Peter Jungbeck established the Company to service Swedish florists with a better floral order relay system. From his background in the technology business, Mr. Jungbeck from the start provided florists with the best platform for trading floral orders between each other.

In 1990 the Company's name was changed from Svensk Blomsterförmedling to Euroflorist and Mr. Jungbeck embarked on an expansion plan to become today the largest florist member relay network outside North America. Euroflorist offers complete country wide coverage in each market it operates in to ensure all flower orders are designed and delivered by a professional retail florist. The Company is also the largest order contributing member of Teleflor International which includes over 54,000 florist members. As a result, EuroFlorist can offer same day delivery of fresh flowers designed by a professional florist to almost any corner of the world.

Euroflorist has been an industry pioneer on many fronts. In 1988, the company conceived and developed the Euroflorist FlowerCard for use as payment in Euroflorist member florist shops. Since then millions of FlowerCards have been sold across Europe. In August 1995, the Company established its consumer website and was first in Europe to sell flowers over the internet.

As an established international company Euroflorist has always maintained its head office in Malmo, Sweden. The company has operations across Europe from the combination of setting up a local florist relay networks from the ground up and acquisitions of existing florist relay network companies.

Euroflorist is a privately owned company and its main investor is Litorina Kapital based in Stockholm, Sweden.

Important Milestones

1982 Company was founded in Malmo, Sweden as Svensk Blomsterförmedling
1988 Developed and launched FlowerCards
1988 Established operations in Norway
1990 Changed name to EuroFlorist
1993 Established operations in Denmark by company acquisition
1995 Pioneered online Internet flower ordering in Sweden
1996 Established operations in Poland
1998 Launched second generation of e-commerce website
2001 Established operations in Germany
2001 Launched third generation of e-commerce website
2002 Established operations in Austria
2003 Expanded into Netherlands by company acquisition
2004 Expanded into France by company acquisition
2004 Launched fourth generation of e-commerce
2005 Winner of Microsoft .NET Award for Europe's most modern e-commerce platform.
2005 Expanded operations in Germany by company acquisition
2006 Expanded into Belgium and Luxembourg by company acquisitions
2007 1.500 floristes celebrated EuroFlorist 25 years anniversary in Barcelona
2009 Euroflorist takover
2010 Institution of two Flower-Centres Malmö and Aalsmeer
2010 Euroflorist merched with eFlorist
2010 Launched fifth generation of e-commerce

... and the entrepreneurial spirit still lives on!

Since our foundation more than 40 years ago, Euroflorist has delivered over 60 million bouquets of flowers worldwide, bringing joy to millions of people.

Although we are now a successful international group, the entrepreneurial spirit of the early years of Peter Jungbeck and Lars Hedberg lives on. We work hard every day to exceed the expectations of our customers and florists and to transmit happiness and joy with flowers, anytime and anywhere in the world.


The investor consortium Euroflorist 2.0 AB jointly acquired 100% of Euroflorist. Magnus Silfverberg takes over the CEO position following the acquisition. CEO Per Lindsjö is leaving the company. Under Per Lindsjö's leadership, Euroflorist has successfully built a growing and profitable business. The investor consortium will invest in the business from a long-term perspective with the ambition of developing an even better company.


There’s always a reason for giving flowers.

When you want to convey passion, celebrate someone, express gratitude, send condolences or just treat yourself, we are there to deliver both feelings and flowers to the doorstep. At Euroflorist every emotion matter, and we embrace them all.
We are present in eleven European countries and delivers worldwide, partnering with local florists and suppliers around the world.

What is your reason for sending flowers?