e-Flora, part of Dutch Flower Group (DFG), has ceased its activities as of 1 January 2026. The company was established several years ago to bring together all e-fulfilment activities for online retailers within DFG and to further develop the e-commerce of flowers, plants and gifts for consumers across Europe. Reports suggest that ‘While developments during and after the COVID period were positive, growth in recent years has unfortunately fallen short of expectations.’
Due to the lack of continued growth, DFG decided to discontinue e-Flora in its current form beyond 31 December 2025. It is understood that a significant part of its activities will be transferred to other organizations, with the majority taken over by DFG companies, which will continue the operations. DFG said it will ensure support throughout the transition and continuity for customers and suppliers, enabling the process to run as smoothly as possible.
Most of e-Flora’s employees will transfer to the DFG companies as part of this transition, while others are currently being redeployed within or outside DFG.
In a statement, e-Flora Director René Kester commented, “With gratitude, I look back on what we have built together at e-Flora, now that we are saying farewell to e-Flora in its current structure. What we achieved together, and what rapidly grew into a fantastic company during COVID, is something to be proud of.
“I would like to express my appreciation to our wonderful employees, partners and customers, and to thank them sincerely for their trust, commitment and engagement over all these years. Thanks to them, we have been able to bring joy to countless consumers with our flowers, plants and other gifts. Until the very last day, we will continue to do so with full dedication, because that is what e-Flora has always stood for.”
