From start-up to scale-up: How FLOX blends sustainability, service, and style

When long-time KLM colleagues Madeleine and Marjolein left the airline industry in 2020 to start their own business, they didn’t expect to become pioneers in the world of artificial flowers. But just a few years later, their company FLOX has grown into a fast-scaling brand known for its beautiful, seasonal flower arrangements—offered as a sustainable subscription service to the business market.
Their journey is one of bold decisions, staying close to the customer, and making artificial flowers surprisingly personal.

Who are Madeleine and Marjolein?

After more than 20 years at KLM, working in service-oriented roles, the two founders decided it was time for something new. “We took a voluntary leave package and started our own business,” Madeleine explains. “And we haven’t looked back since.”
The idea for FLOX started from two insights: artificial flowers were becoming more beautiful and eco-friendly, and yet still expensive and static. So they introduced a subscription concept with rotating seasonal bouquets—bringing beauty, ease, and sustainability together in one.

Understanding the brand: FLOX

FLOX offers artificial flower subscriptions to companies that want stylish arrangements without the waste, hassle, or cost of fresh flowers. The business serves a wide range of clients—from banks and law firms to event spaces and dental clinics. Each quarter, FLOX delivers and swaps bouquets that match the season and the space.
“We offer businesses a bouquet that looks custom, with no effort on their side,” says Marjolein. “They don’t have to think about it—we take care of everything.”
FLOX has found its niche in three key values: sustainability, ease, and cost-efficiency. But over time, a shift occurred. “When we started, convenience was the biggest driver for our customers,” Marjolein shares. “Now it’s clearly sustainability. That’s really changed.”

The challenge: growing fast without losing the personal touch

As FLOX expanded, a key question emerged: how do you maintain the level of personal attention that made you successful in the first place?
“We used to do every delivery ourselves,” says Madeleine. “Now we work with partners, and that means letting go a bit. But people still tell us—it’s most fun when we show up.”
The team recently conducted a customer survey to guide future decisions. It confirmed high satisfaction, but also revealed new opportunities: like offering follow-up messages after deliveries, or giving customers more choice in bouquet design—without adding complexity on the back end.
“Customers love to choose,” Madeleine explains. “So we send a few photo options of seasonal bouquets, and they get to pick. Every time a customer gets a bouquet of their choice, as if they would go the florist. And some customers just like to be surprised.”

The solution: scaling smart, not generic

Rather than grow by adding more of the same, FLOX focused on smart systems that preserve the personal feel. Here’s how:

  • Customer-driven design: Customers now receive photo options of pre-designed bouquets—allowing FLOX to batch production while still giving their customers personal choice.
  • Touchpoint refinement: A simple message after each bouquet swap—“Are you happy with the flowers?”—ensures quick feedback and continuous dialogue.
  • Occasional extras: For new clients or special occasions, they sometimes add small gifts. “Nothing standard like wine,” says Madeleine, “but something special that fits.”
  • Quarterly themes: Bouquets are updated every season, and FLOX leans into that rhythm. “Most clients love the quarterly switch,” says Marjolein. “They think it’s long, but they’re always surprised when it’s time again—it feels fresh every time.”
  • Focus on B2B: Saying “no” was part of their growth. “We decided to focus on business customers only,” Madeleine explains. “That was a tough call, but it helped us grow smarter. We don’t offer subscriptions for B2C customers—they can simply buy a bouquet whenever they like”

Lessons learned & advice for entrepreneurs

One of their biggest learnings? Stay positive. “Your energy matters,” Madeleine says. “Don’t just show up with flowers. Be curious. Listen. It makes all the difference.”
They also emphasize the power of networks. “KLM gave us a massive network—and we knew how corporate buyers think,” says Marjolein. “That helped us get in and connect with the right people.”
Another insight: clarity creates calm. “We used to say yes to everything. Now we’ve learned: say no early, focus, and trust your model.”

Final thoughts

FLOX is now growing steadily, with a 45% revenue increase last year. And while they may not be the biggest in the market, they believe in the strength of their model. “We might not have the most bouquets,” Madeleine says, “but I think we have the best business model.”

Their proudest moment? That first delivery to a major canal-side office in Amsterdam. “We drove there in a rented van with coffee and snacks,” Madeleine laughs. “We looked at each other and thought—look at us now.”

As they scale, their north star remains the same: joyful, sustainable, and truly personal customer experiences.