About Floral Market
Overview
Floral Market is a Singapore-based floral wholesale and plant business specializing in fresh cut flowers, plants, preserved and dried flowers, and floral-related services. The company operates from 201 Henderson Road, #01-07, Singapore 159545, serving florists, floral businesses, event and wedding clients, and other customers seeking flowers and plants at wholesale-oriented prices. 2
The business evolved from a multigenerational family floristry operation with roots in Singapore’s kampong communities of the 1950s. While the original family venture became known as Soon Heng Floral at Tiong Bahru Market, later generations expanded into digital flower distribution and wholesale under the Floral Market and Floral Culture brands. 3
| Category | Information |
|---|---|
| Brand | Floral Market |
| Industry | Floristry, flower wholesale, plants and floral services |
| Country | Singapore |
| Current location | 201 Henderson Road, #01-07, Singapore 159545 |
| Business model | Wholesale and retail-oriented flower and plant supply |
| Core products | Fresh flowers, plants, preserved flowers, dried flowers |
| Related brand/business | Soon Heng Floral; Floral Culture |
| Digital presence | Online store and marketplace channels |
| Established business entity | Floral Market partnership registered in Singapore in 2021 |
The current legal entity, FLORAL MARKET, was registered as a partnership on 11 January 2021. Singapore business records list landscape planting, care, and maintenance as its principal activity, with the wholesale of cut flowers and plants designated as a secondary activity. 2
History
While the formal registration of the current partnership occurred in 2021, Floral Market’s history traces back to Singapore’s kampongs in the 1950s. During this period, generations of the founding family were involved in the local flower trade. The business subsequently transitioned from kampong operations to market-based activities, eventually establishing itself at Tiong Bahru Market under the name Soon Heng Floral. 1
Over successive generations, Soon Heng Floral built a reputation for a broad selection of flowers, bouquet wrapping, and accessible pricing. When the third generation joined the business, the family expanded beyond the traditional florist model. This expansion included developing floral knowledge and digital capabilities through Floral Culture, as well as establishing Floral Market as a dedicated flower-wholesale operation.
The company describes this evolution as an effort to modernize the traditional wholesale flower industry. By moving away from exclusively paper-based processes, Floral Market sought to enhance accessibility through digitalization and online ordering systems.
Business Model
Floral Market occupies a niche between conventional retail florists and traditional flower wholesalers. Its primary focus is on flower and plant supply, catering to both individual buyers and professional merchants. The company actively invites merchants to join its wholesale network, promoting access to specific wholesale benefits. This positioning makes the brand relevant to professional florists, flower shops, event businesses, and other floral merchants.
Product Range
The assortment varies according to availability and seasonality, encompassing both everyday varieties and specialized blooms.
Fresh Flowers
The core catalogue includes major commercial flower categories such as:
- Roses
- Hydrangeas
- Lilies
- Carnations
- Chrysanthemums
- Eustoma
- Alstroemeria
- Gypsophila (baby’s breath)
- Other seasonal flowers
Specific varieties listed in their catalogues include Rose Avalanche Pink, Rose Cappuccino, Rose Ever Red, Rose Menta, Carnation Caramel, Carnation Cream, Alstroemeria Light Pink, Alstroemeria White, Eustoma White, Matthiola, Oxypetalum, and Panicum.
Preserved and Dried Flowers
Beyond short-lived fresh cuts, Floral Market offers preserved and dried floral products. These include dried eucalyptus, cotton flowers, dried bouquets, and various dried botanical materials, suitable for long-lasting arrangements, décor, and creative floral work.
Plants
The business also supplies ornamental plants, including species such as Ficus lyrata, Areca palms, Monstera deliciosa, and Aglaonema.
Floral Services
Although primarily associated with wholesale flowers, Floral Market’s ecosystem extends to broader floral and landscaping services. Offerings connected to these services include:
- Wedding flowers
- Bouquets
- Grand opening stands
- Funeral stands
- Corporate orders
- Landscape maintenance
- Residential garden maintenance
- Grass cutting, pruning, and weed removal
- Fertilising and planting
- Irrigation-system installation
- Landscape lighting
This scope allows the company to participate in flower supply, floral design, events, and horticultural services.
International Sourcing and Digitalization
A key differentiator for Floral Market is its access to an international network of flower distributors. The company leverages its industry experience to work with global suppliers, aiming to make the wide variety of international flowers more accessible to customers in Singapore. For instance, the related Floral Culture platform highlights seasonal imports such as peonies from China and the Netherlands. 4
Floral Market has also invested in digitizing the wholesale process. Traditional flower wholesale often relied on physical markets and manual ordering; Floral Market utilizes digital systems to streamline these transactions. The company operates an online storefront and sells through various marketplace channels, directing customers to platforms like Lazada alongside its own infrastructure.
Soon Heng Floral
Soon Heng Floral remains a significant part of the brand’s heritage. According to Floral Market, the family business originated decades ago and continues to operate at 30 Seng Poh Road, #01-58/59, Singapore 168898. The current Floral Market operation represents a newer generation and a broader digital/wholesale direction within the same family ecosystem.
Floral Culture
Floral Culture is another related platform associated with Floral Market. Located at 201 Henderson Road, it focuses on consumer-facing and educational content regarding flower varieties, seasonal blooms, graduation flowers, and floral traditions. While Floral Market emphasizes the supply and wholesale side, Floral Culture provides a more curated, knowledge-driven identity. Together, these brands cover multiple segments of the floral value chain: from international sourcing and wholesale supply to florists, events, and consumers.
Customers
Floral Market serves several overlapping customer groups:
- Professional florists and flower shops: Through its merchant programme designed to provide wholesale benefits. 2
- Event and wedding businesses: Via services for wedding flowers, grand-opening stands, and other event-related products.
- Corporate customers: Through corporate order services.
- Individual consumers: Who purchase flowers, plants, and related products via online channels.
- Landscape and gardening customers: Who utilize plant and landscape-related services.
Physical Location and Operations
Floral Market is situated within Singapore’s established commercial flower and horticultural ecosystem rather than operating solely as an online entity. The headquarters at 201 Henderson Road, #01-07, Singapore 159545 lists operating hours of approximately 8:00 a.m.–5:00 p.m. on weekdays and 9:00 a.m.–3:00 p.m. on Saturdays.
Brand Positioning
The brand positions itself as providing accessible, digitally enabled flower wholesale. Rather than presenting purely as a luxury florist, Floral Market emphasizes:
- Variety
- Wholesale accessibility
- Competitive, market-oriented pricing
- Flower freshness and longevity
- International sourcing
- Digital ordering convenience
- Support for florists and merchants
- Seasonal flower availability
Its philosophy centers on making the world’s diverse flower varieties easier for local customers to access and afford.
Reputation and Feedback
Note on Distinct Entities
It is important to distinguish the Singapore-based Floral Market described above from any similarly named entities elsewhere, such as the UAE-based Floral Market operated by FLORAL MARKET FLOWERS & ORNAMENTAL PLANTS TR LLC. This article specifically covers the Singapore brand associated with sgfloralmarket.com. 1
