Strange but true! SecondFlor is the story of Alexandre and Mikaël, two computer engineers who fell in love with preserved flowers and plants, and made it their mission to share them with professionals. Today, SecondFlor supplies florists, designers, venues and retailers across the contiguous United States from our warehouse in Lawrenceville, Georgia.
Once upon a time...
In 2007, their curiosity for natural materials led them to create a decor brand together: decorative objects made of wood, silk and ceramics. Looking for original materials, they dug deeper and found the holy grail: preserved plants, real flowers and greenery that stay beautiful for months without water. It was a revelation, and it raised a question: why was such a remarkable product still so little known?
They started designing objects made of preserved plants, and in 2008 and 2009 presented one of the very first preserved plant canvases at a major international interior design trade show. Years of visiting growers, fields and preservation workshops followed, until Alex and Mikaël became true experts in plant preservation. In 2016, they launched an online platform dedicated to professionals, which grew into the leading supplier of preserved flowers, moss and greenery in Europe.
Why the United States?
Year after year, more and more requests came from American florists, designers and businesses. Contacts in the industry encouraged us to set up locally, so that US professionals could get the same quality with fast domestic shipping and prices in dollars.
The real challenge wasn’t logistics, it was taxes: selling B2B across the country means dealing with more than 10,000 different sales tax rules from state to state. We took on the challenge, and in January 2023, secondflor.us opened to professionals in every state of the contiguous US.
Why Georgia?
Georgia was a pragmatic choice. A partner company helped us establish our operations in Lawrenceville, in the Atlanta metro area. Atlanta is home to one of the busiest airports in the world, a true logistics hub, and Georgia keeps us within reach of the East Coast ports where our containers arrive, from Miami to New York. From our warehouse, orders reach customers in 24 to 96 hours.
An American team, years of expertise
Our Lawrenceville warehouse has been running for more than eight years, and it is operated by an American team that prepares and ships every order. Behind them, our buyers bring nearly two decades of experience selecting the best growers and preservation workshops. Our goal is simple: bring to American professionals the level of quality that has built SecondFlor’s reputation for so many years.
Big projects, real flowers
Preserved flowers make projects possible that fresh flowers never could. One of our most memorable: a giant heart made of more than 20,000 preserved rose heads for a Valentine’s Day installation in a Las Vegas casino. We have also supplied raw materials to major global brands for their own spaces and projects.
SecondFlor in the US today
- More than 10,000 professional accounts
- More than 2,000 businesses that have ordered from us
- About 130,000 preserved rose heads delivered
- Enough preserved moss to cover about 100,000 sq ft of walls, frames and displays
- 300+ preserved flowers, moss and greenery references, plus faux plants and flowers
- Shipping in 24 to 96 hours across the contiguous US, free over $100
Our mission
Our goal hasn’t changed since 2007: make preserved flowers and plants better known, and help professionals use them to create decor that lasts, with no watering and no waste. Explore our shop, find ideas and projects in The Green Room, our magazine, or create your free pro account.
