A family that grows flowers, not just sells them.

Chapter 01 — The beginning

It started with a question nobody else was asking.

In 2020, while the rest of Singapore was sheltering indoors, our founders were standing in a flower auction watching the same boxes of stems get bought, marked up, resold, marked up again, and finally land at a florist’s door — bruised, dehydrated, and three days older than they needed to be. Every link in that chain took its cut. The grower got the least. The customer got the worst flowers.

We thought: what if we cut the chain?

Not just the middlemen, but the whole way wholesale flowers had been done in Singapore for decades. What if a single company could grow the flowers, import the rest direct from farms in ten countries, run its own cold room, and sell to florists, hotels, weddings, and ordinary people at the same wholesale price — with no minimum order?

That question became Direct Wholesale Flower.

Chapter 02 — The farm

1,500 metres up, where the air is cooler.

Our flagship farm sits in Pahang’s Cameron Highlands, 1,500 metres above sea level, where the cool nights tighten chrysanthemum buds into denser, longer-lasting blooms than anything grown in the lowlands. We don’t lease the land. We don’t buy from the farm next door. We grow the chrysanthemums ourselves, on our own plot, with our own team — the same people who pack them and put them on the truck heading south. Every Monday, Wednesday, and Friday at 4am, those trucks cross the Causeway. By breakfast, the stems are in our cold room at 50 Gambas Crescent. By the time most of Singapore is at lunch, they’re in florists’ hands across the island. Cameron Highlands is the part of our story we’re most proud of. Read about the farm here.

Chapter 03 — The world

From Mount Kenya to Singapore.

The chrysanthemums are ours. Everything else, we fly in — direct relationships, no agents, no resellers between the farm and our cold room. Our Kenya roses come from estates at 1,800 metres on the slopes of Mount Kenya, where the altitude gives them stem length and vase life that lowland roses can’t touch. Our peonies arrive on weekly cargo from Holland during the European summer, and from New Zealand when Holland’s season ends. Our tulips land each Tuesday on the same flight that supplies most of Singapore’s premium florists.

Ten countries: Kenya, Ecuador, Holland, New Zealand, Australia, China, Taiwan, Vietnam, Israel, and our own Malaysia farm. Each origin chosen for what it does best — not for what was cheapest at auction.

Chapter 04 — The location nobody else wanted

Why we set up in the North.

Every other major flower wholesaler in Singapore is in Thomson, Clementi, or Bartley. For a florist in Yishun or an event stylist in Sembawang that’s a 30 to 45-minute drive each way — and another 30 minutes back, in traffic, with conditioned stems wilting in the boot of the car.

We chose 50 Gambas Crescent on purpose. It put us 4 minutes from Sembawang, 6 minutes from Yishun, 7 minutes from Admiralty, 10 minutes from Woodlands, and 15 minutes from Punggol. We are the only major flower wholesaler serving North Singapore — and being the only one means we never compete on speed for our local buyers. We just are the speed. See the full delivery map: Yishun, Sembawang, Woodlands, Punggol, Admiralty, and Seletar.

Chapter 05 — The people we serve

Florists, weddings, hotels — and you.

Most flower wholesalers in Singapore are wholesale-only or retail-only. We are deliberately both. The same bundle of Kenya roses, at the same wholesale price, goes to a florist on a trader account, an event stylist building a wedding installation, a hotel filling its lobby, and a homeowner picking up flowers for a Saturday dinner party. No trade card. No minimum order. No pretending that buying flowers should require a credential.

Chapter 06 — What comes next

What we’re still building.

Five years in, we are still the youngest of Singapore’s major flower wholesalers — and that is on purpose. We were built from scratch around a vertically integrated supply chain, a fresh cold room, an e-commerce site that actually works, and a customer-service line that answers on Sunday nights. We are not retrofitting old habits.

What’s next: more transparency on every stem (origin, harvest date, vase life), more services for florists who want to grow their business, more workshops that turn home arrangers into confident florists, and a deeper bench of Cameron Highlands varieties grown specifically for the Singapore market.

We’re a family business. We grow flowers. And we’d like to sell them to you. Come visit the cold room, or start an order.

— 01

Freshness, measured in hours not days

Every stem we sell is dated — cut, landed, or harvested. If a flower has been in a cold room for more than five days, it does not get sold at full price. This is not industry standard. It is ours. 

— 02

Pricing is the same for everyone

Walk-in retail buyers pay the same price per bundle as our florist trade customers. No trade card required. No “wholesale members only” signs. The price is the price.

— 03

Service that doesn’t clock off

Funeral coordinators, event stylists, and last-minute brides don’t keep office hours. Our WhatsApp answers Sunday nights, public holidays, and 11pm — because that is when the calls actually come in.