The idea behind our flower subscription started from a pattern we noticed in our order data. A group of customers, maybe 10 to 15% of our repeat buyers, were placing the same order every week or two. Same flower type, same delivery address, same Tuesday slot. They weren't shopping. They were maintaining a habit.
We built the subscription to make that habit easier. Choose a flower type, pick a frequency (weekly, fortnightly, or monthly), and we deliver fresh stems to your door on the same day each cycle. Over 3,000 subscribers have signed up since we launched, making it one of the quieter but most consistent parts of our business.
How It Works
Our subscription is deliberately simple. You pick one of 12 flower options, and we deliver it on your chosen day. There's no lock-in contract; you can pause, skip, or cancel anytime. Each delivery is a fresh cut from the week's market supply, so the quality tracks what we'd use for a one-off order at the same price.
The range covers different moods and budgets:
Entry tier (from $44 to $47): Baby's Breath ($44), Eustoma ($44), and Matthiola ($47). Simple, single-variety bunches that brighten a room without being over-designed. The Matthiola in particular has a sweet fragrance that subscribers regularly mention.
Classic picks ($47 to $60): Roses ($47), Orchids ($49.90), and Lilies ($60). Roses come in a rotating colour palette. Orchids are phalaenopsis stems that last 2 to 3 weeks per delivery. Lilies open gradually over 5 to 7 days, which means the arrangement actually changes throughout the week.
Premium tier: Glass Vase ($89) and Ecuador Roses ($140). The Glass Vase subscription arrives ready to display (no arranging needed), and Ecuador Roses use long-stemmed premium roses sourced directly from Ecuadorian farms. These are the options subscribers choose when the flowers are for a visible spot, like a living room centrepiece, a reception desk, or a studio.
If you'd like to compare options side by side, browse the full subscription range with frequency and pricing details on each.
Who Subscribes (and Why)
Our subscriber data tells an interesting story. Roughly half are self-buyers: people who order flowers for their own home or workspace. They're not buying for occasions. They're maintaining an environment. One subscriber told us she started her weekly baby's breath delivery during WFH and never stopped because her home office "felt wrong" without fresh flowers on the desk.
The other half are gifters who set up a subscription for someone else: a parent, a partner, a friend recovering from surgery. The recurring delivery turns a one-time gesture into an ongoing one. We see a spike in gift subscriptions around Mother's Day and Valentine's Day, but the retention rate is strong year-round.
Corporate subscribers make up a smaller but growing segment. Offices, co-working spaces, restaurants, and hotel lobbies use our weekly deliveries to keep fresh flowers in rotation without the admin overhead of reordering.
What We've Learned Running a Subscription
Running a flower subscription in Singapore has its own set of challenges that don't exist with one-off orders. Consistency is the hardest part. A subscriber who receives beautiful roses in week one notices if week three's roses look slightly less vibrant. So we grade our subscription stems separately. Each delivery gets the same quality standard as a one-off purchase at the same price point.
Seasonal availability also matters. Certain flowers fluctuate in supply (peonies and tulips, for instance, are seasonal imports). For subscription flower types that are available year-round (roses, baby's breath, orchids), we maintain supplier relationships that prioritise consistency. For our Loose Stalks ($73) option, we deliberately use a mixed-variety format so we can work with whatever's freshest that week.
Start Your Flower Subscription
12 options from $44/delivery. Weekly, fortnightly, or monthly. No lock-in. Free delivery across Singapore. Join 3,000+ subscribers.
Browse Subscriptions →Curious but not ready to commit? Windy, our AI florist, can help you pick the right flower type and frequency based on your space, preferences, and budget.
Frequently Asked Questions
Can I pause or cancel my subscription?
Yes. There's no lock-in or minimum commitment. You can pause for any period, skip a specific delivery, or cancel entirely through your account or by contacting us. Changes take effect from the next delivery cycle.
Do I need to provide a vase?
Most subscription options arrive as wrapped stems, so you'll need your own vase. If you'd prefer a ready-to-display option, the Glass Vase subscription ($89) arrives fully arranged in a reusable glass vase each delivery.
Can I set up a subscription as a gift?
Absolutely. At checkout, enter the recipient's delivery address instead of your own. You can include a message card with the first delivery explaining the gift. The recipient will receive flowers on your chosen schedule without needing to do anything.
