The Flower Family
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The Flower Family is a recognised social enterprise in Amsterdam. Dutch-grown flowers at a fair price for the grower, bouquets assembled by people who had been shut out of the labour market, sixteen of them into work so far. As the company moved from a consumer flower service to a business ordering environment, the platform had to move with it.
The challenge
Two things had to be true at once. The story of growers, talents, FSI certification and a transparent chain had to be told properly, because it is the reason a company buys here rather than anywhere else. And the ordering had to behave like real procurement: approved accounts, repeat orders, invoicing and track and trace, not a consumer checkout with a company name field bolted on.
Our approach
Headless. Webflow runs the front end, so the mission pages, the magazine and every product template stay fully designable and fully editable. Shopify runs commerce. Smootify sits between them, syncing products, collections and customer accounts into Webflow so the store is built in the same tool as the rest of the site, cart, search, filters, accounts and order history included, with no theme to fight.
Around it, the back office: Topbloemen for fulfilment and delivery, Twinfield for accounting, and automated track and trace so a business customer can see where an order is without emailing anyone. Onboarding stays deliberately human. A company applies, gets a call, then gets an account.
The results
One system carrying both the mission and the transaction. The team publish bouquets, grower profiles and magazine articles themselves across four shop collections and five editorial categories, while commerce, logistics and finance run underneath without anyone touching a template.
