London’s New Covent Garden Flower Market is buzzing with activity as traders prepare for Valentine’s Day. This iconic wholesale market supplies 75% of London’s florists, handling over 17 million flower stems annually.
From luxury retailers like Harrods to independent florists, customers flock to Nine Elms to source the freshest blooms. It’s one of the busiest times of the year, and traders are working through the night to meet the surge in orders.
Wholesale Florists Expect Record-Breaking Valentine’s Sales
Valentine’s Day always brings a floral frenzy, and this year is no exception. Traders are expecting millions of roses, tulips, and lilies to fly off the shelves.
Freddie Heathcote, Managing Director of Green & Bloom, describes the season as a “floral whirlwind.” He said, “Trade truly ‘blooms’ this time of year. We see a massive surge in demand, and every wholesaler is on their toes.”
It’s not just the florists benefiting. High street retailers, event planners, and even royal households rely on New Covent Garden Market for premium flowers. With an annual turnover nearing £900 million, this hub plays a crucial role in the UK’s floral industry.
A Legacy of Blooms: 50 Years of Tradition
Since opening in 1975, the market has seen generations of traders pass through its doors. Some families have been selling flowers here for over a century.
Dave Gibbs, owner of DG Wholesale Flowers Ltd, recalls a special moment from the past. “I was 13 when Queen Elizabeth II opened the market. I still remember getting dressed up for the occasion—it was unforgettable.”
With 175 traders selling flowers, fruits, and vegetables, New Covent Garden remains a cornerstone of London’s wholesale trade. Chair Wanda Goldwag OBE highlights the market’s evolving challenges. “Sustainability and customer demands keep changing, but our commitment to keeping this market thriving has never been stronger.”
As Valentine’s Day nears, traders brace for long nights, high sales, and a city filled with flowers.
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