E-shop for houseplant accessories
A Shopify store for houseplant accessories selling only what the founders use themselves, connected to the Zelená knižnica community.
Florigera grew out of a personal passion: in 2020 the founders brought home their first houseplants, and the hobby gradually became a collection with a soft spot for rare and unusual species. Experience grew with it — of what a plant actually needs: the right substrate, a well-designed pot, a solid support. In 2024 a small growing facility of their own was added. Plants are sold in person through the “Florigerina Zelená knižnica” Facebook community, accessories through this e-shop — and anyone who buys a plant in the Knižnica gets a discount code toward accessories.
Florigera needed an e-shop for houseplant accessories — pots, substrates, fertilizers, supports, care tools and gift sets. It had to feel credible without leaning on a big name: the one thing the brand has that the competition does not is that the founders use every product in the catalogue daily, on their own collection. It also had to join two sales channels that until then lived apart — plants sold in person in the community, accessories sold online.
Designing the e-shop, we tackled several specific challenges.
- Credibility for a small brand
Without a big name, the site has to convince visitors that the people behind it genuinely know plants, rather than run another pot shop. The proof had to be built from what is true — the collection, the growing facility, and products the founders use every day.
- Connecting two channels
Plants are sold in person through a Facebook community, accessories online. Both channels had to work as one experience, so a customer from the Knižnica ends up in the e-shop naturally — helped by a reward that takes them there.
- A catalogue that advises
Buyers often do not know which substrate or pot their particular species needs. So the catalogue had to be split by what a plant needs — pot, substrate, fertilizer, support, tools — not by an abstract division of stock.
- A range that keeps changing
Florigera changes its range as it goes — the site says so in its own header. The catalogue therefore has to absorb new products without its category structure being rebuilt each time.
We built the e-shop on Shopify with a catalogue split by what a plant needs, and a homepage that does not leave “we sell what we use ourselves” as a slogan but spells it out in three concrete reasons: first-hand experience with every product, careful packaging in material given a second life, and belonging to a community of growers. The “About us” page carries the real story of the collection, and the Knižnica discount code ties the two sales channels together.
- A catalogue split into pots, substrates, fertilizers, supports, tools and gift sets
- A homepage building trust on three concrete reasons rather than promises
- An “About us” page with the real story of the collection since 2020 and the 2024 growing facility
- A discount code for Zelená knižnica customers, redeemable straight at checkout
- Free delivery over €50 and 2–4 day shipping stated right in the header
- A link to the Zelená knižnica community right in the navigation
Analysis and strategy
We went through the grower audience and built the accessory categories around what a plant needs, rather than around product type.
UI/UX design
We designed a homepage communicating the “we sell what we use” principle and a clear catalog interface.
Shopify implementation
We built the e-shop on Shopify and linked it to the Zelená knižnica community via a discount code.
Launch
After testing, we launched the e-shop and populated the “About us” page with the collection's story.
The e-shop now carries the whole Florigera accessory range and builds trust on the one thing a small brand has in excess — that behind every product in the catalogue sits the founders' own collection. The Knižnica discount code turns selling plants in person into an entrance to the e-shop, so two channels that used to sit side by side now feed each other customers.