When you think of flowers in South Africa, one name towers above the rest — Multiflora Flower Market. Nestled in the heart of City Deep, Johannesburg, this iconic flower market is a blooming paradise for florists, retailers, event planners, and everyday flower lovers alike. It’s not just a flower market—it’s the beating heart of the floral trade in Southern Africa.
In this article, we take you behind the petals to explore:
- What makes Multiflora so unique
- Who the major flower wholesalers are
- How to buy bulk flowers
- How you can tap into the flower auction scene
- And why top brands like Secret Flowers source their blooms from here
What is Multiflora Flower Market?
Multiflora is Africa’s largest single-site flower auction and wholesale flower market, open to the public and trade buyers. Hosting over 600 flower varieties daily, it’s often referred to as the “Mall of Flowers” due to its layout and diversity.
The market is the backbone of South Africa’s fresh cut flower trade, handling more than 300 million flower stems annually. From roses, lilies, and proteas to exotic blooms, it’s where retailers, florists, wedding planners, and event decorators flock for their floral fix.
Multiflora Flower Market operates as a vibrant hub where buyers and sellers of flowers converge, primarily through auctions. It’s a large-scale marketplace, sourcing flowers from local growers and international farms. The market facilitates wholesale and retail sales, with a focus on fresh, high-quality flowers.
1. Sourcing and Quality Control:
- Multiflora sources flowers from over 600 local growers within a 300km radius of Johannesburg and from other regions like Cape and Natal.
- Flowers undergo inspection by the Multiflora board to ensure they meet quality standards before being offered at auction.
2. Auctions:
- Auctions are held several times a week, both online and in person.
- Buyers and sellers need to register with Multiflora to participate.
- Buyers can inspect flowers before bidding.
- The auction system is designed to ensure a continuous supply of fresh flowers.
3. Distribution and Sales:
- After auctions, wholesalers distribute flowers to various parts of South Africa.
- Multiflora also has a Flower Mall with retail shops, offering a wide range of floral products and related items.
- The market caters to various needs, from florists and event planners to individual customers looking for gifts or home décor.
4. Additional Services:
- Multiflora offers services like event planning and flower arrangement courses.
- They also provide home and office flower subscriptions.
- The market includes shops selling related items such as pots, containers, plants and gardening supplies.
Fresh Cut Flowers for Every Occasion
Walking into Multiflora feels like stepping into a kaleidoscope of scent, color, and emotion. Whether you’re after:
- Wedding flowers
- Birthday bouquets
- Baby Showers
- Anniversary flower arrangements
- Graduations
- Proms & School Dances
- Housewarmings
- Retirement Parties
- Or simply flowers “just because”
Holidays
- Valentine’s Day
- Mother’s Day
- Father’s Day (masculine or green/plant-based arrangements)
- Christmas
- Easter
- Thanksgiving
- New Year’s Eve
- Diwali / Eid / Hanukkah / Lunar New Year
- International Women’s Day
- Administrative Professionals Day
Sympathy & Memorials
- Funerals
- Wakes / Viewings
- Memorial Services
- Gravesite Arrangements (anniversaries, All Souls’ Day, etc.)
Corporate & Business Events
- Gala Dinners
- Award Ceremonies
- Product Launches
- Conference Decorations
- Corporate Gifting
- Office Reception Decor
- Client Thank-You Bouquets
Cultural & Community Events
- Religious Ceremonies (e.g., Christenings, First Communion, Bar/Bat Mitzvahs)
- Festivals / Parades
- Public Holidays & Civic Celebrations
- Charity Events
- School & University Ceremonies
Everyday / Just Because
- “Thinking of You” arrangements
- “Get Well Soon” bouquets
- “I’m Sorry” flowers
- “Congratulations” bouquets
- New job / promotion gifts
- Random acts of kindness
You’ll find the freshest blooms daily, delivered from growers all across the country and beyond. These bulk flowers arrive early each morning, and within hours they’re auctioned off and delivered to shops and buyers nationwide.
Meet the Flower Wholesalers at Multiflora
Here are the top flower wholesalers based at Multiflora you should know about:
1. Alsmeer
Alsmeer is one of the most established and reputable flower wholesalers operating within the Multiflora Flower Market. Known for its premium selection of fresh cut flowers, Alsmeer specializes in long-stemmed roses, seasonal blooms, and elegant mixed bouquets tailored for both the retail and event sectors.
With decades of experience in the floral industry, Alsmeer is a trusted supplier to florists, event planners, and online flower delivery brands across South Africa. Their flowers are sourced daily from top local growers and occasionally supplemented with imported varieties, ensuring a diverse and high-quality offering year-round.
What sets Alsmeer apart is their consistency in flower freshness, attention to detail in flower grading, and personalized service for bulk buyers. Whether you’re looking to buy flowers in bulk for a wedding, funeral, or retail shop, Alsmeer’s stall at Multiflora promises exceptional quality, competitive pricing, and dependable supply — making them a cornerstone in Johannesburg’s floral ecosystem.
2. AMP Flowers
AMP Flowers is a distinguished flower wholesaler operating from within the Multiflora Flower Market, located at the corner of Fig Place and Vickers Road in City Deep, Johannesburg . They proudly serve as a beacon of quality and freshness, sourcing blooms both locally and internationally.
AMP Flowers offers an extensive selection, including roses, lilies, tulips, daisies, and a rotating menu of seasonal specialties designed to suit weddings, corporate functions, birthdays, and sympathy arrangements (multiflora.co.za).
With a steadfast commitment to excellence, each stem is handpicked from trusted growers to ensure long-lasting beauty and consistent quality. Open weekday mornings—Mon through Fri—AMP Flowers supports both walk-in florists and registered buyers placing online orders, providing reliable delivery services and personalized support throughout the floral ordering process .
3. Ansen Flowers
Ansen Flowers is a respected and long-standing wholesaler at the Multiflora Flower Market in City Deep, Johannesburg, operating from Shop 8–12 on Marjorie Street . Founded in 1994 by Ansen and Francine, the company began with humble beginnings selling single roses under the name “Classic Flower Bunch” before expanding into Pretoria and eventually establishing a significant presence at Multiflora under the unified name “Ansen Flowers” in 2014 (flowersonline.co.za).
Today, Ansen Flowers benefits from over 150 years of collective team experience and offers a full suite of services including wholesale flower distribution, custom bouquet production for supermarkets, local delivery, and bespoke arrangements for weddings and events.
They source a diverse array of fresh cut flowers—such as roses, lilies, tulips, and daisies—from both local growers and selected imports, ensuring consistent quality, freshness, and variety year‑round. With reliable service and polished floral offerings, Ansen Flowers is a preferred choice for florists, supermarkets, and event planners seeking elegant and dependable blooms direct from Multiflora.
4. Flower Centre
Flower Centre is one of the most esteemed and long-serving wholesalers at Multiflora Flower Market, located in the Multiflora complex on Marjorie Street, City Deep, Johannesburg . Founded over two decades ago, it has established itself as a cornerstone of South Africa’s floral industry, combining wholesale and retail flower services under one roof.
Open weekday mornings from 7:00 AM to 4:00 PM (and Saturdays until 2 PM in some listings), Flower Centre presents an extensive assortment of fresh cut flowers — from classic roses, lilies, tulips, and daisies to seasonal specialty blooms sourced locally and internationally.
The shop also offers bespoke floral arrangements tailored to weddings, corporate events, sympathy and funeral needs, and retail requirements, backed by high standards of quality, freshness, and a customer-first ethos (multiflora.co.za). With direct delivery options and competitive pricing for both bulk flower buyers and individual customers, Flower Centre is trusted by florists, event planners, and everyday flower lovers alike.
5. Flower Zone
Flower Zone is a premium wholesaler housed within the Multiflora Flower Market, situated at the corner of Fig Place and Vickers Road in City Deep, Johannesburg . Operating from a modern, family-owned business with over 45 years of floral industry heritage, Flower Zone offers a comprehensive range of fresh‑cut flowers including roses, chrysanthemums, proteas, carnations, tulips, celosia, fillers, greenery, and custom bouquets sourced directly from growers and imports to meet diverse seasonal demands.
Their expansive onsite infrastructure spans over 1,200 m², featuring advanced cold storage and sorting facilities, enabling efficient packing and wholesale distribution both locally across Gauteng and nationally via courier arrangements.
As a 100% Black Economic Empowerment (BEE) company, Flower Zone is committed to sustainable practices and inclusive growth, supplying florist chains like Shoprite/Checkers and exporting to neighbouring countries, while maintaining personalised service, consistent quality, and dependable same-day delivery from their Multiflora base
6. Jason’s Flowers
Jason’s Flowers is a celebrated and long-standing wholesaler at the Multiflora Flower Market, located at Shop LS 1‑5, on the corner of Vickers Street and Fig Place in City Deep, Johannesburg . Established in 1967 by Manny Xavier, Jason’s Flowers began in downtown Johannesburg before relocating to the Multiflora complex in 1988, where it continues to operate today with a legacy spanning over five decades (Jason’s Flowers).
It specializes in both wholesale and retail fresh‑cut flowers, offering a vast selection that includes roses, lilies, tulips, daisies, and more, curated to suit weddings, funerals, birthdays, corporate functions, and other special occasions.
Jason’s Flowers sources fresh, farm‑grown blooms from growers across South Africa, with distribution not just locally in Johannesburg but also nationally—and to neighbouring African countries. They are open from Monday to Friday, 7 AM to 4 PM, and Saturday until 1 PM, serving registered wholesale buyers, florists, event planners, and walk‑in retail customers with dependable quality and personalized service.
7. Mimosa Flowers
Mimosa Flowers is a well-established and trusted wholesaler nestled within the Multiflora Flower Market at the corner of Fig Place and Vickers Road, City Deep, Johannesburg. Operating Monday to Friday from 7:00 AM to about 3:30 PM and Saturdays until around 1:00 PM, their stall is known for offering a wide and vibrant selection of fresh-cut flowers, including roses, lilies, tulips, chrysanthemums, and seasonal blooms sourced from both premium local growers and international suppliers .
Mimosa Flowers caters to both retail customers and bulk buyers—serving florists, event planners, and everyday visitors—with custom floral arrangements for weddings, birthdays, corporate functions, anniversaries, and sympathy occasions (multiflora.co.za).
Their commitment to quality, freshness, and personalized service, combined with their online catalogue and delivery options, makes them a standout choice for anyone seeking dependable and vibrant blooms direct from Multiflora . Additionally, customers praise Mimosa for being cost-effective and flexible in crafting arrangements tailored to individual tastes and budgets .
8. Rams Flowers
Rams Flowers is a time-honored and widely respected flower wholesaler situated within the Multiflora Flower Market at City Deep, Johannesburg, operating from a spacious ~600 m² warehouse on Marjorie Street . With roots dating back to the late 1940s, Rams Flowers is now led by the third (and fourth) generation of the Padayachy family, reinforcing its legacy as one of the largest fresh-cut flower wholesalers in the region (multiflora.co.za).
Their stall offers an impressive variety of fresh, vibrant blooms—from roses and lilies to seasonal favourites—sourced from both local growers and select international suppliers, ideal for weddings, corporate events, sympathy flowers, birthdays, and more.
Open Monday through Friday from 8 AM to 4 PM and Saturdays until 2 PM (closed Sundays), Rams Flowers caters to both wholesale trade buyers and retail visitors with consistent quality, competitive pricing, and free delivery within Johannesburg for orders over R700. Customers frequently praise their exceptional longevity, noting stems lasting 21+ days and describing their service as “international standards,” making Rams Flowers a cornerstone in Johannesburg’s floral ecosystem (a-better-place.com).
These businesses form the lifeblood of the Multiflora Mall, serving everyone from small florist kiosks to large corporate decor clients.
Wholesale & Bulk Flower Purchasing Made Simple
Whether you’re a florist near me looking for the best deals or planning a large-scale event, Multiflora simplifies the wholesale flower experience. You can buy:
- Directly from flower wholesalers
- Through the Multiflora flower auction
- Or pre-order via their online flower ordering platform
The pricing is competitive, and the variety is unmatched. If you’ve ever searched for cheap flower delivery in Johannesburg or flowers near me with real freshness — this is where your flowers are probably coming from.
Multiflora’s Flower Auction: Where It All Begins
The true magic of Multiflora starts before the sun rises. At 5 AM sharp, the flower auction kicks off, where professional buyers place live bids on flowers in real-time.
It’s a fast-paced, exciting process where quality and freshness reign supreme. This auction model is what makes the Multiflora Flower Market unique on the African continent and allows for same-day flower delivery to wholesalers, florists, and even online florist businesses.
Online Flower Ordering & Nationwide Delivery
Thanks to their integrated digital platform, Multiflora enables real-time online flower delivery for registered buyers across South Africa. Whether you’re based in Cape Town, Durban, or Nelspruit, you can:
- Order fresh flowers in bulk
- Track shipments
- Arrange for next-day delivery
This level of convenience has made Multiflora the top choice for tech-savvy florists and planners.
Secret Flowers: A Blooming Success Story at Multiflora
One brand that truly understands the power of sourcing directly from Multiflora is Secret Flowers — your go-to online flower delivery service in Johannesburg, Sandton, and Bryanston.
Why Secret Flowers Stands Out:
- Only selects fresh cut flowers from trusted Multiflora wholesalers
- Offers same-day flower delivery with FREE delivery around Bryanston
- Specialises in birthday flowers, anniversary arrangements, and Mother’s Day flowers, weddings, funerals, corporate functions, Event and other special occasions.
- Personalised gifts, funeral flowers, and sympathy arrangements available
Flower Arrangements & Event Décor at Secret Flowers
Looking for custom flower arrangements? Many of the shops at Secret Flowers offer:
- Bridal bouquets
- Table centerpieces
- Floral arches
- Funeral and sympathy sprays
Whether you’re a bride, an event coordinator, or a business needing corporate decor, you can request bespoke floral arrangements in minutes.
Whether you’re searching for flowers near me, flower shop near me, or an online florist that delivers quality and elegance — Secret Flowers ensures your floral messages are never forgotten.
✅ Visit: Secret Flowers to place your order today.
Why Multiflora Matters in the Flower Industry
With over 600 varieties, a seamless auction process, and powerful delivery infrastructure, Multiflora Flower Market doesn’t just support local businesses — it uplifts an entire industry.
In fact, when you send flowers in South Africa, chances are those petals have passed through this iconic market.
It supports:
- Local flower farms
- Employment across Johannesburg
- Sustainability initiatives through responsible sourcing
Visiting Multiflora Flower Market: What You Need to Know
📍 Location: Multiflora Market, Marjorie Street, City Deep, Johannesburg
🕕 Hours:
- Auction: Mon–Fri, 5 AM – 9 AM
- Wholesale shops: 7 AM – 3 PM
- Retail section: Sat & Sun open to public
🚘 Parking: Available and free
🎟️ Entry: Free for both wholesale and public visitors
Final Thoughts: Why Multiflora is South Africa’s Floral Crown Jewel
From daily flower auctions to wholesale flower sales, and from high-end floral arrangements to budget-friendly blooms, Multiflora Flower Market is an essential stop for anyone in the floral world.
Whether you’re a DIY bride, a florist, a decorator, or simply someone who loves flowers — there’s no better place to explore South Africa’s floral diversity.
And if you’re not sure where to start, let Secret Flowers do the work for you. They bring Multiflora freshness straight to your doorstep — fast, flawless, and fragrant.
Frequently Asked Questions (FAQs)
1. Is Multiflora open to the public?
Yes! While it’s a wholesale flower market, the public is welcome to shop for flowers, especially on weekends.
2. Can I buy flowers online from Multiflora?
You can’t buy directly from Multiflora as a public customer online, but brands like Secret Flowers offer online ordering and delivery.
3. What is the best time to visit the Multiflora market?
Early mornings (especially during weekdays) offer the best selection of fresh blooms.
4. Do they sell imported flowers at Multiflora?
Yes, many wholesalers also import exotic flowers alongside local favorites.
5. Is Secret Flowers part of Multiflora?
No, but Secret Flowers sources its flowers directly from Multiflora’s top wholesalers — ensuring unmatched freshness and quality.
