About us

We don’t often show our faces online so here’s a little bit about us. Forest is a family run business started by Fran and her daughters Alice and Maddie. We are a horticultural family with backgrounds in growing and floristry, all starting with Fran’s Dad, a Dutch grower who came to the UK in 1952 where he opened his nursery near York growing cut flowers.

Fran’s love of flowers stemmed from there. She went on to study at the Welsh college of horticulture and then came to London working as a freelance florist for events companies. Fran started The Fresh Flower Company in 1998 working mostly on weddings and events before opening the retail shop in East Dulwich in 2006. Alice and Maddie joined the company a few years later first as florists, before specialising in houseplants and helping to set up Forest in 2013.

Fast forward to 2022 - we now have three retail sites in South East London and last year opened our cut flower and plant nursery near Deal in Kent.

We love to share our passion for flowers and plants by teaching workshops at forest, giving talks, working with the RHS, and writing. We share this passion with our fantastic team who hold the fort whilst we take time to plot and plan for the future. Come and see us in the shops where we’re happy to share knowledge and tips, have a general natter about plants and flowers, and share our understanding of the ever expanding houseplant and floral world.

We hope you’d like to hear more about our story and keep up to date with us as we grow; if so, sign up to our newsletter and follow us on Instagram.


Alice, Fran and Maddie