Our Story
About Excelsior Wholesale
A small family business with deep roots — from a Staffordshire estate to one of the UK's most established wholesale suppliers of artificial and dried flowers, foliage and floristry accessories.
How it all began
The estate where Excelsior was born was first taken into ownership by Ivan and Pat, Leon and Yvonne's parents, in 1962. After years of growing vegetables and selling to wholesale markets, Ivan turned his hand to growing, drying and dyeing flowers.
Demand quickly outgrew the farm gates, and Excelsior Dried Flowers was born — selling wholesale and retail, and exporting globally. The first dedicated wholesale staff were taken on around 1990, with Rich joining in 1995 (and still here today).
As the business expanded, the company was renamed Excelsior Wholesale. Still importing and exporting from across the globe, we've evolved into what we are today — a trusted supplier to florists, interior designers and sole traders across the UK and beyond.
In 2005, Leon and Rich saw that the future was online and took on the mammoth task of building the company's first website. Our current site relaunched in 2023 with a fresh new look. In August 2024, Rich officially took over the company.
Buzzards Valley Vineyard & Fisheries
One of Ivan's dreams was a vineyard and recreational fishing lakes. Started in 2004, the estate now produces award-winning wines from 8,000 vines and offers 7 fully stocked fishing lakes. Take a look at buzzards-valley.co.uk
What makes us different
Quality You Can Trust
We only stock mid to best-quality lines — over 6,000 in our system today, with new additions arriving daily.
Competitive Pricing
We always source the best products at the right prices, with free UK mainland shipping on orders over £70 + VAT.
A Dedicated Team
Small, expert and always ready to help. Whether you're a florist, designer or sole trader, you'll deal with people who know their stuff.
A Message from Yvonne, Founder
Hey there everyone! We do so appreciate your support and custom over the years — especially since the pandemic. So much has changed, but thanks to you, we are still here!
Hopefully, our website will take us further in the future. With your support, naturally.
Here's to the future, with love and thanks.
Yvonne, Leon, Rich & Mick xx
The Excelsior Wholesale team — keeping the family business going since 1962.
Looking forward
Our future goals are simple — to continue being here for all our customers, whether you're a florist, an interior designer or a sole trader. Sourcing better products, building stronger relationships, and growing the catalogue every week.
Thank you to everyone who's been part of the journey so far. Here's to the next chapter.
Ready to explore our range?
Over 6,000 product lines and counting — from artificial flowers and dried foliage to glassware, baskets, and seasonal décor.