How Reflower delivers flowers-as-a-service without a single manual step
Reflower delivers silk flower bouquets on subscription to homes across the Netherlands — and swaps them out on demand. From the moment a customer orders to the moment a returned bouquet is back on the shelf, BIYU runs the whole loop.
Reflower offers an entirely different kind of subscription — silk flower bouquets delivered to your door, swapped out whenever you want a new look. Returns are not an exception in their model; they're a regular part of operations.
Shopify and Firmhouse handled the storefront and payments. But every step in between — recognising a swap from a new order, routing drivers for both deliveries and pickups, knowing which bouquet was at which address, triggering subscriptions at exactly the right moment — had no operational home. Everything was manual, or not tracked at all.
No distinction between order types
The system couldn't tell a new subscription from a swap. What needed to be picked up, what to deliver, and which subscription to keep running required manual interpretation every time.
Manual subscription triggers
Starting and stopping subscriptions depended on humans remembering to act in Firmhouse. Wrong timing meant billing errors and a poor customer experience.
Disconnected fulfillment and logistics
Warehouse operations, route planning, and order management lived in separate places. Two logistics fleets — in-house and external — had no shared system.
No operational visibility
No single view of which bouquet was at which address, how subscriptions were performing, or what was moving through the warehouse on any given day.
One integrated flow, from order to refurbishment.
Every order — new or swap — lands in BIYU automatically
The moment a customer places an order in Shopify, it flows straight into BIYU's order management. No manual entry, no copying between systems.
BIYU recognises swap orders and knows exactly what to do
When a customer requests a swap, BIYU identifies it automatically — and links the right bouquet to be collected with the right one to be delivered. The driver knows what's going in and what's coming out, without any manual instruction.
Warehouse pick, pack, and dispatch in one flow
Every order — new or swap — moves through a structured warehouse workflow in BIYU: pick, pack, and dispatch, with the right product confirmed at each step.
Optimised route planning for two fleets
Reflower's own delivery fleet and their external logistics partner both run on BIYU's routing module. Daily routes are optimised across new deliveries, swaps, and pickups — all in a single pass.
Subscription starts on confirmed first delivery
The moment a first order is confirmed as delivered, BIYU triggers Firmhouse to start the subscription. Customers pay from the day their bouquet arrives — not the day they ordered.
Swaps stay on the same subscription
A swap is a product exchange, not a new contract. BIYU keeps the swap linked to the active Firmhouse subscription — no duplicate billing, no manual reconciliation, no awkward customer conversations.
Return confirmation stops the subscription automatically
When a cancellation return is confirmed back in the warehouse, BIYU pings Firmhouse to stop billing and kicks off the refurbishment flow. Clean, instant, no overhang.
“Everything that used to be a manual task — starting a subscription, planning a swap, stopping a payment — now just happens. BIYU is the engine behind it.”
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