Making the Culture of Gifting Flowers Gentler: Towards a Future Where Eco-Friendly Flower Gifting is the Norm. Liberte Reduces Floral Foam Usage by 30% Through Material Review.

We are participating in April Dream, an initiative to share dreams on April 1st. This press release is the dream of Liberte Inc.

---

Liberte Inc. (Headquarters: Shinagawa-ku, Tokyo) (https://liberte-f.co.jp/), which operates 19 flower shops primarily in Tokyo, including those in Azabudai Hills, Tokyo Midtown, and Shin-Marunouchi Building, aims to create a society where eco-friendly flower gifting is not a special choice but a natural one for everyone, while preserving the culture of gifting flowers for the future.

To achieve this, Liberte is reviewing the materials used in its floral gifts.

Challenges Surrounding Flower Gifting

Floral gifts often use disposable materials such as petroleum-based floral foam (water-retaining sponge) and plastic film.

While these materials support the beauty of flowers, they also pose a burden on the environment.

We believe it is necessary to address this challenge without compromising the value of flowers.

Initiatives and Results of Material Review

Liberte is gradually reviewing its materials to reduce environmental impact while preserving the beauty of flowers.

・Reduction in Floral Foam Usage (Approx. 30% reduction compared to 2023)

Regarding the goal set in April Dream 2024 to "reduce floral foam usage by 30% in two years," we have been reviewing materials and shifting our product proposals.

Based on 2023 (1,004 cases) as a benchmark, we achieved approximately 13.5% reduction in 2024 and approximately 30.5% reduction in 2025, thus meeting our initial target.

Furthermore, we are transitioning to environmentally friendly materials for the floral foam we use, and have now largely completed this shift.

・Switching from OPP Film to Paper Materials for Bouquet Wrapping

We have adopted "Plaless Paper CoC," a water-resistant printed paper made from wood pulp sourced from FSC® certified forests and other responsibly managed forests, as our original wrapping paper, and are working to reduce the use of OPP film sleeves in stores.

・Expansion of Bouquet Products Without Foam

A product that embodies these initiatives is the "Bouquet Debout," a bouquet that doesn't require a vase. This product, designed to be displayed as is without a vase, offers both convenience for the recipient to enjoy flowers easily and environmental consideration, making it a new type of floral gift.

Expanding Bouquet Debout as a Main Product for Mother's Day 2026

Mother's Day is the occasion when the most flowers are gifted in Japan.

Liberte will feature Bouquet Debout as its main product for Mother's Day 2026, delivering eco-friendly flower gifting to more people.

Other Initiatives

・Introduction of Eco-Friendly Products

We are also developing and introducing products with revised materials and structures, such as eco-friendly standing flower arrangements and phalaenopsis orchids.

By expanding the options for flower gifting, we aim to promote more sustainable consumption behavior.

・Efforts to Reduce Flower Loss Through Sales of Non-Standard Tulips

We are also working to reduce flower loss by utilizing unused flower materials such as non-standard products.

We planned to sell non-standard tulips from Toyama Prefecture from January to March 2026. As of March 20th, sales exceeded 20,000 stems, contributing to the reduction of flower loss. We redefined differences in shape and size as "individuality," creating new value for flowers that would have been discarded. We strive to propose the charm of flowers unbound by standards and communicate sustainable flower consumption and distribution practices.

We will expand environmental considerations in various aspects of flower gifting.

---

Acquisition of Sustainable Business Certification (JSB Certification)

Liberte has obtained "Bronze Certification" under the "Sustainable Business Certification System" operated by the Japan Sustainable Business Organization (JSBO).

This certification is a system that evaluates and certifies companies' and organizations' efforts towards SDGs, and our commitment and concrete actions towards sustainability have been recognized by a third-party organization.

---

Our April Dream

Our dream at Liberte is to expand eco-friendly ways of gifting flowers while preserving the culture of gifting flowers. We aim for a future where flower designs that do not rely on floral foam, and floral gifts with reviewed materials, become everyday choices rather than special ones.

Making the culture of gifting flowers gentler.

That is our April Dream.

---

Operating Company

Name: Liberte Inc.

Representative: Toshimitsu Nakajima, President and CEO

Headquarters: 5-27-2 Higashi-Gotanda, Shinagawa-ku, Tokyo 141-0022

Established: September 1979

Business Activities:

Operation of flower shops (les mille feuilles de liberté)

Operation of green specialty stores (GREEN BASE TOKYO)

Event production business
Wedding flower business
E-commerce flower service business
Planning, production, and sales of floral gifts/flower designs
Planning, design, and construction of various space designs (interior decoration) / displays
Planning, design, and construction of various indoor and outdoor greening projects

"April Dream" is a project by PR TIMES where companies share their dreams for the future on April 1st. We are seriously aiming to achieve this dream.