This paper focuses on the insertion of the Brazilian cut flower chain in the European market, based on the specific case of the French market. First, through a review of the literature on global value chains we identified the main factors influencing chain governance. Thereafter, we discuss the roles played by the governance structures of this supply chain. Data was obtained through field interviews with the main actors of the chain, both in Brazil and in France. Field work in France was focused on the emergence of franchised flower shops. Results point out the new competences required for chain upgrading of Brazilian producers in the European market.