What Noviflora Holland does

Noviflora Holland BV is a family-owned Dutch wholesale plant nursery founded in 1974 and headquartered in Honselersdijk, Netherlands. The company distributes over 12,000 fresh green and flowering plants, garden plants, and cut flowers sourced from growers across Europe to a B2B customer base spanning florists, garden centers, wholesalers, interior landscapers, supermarket chains, and home improvement retailers. It operates across five European countries (Netherlands, Sweden, Norway, Denmark, Switzerland) through a network of branch offices and regional subsidiaries, with an employee base of 101–250.

The core technology platform is a B2B e-commerce webshop integrated with sustainability filters (Less Plastic, MPS scores), customer-specific pricing, and order history. The proprietary Roselife category management system — operated as a wholly-owned subsidiary since 2015 — uses POS data, weather forecasts, and sales history to generate weekly order proposals and shelf-management recommendations for retail chains, claiming 50%+ loss reduction versus standard provisioning and 15% profit increases for customers such as Jumbo Switzerland. The Hunters Tool adds a human-curated product discovery layer where specialist buyers scout new varieties across European nurseries and publish them in real time. The product assortment is organized around branded concepts (Finest, Musthaves, Less Plastic, Selections, Brand New, Ogreen) that segment products by quality, price, sustainability, and novelty.

Revenue is generated primarily through wholesale plant and flower sales (transaction-based margins) and through category management and merchandising services for retail chains (professional services, including profit and margin guarantees). Pricing is not publicly disclosed; customers must register and receive customer-specific quotations from account managers. GTM combines account-manager-led enterprise sales with a self-serve webshop for repeat ordering. The company is privately held, with no disclosed external investors, and operates a sustainability-aligned physical footprint including an energy-neutral headquarters powered by 900 solar panels.

Name

Noviflora Holland

Legal name

Noviflora Holland BV

Website

https://noviflora.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Noviflora Holland is a Dutch family-owned wholesale plant nursery distributing 12,000+ fresh plants and cut flowers to florists, garden centers, wholesalers, retailers, and interior landscapers across Europe, with data-driven category management for supermarket and home improvement chains.

Ownership category

akta.pro rank

Product category

Wholesale plant and flower distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

akta.pro secondary industries

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD), Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)

Keywords

• Wholesale plant nursery
• Floral export distribution
• Plant category management
• B2B plant webshop
• Greenhouse-to-retail supply

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Wholesale plant and flower sales: B2B sales of fresh green and flowering plants, garden plants, and cut flowers to florists, wholesalers, garden centers, retailers, and interior landscapers. Products sourced from growers across Europe with delivery to customer locations or pickup at branches.
2. Category management services: Professional outsourcing services for retail chains including assortment planning, remote shelf management, profit guarantees, and store-level display optimization. Revenue from both product margins and service fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Noviflora Holland is a wholesale plant nursery that distributes an extensive assortment of over 12,000 fresh green and flowering plants, garden plants, and cut flowers sourced from European growers to florists, wholesalers, garden centers, retailers, supermarket chains, home improvement stores, and interior landscapers. The company complements physical plant supply with proprietary branded concepts (Finest, Less Plastic, Musthaves, Brand NEW, Selections, Ogreen), a B2B webshop with sustainability filters, the Hunters Tool for product discovery, and data-driven category management services (via subsidiary Roselife) for retail chains.

Product overview

Noviflora Holland operates as a full-service floral export company offering an integrated product ecosystem. The core offering is an extensive assortment of over 12,000 fresh green and flowering plants, garden plants, and cut flowers. This portfolio is distributed through a proprietary webshop with integrated sustainability filters. The product range is organized around branded concepts: Finest (premium quality label), LESS PLASTIC (eco-friendly packaging concept), Musthaves (weekly trending selections), Brand NEW (new market introductions), and Selections (best price-quality ratio). Supporting modules include the Hunters Tool for real-time product discovery, Category Management services for retail partners, and Plantscaping services for interior/exterior green solutions. Together, these components create a comprehensive B2B platform combining product supply, digital commerce, and category expertise for florists, wholesalers, garden centers, retailers, and interior landscapers.

Differentiator

Problem solved

Functional benefit

Brands

• Finest: The ultimate quality label featuring the most beautiful flowers and plants cultivated by talented growers, personally checked by Kees (inspector). Noviflora's very best brand and ultimate quality label.
• Less Plastic
• Brand New
• Musthaves
• Selections

Products and services

• Plant and Flower Assortment (12,000+ products) Wholesale assortment of over 12,000 fresh green and flowering plants, garden plants, and cut flowers sourced from growers across Europe, delivered to florists, wholesalers, garden centers, retailers, and interior landscapers across the Netherlands, Sweden, Norway, Denmark, and Switzerland.
• Finest Premium quality-label sub-brand featuring the most beautiful flowers and plants from talented growers, personally inspected by Noviflora's inspector Kees. Targeted at retail and florist customers seeking the highest-tier assortment.
• Less Plastic Sustainable packaging concept where only the plant pot uses plastic and the rest of the packaging is recyclable. Targeted at florists, garden centers, and retailers seeking environmentally friendly assortments; since launch in August 2018, 2,485+ garbage bags worth of plastic have been saved.
• Musthaves Weekly updated sub-brand of trendy flowers and plants curated as essentials for store customers, handpicked by chief buyer Rudy directly from European growers.
• Brand NEW Sub-brand showcasing the newest products on the market, featuring unique collections of plants and pot plant arrangements designed to create atmospheric ambiance for retail and florist customers.
• Selections Seasonal plant sub-brand offering the best price-quality ratio, with consistent quality at competitive prices through direct personal connection to growers. Targeted at price-sensitive wholesale and retail buyers.
• Ogreen Sub-brand of air-purifying plants tested to clean at least 10 square meters of air in homes, schools, or offices, shipped in biodegradable packaging from sustainable growers. Targeted at interior landscapers and health-conscious retail customers.
• Plantscaping Service One-stop shop offering indoor and outdoor plants, plant pots, and living walls for interior landscapers, with a high-quality range of soil-based and hydroponic plants for commercial greening of offices and public spaces.
• Category Management Service (Roselife) Data-driven outsourced category management service for supermarket and home improvement chains, using POS data, weather forecasts, vacation data, and sales history to predict store-level demand and generate weekly order proposals with 3D store layout visualization and margin/profit guarantees. Achieved 15% profit uplift and 15% loss reduction at Jumbo Switzerland's 25 stores and 50%+ loss reduction vs. standard provisioning.
• Gardenlina Outdoor Kalanchoe New outdoor Kalanchoe variety (Gardenlina) bred for gardens, patios, and balconies, continuing to flower throughout the summer. Targeted at garden centers, retailers, and consumers seeking robust outdoor bloomers.

Quantifiable outcome

• 98% delivery reliability
• +4 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Honey HighwayminorStrategic or Co-development Partner · 1 December 2022Initiative to transform industrial areas, roadsides and wasteland in the Netherlands into bee paradises. Noviflora participated in planting a bee park on Trade Parc Westland common ground (9,000 m2 with shrubs/perennials, 5,000 m2 with 50 indigenous flower seed varieties).
• The Ocean CleanupminorStrategic or Co-development Partner · 1 January 2019Charitable partnership where Noviflora donates for every Less Plastic box sold to support The Ocean Cleanup project, an advanced Dutch technology initiative to rid the world's oceans of plastic.
• RoselifecoreStrategic or Co-development Partner · 1 January 2015Subsidiary of Noviflora since 2015 providing data-driven professional category management services to supermarkets. Uses POS data, weather forecasts, and sales history to predict store-level demand and generate purchase order recommendations.
• Various European GrowerscoreChannel Partner/ Reseller/ DistributorNetwork of growers across Europe supplying plants and flowers. Includes sustainable growers (MPS-A certified), Less Plastic concept adopters, and specialty growers for concepts like Finest and Musthaves.
• Plant World (Van der Arend, JoGrow, Smit Kwekerijen)minorStrategic or Co-development PartnerCooperation producing strong, unique tropical houseplants, Hydrangea and hardy palms with regular new varieties and innovative concepts.
• MPS (Milieu Programma Sierteelt)coreStrategic or Co-development PartnerSustainability certification program partners including MPS-ABC, MPS-GAP, MPS-ProductProof certifications for growers, enabling transparency on fertilizers, pesticides, energy and waste performance.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Landgard: German horticultural cooperative with production, wholesale, and retail operations across flowers and plants. Comparable as a broad European horticultural distributor with both grower and wholesale functions.
• Royal FloraHolland: Dutch cooperative flower auction and the world's largest floral marketplace, connecting growers and buyers across Europe. Comparable as the dominant B2B floral platform that Noviflora both partners with and competes against in the wholesale channel.
• Greenyard: Belgian-headquartered global market leader in fresh fruits, vegetables, flowers, and plants, with substantial European retail and foodservice distribution. Comparable as a large-scale European fresh produce and plant distributor serving supermarket chains.
• Dümmen Orange: Global leader in ornamental plant breeding and propagation, headquartered in the Netherlands. Comparable as a major Dutch floriculture value-chain player with overlapping grower-network relationships.
• KP Holland: Dutch plant breeding and propagation company producing ornamental plants and cut flowers for European retail. Comparable as a Dutch floriculture supply-chain participant serving the same end markets.

Direct peers

• Holex: Dutch wholesaler of fresh cut flowers with international distribution to florists and retailers. Direct competitor in European cut-flower wholesale with overlapping customer base.
• Decorum Plants & Flowers: Dutch marketing organization of 50+ member growers selling premium plants and flowers to European florists and retailers. Comparable as a quality-focused, brand-driven floral wholesaler competing for the same premium retail accounts.

Emerging players

• HilverdaKooij: Dutch plant breeder focused on cut flowers, potted plants, and garden plants, with growing direct retail programs. Comparable as a Dutch floriculture supplier with overlap in product categories and European retail customer base.
• Veiling Rhein-Maas: German-Dutch flower auction serving growers and buyers in the German-speaking market. Comparable as a B2B floral marketplace that competes for cross-border wholesale flow in continental Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/noviflora

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noviflora Holland