What Holex Flower does

Holex Flower B.V. is a privately held Dutch flower import and distribution business founded in 1982 and headquartered in Aalsmeer, Netherlands. The company operates a global B2B sourcing and supply network through wholly-owned offices in Aalsmeer, Ecuador, Miami, and Shanghai, moving fresh cut flowers, greens, dyed/painted products, and dried/preserved products from growers to professional floral buyers across Europe, North America, South America, and Asia. Its core technology and platform are an e-commerce storefront (shop.holex.com) with multilingual support in English, Danish, and Chinese, structured around three distinct entry points: a wholesale florist/importer platform, the HLX Direct platform for florists and event planners, and a Mass Market Flowers platform for high-volume retail suppliers.

The product catalog spans roughly 40 flower varieties (Allium, Alstroemeria, Dahlia, Hydrangea, Paeonia, Rosa, Tulip, Zantedeschia, etc.) plus a broad greens assortment (Eucalyptus, Ferns, Palms, Ruscus, etc.) and value-added categories such as dyed and dried/preserved products. Holex positions itself on quality and reliability: it is ISO 9001:2015 certified, publishes seasonal lookbooks and product guides (e.g., Hydrangea guide, Late Summer Wedding Lookbook), and runs the Holex Flower Hunters program, a proprietary global sourcing initiative that connects exclusive growers with international buyers. Sales and marketing support are delivered by regional teams in each hub.

Revenue mechanics are B2B wholesale transaction-based pricing, quote-based rather than publicly disclosed, with pay-as-you-go billing and pricing tiers that vary by customer segment (wholesale importer, florist/event planner, mass market supplier). The go-to-market combines a regional field-sales force in each hub with a self-service e-commerce channel; the company markets through content (lookbooks, product guides, seasonal campaigns) and an email newsletter (Holex Insights). Ownership is private with no disclosed venture or private equity backing, and the company is not listed.

Name

Holex Flower

Legal name

Holex Flower B.V.

Website

https://holex.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

Holex Flower B.V. is a Dutch-based, privately held B2B flower importer and global distributor serving wholesale florists, retail florists, event planners, and mass market suppliers through offices in the Netherlands, Ecuador, Miami, and Shanghai, delivering fresh cut flowers, greens, dyed, and dried products worldwide.

Ownership category

akta.pro rank

Product category

Wholesale Floral Distribution

NAICS

Florists (45931)

akta.pro primary industry

Floral & Event Installations (HSACAAAC)

akta.pro secondary industries

Vendor Sourcing & Management (Venues, Catering, Photo/Video, Music) (HSACABAG), Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ), Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Wholesale flower distribution
• Fresh cut flowers
• Floral import export
• Foliage and greens
• B2B flower trading

Headquarters

HQ city

De Kwakel

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Flower Sales: B2B wholesale distribution of fresh cut flowers, greens, dyed products, and dried/preserved products to florists, importers, and mass market suppliers globally.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Holex Flower is a global B2B importer and distributor of fresh cut flowers, greens/foliage, dyed/painted products, and dried/preserved botanical products. The company sources from growers worldwide through offices in Holland, Ecuador, Miami, and Shanghai, and delivers to wholesale florists/importers, florists/event planners, and mass market suppliers via dedicated e-commerce platforms and regional sales teams.

Product overview

Holex Flower operates as a B2B e-commerce flower marketplace with four main product categories: Flowers (fresh cut flowers in dozens of varieties), Greens (foliage and greenery), Dyed/Painted Products (artificially colored flowers and foliage), and Dried/Preserved Products (preserved botanical materials). The company serves three primary business segments through distinct service platforms: Wholesale Florist/Importer Platform for bulk buyers, HLX Direct for florists and event planners, and Mass Market Flowers for high-volume suppliers. The business model connects global flower growers with worldwide customers through offices in Holland (headquarters), Ecuador, Miami, and Shanghai, providing international logistics and quality assurance.

Differentiator

Problem solved

Functional benefit

Brands

• Holex Flower Hunters: A program where Holex Flower Hunters travel the world to find exclusive, eye-catching flowers and connect growers with global markets—bringing unique flowers from greenhouse to center stage.
• HLX Direct
• The Holex Standard

Products and services

• Fresh Cut Flowers Fresh cut flowers in dozens of varieties including Allium, Alstroemeria, Anemone, Anthurium, Astilbe, Astrantia, Brassica, Chrysanthemum, Clematis, Cymbidium/Orchids, Dahlia, Delphinium, Dianthus, Eryngium, Eustoma, Freesia, Gerbera, Helleborus, Hippeastrum, Hyacinth, Hydrangea, Lathyrus, Lily, Matthiola, Narcissus, Paeonia, Ranunculus, Rosa, Scabiosa, Succulents, Tulip, Veronica, Zantedeschia, and more. Sourced globally and sold wholesale to B2B buyers.
• Greens (Foliage) Foliage and greenery products including Anthurium, Monstera, Philodendron, Aralia, Asparagus, Aspidistra, Beargrass, Eucalyptus, Ferns, Palms, Pittosporum, Cocos, Cordeline, Cotinus, Dracaena, Grasses, Hosta, Moss, Pandanus, and other green plant materials. Sold wholesale to B2B buyers for use in floral arrangements.
• Dyed/Painted Products Artificially colored or painted flower and foliage products including dyed Anthurium, Asparagus, Beargrass, Brassica, Chrysanthemum, Dianthus, Eucalyptus, Eustoma, Quercus, Rosa, Ruscus, Succulents, Tulip, and Vaccinium varieties. Sold wholesale to B2B buyers for decorative arrangements.
• Dried/Preserved Products Dried and preserved flower and foliage products including Asparagus, Cape Greens, Proteas, Cortaderia, Deco items, Eucalyptus, Ferns, Hydrangea, Ilex, Moss, Palms, Rosa, Ruscus, and Scabiosa. Sold wholesale to B2B buyers for long-lasting decorative arrangements.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Royal FloraHolland: Royal FloraHolland is the world's largest flower auction and cooperative, intermediating the majority of Dutch cut-flower trade. It is the dominant incumbent in the same B2B flower supply chain that Holex Flower operates in, although it operates an auction model rather than Holex's direct-import/distribution model.
• Dümmen Orange: Dümmen Orange is one of the world's largest breeders and propagators of ornamental flowers, headquartered in the Netherlands with global production and distribution. It operates upstream of Holex Flower in the floriculture value chain but shares the same global grower-to-buyer commercial flow.

Direct peers

• Hilverda De Boer: Hilverda De Boer is a Dutch-based international wholesale importer and distributor of cut flowers and greenery with global sourcing and customer reach. It is a direct peer to Holex Flower, competing in B2B fresh flower wholesale for florists and importers worldwide.
• Bloomways: Bloomways is a leading European wholesale distributor of cut flowers based in Germany, serving supermarket chains, florists, and event customers. It competes head-to-head with Holex Flower in B2B floral distribution across Europe.
• Intergreen: Intergreen is a German-based international wholesaler of fresh cut flowers and decorative greens with a multi-country sourcing footprint. It is a direct competitor to Holex Flower in importing and distributing fresh flowers to European wholesale and retail customers.
• Van der Plas: Van der Plas is a Dutch flower and plant wholesaler with international sourcing and a multi-country retail/wholesale customer base. It is directly comparable to Holex Flower in B2B flower distribution to florists, supermarkets, and event customers.

Regional players

• Mayesh Wholesale Florist: Mayesh is one of the largest US-based wholesale florists, importing cut flowers and serving florists and event designers across North America. It overlaps with Holex Flower's North American operations (Miami hub) and serves similar florist and event-planner customers.
• Floral Pro (FPC/Floral Pro Group): Floral Pro Group is a US-based floral wholesale and import cooperative distributing flowers to retail florists across North America. It is comparable to Holex Flower's Holex USA operations in serving North American florists with globally sourced fresh flowers.

Emerging players

• Equiflor: Equiflor is an Ecuadorian rose and flower grower-exporter with direct supply relationships to wholesalers and retailers worldwide. It is a partial peer to Holex Flower — Holex's Ecuador operations source from similar growers, and Equiflor competes at the grower-exporter layer of the same supply chain.
• Marginpar: Marginpar is a Dutch-based breeder and wholesaler specializing in distinctive cut flowers and summer/winter varieties sold to florists globally. It is comparable to Holex Flower's differentiated sourcing strategy (including the Flower Hunters program) and serves the same florist customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/holexflower

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Holex Flower